On-Page SEO: How to Optimise Your Pages Properly

Anyone interested in search engine optimisation sooner or later asks: what is on-page SEO – and how do I do on-page SEO properly? It means all measures on your own website that help search engines understand your content and give visitors a good experience. The better you achieve both, the greater your chances of good rankings.

On-page SEO is not a one-off project. Search engines keep evolving, competitors improve their pages and your own offers change. That is why important pages should be reviewed and updated regularly. The good news: the basic rules have been stable for years and are easy to put into practice.

How to do on-page SEO: the most important factors

It always starts with the question of which search query a page should answer. Only once the main keyword and search intent are clear can you align titles, headings and content in a targeted way. Then come the individual building blocks.

Page title – the basis of any one-page SEO

The page title (title tag) is one of the most important on-page factors. It should contain the main keyword as close to the beginning as possible and describe the content precisely. If, for example, you are writing a guide about “best WordPress plugins”, exactly that term belongs in the title. As a guideline, aim for around 50 to 60 characters so that Google does not cut the title off.

Meta descriptions

Many people forget the meta description. It is not a direct ranking factor, but it often appears as the preview text in the search results and therefore influences the click-through rate. In 140 to 160 characters, state the benefit of the page, use the keyword naturally and finish with a call to action. This way you win more visitors from the same position.

URL structure

Every page should have a short, understandable URL that makes the topic clear, for example example.at/best-wordpress-plugins/. Use lower-case letters, hyphens instead of underscores and no unnecessary parameters. Important: only change existing URLs for a good reason and always with a 301 redirect, otherwise you lose rankings and backlinks.

Headings and content structure

Divide your texts into short paragraphs and clear headings. Every page gets one H1 as its main heading, followed by H2s for main sections and H3s for sub-points. Search engines use this structure to understand the key topics. Meaningful headings with relevant terms are far more valuable than generic ones such as “Learn more”.

Use keywords naturally instead of chasing keyword density

The right keyword helps search engines understand the content. A fixed keyword density, as was once recommended at 3 to 5 per cent, is outdated today, however. Modern search engines also recognise topics through synonyms and related terms. Use the main keyword in the title, in the H1, in the first paragraph and in at least one subheading, and otherwise write for people.

Alt text for images

Images break up long texts and make content easier to understand. So that search engines can classify them, every image that is relevant to the content needs an alt text that briefly describes what can be seen. This improves accessibility and can bring visitors via Google Image Search. Also compress your images and use modern formats such as WebP.

Internal linking

Internal links connect your pages in a meaningful way. They show Google which pages are important and lead visitors to the next step – for example from a guide to the matching service page. Use descriptive anchor texts and make sure that no important page is left without an internal link.

Load time and Core Web Vitals

The speed of your website is part of the user experience. Google measures it with, among other things, the Core Web Vitals: LCP for the load time of the main content, INP for the response time to input and CLS for visual stability. Good hosting, caching and optimised images often make the biggest difference here. The mobile display also counts, because Google mainly evaluates the mobile version.

What are the benefits of on-page SEO?

To understand better why on-page SEO is worthwhile, it helps to look at the benefits. With the right measures you achieve:

• Better rankings: search engines understand your content and match it to the right search queries.
• Faster indexing: a clear structure and internal links help Google find new content.
• More clicks: good titles and descriptions increase the click-through rate in the search results.
• More enquiries: visitors find what they are looking for faster and are more likely to get in touch.
• Full control: unlike backlinks, all factors are in your hands.
• Lasting effect: once well optimised, pages work for you in the long term, without ongoing click costs.

Another advantage: well-structured pages with clear answers are also more easily understood and cited by AI systems such as Google AI Overviews or ChatGPT. We explain how to become visible there on our page Getting found in ChatGPT.

On-page SEO checklist

Use this checklist for every important page of your website:

1. The main keyword and search intent have been defined.
2. The page title contains the keyword at the beginning and has around 50 to 60 characters.
3. The meta description states the benefit and a call to action.
4. The URL is short, meaningful and stays the same permanently.
5. The keyword appears in the first paragraph and in at least one H2.
6. There is exactly one H1 and a logical heading structure.
7. All relevant images have alt texts and are compressed.
8. The page links to related content and is itself linked internally.
9. The page loads quickly and works on a smartphone.
10. The content answers the reader’s question completely and is up to date.

Google itself also offers a good introduction to the basics in its SEO Starter Guide.

How Kodlogy supports you with on-page optimisation

As an SEO agency in Vienna, we combine on-page optimisation with technology and content. We analyse your pages, research suitable keywords, revise titles, descriptions and texts and fix technical errors. For WordPress websites we implement the measures directly in the system, for example as part of our WordPress SEO. And if the website itself is what is holding you back, we plan a new one with you – find out more under Have a website built in Vienna.

Frequently asked questions about on-page SEO

What is on-page SEO?

On-page SEO covers all measures directly on your website that improve your ranking in search engines: content, page titles, meta descriptions, headings, URLs, images, internal links and technical factors such as load time. These factors are entirely in your own hands.

What is the difference between on-page SEO and off-page SEO?

On-page SEO concerns everything on your own website. Off-page SEO covers signals from outside, above all backlinks and mentions of your brand on other sites. Both areas complement each other – without a good on-page foundation, even strong links have only a limited effect.

Is one-page SEO the same as on-page SEO?

Usually “one-page SEO” simply means on-page SEO. Strictly speaking, however, it refers to optimising a one-page website, where all content sits on a single page. There, a structure with clear sections and headings is particularly important.

What is the ideal keyword density?

There is no fixed ideal keyword density. Values quoted in the past, such as 3 to 5 per cent, are outdated. Use the main keyword in the title, in the H1, in the first paragraph and in one subheading, and otherwise write naturally with related terms.

How long does it take for on-page SEO to work?

That depends on how often Google crawls your site and how strong the competition is. Changes to the title and description are often visible in the search results after a few days to weeks. Ranking improvements usually take longer and should be monitored over several months.

Is the meta description a ranking factor?

No, the meta description does not influence rankings directly. It does, however, affect the click-through rate, because it can appear as the preview text in the search results. A good description therefore brings more visitors from the same position.

Which tools help with on-page optimisation?

For WordPress, SEO plugins such as Rank Math are helpful because they check the title, description and structure directly in the editor. Google Search Console shows search terms and indexing problems, PageSpeed Insights shows load time. For entire websites, SEO crawlers are a good choice.

Can I do on-page SEO myself?

Yes, you can implement the basics yourself with this checklist. With many pages, online shops or technical questions, professional support pays off. Our SEO audit Vienna shows you where the biggest levers are.