SEO basics 101: On-page SEO

On-page search engine optimization (SEO) are actions that a business owner can take to improve the attractiveness of their website both to customers and Google. Some of these actions include front-end fixes such as writing better and more relevant content and back-end fixes such as ensuring the right heading order for your titles. 

It is one of two parts of SEO, with the other being off-page SEO.

Why do you need to care?

Wouldn’t it be great to have your website show up on the first page on Google? To do so, it is very important that your website is organized in a way that can be easily understood by Google so that it can show up high in search results to customers who search for your business! 

Below is a checklist of on-page SEO elements & how to optimize.

On-page content

Website content consists of not only blog posts but also product descriptions, descriptions about your business e.g. using Google My Business for SEO, FAQs etc. 

One of the key things to do is putting your keyword either in the main product description or in the first 150 words in your article. Doing so helps Google better understand what your website is about.  

Take note not to over-add keywords (or also known as keyword stuffing). It provides a poor reading experience for customers and this will affect your search rankings.

Title tags

Heard of H1, H2, H3 tags? These refer to Heading 1, Heading 2 and Heading 3 tags, and are used to describe your titles. Adding title tags to your section header indicates that there is a sequence to your content. Just like in this article, the title tag will be tagged with H1 and subsequent subtopic section headers will be tagged with H2 tags.

Meta descriptions

Meta descriptions are small snippets of text under your main page title on Google search result page. It is powerful to use it to describe your business in 1-2 lines to help customers understand at a glance what you provide and improve click-through-rates. Do add your main keywords here as well. 

Internal linking

Internal linking is where one page of your website is hyperlinked to another page. The goal of being a higher quality website is when customers stay on your page longer. Adding links to other pages shows that your website has all-around valuable content. 

Tidy URLs

Another quick way to optimize for on-page SEO is to ensure that your URLs are kept short and tidy. Remember to always retain keywords and shorten keywords whenever possible. Here’s a great example of how Emarsity tidies URLs.

Blog title: Ads not showing? Here’s how to improve your Google Ads ranking

URL title:


Images are a component that is easily overlooked when it comes to optimisation. It is important to keep your image size small (less than 200kb) so that it allows your website to load quickly. Do make sure that all images are labeled properly and have relevant alternate texts.

User journey experience

Lastly, your website should provide a good user experience for your customer (learn about user experience factors for SEO). This means that the customer should be able to easily navigate and find information that solves their problem. Some useful ways to find out how to optimize this is via the help of Google Analytics (to see if there’s a part of your website where visitors leave) or conducting customer interviews can help you glean insights on how to better improve your customer journey.

If you are looking to learn more about SEO, have a look at our SEO course!

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Assistant Instructor: Yanling

About the author

Yanling is a Digital Marketer who is passionate in helping drive business strategy through digital platforms.