On-Page SEO 2019: Structure of a Completely Optimized Page

On page SEO Definition

The world has changed and Google is not outside of that change. Google has been constantly changing algorithms from August 2018, and may even update this year, 2019. Google has focused on On-page SEO and quality of content much more than before.

So what is the most important thing now?

? Update on-page optimization criteria regularly. 

In this article, we will cover all you need to know about On-page SEO so that you can optimize and your website is always on top of Google.

What is On-Page SEO?

This term relates to all practices that can be taken directly within a website in order to improve its position in the search rankings. It includes optimizing the HTML code, content quality, and content structure

For example, we optimize the content, the meta description, and title tags.

How to do onpage seo

What is The Difference Between On-Page and Off-Page?

Off-page optimization consists of the actions that can be performed outside of your actual website to improve your organic search rankings. These measures are meant to reflect your website’s social credibility and industry authority. Because these search engine ranking signals come from other websites, they cannot be easily manipulated.

Off-page SEO Factors
There are several off-site SEO factors, including:

  • Backlinks to your website
  • Brand mentions
  • Social signals around your website

Regarding on-page SEO, users have full control. In contrast, with off-page SEO, we hardly interfere with the result because backlinks, social signals, reviews, and other factors depend on the behavior of others.

Two factors play their own essential role in improving the ranking of the website.

Difference between on page and off page

Why On-Page Is Important to SEO?

On-page SEO is an essential part of website optimization. Why?

It’s simple. If you want your business to be successful, you have to manage all the stuff inside before you start promoting it.

The same is for on-page optimization which involves all tweaks to your site in order to make it look good for both users and search engines.

You obviously can just start building hundreds of links and start advertising your site via PPC, but I guess you can imagine what will be the result if your site speed is slow as molasses and the overall look is just unpleasant.

By the way, you can forget about good rankings for fairly competitive keywords if you neglect on-page optimization.

Let’s learn about “How to do On-page SEO?” to be able to improve your website and keyword rankings.

How To Do On-Page SEO?

Here are key principles to have a well build up page

  1. Improve the user experience.
    • Make sure that the website is responsive and broken links are kept to a minimum
  2. Ensure that readers coming from search engines spend a lot of time on your site. If they hit the back button quickly, your ranking will drop quickly too
    • Make sure your site is maintaining a standard of professionalism
    • Use proper copywriting techniques to make people stick around.
  3. Create good content
    • Try using benefit-driven sub-headings to be more engaging
    • Don’t write fluff
    • Seek feedback and improve.
  4. Keywords
    • Make sure you have researched and selected the main keyword with the secondary keyword before doing so
    • Ensure factors when using keywords in on page  SEO implementation (Don’t wonder what factors to ensure when using keywords, we’ll give you tips when using keywords on the side below)

After remembering the fundamental, we’ll show you the process of your on-page SEO management, step by step.

Step 1: Crawl your site

You need to make your site accessible to search engines. No matter how hard you optimize your site, if search engines cannot find your site, your work is worthless.

To confirm that your website is being crawled, it had better use of Google Webmaster tools. Once you have selected the site you will go to the Webmaster Tools Dashboard. Click on Health then Crawl Stats on the left-hand sidebar.


? NOTE: If your site is a content management system (CMS) like WordPress, you can quickly double check by logging into the WordPress portal and selecting Privacy under the Settings tab. Then check whether “Allow search engines to index this site” option is selected or not under the Site Visibility heading.

? Read more: How to installing and using Google Search Console?

Step 2: Perform an SEO Audit and Designate Your Site Architecture

It’s time to start organizing and prioritizing your web pages. You can start by defining where within your site architecture your existing pages currently are.

To test the site audit, you can use the SEO Power Suite to test and optimize the report. Rest assured because it has a free version or if you have a need to use it a lot, buy a premium version!

Step 3: Update On-Page SEO Factors


Source: neumarkets

Page Titles

The page title is what demonstrate in the tab of the web browser. Ideally, you should have your page title use your exact keywords and set them at the front of the title text.

However, be careful because your page title will be displayed as the title to search engine results. Therefore, you should keep it easy to read with the purpose of enticing people to click through to your website.


✍️ You can use Moz’s preview tool to preview how your title tags will appear in the search engine.

mozz view onpage seo

? NOTE: Staying away from establishing multiple page titles. Having two-page titles definitely confuses search engines because they cannot determine what the actual title of your page is.

Meta Description

The meta description conveys what users will find on the page. In spite of not a direct ranking factor, search engines look through the meta descriptions in order to decide the page’s topic and help the audience find value.

A well-written meta description can:

  • Bringing about competitive advantage in the search results and enhance the search traffic of your site
  • Making a higher click-through rate (CTR) with a greater chance of conversions.

It is necessary for your keyword to appear in your meta description.

meta description onpage seo checklist

Similar to Page Title, the meta description should be only one.

? NOTE: The description does not exceed 156 characters in length.

Meta Keywords

Google made it clear that both meta descriptions and meta keywords are not main factors but with other search engines likes Bing, they still have a little value.

