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On-Page SEO optimization: a Checklist

Guus Witjes 8 min read

Diving into the world of On-Page SEO? You’re in the right place. This guide is your express tour through everything essential in the on-page SEO world. We’re talking about crafting content that speaks to your audience and fine-tuning a few technical bits to make your site shine in search engine rankings. I’ve spent nearly a decade in the SEO world, designing strategies and teaching the tricks of the trade to make websites stand out for both search engines and users. It’s not just about know-how; it’s about making smart, impactful changes.

But let’s keep things simple and focused – checklists are the unsung heroes here. They keep you on track, preventing that all-too-common hop from one thing to another. From the words on your pages to a few important technical tweaks, we’ll cover it all. This guide is for you, whether you’re crafting content, or just curious. Let’s take your website from good to brilliant. Ready to transform your site into an SEO powerhouse? Read on!

Now, let’s dive right in and break down the essentials:

1. Content

Your content should be like a good chat with a friend – engaging, helpful, and straight to the point. Know about this:

Search Intent & Google’s Preferences

  • The Match Game: Make sure your post is what Google and users are actually looking for. What pops up in search results for your keywords? That’s your competition.
  • Competitor Format Spy: Peek at how the top sites format their content. Are they using lists, long essays, videos? Your format should be in the same ballpark but with your unique twist.

Content Quality & User Value

  • Be the Better Choice: Make your post more valuable for users than what competitors offer. What extra insights can you provide?
  • Jargon-Free Zone: Write like you’re explaining to a friend, not a rocket scientist. Simple, clear language wins.
  • Easy on the Eyes: Short paragraphs are your friend. They make content less daunting and more digestible.
  • Snappy Summaries: Kick off with a TL;DR (Too Long; Didn’t Read) section. It’s like a mini version of your post for the fast-paced reader.
  • Conclusive Action: Wrap up with clear, actionable steps. What should the reader do next? Make it obvious.

Headings

  • H1 – The Headliner: Your H1 should scream “read me!” Include your target keyword and make it irresistibly descriptive.
  • H2, H3, and Beyond: Sprinkle relevant keywords in these subheadings. Think of them as signposts guiding the reader through your content, answering their next question before they even ask it.

Intro Paragraphs

  • The Hook: Your intro should grab attention like a catchy tune. Outline the main benefits the reader will get from your post. Think of it as a movie trailer for your content – it should sell!

2. Title Tag and Meta Description

This is like the name tag at a party. It should give a clear, snappy idea of what your page is about. Keep it short, sweet, and keyword-friendly. And the Meta Description is your webpage’s elevator pitch. It’s got to be catchy and give a taste of what’s to come. It doesn’t help you rank better, but it sure can make someone click.

Title Tag

  • Alignment is Key: Your title tag should match your post title. It’s like the title of a book – it should give a clear idea of what’s inside.
  • Keyword Smart: Include your target keyword here. It’s crucial for SEO and helps users immediately know if your page is what they’re looking for.

Meta Description

  • The Hook: Add a pinch of benefits or differentiators. Why should someone click on your page? Make it irresistible and stand out from the crowd.
  • Click-Worthy Craft: Make sure you have a clear CTA in your description. Let the people know what they can expect and why they should click

3. Images

A picture says a thousand words, right? Use them wisely. Keep them light for quick loading and don’t forget to tell search engines what they’re about with alt text.

  • Alt Texts are a Must: Every image should come with alt text. It’s like a mini description, helping search engines understand what the image is about. Use a keyword if it fits naturally.
  • Keyword-Smart File Names: Choose image file names that reflect your content, and where it makes sense, include your keyword. It’s like labeling photos in an album; it helps you know what’s what.
  • Size Matters: Keep your images light with tools like TinyPNG.com or Squoosh.app. Fast-loading images are great for user experience and SEO.
  • Break it Up: Use multiple images to split up your content. It makes your page more visually appealing and less of a text marathon.
  • Be Original: If you can, steer clear of stock photography. Unique images add a personal touch and stand out more to your users.

