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The Full Process Listing for 2023

Wish to make a web page rank increased in Google?

This on-page Search engine optimization guidelines is your final companion.

On-page Search engine optimization is the method of optimizing particular person web page content material to rank increased on Google. Actions embody optimizing title tags and URL slugs, including header tags, and way more.

Full all 11 duties (and three bonus duties) on this guidelines, in any order. To optimize your content material for goal key phrases, make your web page Google-friendly, and enhance person engagement.

on-page SEO checklist

1. Establish Goal Key phrases

Goal key phrases—i.e., related search queries—are essential to on-page optimization. In any case, the aim is to rank for related key phrases and turn out to be extra seen in search outcomes.

Carry out key phrase analysis to seek out what phrases and phrases individuals use to seek out pages like yours. 

Semrush’s Key phrase Magic Instrument is the most important key phrase database in the marketplace. And it offers information you should use to decide on the very best key phrases in your model. 

These information factors embody:

keyword metrics in Keyword Magic Tool

Right here’s what key phrase analysis seems to be like in motion:

Let’s say you owned a flower store. The key phrase “blue flowers” may look like an excellent key phrase to focus on.

However is it?

The key phrase will get lots of search curiosity—60,500 searches monthly. But it surely additionally has a key phrase problem of 63%. Which suggests it’s tough to rank for.

volume and keyword difficulty

On prime of all that, the search engine outcomes web page (SERP) is dominated by informational articles. Which suggests most searchers need to be taught extra about flowers—not make a purchase order.

SERP for blue flowers

So in case your aim is to extend gross sales, then “blue flowers” won’t be the key phrase for you.

You’ll be able to determine the very best goal key phrases by performing key phrase analysis and understanding search intent. Then, you’ll be able to optimize your web page accordingly. 

2. Optimize the Title Tag

The title tag is the web page title that seems within the SERP. It ought to inform Google what your web page is about. And entice customers to click on by way of.

It seems to be like this on the SERP:

titile tag in SERP

And this within the HTML code:

<title>What Is a Title Tag & How to Optimize Your Title Tags for Search engine optimization</title>

The title tag is among the most vital parts for on-page optimization. So ensure that to incorporate the web page’s major key phrase (the primary search time period you need to rank for). Ideally, at first. 

You’ll be able to add secondary key phrases, too. But it surely’s vital to keep away from unnatural “key phrase stuffing.” This could look spammy to Google and customers.

Tip: Semrush’s On Web page Search engine optimization Checker checks your title tag for goal key phrases and key phrase stuffing.

Additionally, goal for a title tag size of fifty to 60 characters (together with areas).

As a result of Google truncates title tags which can be too lengthy. Like this:

truncated titile tag in SERP

3. Write Your Headline in an H1 Tag

Each web page ought to have one H1 tag that incorporates the on-page title (or headline). It’s one of many easiest but vital duties on this on-page Search engine optimization guidelines.

The H1 differs from a title tag as a result of the H1 seems in your web page. Not the SERP.

Right here’s an instance of what it seems to be like in HTML and on the web page:

H1 tags

The H1 tag needs to be much like the title tag. Because it’s additionally there to inform Google and customers what the web page is about. 

Nonetheless, there’s not often a personality restrict right here. Simply give attention to creating an H1 that is smart in your web page and encourages guests to remain. And embody your major key phrase, at the very least.

Tip: Semrush’s On Web page Search engine optimization Checker checks your H1 tag for goal key phrases and key phrase stuffing.

The meta description is the web page description that seems within the SERP.

It seems to be like this on the SERP:

meta description in SERP

And this in your HTML code: 

<meta identify="description" content material="Meta description right here.">

The meta description isn’t a direct rating issue. It’s a part of this on-page optimization guidelines as a result of it’s key to standing out on the SERP and attracting extra clicks.

Use it to elucidate what the person will get out of your web page and why it’s value visiting. And ensure it consists of your major key phrase. 

(Google typically bolds customers’ search queries in meta descriptions on the SERP. Making your itemizing probably stand out extra.)

Word: Google might generate its personal title tags and meta descriptions in your pages. Optimizing them can cut back the chance of this occurring.

We advocate sticking to a most of 120 characters (together with areas) in your meta descriptions. This reduces the chance of Google truncating them in desktop and cellular SERPs.

Tip: Semrush’s On Web page Search engine optimization Checker will test your meta description for goal key phrases and key phrase stuffing. It’s going to additionally flag if Google is rewriting your description within the search outcomes.

5. Examine the URL Slug for Search engine optimization-Friendliness

The URL slug is the a part of the URL that’s distinctive to the web page. 

On this instance, the URL slug is “what-is-a-url-slug”:

the URL slug example

The URL slug needs to be concise, clear, and descriptive. 