Google officially have an announcement relating to meta keywords


Use short descriptive URLs and you should try to have your target keywords in the slug of your URL. It is better to use standard characters in your URLs which includes letters, numbers, and dashes (-) in place of spaces.

Optimizing your URL structure may be able to help improve your ranking by making it easier for search engines to crawl through and index your web pages

  • Optimizing Permanent links – Each of your web pages has a permanent URL link which appears in search results. As a result, it is vital to let people understand the URL will click on it. Good examples are shown below:

** Bad permanent link – www.businessname.com/page1234?

** Good permanent link – www.businessname.com/how-to-do-on-page-seo-like-a-pro”

  • Categories – When your pages are grouped into categories, it will help both search engines and website visitors search and crawl through your site easier. If the size of your content grows, categorizing each page properly according to topics will make up for a good overall website structure.
  • Breadcrumbs – Users can have a guide on where they are now within your website and how far they are from the home page or the main category page.

? NOTE: Try to keep your URLs to 76 characters in length or less, as the search engines will often shorten after 76 characters.

Heading tags

Any websites need multiple heading tags, from the h1 to h6, which H1 is the most important.

Heading Tags

Heading 1 optimization

The H1 tag is greatly important since the keywords are in the H1 tag as well. Like the title, putting your keywords at the front of the tagged text is perfect.

Google is a fan of relevance.

=> When optimizing heading 1, try to diversify, create relevance and aim to users as much as possible

  • Heading 1 contains key SEO related keywords (there are many 3rd search volumes)
  • Heading 1 includes the article content
  • There is only 1 heading 1 tag. If you have multiple Heading 1 tags, it will confuse Google affecting the ranking of the article
  • Heading 1 must be different from Title and URL and should be another LSI keyword.

Heading (2-3) optimization

In addition to optimizing heading 1, you need to focus on heading 2-3 to help Google better understand the content of your website.

Some notes when optimizing heading (2-3):

Briefly, show the content of the next paragraph you are referring to

Deploy as many sub-heading as possible

The heading contains some semantic keywords or related keywords. Don’t be too crammed with keywords, give a short priority and show the content of the paragraph

Headings 2-3 strongly affect SEO and 4-6 does not affect much

For example, a back pain article on the Wikipedia page is clearly divided into Classification, symptoms, causes, treatment …, when it comes to any problem, mention that problem.

Optimizing TOC (Table of Content)

TOC really makes a difference: Good optimization of user experience:

When buying a book, sometimes you don’t read the whole book, but look at the first table of contents and titles to quickly find the information you want. TOC plays a navigational role, helping readers to go to what they are looking for.

Google Hummingbird algorithm & Rankbrain loves TOC

Also, if you use WordPress you can use TOC Plus Plugin.

Images Optimization

Any images should have keywords in the alt tag of the image and also name the image to match that of your keywords

We’re living in a visual world, and content is the most important. With this world, try to make your images capture attention.


  • Original Images – Good original images can really make your pages stand out and you should include a complete reference to your source.
  • Optimum Image Size – Large-sized image can cause low speed. Web pages that load very long is a big turnoff to web visitors. Keep your image sizes small without compromising on the quality.
  • Make Use of ALT tags – Search engines will not index images directly but through the descriptions, you put in their ALT tags. It will indicate search engines what your image is all about for better indexing during searches.
  • Make Use Descriptive Filenames – It will also help search engine index your images better by providing them with descriptive and keyword-enriched filenames before uploading to your web servers.


Google couldn’t crawl and figure out the content really well. Therefore, transcription help Google identify the content and target a wider variety of long-tail words.

Additionally, Google likes video and has a tendency to appreciate websites which have videos. Regarding users, videos will attract and keep them stay longer on websites.

video data


Content relevancy is the first thing search engines consider. When the user makes a query, he wants to find an answer to his question, so make sure you provide this answer through your content. The thing is that search engines, especially Google, had already learned how to understand the usefulness of your content through many indicators, and if users are not satisfied with it, you can forget about high longterm rankings.

  • Create unique in-depth content (long articles tend to rank higher, but make sure it’s relevant and not tenuous).
  • Match user intent (don’t try to sell targeting informational intent)
  • Try to make viral content (use infographics, numbers, share buttons)
  • Make it user-friendly (use H1-H6 headings to make it scannable, use images and bullet lists)
  • Optimal Readability

So what is Readability?


Readability is the ability of readers to gather information on your articles.

This is extremely important because it affects four factors:

** Bounce Rate

** Dwell on time (time to read the article)

** Conversion (conversion rate)

** Feature Snippets. Yes! One of the most important factors and few people know that is when you optimize

Readability properly, you have increased your chances to the top positions (the excerpt) is a lot more.

Why does it affect these 4 factors?

Simply put, when you optimize your Readability, it will make it easier for users to gather information, which will lead them to stay reading the article longer.

Combined with internal links, Readability will help reduce bounce rates and increase conversion rates greatly.

Keyword Research

Keywords are the first step to a successful SEO. And when you take your SEO, that’s when your organic views start coming in. More views, more potential customers, more conversions, profit.

