On-page SEO (also known as on-site SEO) refers to optimizing the website itself. By adjusting content, code, structure, and other elements, it helps web pages achieve higher rankings on Google.
Below, we will explain how to improve your website’s rankings by optimizing the site itself.
Before proceeding, let’s first understand the difference between on-page SEO and off-page SEO:
The Difference Between On-Page SEO and Off-Page SEO
On-Page SEO and Off-Page SEO are two crucial operations in website optimization, with the following key differences:
1.Completely Different Scope of Optimization
On-Page SEO primarily focuses on internal website optimization, such as adjusting a blog post’s title tag, incorporating keywords into content, and optimizing image ALT text. Off-Page SEO revolves around “external resources,” like acquiring backlinks from other websites and promoting the brand on social media.
2.Differences in controllability
On-page SEO is entirely controllable—you can independently modify page content, adjust tags, and optimize loading speed without relying on external platforms. Off-page SEO depends on external resources. For instance, acquiring links from authoritative websites requires their recognition of your content before they might add your link, meaning the initiative isn’t in your hands.
3.Core Objective Logic
On-page SEO aims to “help search engines understand a page’s value” by using clear structure and high-quality content to signal to Google that “this page solves users’ XX problem.” Off-page SEO aims to “gain search engine recognition of a page’s authority.” It uses signals like backlinks and brand mentions to prove “this page deserves trust and should rank higher.”
Simply put: On-page SEO is “doing your own job well,” while off-page SEO is “getting others to speak highly of you.” Both are essential, but on-page SEO is the foundation. If a page’s content is poor or its tags are disorganized, even the highest-quality backlinks will struggle to boost its ranking.
The Importance of On-Page SEO
On-page SEO forms the core foundation for websites to acquire organic traffic, directly determining how search engines and users “recognize” a page. First, it helps search engines accurately understand the page content—by optimizing titles, H tags, and keyword placement, it enables Google to clearly identify the page’s theme, preventing indexing failures or misranked results due to confusing information.
Second, it directly influences user behavior: compelling titles and meta descriptions boost click-through rates from search results, while clear content structure and fast loading speeds reduce bounce rates and increase dwell time. These signals prompt Google to further elevate the page’s ranking.
Additionally, on-page SEO is cost-effective and highly controllable, requiring no external resources and enabling businesses to optimize independently. Crucially, it forms the foundation for off-page SEO—poor content and user experience will undermine rankings even with high-quality backlinks, underscoring its pivotal role in overall SEO effectiveness.
Key Page SEO Ranking Factors
Page SEO ranking factors revolve around “core signals prioritized by Google’s algorithm.” Each factor must align with “user intent” and “search rules,” breaking down into six core areas with actionable details:
1. Content Optimization: Address “search intent” and meet E-E-A-T standards
Content is the core of page SEO. Google’s primary criteria for assessing content quality are: “Does it address the user’s search intent?” + “Does it demonstrate E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness)?” Practical steps:
First, clarify search intent: For example, if a user searches “Why won’t my bread rise?”, this is a “problem-solving intent.” Content should list 3-5 common causes (e.g., expired yeast, insufficient temperature) + corresponding solutions, not recommend bread brands. If a user searches “bakery recommendations,” this is a “local recommendation intent,” requiring inclusion of store addresses, signature products, and user reviews.
Strengthen E-E-A-T: For a “bread-making tutorial,” begin with: “With 5 years of baking instruction experience and having guided over 1,000 beginners, here are my personally tested, foolproof steps” (demonstrating experience). Cite authoritative data, e.g., “According to the Baking Industry Guide, the optimal yeast fermentation temperature is 28-32°C” (demonstrating expertise). Include ingredient purchase links at the end (labeled “Not an ad, provided for user convenience”) to boost credibility.
Avoid empty content: Reject “padding for length.” For example, when describing steps, instead of saying “mix the ingredients,” specify: “First, add 200g high-gluten flour and 3g salt to a bowl. Fold with a spatula for 1 minute until uniform, avoiding direct contact between salt and yeast.” The more detailed the instructions, the more users will trust them, and Google will also recognize the page as high-value.
2. HTML Tag Optimization: Helping Google “Clearly Understand Website Content”
HTML tags serve as “key signals” for Google to crawl pages. Each tag has specific optimization rules, and misuse or omission directly impacts rankings:
Title Tag: Keep length between 50-60 characters (excess text gets truncated by Google). Place core keywords in the first half and add unique information. Example: “Beginner’s Bread Baking Tutorial: Zero-Fail Steps + Pitfall Avoidance Tips (Updated 2024)” instead of “Bread Tutorial” (too broad).
Meta Description: 120-160 characters. Include keywords + user pain points + call-to-action. Example: “Struggling to get your bread to rise? 3 Steps to Fix Fermentation Issues, Free Ingredient List Included, Learn in 30 Minutes” — clearly communicate the page’s solution while driving clicks.
H Tags (H1-H6): H1 tag must be unique (one per page), containing the core keyword and matching the page’s theme (e.g., “2024 Beginner’s Bread Baking: Zero-Fail Practical Tutorial”); H2 tags outline main sections (e.g., “H2: 3 Key Conditions for Bread Fermentation,” “H2: 5 Pitfall-Avoiding Tips for Beginner Bread Makers”); H3 tags elaborate on H2 content (e.g., “H3: Yeast Selection: Dry Yeast vs. Fresh Yeast” under H2), creating a clear content hierarchy that helps Google crawl core information.
