On-page SEO is the foundation of search visibility. It's everything you control directly on your web pages — from the title tag to the content quality to how your images are optimised. While technical SEO and backlinks matter, getting on-page right is where most businesses should start because the improvements are immediate and entirely within your control.

Use this checklist every time you create a new page or update an existing one. It covers every on-page element that influences how Google understands, ranks, and displays your content in search results.

"On-page SEO is the one area where every business can compete, regardless of budget. You don't need expensive tools or an agency to write a compelling title tag, structure your headings properly, and create genuinely useful content. These fundamentals make a massive difference." — Ciaran Connolly, Web Design Guide Ireland

Keyword Research and Intent

• Primary keyword is identified for the page
• Search intent is understood — is the searcher looking for information, comparison, or to buy?
• SERP analysis done — what type of content is currently ranking? (articles, products, videos, lists)
• Secondary keywords and related terms are identified
• Keyword difficulty is realistic for your site's authority
• One primary keyword per page — avoid targeting the same keyword on multiple pages

Title Tag

• Primary keyword appears near the beginning of the title
• Title is 50-60 characters (Google truncates longer titles)
• Title is compelling and click-worthy — not just keywords, but a reason to click
• Title is unique across your entire site (no duplicates)
• Title includes a hook where appropriate (numbers, questions, power words)
• Brand name is included (typically at the end, separated by | or —)

Meta Description

• Meta description is 150-160 characters
• Includes the primary keyword naturally (Google bolds matching terms)
• Contains a clear call to action (learn more, discover, find out, get started)
• Is unique for every page — never use the same description twice
• Accurately describes the page content (clickbait descriptions increase bounce rate)
• Reads like ad copy — this is your pitch in the search results. For comprehensive on-page SEO guidance, check Google Search Central's industry-leading on-page SEO resources.

URL Structure

• URL includes the primary keyword
• URL is short and readable (ideally 3-5 words after the domain)
• Uses hyphens to separate words (not underscores or spaces)
• No unnecessary parameters, numbers, or dates in the URL
• Follows your site's URL hierarchy logically
• All lowercase — URLs are case-sensitive in some systems

Heading Structure

• One H1 tag per page that includes the primary keyword
• H1 is different from the title tag (can be longer or more descriptive)
• H2 headings break content into logical sections
• H3 headings are used for subsections within H2 sections
• No levels skipped (don't jump from H2 to H4)
• Headings include secondary keywords naturally
• Headings are descriptive — readers should understand the section from the heading alone
• Headings are used for structure, not formatting (don't use H2 just to make text big)

Content Optimisation

• Content matches the search intent identified in keyword research
• Primary keyword appears in the first 100 words naturally
• Content is comprehensive — covers the topic at least as thoroughly as the top-ranking competitors
• Secondary keywords and related terms are included naturally throughout
• Content is original — not copied or closely paraphrased from other sources
• Paragraphs are short (3-4 sentences maximum for readability)
• Content uses clear, simple language appropriate for the audience
• Key points are highlighted with bold text, bullet points, or callout boxes
• Content provides genuine value — the reader learns something or solves a problem
• Word count is appropriate for the topic (not padded for length, but not thin either)
• Content is up to date with current information, statistics, and best practices
• Unique angle or perspective differentiates your content from competitors

Images and Media

• Relevant images are included to illustrate points and break up text
• Alt text is descriptive and includes keywords where natural
• File names are descriptive (web-design-belfast.jpg not IMG_3847.jpg)
• Images are compressed and optimised for web (use WebP format where possible)
• Images are properly sized — not relying on CSS to resize oversized images
• Lazy loading is enabled for images below the fold
• Decorative images use empty alt attributes (alt="")
• Videos are embedded where they add value (YouTube embeds don't hurt page speed significantly)
• Screenshots and examples are included for how-to content

Internal Linking

• Links to 3-5 relevant internal pages from each piece of content
• Anchor text is descriptive (not 'click here' or 'read more')
• Anchor text includes keywords for the target page naturally
• Links appear within the body content (not just in a 'related posts' widget)
• Most important pages receive the most internal links
• No broken internal links on the page
• New content links to existing relevant pages and vice versa
• Hub-and-spoke model — pillar pages link to cluster content and back

External Links

• Link to authoritative sources to support claims and statistics
• External links open in a new tab (so visitors don't leave your site)
• Don't link to competitors for the same service or keyword you're targeting
• All external links work (no broken outbound links)
• Nofollow links for sponsored or untrusted content (where appropriate)

Schema and Structured Data

• Appropriate schema type is implemented (Article, LocalBusiness, Product, FAQ, HowTo, etc.)
• Schema is valid — tested with Google's Rich Results Test
• FAQ schema is added to pages with FAQ sections (can generate rich results in SERPs)
• Breadcrumb schema matches visible breadcrumbs on the page
• Schema data is accurate and matches the visible page content

User Experience Signals

• Page loads quickly (under 2.5 seconds for LCP)
• No intrusive pop-ups or interstitials on mobile
• Content is immediately visible — no accordion or tab hiding of main content
• Clear visual hierarchy guides the reader through the content
• Table of contents is provided for long content (improves user experience and can generate sitelinks)
• Mobile experience is excellent — content is easy to read and interact with on phone
• Call to action is clear and relevant to the page content
• No excessive ads or distractions that push content below the fold

On-Page SEO Quick Checklist

Frequently Asked Questions

How many keywords should I target per page?

One primary keyword and 2-5 secondary/related keywords per page. Trying to target too many unrelated keywords on one page dilutes your relevance. If you have multiple distinct keyword targets, create separate pages for each. Naturally written content will include semantic variations and related terms without you forcing them in.

How long should my content be for SEO?

There's no magic word count. The right length is whatever it takes to thoroughly cover the topic and satisfy the search intent. For most informational content, 1,500-2,500 words tends to perform well. For simple topics, 800-1,000 words may be sufficient. Check what's ranking on page one for your target keyword and aim to be at least as comprehensive (and ideally more useful) than the current top results.

Do meta descriptions directly affect rankings?

Meta descriptions are not a direct ranking factor. However, they significantly influence click-through rate, which does affect your rankings indirectly. A compelling meta description that matches search intent will attract more clicks, signalling to Google that your result is relevant. Google also bolds matching keywords in meta descriptions, which draws the eye.

Should I still use keywords in alt text for images?

Yes, but naturally. Alt text should primarily describe what the image shows for accessibility purposes. If your keyword fits naturally into that description, include it. Don't stuff alt text with keywords that don't relate to the image. 'web-design-belfast-agency-best-cheap' is spam. 'Our team working on a website design project in our Dublin office' is natural and useful.

Related Resources

• SEO Audit Checklist — Full site SEO review guide
• Content Audit Checklist — Reviewing and improving existing content
• Local SEO Checklist — Location-specific optimisation
• Google Business Profile Checklist — GBP optimisation
• Accessibility Checklist — SEO and accessibility overlap