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Website SEO On-Page Elements - What are they, why are they important and how do you maintain them

Updated: Sep 12

A good way to get us thinking of what On-Page Elements may be, let's have a look at the signage below. Would you be able to tell what the store is or what it is about and what they offer? Likely not.


Now imagine that the white signage you see there is your website On-Page elements. It is essentially the keywords that you would need to put on there on your signage to attract attention from those searching for your services.

On-Page Elements in SEO is basically your signboard for Search Engine crawlers - where they crawl and find you based on your signboard. So, you would want to tell Google what your website is about so that it can match those keywords that represent what you are - with Google users who are searching for the same.

Importance of On-Page Elements

Within the best practices of Search Engine Optimization, it is good to:

  1. work the best keywords to match your customers

  2. Communicate this clearly with Search Engines

Hence the importance of On-Page Elements.

Two Primary Areas of Focus in Search Engine Optimization (SEO)

  1. On-Page Elements (30% - but the foundations of your SEO)

  2. Off-Page Elements (70%)

Source: Catch Whiteboard Friday below on Weighting the Clusters of Ranking Factors in Google's Algorithm.

Scoring weightage of On-Page focused initiatives:

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The SEO Pyramid

In order of priority, use the SEO Pyramid as a guide to strengthening your On-Page SEO.

Source: University of Toronto

Elements of an Optimized Page

  1. Crawler / Bot Accessible

  2. Authorship, Meta Data, Schema & Rich Snippets

  3. Keyword Targeted

  4. Uniquely Valuable

  5. Provides Phenomenal UX

  6. Built to be Shared through Social Networks

  7. Multi Device Ready


SEO On-Page Elements

1. Page Title (Title Tag) and Keyword Usage

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  • Every page should have it's unique title

  • Aim for about 54 characters

  • Not brand name first as the search engine knows who you are, you want to use the Title tag as a indexing function to tell Google what that page is about compared to your other pages

2. Page Headling (H1 Tag)

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  • Use primary keywords at least once in H1 tags, as close to the first few words


Body Text (first 50 - 100 words on page)

  • Content is King as they say. Google has algorithms to be able to tell that your page is not just about keywords, but provides a wealth of resources in your topic area.

URL Structure (and domain)

  • Also good to have your keyword in your URL

Source: Moz

Images & Image Alt attributes

  • Search Engines also look into the images in your website:

  • title

  • filename

  • surrounding text

  • alt tag (behaves like an Anchor Text in a text link)

  • Analyze your website with the Varvy SEO Tool, which also looks into SEO opportunities within your images

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Internal and External Links

Meta Description

  • Not used directly in search engine ranking algorithms, but are still important as potential customers would read that before they click into the website

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Meta Keywords

SEO On-Page Best Practices


  • Determine your keywords, then see how they can fit into each possible section. Target 1 keyword per section don't overdo it.

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Website Hierarchy

  • Your home page is the most powerful page. So when working your keywords, be sure to focus on key terms on your home, then increase the details to the search term as the user delves in.

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Meta Descriptions

  • Keep it to less than 155 characters

  • Write in action-oriented phrasing

  • Provide the user with their solution or benefit here

  • Be as relevant as possible. Don't deceive

Google Search Console


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