You need to figure out that you should use different keywords to target various audiences at each stage of the funnel. There are three main types of keywords:

  • Conduct in-depth keyword research (tools that might help you: Google Keyword Planner, Ahrefs, Serpstat)
  • Add keywords in first 100-150 Words
  • Add a keyword in Title, Description, URL, H1-H2, ALT etc.
  • Avoid keyword stuffing
  • Head keywords are usually just 1 or 2 words and have a high search volume.
  • Body keywords are 2 to 3 word phrases with a good search volume, not high, not low.
  • Use LSI keywords: LSI stands for latent semantic indexing, which is the method that Google and other search engines use to study and compare relationships between different terms and concepts. These keywords can be used to improve SEO traffic and create more visibility and higher rankings in search results
  • Use long-tail keywords: include four or more words strung together with a low search volume. These account for the bulk of web traffic.

External Links

An external link is considered an outgoing link only if your website is the source of the outgoing link. For example, your site A displays clickable external links to sites B and C.

If you want your outgoing links to bring benefits to your website, here are some rules to be respected:

  • Your website should consist of only a few outgoing external links (about 5). If you have dozens of outgoing links then you will be considered a directory.
  • The outgoing external links displayed on your website should be related to your business, to the theme of your site or that of the page where the link is placed.

Internal Links

One on-page SEO factor is often overlooked by other webmasters is internal linking. Linking within your web pages, especially for relevant keywords each of your web pages describe, makes it easier for search engine robots to follow through with the links and crawl and index other pages within your site.

You shouldn’t use too many keywords in internal links and only if you find it useful to readers, you could add links.

** No more than 15 links per page

** When possible, add the links in the main body of your webpage (not in the footer or sidebar)

? NOTE: When building your internal link system, stay caution with duplicate and broken links.

External Internal links

Source: Sistrix

Page Loading Speed (Google PageSpeed Insights)

As we mentioned above in Image Size, low speed could be a dead point and keep visitors stay away from your page.

Google likes speed and they would most likely index and favorite web pages that load faster no matter your contents are good or not.

Google page speed test seo onpage

You can check the speed of your page and here are two tips for improving page speed on a page‐by‐page basis.

  • Reduce image sizes. Use a plugin like Shortpixel in WordPress (free up to 100 images/month) to optimize and compress images automatically, on the fly.
  • Minimize useless HTML. Every character of HTML has to load. If you’re using WordPress, aim to use the text editor rather than the visual editor. This will minimize the amount of useless HTML that ends up on your pages.

You should also work to improve your site speed as a whole.

Still, try not to get obsessive over page speed. Chances are that once you reach a certain point, working tirelessly to shave off extra milliseconds here and there will have little to no noticeable effect on rankings.

Google states that 53% of users will abandon a page if it takes more than 3 seconds to load. So we would suggest aiming for 2 seconds or under as a general rule.

Actionable takeaway: Make sure your pages load as fast as possible by reducing image sizes and eliminating unnecessary HTML.

Mobile Friendly

Approximately 60% of the searchers in Google are now using mobile devices. This means that if your website is not mobile friendly, you are already losing more than half of the potential traffic.

Mobile frendly onpage seo

Check mobile friendly


A sitemap is a distinct HTML page within your website that is configured to represent the pages, categories, and content of your web pages. Additionally, a sitemap can help search engine robots crawl through each of your web pages more quickly and precisely.

Submit sitemap of your website to Google to get your website crawled by Google.


Many people believe that with the rise of social media blog comments are no longer important, but they are wrong.

Blog comments still play an important role. As stated by Google’s Gary Illyes, it’s a demonstration that people like your content and are willing to interact with the pages. Users before posting a new comment, they will most probably read the existing contents.

 This way really increase the time they spend on the page and boost your SEO.

google-employee-tweetSocial Sharing Buttons

Social signals may not be a direct factor in ranking your site, but it could generate more attractions on your content.


404 error: 

Improve your website’s page and content to prevent 404 error.



Accelerated mobile pages are the trending SEO tactics of 2016-2017. You need to create accelerated mobile pages. If you are a WordPress CMS user then use AMP plugin. You can check the error on your accelerated mobile pages via Google webmaster. eBay is the first eCommerce site to create accelerated mobile pages.

Step 4: Review and Update Page Content as Needed

After you finish completely step 3, you may review all task and make sure that they are optimized. Moreover, Google changes frequently, checking regularly could help you avoid any punishment from Google.

In Short

Your goal is to create conversions. Implementing these on-page SEO tactics will set a strong foundation that informs Google and appeals to your users.

The perfectly optimized page generates a wonderful user experience and strengthens your brand. Moreover, it will raise traffic, push your search engine rankings for the most relevant keywords to your business, and drive leads.


Luckily if you use WordPress, Yoast SEO can assist you when updating these standards. After installing the Yoast SEO plugin, activate it and click “Edit Snippet” to expand the editable metadata boxes.


Fill any blanks and Yoast SEO will notify you with Green Line if they are optimized


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