Titles and headings
Make the subject and page hierarchy clear. Check that the title accurately describes the content rather than promising something absent.
Organic SEO
On-Page SEO
Improve the clarity, relevance and internal structure of important pages so readers can understand the offer and take the next step.
On-page work starts with the purpose of a URL and the questions its audience needs answered. We review the page title, headings, body copy, evidence and internal links together. Keyword repetition is not a substitute for a useful explanation or a well-organised page.
Give the page a clear purpose
- 01
Intent
Define the reader’s task.
- 02
Structure
Organise the explanation.
- 03
Evidence
Support the claims made.
- 04
Links
Connect the next useful pages.
Review the whole page
Body content
Identify missing answers, repetition and unsupported claims. Preserve information that helps a reader compare or understand the offer.
Internal links
Connect related information with meaningful destinations. Check that important links actually reach the intended page.
An edit needs an editorial reason
Page intent
Decide whether the URL should inform, compare or help someone enquire. Different tasks need different information.
Evidence preservation
Keep verified specifications, meaningful qualifications and useful examples. Shortening content should not remove an important condition.
Review one page in context
Read
Inspect the page and its search purpose.
Edit
Improve structure, information and internal links.
Check
Review the published page and its metadata.
Questions about on-page seo
Do you target a keyword density?
No. The page should answer its intended question naturally and accurately. Repetition is not a useful writing target.
Will you change an established URL?
Only if there is a reason and an agreed transition plan. Many on-page improvements can preserve the existing address.
Platform guidance
Google Search Essentials
Official guidance for making website content accessible to Google Search.
ExploreDiscuss on-page seo
Tell us about your website, audience and the work you need.