On-page SEO gets overlooked because it's not flashy. No one's launching it at a conference. But it's the foundation that makes everything else possible. Without it, even great content gets buried.
The good news: most business websites miss the same 15 things. Fix them, and you'll be ahead of 80% of your competition.
1. Title Tag (50-60 Characters)
Your title tag is the clickable headline in Google search results. It's also the most important on-page SEO signal. Make it count. (For more on this, check out our guide on writing meta descriptions that get clicks.)
What to do: Put your main keyword near the start. Keep it between 50-60 characters so Google doesn't cut it off. Make it compelling enough that people click it, not just keyword-stuffed.
Bad: "SEO Services | Digital Marketing Agency" Good: "SEO Services for Local Plumbers in Melbourne"
Useful resource: Google's SEO Starter Guide
Useful resource: Schema.org structured data
2. Meta Description (150-160 Characters)
The meta description doesn't directly affect rankings, but it affects click-through rate. A higher CTR tells Google your page is relevant. We cover this in more detail in our post about internal linking for SEO.
What to do: Include your keyword naturally. Summarize what the page delivers. Add a reason to click — a benefit, a number, or urgency.
3. H1 Tag (One Per Page)
Every page needs exactly one H1. It should match or closely align with your title tag.
What to do: Use only one H1. Make it clear and descriptive. Use it for the main topic, not for site headers or navigation.
4. H2 and H3 Hierarchy
After your H1, use H2s for main sections and H3s for subsections. Don't skip levels (H1 → H3 is confusing).
What to do: Organize your content logically. Include your target keyword in at least one H2. Let subheadings guide both readers and search engines.
5. Keyword in First Paragraph
Google weighs content that appears early more heavily. Your target keyword should appear naturally in the first 100 words.
What to do: Work your keyword into the opening naturally. If it feels forced, rephrase. It's better to be readable than keyword-perfect.
6. Internal Links (3-5 Per Page)
Internal links pass authority through your site and help Google understand structure. They also keep readers on your site longer.
What to do: Link to related content using descriptive anchor text. Don't link to homepage from every page. Link to pages that matter for rankings.
7. Image Alt Text
Alt text helps Google understand images and improves accessibility. It's also an on-page ranking factor.
What to do: Describe the image briefly and naturally. Include your keyword once if it makes sense, but don't force it. "Photo of three people in a meeting room" is better than "people meeting keyword keyword".
8. URL Structure
Clean, readable URLs are better than long strings of numbers or special characters. Google uses URLs as a weak ranking signal.
What to do: Keep URLs short and descriptive. Use hyphens, not underscores. Avoid query parameters if possible. Stick with lowercase letters.
Good: /how-to-optimize-for-google-business-profile
Bad: /blog?id=4832&category=seo
9. Content Length (1000+ Words)
Longer content tends to rank better, but only if it's actually better. A padded 1000-word post loses to a focused 600-word post.
What to do: Aim for 1000-1200 words for competitive keywords. Cover the topic thoroughly. Cut fluff. Every paragraph should earn its place.
10. Keyword Density (1-2%)
Your keyword should appear naturally throughout the piece. Roughly 1-2% keyword density (keyword appears 10-20 times in a 1000-word post) is ideal.
What to do: Use your keyword and natural variations (synonyms, long-tail versions). Don't force it. If you're rewriting sentences to add keywords, you've gone too far.
11. LSI Keywords (Semantic Variations)
LSI keywords are related terms Google recognizes as related to your main keyword. Using them signals to Google you understand the topic deeply.
What to do: For "best CRM for small business," use variations like "small business CRM," "CRM software," "customer relationship management." Tools like Google Search Console's "Related Searches" show what these are.
12. Image File Names
Rename images before uploading. "IMG_2847.jpg" tells Google nothing. "project-management-dashboard-screenshot.jpg" tells Google what it sees.
What to do: Use hyphens to separate words. Include your keyword in at least one image filename if relevant. Keep filenames under 75 characters.
13. Schema Markup (Structured Data)
Schema markup is code that tells Google exactly what your content is about. It often triggers rich snippets in search results (ratings, prices, steps, FAQs).
What to do: At minimum, add FAQ schema if you have FAQs, and Article schema for blog posts. Tools like Schema.org and Google's Structured Data Testing Tool make this easier.
14. Page Loading Speed
Google confirmed page speed as a ranking factor. Pages that load in under 2 seconds get a boost.
What to do: Compress images. Minimize CSS and JavaScript. Use a CDN. Run tests in Google PageSpeed Insights to find specific slowdowns.
15. Mobile Responsiveness
Mobile-first indexing means Google crawls and ranks the mobile version. If your mobile experience is broken, you don't rank.
What to do: Test on real phones, not just the browser's mobile preview. Ensure buttons are clickable, text is readable, images fit the screen. Google's Mobile-Friendly Test tells you if there are issues.
The Quick Audit
You don't need to fix everything at once. Start here:
- [ ] Is your title tag 50-60 characters with your keyword?
- [ ] Is there exactly one H1?
- [ ] Is your page over 1000 words?
- [ ] Do you have 3+ internal links?
- [ ] Is your page mobile-friendly?
- [ ] Do images have descriptive alt text?
Fix these five, and you've solved half the problem. The other 10 items build on this foundation.
On-page SEO won't guarantee ranking #1 tomorrow. But it removes the barriers that keep you from ranking at all. It's the difference between a website that could work and a website that actually does.
Need help auditing your site? We can show you exactly what's working and what's holding you back.
Questions about your own situation? Talk to us →
Twin Fin Studio does AI automations, SEO & web design. We're a partner to hospitality and local businesses in Lombok, Bali and Belgium.
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