Listed here are some ideas to bear in mind:

  • Think about using your web page’s major key phrase because the URL slug
  • Separate phrases utilizing a hyphen (“-”) 
  • Keep away from mentioning years which may change (e.g., “best-headphones-2023”) 
  • In case you change your URL slug, ensure that to redirect the previous model

Try our devoted information for extra recommendation on creating Search engine optimization-friendly URLs.

6. Add Goal Key phrases to Your Physique Content material

Google makes use of key phrases and context to find out whether or not a web page is related to a selected key phrase. In case your physique content material doesn’t point out your goal key phrase, Google might imagine your web page isn’t related to the key phrase.

When doing on-page optimization, use your major key phrase inside the first paragraph. After which scatter repeats (and/or secondary key phrases) all through. 

However keep away from key phrase stuffing—i.e., forcing key phrases the place they don’t sound pure. 

Right here’s an instance of key phrase stuffing from Google:

keyword stuffing example

Do not forget that you’re writing for customers. Not simply search engines like google and yahoo.

Have a look at the top-ranking pages to see what’s working nicely for them.

article on how to get free app store credits

Or save time with Semrush’s Search engine optimization Content material Template. It offers key suggestions primarily based on the highest 10 outcomes in your goal key phrase(s).

SEO Content Template recommendations

And makes it simple to research your rivals’ key phrase utilization.

rivals’ keyword usage

7. Evaluate Your Content material High quality

The character of your content material largely is dependent upon search intent. For instance, a brief description may fulfill somebody looking for merchandise. However somebody looking for data may need an in-depth information.

Both approach, your content material should meet excessive requirements to compete on the SERP and maintain customers engaged. That’s why you must assessment content material high quality when finishing your on-page Search engine optimization guidelines.

Listed here are a few of the predominant content material high quality indicators:

High quality indicator

Greatest apply


Content material needs to be factually right and updated. It must also be freed from spelling and grammatical errors.


Keep away from duplicating massive chunks of content material throughout your website.

Additionally guarantee there aren’t any situations of plagiarism (copying of content material from elsewhere).


Concise content material is extra participating. However be complete—present all the data the searcher wants at this stage.


Readers usually tend to exit your web page in case your writing is simply too onerous to learn—or too simplistic. Ensure that the studying degree is acceptable in your viewers.


Paragraph breaks, subheadings, tables, bullet factors, and different formatting parts could make your textual content extra participating.

Tone of voice

It’s not simply what you say however the way you say it. The suitable tone of voice is dependent upon your material and target market.

Run your content material by way of Semrush’s Search engine optimization Writing Assistant and make enhancements there.

The device offers Search engine optimization, readability, and tone of voice recommendations primarily based on the highest 10 opponents in your goal key phrase(s). And checks for plagiarism.

SEO Writing Assistant

In case you get author’s block, you should use the built-in AI to compose or rephrase content material.

Semrush’s State of Content material Advertising Report 2023 discovered that 29% of high-performance articles use H2, H3, and H4 tags.

That’s as a result of subheadings break up textual content and make it simpler for customers to scan your content material. And the suitable H-tags (header tags) assist Google perceive the construction of your web page.

You must solely have one H1 header. However you’ll be able to add as many H2 by way of H6 tags as mandatory, relying on the depth of your content material.

They work in a nested hierarchy system. Like this:


Tip: The place pure, embody secondary key phrases in your header tags. 

Inner hyperlinks are hyperlinks between pages in your website. They assist Google and customers to seek out their approach round.

For instance, Soak&Sleep has inside hyperlinks to its “single duvets” and “single mattresses” classes in its “single bedding” web page description.

(There are additionally useful hyperlinks within the navigation menu, breadcrumb navigation, and different parts.)

Soak&Sleep website elements

Discover how these inside hyperlinks are connected to descriptive anchor textual content—not generic textual content like “Click on right here.” This helps Google (and customers) perceive what the linked web page is about.

Tip: Engaged on informational pages? Think about including exterior hyperlinks to your on-page optimization guidelines as nicely. Linking out to high-quality sources signifies that you simply’ve finished your analysis and have readers’ finest pursuits in thoughts.

10. Add Participating Visible Content material

Use pictures and movies wherever they add worth to your content material. This consists of images, illustrations, how-to movies, and extra.

Articles with extra pictures are likely to get extra distinctive web page views, shares, and backlinks, Semrush analysis exhibits.


And articles with movies get extra distinctive web page views, shares, and backlinks.


Which is why you must use them to interrupt up the textual content the place acceptable.