Image ALT Text: Every image must include ALT text describing the image content + incorporating long-tail keywords. For example, use “Step 1 for Beginner Bread Baking: Practical Image of Mixing Flour and Salt” for a bread-making process image, not “Image 1”—this helps Google understand the image and captures image search traffic.
3.Keyword Placement: Natural Integration, Avoid Stuffing
The core principle of keyword placement is “enabling both Google and users to quickly identify the page’s theme,” not forced repetition. Specific guidelines:
Core Keywords: Appear once each in the title tag, H1 tag, first paragraph (within the first 100 words), and concluding paragraph. Integrate naturally without deliberate repetition. For example, with the core keyword “baking bread for beginners,” the opening paragraph could read: “Many beginners encounter issues like failed fermentation or coarse texture when baking bread. This tutorial will detail solutions to these problems.”
Long-tail Keywords: Distribute within H2-H3 tags, content details, and image ALT text. For instance, around “baking bread for beginners,” include long-tail terms like “flour types for beginner bread baking” or ” Bread-making fermentation time for beginners.” Long-tail keywords face less competition, rank more easily, and target precise user needs with higher conversion rates.
Avoid keyword stuffing: Titles like “Bread-making for beginners_Bread-making tutorial for beginners_Bread-making steps for beginners” or excessive repetition of “bread-making for beginners” in content will be flagged by Google as “spammy content” and penalized with lower rankings.
4.Internal Link Optimization: Building a “Page Authority Transfer Network”
Internal links serve as bridges between pages, aiding users in extending their reading while transferring page authority. Key optimization points:
Link to “Relevant Pages”: For example, a page titled “Bread Baking Tutorial for Beginners” should link to related internal pages like “Guide to Choosing Bread Yeast” or “Recommended Baking Tools,” not to “Mobile Phone Reviews.” Irrelevant links confuse users and signal illogical linking to Google.
Use Descriptive Anchor Text: Anchor text is the “text portion” of a link and should accurately describe the linked page’s topic. For example, when linking to “Bread Yeast Buying Guide,” use “How to Choose Bread Yeast” as anchor text instead of “Click Here.” Google uses anchor text to determine the linked page’s theme, enhancing link relevance.
Control link quantity: Limit internal links on a single page to no more than 50. This prevents excessive links from diluting link weight and avoids disrupting the user reading experience.
5. Page Experience Optimization: Align with Google’s “Page Experience Signals”
Starting in 2021, Google incorporated “Page Experience Signals” into its ranking factors, focusing on “how users perceive the page experience.” Key optimization points include:
Load Speed: Mobile load time must be <3 seconds (tested with Google PageSpeed Insights). Optimization methods include: compressing images (using TinyPNG to reduce file size while maintaining clarity), enabling browser caching (via hosting control panel or plugins like WP Rocket), and removing redundant page code (e.g., unused plugin scripts).
Mobile Adaptation: Implement responsive design to ensure proper display on phones and tablets—no horizontal scrollbars, font size ≥16px, button spacing ≥8px (to prevent accidental taps). Google has adopted “mobile-first indexing,” meaning pages with poor mobile experiences will rank lower.
Readability: Organize content into clear paragraphs, each no longer than 3 lines. Use bullet points (ordered/unordered lists) for steps or key points (e.g., bread-making instructions in an ordered list). Avoid dense blocks of text — higher readability increases user dwell time, which Google values.
6.Content Freshness: Regularly update to maintain page activity
Google favors indexing and ranking “fresh content,” especially in time-sensitive areas (e.g., tutorials, industry reports). Optimization methods:
Regularly update core information: For example, in a “Beginner’s Bread Baking Tutorial,” update annually to add new pitfall-avoidance tips (e.g., “2024 Update: Fermentation Considerations for Low-Sugar Bread”) and replace outdated ingredient recommendations (e.g., switching to a new yeast brand if a previous one is discontinued).
Add user feedback: Include a “Frequently Asked Questions” section at the end of tutorials, compiling the most common user queries from comments (e.g., “How to handle slow fermentation when baking bread in winter”) and providing solutions. This enhances content utility while keeping the page “fresh.”
Avoid “Invalid Updates”: Don’t label minor edits like changing a few words or swapping an image as “updates.” Google can detect “fake freshness.” Only by adding genuinely valuable new information can you truly boost page activity.
Summary: 3 Core Principles for Effective Page SEO
User Needs at the Core: Optimization isn’t about “pleasing search engines,” but solving user problems through content and experience (e.g., when users search “PS image masking,” provide a “step-by-step tutorial”).
Align with Google’s E-E-A-T: Content must demonstrate “Experience (e.g., ‘5 years baking cakes, 3 pitfall-avoidance tips’), Expertise (data/case studies), Authoritativeness (author credentials), and Trustworthiness (verifiable sources).”
Long-term iteration: Page SEO is not a “set-it-and-forget-it” task. Continuous optimization based on search trends (e.g., keyword shifts) and user feedback is essential to maintain stable rankings.