Check the SEO SuperSprint about writing Alt Tags.

4. Links

Links are the roads that connect your site. Internal links guide visitors around your site, while external links open doors to other cool places, showing you know your stuff.

External Links

  • Tap Into Authority: Link out to relevant, authoritative sources. It’s like showing you’ve done your homework and adds credibility to your content.
  • Aim for a Few: Try to include at least 2-3 external links per page. It’s a good balance without overwhelming your content.

Internal Links

  • Topical Connections: Link from and to blog pages that are topically relevant. It’s like creating a web of related information for your users.
  • Boosting Conversion Pages: Use the first link on your page wisely. Link it to conversion pages to give them an SEO boost.
  • Lead Magnets: Don’t forget to link to relevant lead magnets. It’s a great way to convert curious visitors into leads.
  • Use Cases or Software Pages: If applicable, link to use cases or software pages to provide more depth and context.

Anchor Texts

  • Keyword-Rich Anchors: Include keywords in your anchor text that are relevant to the page you’re linking to. It’s like giving a heads-up about what’s on the other side of the link.
  • Optimization Linking Strategy: Look for opportunities on your site to link back to the page you’re trying to optimize, using the target keywords as anchor text. It’s a strategic way to strengthen the SEO of a specific page.

5. URL Structure

Keep your URLs neat and tidy. They should make sense at a glance, with a few keywords to hint at what’s inside.

  • Short and Sweet: Keep your URLs short. It’s like having a concise address; easier to remember and more appealing.
  • Descriptive Power: Your URL should give a clear idea of what the page is about. If someone can guess the content from the URL alone, you’re on the right track.
  • Logical Subfolders: Use subfolders like /blog, /compare, or /software. It’s not just tidy, but also makes reporting and segmentation a breeze.
  • Clean and Clear: Avoid using underscores, special characters, or any extra fluff in your URLs. Think clean, simple, and straightforward.

6. UX (User Experience) And a little bit of technical

Your site should be as welcoming as a cozy café. Easy to navigate, quick to load, and friendly on any device – that’s the ticket. The under-the-hood stuff matters too. Keep an eye on your site’s speed, mobile-friendliness, and how it’s structured. It’s like keeping your car in top gear.

  • Content Visibility: Ensure your content is visible by default, not hidden behind tabs or accordions. It’s like keeping your goods in the shop window, not the back room.
  • Mobile-Friendly Design: Every page must be responsive and pass Google’s mobile-friendly test. Think of it as making your site comfy for every device.
  • XML Sitemap Hygiene: Include only indexable pages in your XML sitemap. Avoid adding non-indexable, error pages, or redirected URLs. It’s like keeping a clean and up-to-date map of your site.
  • Structured Data Usage: Sprinkle structured data like FAQ, Article, or Organization schemas. It’s like giving search engines a cheat sheet about your content.
  • SEO-Friendly Pages: Important pages like blogs, use cases, and case studies should be indexable, feature a ‘noindex, follow’ meta robots tag, and have a self-referential canonical tag, including the base index URL.
  • Speed is Key: Aim for a page load time under 3 seconds. It’s like being the first to open your shop in the morning – faster is always better.
  • Author Box: Add an author box to pages, especially blogs. Link it to their social media handles and show off the author’s expertise. It’s a trust builder.
  • Breadcrumbs: Include breadcrumbs at the top of each page. They’re not just helpful for users to navigate but also for search engines to understand your site’s structure.

Action Steps

And that’s a wrap on On-Page SEO! Remember, your website is a living, breathing thing in the digital world. Here’s what you should do next:

  1. Audit Your Site: Go through your website with the tips you’ve learned. Look for what you can improve.
  2. Implement Changes: Start with small, manageable tweaks in content, imagery, or links.
  3. Monitor Performance: Use tools like Google Analytics or Search Console to track the impact of your changes.
  4. Stay Updated: SEO is always evolving. Keep learning and adapting.

Your journey to an SEO-optimized site is ongoing. Take these steps, and you’ll be well on your way to SEO success!