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Top on-page SEO factors, a complete guide on important techniques


On-site or on-page SEO refers to optimize the content of the web page and the source code of a web page. Optimizing content has many on-page SEO factors.

In this article, you will learn the following topics. 

  1. What is on-page SEO?
  2. What is the difference between on-page and Off-page SEO?
  3. What are the main factors of on-site SEO?
  4. Internal links and their importance.
  5. URL structure, keyword stuffing, copy content and open-graph for social sharing, and much more.

What is On-Page SEO?

On-page SEO is the name of optimizing web pages in order to rank higher and attract more users in search engines. 

It refers to both the content of the web page and the source code of a page. Optimized coding helps to improve on-page SEO.

What is the difference between On-Page and Off-page SEO?

In simple terms, the on-page SEO refers to those factors you can optimize and control on your site. E.g. content writing, page title, internal linking, Meta tags & descriptions, image optimization, keyword placement, and SEO friendly links, etc.

Off-page SEO refers to the practices which occur out the site of your website. E.g. backlinks links from different sites, promotion techniques, social media interests, and other signals.

What are On-Page Ranking Factors for SEO?

  • Internal Linking
  • Images
  • Page Titles
  • Meta tags & descriptions
  • Headings & Sub Headings
  • HTML Clean-up
  • URL Structure
  • Keyword Stuffing
  • Keyword density and LSI( Latent semantic indexing )
  • copy content
  • Auto-Generated and Spin Content

Meta tags and title tags

The page title is one of the important factors of SEO on every site. Write a unique title for every posts types and page. Which should include main keywords about content on the page.

HTML Code Sample

<title>Your Title Text Goes Here</title> 
The HTML title tag specifies the page title. Title tags are the main headings that appear on search engine result pages (SERPs) as a blue heading. 

It is hyperlinked back to your site. An optimized title can case a higher ranking because Titles are suitable for usability, SEO, and social sharing as it is a concise description of a page’s content.

Meta title length (pixels and characters)

The recommended length for the Meta title is 50 to 60 characters so worth considering it. 

Google may allow you to write the Meta title up to a maximum of 65 characters. And the minimum limit is 30 characters. 

The page title should not be between 571 pixels and 200 pixels. 

The page title should be unique but not be the same as the H1 tag (main heading in your post). 

Meta Description

<meta name="description" content="This is an example of a meta description. This will often show up in search results.">

View Port

<meta name=viewport content="width=device-width, initial-scale=1">

Headings and subheadings

The headings describe the structure of the content. H1 is the largest heading in HTML. It is dedicated to the title only. It is written only one time on the web page as the main heading because it describes the main topic.

Here is the structure of the headings in HTML.

<h1>heading one </h1> 
<h2>Heading two</h2> 
<h3>Heading three</h3>
There are subheadings from H2 to H6 in descending order of importance and size. The h1 is largest in size and h6 is the smallest. 
You should maintain the hierarchy of content using these headings. There is no concept of siblings but always the larger heading is a parent and smaller heading is a child. 
Always write the subheading under the parent.
For example, the subheading of h2 will be h3 and subheading of h3 will be h4 and so on.
This hierarchy of heading shows the complete structure of information.

What is internal linking and how it is important for SEO?

  • Internal Links are hyperlinks that target from one page to another page at the same domain or website.
  • It is used to navigate the website.
  • It helps to maintain the flow of hierarchy in information and descriptions.

Your content needs links to rank in search engines. A search engine usually finds a link to show your content to others. 

Internal links are important to build up a hierarchy of information on your web page or website. Internal links show the structure and references for the content. 

They also refer to the link value and relation of the content with a topic.
It is essential for your site’s SEO to calculate and maintain an internal linking approach on a daily basis. 

By adding the healthier internal links you make sure a search engine knows about the following points:
  • The relevance of content and pages;
  • The connection between pages in your website;
  • Worth of pages and the information you shared.
You can use internal links in many formats like:
  • Main navigation
  • Navigation links in the sidebar
  • Footer navigation links
  • Text links from the content.
Meta tags give information about the webpage of the document.

This information is known as “metadata”. The Metadata is not displayed on the browsers itself while it can be read by search engines and their crawlers.

Every Search engine uses metadata to understand extra information about the content on any webpage. 

They can use it to rank webpages and display snippets in search engine result pages. Sometimes they can overlook these Meta tags. 

These are some Meta tags that must be on your site’s every page.

Images: An On-page SEO Factor.

Images are sometimes ignored, they can be an important part to help you in boosting your content value in search engine optimization for search engines. Each image on your post has some methods in which it can be optimized.

Choose the right filename

  • The name of the image can be used to find what the image describes. E.g. if the image is of a red car, then the name of the file could be ‘red-car.jpg’. Obviously, you have to remember, this preparation can be beneficial. It can also be harmful to SEO if it is spoilt. Taking a file named .red-car.jpg’ perfect and reasonable, but naming it ‘DSC0036’.jpg’ could not be really good. As a good practice of SEO, use the meaningful and least possible number of words to choose the file name. Which is necessary to define the illustrations in the image file.
  • Creating expressive and keyword-rich file names are key points for image optimization. Search engine robots not only crawl the text content on your webpage, but they also crawl image file names.

