On-Page SEO

When to Activate

Use this skill when optimizing individual pages for search engine visibility: writing or improving title tags, meta descriptions, headings, content structure, internal links, image optimization, or URL structure. Applies to blog posts, product pages, landing pages, category pages, and any page targeting organic search traffic.

First Questions

1. What is the target keyword (and its search intent)?
2. What currently ranks in the top 10 for this keyword? (analyze the SERP)
3. Is this a new page or an optimization of an existing one?
4. What page type is it? (blog post, product page, category page, landing page)
5. What is the content's primary goal beyond ranking? (conversions, education, link building)

Title Tag Optimization

The title tag is the single most important on-page ranking factor and the primary driver of click-through rate from SERPs.

Rules

• Length: 50-60 characters (Google truncates at ~580px, roughly 60 chars)
• Keyword placement: Primary keyword as close to the beginning as possible
• Unique: Every page must have a unique title tag
• Compelling: The title must earn the click, not just contain the keyword
• Brand: Include brand name at the end for branded searches (optional for long-tail)

Title Tag Formulas

[Primary Keyword]: [Benefit or Hook] | [Brand]
[Primary Keyword] — [Modifier: Guide/Tips/Examples] ([Year])
How to [Primary Keyword] in [Timeframe] ([Year])
[Number] [Primary Keyword] [Tips/Examples/Strategies] for [Year]
[Primary Keyword]: What It Is + How to [Action] ([Year])

Examples

Common Mistakes

• Keyword stuffing: "CRM Software | Best CRM | Top CRM Tool | CRM Reviews"
• Too long: getting truncated in SERPs
• Too short: missing the opportunity for CTR-boosting modifiers
• Duplicate titles across multiple pages
• Missing the search intent (informational title for a transactional query)

Meta Description Optimization

Meta descriptions don't directly affect rankings but significantly impact CTR, which indirectly affects rankings.

Rules

• Length: 120-155 characters (Google truncates at ~920px on desktop)
• Include target keyword: Google bolds matching terms in the SERP
• Include a CTA: Tell searchers what they'll get or do
• Match search intent: The description must deliver on what the searcher wants
• Unique: Every page needs a unique meta description
• Active voice: "Learn how to..." beats "This article discusses..."

Meta Description Template

[Hook or benefit statement]. [Supporting detail with keyword]. [CTA — Learn/Discover/Get/See].

Examples

When Google Rewrites Your Meta Description

Google rewrites meta descriptions ~70% of the time. To reduce rewrites:

• Make the description highly relevant to the target query
• Include the exact keyword phrase naturally
• Ensure the description accurately summarizes the page content
• Don't use the same description template across many pages

Heading Hierarchy (H1-H6)

Headings structure your content for both readers and search engines.

Rules

• One H1 per page — Contains the primary keyword, closely mirrors the title tag
• H2s for major sections — 4-8 H2s for a standard blog post
• H3s for subsections — Under each H2 as needed
• Never skip levels — Don't go from H2 to H4 without an H3
• Include keywords naturally — Primary keyword in H1, secondary keywords in H2s and H3s
• Use headings for structure, not styling — Don't use H3 just because you want smaller bold text

Example Heading Structure

H1: How to Build a B2B Content Strategy That Drives Revenue
  H2: What Is a B2B Content Strategy?
  H2: Why Most B2B Content Strategies Fail
    H3: Mistake 1: Creating Content Without a Funnel Map
    H3: Mistake 2: Ignoring Search Intent
    H3: Mistake 3: No Distribution Strategy
  H2: The 6-Step B2B Content Strategy Framework
    H3: Step 1: Define Your ICP and Buying Journey
    H3: Step 2: Conduct Keyword Research by Funnel Stage
    H3: Step 3: Create a Topic Cluster Map
    H3: Step 4: Build Your Editorial Calendar
    H3: Step 5: Write and Optimize Content
    H3: Step 6: Distribute and Promote
  H2: B2B Content Strategy Template (Free Download)
  H2: Measuring Content Strategy ROI
    H3: Leading Indicators
    H3: Lagging Indicators
  H2: Frequently Asked Questions

Keyword Placement (Natural and Semantic)

Where to Place Keywords

Semantic SEO (Entity Optimization)

Google understands topics, not just keywords. Optimize for topical depth:

• Cover related entities: If writing about "email marketing," also cover segments, automation, deliverability, open rates, CTR, A/B testing, DKIM, SPF
• Answer related questions: Use "People Also Ask" as a content outline
• Use natural language variations: "email marketing strategy," "strategy for email marketing," "marketing via email," "email campaigns"
• Include definitions and context: Help Google understand the semantic relationships between concepts

Image Optimization for SEO

Alt Text

Alt text serves two purposes: accessibility (screen readers) and SEO (image search ranking).

