To really grow your business you need to make sure your website is found, engaging and informative.
That’s where on-page SEO comes in. On-page SEO is optimising individual pages on your website to rank higher in search engines and attract more relevant traffic. For small business this is the difference between being found online and being lost in the digital void.
On-page SEO is more than just chucking keywords into your content. It’s everything from writing great titles and descriptions to making sure your images are optimised and your website is mobile friendly. When done right on-page SEO can drive organic traffic, improve user experience and boost conversions – all without the ongoing cost of paid advertising.
In this post we’ll go through a full on-page SEO checklist you can implement to improve your website and grow your business.
Page Titles and Meta Descriptions
Page titles and meta descriptions are important for both search engines and users. They’re your website’s first impression in search engine results pages (SERPs) and can directly impact your CTR.
Writing Page Titles
Your page title (also known as a title tag) is the clickable headline in search results. It should describe the page content and include your main keyword. For example if you’re a bakery in Manchester a well optimised page title might be:
“Manchester Bakery | Fresh Cakes and Artisan Breads Daily”
When writing your titles:
- Keep them under 60 characters to avoid truncation.
- Put your main keyword at the beginning.
- Be descriptive and clicky.
Writing Meta Descriptions
The meta description is the short summary below the title in search results. It doesn’t directly impact search rankings but a good description can encourage more clicks. For example:
“Looking for a Manchester bakery with fresh, handmade cakes and artisan breads? We deliver daily and cater for all occasions. Visit us today!”
When writing meta descriptions:
- Keep them between 150-160 characters.
- Include your main keyword naturally.
- Highlight a benefit or unique selling point.
- Use a call-to-action (e.g., “Order Now,” “Visit Us Today”)
Header Tags (H1, H2, H3 etc.)
Header tags structure your content and make it easier for users and search engines to understand the hierarchy of your page. Using header tags properly improves readability and helps search engines understand the main topics.
Header Hierarchy
- H1 Tag: This is the page’s main heading and should only be used once. It typically matches the page title and includes the main keyword. Example: “Web Design Reading | Affordable”
- H2 Tags: These are for main headings that break up the content. Example: “Our Process”
- H3 Tags: These are for sub-headings within your H2 tags. Example: “Step 1: About Your Business”
Header Tag Best Practice
- Your H1 should summarise the page’s content.
- Break up content with H2 tags.
- Include keywords naturally in your headers.
- Don’t overdo header tags; keep it logical and user friendly.
Well structured headers make your content scannable which enhances user experience and keeps visitors on your site longer.
Content
Content is the backbone of on-page SEO. It’s what search engines use to determine the relevance and quality of your website. For small businesses creating high quality content that answers your audience’s questions is one of the best ways to attract and retain customers.
User Intent
User intent is what a user is trying to achieve when they search. There are four types of user intent:
- Informational: The user is looking for information (e.g. “how to make sourdough bread”).
- Navigational: The user is looking for a specific website (e.g. “BBC news”).
- Transactional: The user wants to buy (e.g. “buy cakes online”).
- Commercial: The user is researching products or services (e.g. “web design Reading”).
When writing content think about what your target audience is looking for and how you can help.
Include Keywords
Identify your main and secondary keywords for your business and include them naturally in your content. Don’t keyword stuff which can make your content sound unnatural and harm your rankings.
For example if you’re writing a blog about dog grooming include phrases like “dog grooming services in Reading” and variations of “Reading dog groomers” and “groomers near me.”
Content Tips
- Write for humans first, search engines second. Prioritise clarity, readability and engagement.
- Answer your audience’s questions.
- Break up long paragraphs with bullet points, lists and visuals.
- Update your content regularly to keep it fresh and relevant.
Optimise Images
Images make your website more engaging but they also impact page load speed. Optimising images helps keep your site fast and accessible.
Add Alt Text
Alt text (alternative text) describes an image for search engines and visually impaired users. It also provides context if an image fails to load. Include your keywords in your alt text but keep the descriptions accurate.
Example: Instead of “image123.jpg” use “web-designer-working-on-laptop.jpg”. For alt text: “Web designer working on a new website project in Reading.”
Compress Images
Large image files slow down your website. Use TinyPNG or ImageOptim to reduce file size without losing quality. Aim to keep images under 200 KB for best speed.
Use Descriptive File Names
Before uploading images rename the files to something descriptive and keyword friendly. Avoid generic names like “IMG_001”.
Internal Linking
Internal links connect different pages on your website, helping users to navigate and find more content. They also help search engines understand your site structure and flow of link equity.
Why Internal Linking
- Improves Navigation: Directs users to related content.
- Boosts SEO: Helps search engines crawl your site better.
- Reduces Bounce Rates: Encourages visitors to visit more pages.
When linking internally use descriptive anchor text that matches the content of the linked page. For example instead of “Click here” use “Learn more about our SEO services”.
Mobile Friendly Design
Over 50% of all web traffic comes from mobile devices. Google uses mobile-first indexing so it primarily looks at the mobile version of your site.
Mobile Optimisation Tips
- Use a responsive design that adapts to different screen sizes.
- Test your site on different devices to make sure it’s usable.
- Ensure buttons, links and forms are clickable on a small screen.
- Simplify navigation and avoid cluttered layouts.
Use Google’s Mobile Friendly Test to find and fix mobile usability issues.
Clean and Keyword Friendly URLs
Your URLs should be easy to read and include your keywords. Avoid long and complicated URLs with unnecessary characters.
Good URLs
- Good: www.example.com/affordable-web-design-reading
- Bad: www.example.com/page123?x=abc
Keep URLs short and descriptive, use hyphens to separate words.
Page Speed
Page speed is a ranking factor and affects user experience. Slow pages annoy visitors and increase bounce rates.
Ways to Speed Up
- Compress Images: Reduce image file size.
- Minify Code: Remove unnecessary JavaScript and CSS.
- Cache: Store pages to load faster for repeat visitors.
- Use a CDN (Content Delivery Network): Serve content from servers closer to your users.
Google PageSpeed Insights can audit your site and give you suggestions to improve.
Schema Markup
Schema markup (structured data) helps search engines understand your content better and can result in rich snippets in search results, such as star ratings, event details and product prices.
Adding schema markup can make your listings stand out and increase click through rates. Google’s Structured Data Markup Helper makes it easy to add schema without coding skills.
Conclusion
On-page SEO is an ongoing process but by implementing this checklist you can see a big improvement in your website’s performance, visibility and user experience. By optimising titles, content, images and technical elements you’re giving your small business the best chance to succeed online.
Start now and see your organic traffic and customer engagement grow. Remember consistency is key – regular updates and continuous improvement will keep you ahead of the competition.