On-page SEO

How do you ensure that your website is visible, relevant and easy to understand for both search engines and users?

It starts with what you do directly on the website itself. Search engines like Google evaluate content based on a wide range of details. Therefore, it is important to follow their guidelines and optimize the page with both the user and the algorithms in focus.

On-page SEO, also known as content optimization, is the discipline that works specifically with many of these elements to ensure better visibility and rankings.

What is On-page SEO?

On-page SEO refers to search engine optimization (SEO) efforts performed directly on your own website. It involves optimizing a page’s content and technical elements to improve its ranking and visibility in search engine results.

The purpose of on-page SEO is to increase usability and make it easier for both users and search engines to understand and navigate your content.

What is the difference between on-page and off-page SEO?

If you work with SEO, you can’t avoid coming across both off-page and on-page SEO. The difference between the two types of SEO lies in where the optimization takes place.

On-page SEO is about the elements you can control directly on your own website. For example, content, meta data, internal links, etc.

Off-page SEO takes place outside the website itself and is primarily about building authority through, for example, backlinks, mentions and social signals.

Both are important for achieving better rankings in search results.

What elements are included in On-page SEO?

On-page SEO consists of many different components, each of which contributes to how search engines evaluate and rank a page. It’s not just about content, but also about structure, usability, and technical signals.

Below is an overview of some of the most important elements you should optimize:

• Meta data
• URL structure
• Headings and hierarchy
• Content quality
• Keywords
• Internal link structure
• Images and media optimization
• Core Web Vitals
• Mobile-friendliness
• Schema and structured data

Meta data

• Title (title tag): Must be unique, precise and contain the primary keyword early in the text.
• Meta description: Does not directly affect ranking, but affects the click-through rate (CTR) in search results and should therefore be convincing and informative.

URL structure

An SEO-friendly URL is short, descriptive, and includes the most important keyword. Avoid dynamic parameters and unnecessary numbers or symbols.

Example: https://clickin.dk/seo/

Headings and hierarchy (H-tags)

Structured use of headings such as H2, H3 and other subheadings helps both search engines and visitors navigate the content. The logical structure supports the relevance and readability of the page.

Content quality

Not all content is equal when it comes to ranking in Google. To be indexed in Google, become visible and get to the top of Google, it is important to meet their requirements and guidelines for content. Therefore, it is recommended to work actively with copywriting on your SEO texts and strategically with topic clusters.

The content must be:

• Relevant and match the user’s search intent
• Original and avoid duplicate content
• Well-structured with subheadings, lists and images
• Updated and informative

Keywords

Keywords are an important part of on-page SEO, but they need to be used wisely. It’s not about squeezing as many as possible into the text, but about integrating them naturally into the content. This way you can avoid keyword stuffing, which also violates Google, Bing guidelines etc.

This applies to both primary keywords and LSI keywords.

A good balance between relevance and readability ensures both SEO value and a good user experience – without the risk of keyword stuffing.

Internal link structure

A well-thought-out internal link structure helps both visitors and search engines navigate your website. By linking strategically to important pages, you can increase the relevance, authority and visibility of the page in search results. Therefore, it pays to work actively with internal link building.

Images and media optimization

Images, media, and video are important elements on a website and act as a strong complement to text content. However, they can also cause problems if not optimized properly. This can include slowing down the loading speed and load times of the website.

Therefore, it might be a good idea to work with Video SEO, media and image optimization. Here are some simple but effective measures you can implement:

• Use descriptive filenames and alt tags
• Compress images for faster loading (100-300kb, as few as possible over 100kb).
• Consider using modern formats like WebP

Core Web Vitals and Loading Speed

Speed and technical performance are important for both SEO and user experience. Google evaluates, among other things, how quickly content loads, how stable the page behaves, and how quickly the user can interact with it.

These metrics are also called ‘Core Web Vitals.’ These standards from Google have become an official and central ranking factor in SEO work.

Mobile-friendliness

Google now indexes most websites based on their mobile version, also known as mobile-first indexing. This makes mobile-friendliness a crucial part of both on-page and technical SEO. Your website should function smoothly on mobile devices with responsive design, intuitive navigation, and fast loading times.

Schema markup and structured data

By implementing structured data, you can give both search engines and generative AI solutions like ChatGPT, Perplexity, and Gemini a clearer understanding of your website, helping them better interpret and present your pages correctly.

At the same time, it also increases the chances of your content appearing with rich snippets in search results, and potentially being used in AI-generated answers.

When it comes to structured data and schema markup, “more” usually doesn’t hurt. Neither Google, other search engines, nor generative AI solutions necessarily use every type of schema. But it’s not something that will hurt your page either.

You can mark the following in JSON format and then implement it directly in the website code:

• Events
• Products and services
• Local business (if you have a physical location)
• Organisation
• Reviews

Find more info about schemas and the different types at Schema.org.

Why work with On-page SEO?

A well-functioning and clearly structured website makes it easier for both users and search engines to understand and navigate your content. When you work purposefully with on-page SEO, you are not only optimizing for Google. You are also creating a better experience for your visitors.

A targeted on-page SEO strategy can deliver significant benefits in the form of:

• Better visibility in search results
• Increased organic growth
• Higher click-through rates from search results
• Reducing pogo sticking
• Chance to rank on popular keywords in Google
• Improved user experience and lower bounce rate
• Better conversion
• Increased potential for sales

How often should you update your on-page SEO?

How often you should update your on-page SEO depends on your industry, the competitive landscape, and how often your content changes. Outdated or unoptimized content can hurt your SEO efforts and user experience.

Therefore, you should continually adjust your on-page SEO, especially when you add new pages, update existing content, or identify new keywords.

At a minimum, you should review your website a few times a year to ensure that technical elements, metadata, and content are still relevant and up-to-date. In more competitive or rapidly changing markets, optimization may be necessary more frequently.

Especially if you want to maintain your position in the search results.