Rules:

• Describe what the image shows, accurately and concisely
• Include the keyword naturally if the image is relevant to the topic
• 80-125 characters
• Don't start with "Image of" or "Photo of" (screen readers already announce it as an image)

Examples:

• Bad: alt="image"
• Bad: alt="email marketing strategy email marketing tips best email marketing"
• Good: alt="Bar chart showing email open rates by industry for 2026"
• Good: alt="Content strategy template with editorial calendar and topic clusters"

File Names

• Use descriptive, hyphenated names: email-marketing-strategy-framework.webp
• Not: IMG_3847.jpg or screenshot-2026-03-01.png

Image Sizing and Format

• Serve images in WebP or AVIF format
• Use responsive images with srcset
• Compress to 80-85% quality
• Lazy load images below the fold

Internal Linking Strategy

Internal links distribute PageRank, establish content hierarchy, and help Google discover pages.

Rules

1. Every page should link to and from at least 2-3 other relevant pages
2. Use descriptive anchor text — Not "click here" but "email marketing strategy guide"
3. Link to high-priority pages more often — Your most important pages should have the most internal links
4. Link contextually — Links should appear naturally within the content where they add value
5. Link deep — Link to specific blog posts and pages, not just the homepage and category pages
6. Fix orphan pages — Every important page must be reachable through internal links

Internal Linking Patterns

Hub and Spoke (Topic Clusters):

• Pillar page (hub) links to all related cluster pages (spokes)
• Each spoke links back to the hub
• Spokes link to each other where relevant

Contextual Links:

• Mention a concept? Link to the page where you cover it in depth
• "As we discussed in our [guide to email deliverability]..."

Navigation Links:

• Breadcrumbs, sidebar, footer, related posts sections
• These provide structural context but carry less weight than in-body contextual links

Anchor Text Best Practices

URL Structure

Rules

• Short and descriptive: /email-marketing-strategy/ not /blog/2026/03/14/the-complete-guide-to-email-marketing-strategy-for-beginners/
• Use hyphens, not underscores: /email-marketing/ not /email_marketing/
• Lowercase only
• Include the primary keyword
• No stop words unless needed for readability: /how-to-write-cold-emails/ is fine, /a-guide-to-the-best-of-email/ is not
• No dates in URLs (makes content appear dated when you refresh it)
• Use logical hierarchy: /blog/email-marketing/ or /products/crm/
• Never change URLs without implementing 301 redirects

Content Readability

Readability Rules for SEO Content

• Short paragraphs: 2-4 sentences maximum
• Subheadings every 200-300 words: Breaks up walls of text, adds keyword opportunities
• Bullet points and numbered lists: For scannable information
• Bold key phrases: Helps skimmers find important information
• Table of contents: For posts over 1,500 words (also helps win sitelinks in SERPs)
• Reading level: Aim for 7th-9th grade reading level (Hemingway Editor or Flesch-Kincaid)
• Active voice: "We analyzed 1,000 landing pages" not "1,000 landing pages were analyzed"
• Multimedia: Include images, charts, or videos every 300-500 words

On-Page SEO Checklist

Before Publishing

• Title tag: 50-60 chars, keyword front-loaded, compelling, unique
• Meta description: 120-155 chars, keyword included, CTA present, unique
• H1: Contains primary keyword, closely matches title tag, only one per page
• URL: Short, descriptive, keyword included, hyphens, lowercase
• First 100 words: Primary keyword appears naturally
• Headings: Logical H2/H3 hierarchy with secondary keywords
• Internal links: 3-5+ relevant internal links with descriptive anchor text
• External links: 2-3 links to authoritative, relevant sources
• Images: Alt text on all images, descriptive file names, WebP format, lazy loaded
• Content length: Matches or exceeds what's ranking in the top 10 for this keyword
• Search intent match: Content format matches what Google rewards for this query
• Schema markup: Appropriate structured data (Article, FAQ, HowTo, etc.)

After Publishing

• Submit URL to Google Search Console for indexing
• Verify no indexing issues in URL Inspection tool
• Add internal links from existing related pages to the new page
• Monitor rankings and impressions in Search Console over 4-8 weeks

Quality Gate

• Title tag and meta description are within character limits and include the target keyword
• Content fully satisfies the search intent behind the target keyword
• Heading hierarchy is logical and includes keyword variations naturally
• At least 3 internal links point to and from the page
• All images have descriptive alt text and are optimized for performance
• URL is clean, short, and keyword-inclusive
• Content readability is appropriate for the target audience
• Page is indexed and rendering correctly in Search Console