Choose the right file Format

  • There is no specified format for images. However, it is recommended the “.webp, .jpg” format for the web. It depends on the type of image and concept behind to use it. Here are some concepts.
  • Select JPEG format for large size photos or illustrations. It will give you decent outcomes in terms of colors and clearness with a comparatively small file size.
  • Use PNG format if you want images with a transparent background.
  • The ‘WebP’ is good as compared to JPEG and PNG. use next-generation image formats because they will give you the best quality of images with reduced file sizes.
  • You can convert images using tools like Squoosh into WebP format because it gives better compression.
  • The SVG is the right format for logos and icons so Use SVG for smaller images.
  • If you have large size PNG images then you can use Tinypng to compress them.

Scale the images for SEO

Images really impact the loading time of the webpage. If you upload a huge image and display size for it is small then resize it. 
E.g.  A 1500×1000 pixels image displayed at 250×150 pixels size. This will still load the entire image. To resize the image and illustrations to how you need to display it.

Image ALT text and title attributes

Sometimes the image is not available to the users. It is due to the wrong source link of the image or maybe because they turned off images in their browser settings. 
Some people use a screen reader to read the text loudly. So the alternative text or Alt attribute confirms that information. It is a text appears if the image fails to load.
  • Add alt text to every image because it is part of image SEO.
  • Alt text should include SEO keywords for that page.
The title text is shown as a tooltip with the cursor while hovering the mouse over the image. It has some accessibility problems, the browsers don’t show it without hovering the mouse. So keyboard users can’t access it.
It will be better practice to include title attributes in the main content text, as opposed to the images.

Add Image structured data.

Structured data tells search engines the information about any type of data on the internet. It is sometimes called the language of search engines. 
Adding structured data to your pages can help search engines to understand and index your content in terms of image, video, news or recipe, etc. and display your images and content as rich results SERPs.

URL-Structure, an important on-page SEO factor

URL stands for "uniform resource locater". It is also known as the web address. It usually points out the location of any web page on the internet. 

While creating the SEO friendly URL or permalink keep in mind the following points.

A great SEO Site Backlinko mentioned that the URLs are an important ranking factor in search engines.

Especially these factors are listed below.
The length of URL is listed as 46th in Google’s top 200 ranking factors URL path comes in the 47th, Keyword in the URL is in 51, and The URL string is 52nd position.
  • Keep the URL structure as simple as possible. 
  • Use hyphens( - ) as a separator instead of underscores because it makes easy to read and memorize the URL. Hince your content is written for humans not for machines and robots.
  • Use your main keyword in your permalink. you should separate the words in a focus phrase using the hyphens.
  • Use short URLs because it will clarify the main keyword because a long URL contains many keywords that can confuse the search engines.
  • Always use lowercase in the permalink.
  • Use an SSL certificate and go with HTTPS.

Copy Content and On-page SEO

The copied content or duplicate content refers to forged content from already published blogs or sites. 
It is illegal to use copyright content on the web and print media because it is considered as unauthorized usage of the content without any citation.
If there is any particular reason to include someone else’s content then search engines like Google encourage to use “rel = canonical” tag. 

The canonical tag shows the original page that hosts the content.

The structure of the canonical tag looks like this and it comes in the header section of the HTML page.

<link rel="canonical" href="">

Search engines do not issue any penalty against duplicate content. However, they usually remove it from search result pages. 
Google filters the result pages. If there is similar content, then google prefers the canonical version.

Keyword Stuffing

Keyword stuffing simply means repeat the focus keyword again and again in the content. Adding a lot of keywords is a ranking factor of the past. 

Now the ranking revolves around the semantics of the content. Google looks for related concepts of focused keywords.

Auto-generated and spined content

Auto-generated content is generated by robots or it is generated programmatically. They are not yet sophisticated to write content like a human. However, machines and robots are getting smarter day by day. 

Like auto-generated content, the spin content will always destroy the semantics of the content. Most search engines detect these tactics easily. So it will cause a decline in ranking.

Keyword density and LSI

Latent Semantic Indexing refers to the symmetrically similar meaning to your focused key phrase. 

Major search engines like Google is looking LSI keywords to understand the real meaning of content and how it will be related to the searching of end-user. 

Previously the keyword stuffing was a successful technique but nowadays robots look deep into the rich content. keyword stuffing gets a penalty and results in losing ranking. 

Using the LSI keywords is better understandable to search engines. This method is the white hat technique to optimize the content for search engines and SEO.

How to find LSI keywords?

These keywords are the words that are related to the primary keyword. Here are several ways to find out LSI keywords but these online tools are commonly used.

OpenGraph (Sharing on Facebook and Twitter)

What is Open Graph? Open Graph is a protocol that empowers any page to turn into a rich item in a social graph. 
Essentially, you can tell social media sites like Facebook, Twitter, Pinterest, and LinkedIn, etc. what data to show when you or any other person share this link from your website.
How do you set these attributes on your page? It can be achieved with HTML <meta> tags. 

When a link is shared on social media then the sites like Facebook and Twitter scrape the related web page and extracts its HTML <meta> tags to read the appropriate information and display them.

open graph seo
OpenGraph (click to zoom)

The Meta tags placed in the <head> section of the page. OpenGraph Meta tags look like this:

Title: <meta property="og:title" content="European Travel Destinations">
Description: <meta property="og:description" content="Offering tour packages for individuals or groups.">
Thumbnail: <meta property="og:image" content="">
URL: <meta property="og:url" content="">

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