On-page SEO.So every page aims at something of its own.
The usual problem is not too few pages but three pages aiming at the same search and none of them winning it. On-page is the work of separating and sharpening.
What you get
What changes on the pages themselves.
All of this is done page by page, not globally. So first we decide which page aims at what, and only then write.
Intent and mapping
One page, one intent. Two pages for the same search means neither will come first.
- A keyword map, page by page
- Finding cannibalisation
- Merging or splitting pages
- Checking intent against the real results
- The pages that are missing
Titles and descriptions
Titles and meta descriptions do not move positions on their own, but they change how many people click once they see you.
- Titles up to 60 characters, with the keyword
- Meta descriptions written for the click
- An H1 that is not a copy of the title
- A real H2 and H3 hierarchy
- An open question in the heading where it fits
Page content
Not longer copy - a fuller answer to the question that brought someone here.
- The answer in the first paragraph
- The subtopics the competition covers
- Tables, lists and examples instead of walls of text
- Current information and a visible update date
- A call to action that matches the intent
Internal linking
The cheapest way to lift a page sitting on page two.
- Links from strong pages to weak ones
- Anchor text that says where it leads
- Pages with no internal link at all
- Topic clusters
- Links from older pieces into newer ones
How it runs
The order of work.
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Step 1
Page and query map
Every existing page gets its main intent. This is usually where you find three of them aiming at the same thing.
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Step 2
Priority
Pages sitting at position 5 - 15 first. That is the shortest route to a visible move.
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Step 3
Changes
Titles, content and links, page by page. Everything goes through your approval before it is live.
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Step 4
Measurement
Position and clicks per page, before and after. Anything that did not help gets rolled back.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You have pages on page two that will not move
- You suspect your own pages are competing with each other
- You have plenty of content and it brings no enquiries
It does not make sense if:
- Your site is new and there is nothing to optimise yet - at that stage you write, not optimise
- Technical problems are blocking indexing; those first, then this
On-page is usually the fastest part of SEO: the changes show within a few weeks and need neither new copy nor new links.
Frequently asked questions