On-page SEO

Example

An accountancy firm in Ruse has a services page whose title tag reads “Home | Firm Ltd” and whose main heading says “Welcome”. The words “accounting services” and “Ruse” appear in none of the headings, the text runs to three lines, and not one blog post links to the page. After the on-page work:

• the title tag becomes “Accounting services in Ruse for small companies — Firm”;
• the main heading says the same thing in the client’s words;
• the text answers the questions clients ask on the phone: what the service covers, what they need to provide, how to switch accountants;
• five blog posts link to the page with natural anchor text;
• images get alt text, and the meta description promises what the page actually delivers.

None of these changes needs a new website. All of them happen on the page.

Why it matters for a business

On-page is the part of SEO that is entirely in your hands. Technical SEO opens the door and links from other sites bring authority, but the search engine still has to work out from the page itself what it is about and who it is for. The title tag is also the first thing a searcher reads, so it decides whether they click. Google sometimes rewrites titles and descriptions that do not match the page — one more reason to get them right.

The off-page side, the recommendations that arrive from outside, is covered under inbound link.

What to ask

• What is the main query for each page, and where does it appear — title tag, main heading, body text?
• Are there pages with identical titles, or with the same content?
• Which pages receive internal links, and which stand alone?
• What will change on existing pages before new ones are written?

Work on titles, text and internal links is part of the delivery stage of our SEO work.