Listed here are some ideas when including pictures:

  • Add descriptive alt textual content to every picture. It is a written picture description that seems within the web page’s code.
example of image alt text appearing in page’s code
  • Resize and compress your pictures with instruments like BIRME. That approach, your pictures don’t decelerate your web page loading time.

And listed here are some ideas for utilizing movies:

  • Create movies that match search intent. For instance, create tutorial movies to help your written how-to guides.
  • Host your movies on YouTube—one of many largest search engines like google and yahoo on the web. And embed your movies from there.

Study extra about picture Search engine optimization and video Search engine optimization with our in-depth guides.

11. Apply Schema Markup

Schema markup or structured information is a coding language that “tells” Google extra in regards to the several types of information in your website. And the higher Google understands your web page, the extra precisely it could rank your content material.

Google additionally makes use of these items of code to create wealthy outcomes (or “wealthy snippets”).

For instance, “Recipe” schema helps King Arthur Baking earn a invaluable spot on the SERP. And offers customers extra details about the web page’s content material—rankings, time to make, and substances.

how King Arthur Baking utlizes schema markup

Google helps 32 varieties of schema. Together with Article, Occasion, FAQ, How-to, Native Enterprise, and Product schema.

This is among the extra superior duties on this on-page Search engine optimization guidelines. However Google does have a Structured Information Markup Helper that helps you add schema to your web page.

Structured Data Markup Helper by Google

Study extra in our information to schema and structured information.

BONUS: Begin on Your Technical Search engine optimization

Whereas technical Search engine optimization is totally different from on-page Search engine optimization, you want each to rank nicely on Google.

Learn our in-depth information to technical Search engine optimization. However right here’s a quick overview to get you began.

1. Make Certain Your Web page Is Listed

To your web page to seem in search outcomes, Google’s net crawlers should first add it to the Google index.

You’ll be able to test in case your web page is listed through Google Search Console.

Tip: Haven’t used the device earlier than? Our Google Search Console information will enable you to get arrange.

Simply examine the web page’s URL utilizing the search bar. Then take a look at the data offered.

inspect the page’s URL using the search bar

In case your URL isn’t listed, take a look at our information to Google indexing

Alternatively, use Semrush’s Web site Audit device to seek out all crawlability points in your website. Merely click on on the “Class” filter and choose “Crawlability” to get a listing of points.

crawlability issues in Site Audit tool

The device offers recommendations on how one can repair them.

why and how to fix it section in Site Audit

Or check out the Crawlability report in Web site Audit.

2. Enhance Web page Pace

Google and customers need pages that load rapidly. The smallest delay can drive guests to shut your web page and go elsewhere.

Right here’s a fast listing of issues that might decelerate your web page pace:

  • Massive quantities of HTML on the web page
  • Redirect chains
  • Massive JavaScript or CSS information

Examine your web page pace in Google’s PageSpeed Insights device. Simply enter your web page’s URL. Then click on “Analyze.”

Then take a look at your “Core Net Vitals Evaluation” (on “Cellular” and “Desktop”) to see whether or not you handed. Core Net Vitals are key pace metrics that have an effect on person expertise. And Google rankings.

  • Largest Contentful Paint (LCP): The time it takes for the primary content material of the web page to seem
  • First Enter Delay (FID): The response time to the person’s first interplay
  • Cumulative Structure Shift (CLS): A measure of format actions that happen throughout loading 
Core Web Vitals Assessment on mobile

Semrush’s Web site Audit device has a Core Net Vitals report that analyzes as much as 10 pages per crawl. 

Core Web Vitals report in Site Audit

3. Make Certain Your Web page Is Cellular-Pleasant

Greater than 60% of Google searches are carried out on cellular gadgets. So Google predominantly seems to be on the cellular model of a web page when evaluating its high quality (and figuring out its rankings).

This implies cellular Search engine optimization is paramount.

Use Google’s Cellular-Pleasant Check to seek out out in case your web page delivers an excellent person expertise on cellular.

Simply enter your web page’s URL. Then click on “TEST URL.”

In case your web page “isn’t usable on cellular,” take a look at the “Why it’s not usable” part. And click on an issue to get extra particulars.

Why it’s not usable section

Bettering mobile-friendliness isn’t essentially one thing you are able to do in a day. (In contrast to most of the duties on this on-page Search engine optimization guidelines.) But it surely’s normally well worth the time funding.

Create Your Personal On-Web page Search engine optimization Guidelines

Use this free template to create your personal interactive on-page Search engine optimization guidelines. It’s the easiest way to trace your progress as you full every job for every web page.

And don’t overlook to reap the benefits of the on-page optimization instruments out there with Semrush. You’ll be able to entry our On Web page Search engine optimization Checker and way more with a free account.

On the lookout for extra methods to extend natural visitors? See our Search engine optimization guidelines for a full breakdown.

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