In past few years, there is surge in the online visibility and search engine optimization has always been an essential element of it. Well optimized websites are capable of attracting traffic over time which eventually leads to increase in sales and conversion. In this article, we will go through the essential on-page factors and SEO considerations that one needs to focus on to succeed in the online world.

What is On-Page SEO?

On-page SEO (also known as “on-site SEO”) refers to optimization of the webpages for search engines and users to improve organic traffic. On-Page factors play an indispensable role in the page’s ranking ability if implemented properly and helps search engines to:

  • Get clear idea about the webpage
  • Identify relevancy of the page for search queries

The on-page factors that have huge impact on the search engines results and are considered as ranking factors are:

1. Page Content

Content is king and backbone of the flourishing business. Google has always given top priority to the high quality, unique content on the page and is one of the main on-page factors. It is always recommended to draft the content that includes search term relevant to the page concept, which will eventually help drive traffic to the website.

Being on top priority, Google has rolled out numerous algorithms and updates for penalizing the websites with duplicate content. Content of the page should be:

  • Informative, relevant and useful
  • Interesting to user
  • User friendly
  • Well-written & easily solve user’s problem

2. Title Tag

Title tags are second most important on-page factor. A title of the page provides the initial idea to the user on what the page is about and what to expect in it. It is a HTML tag placed in the <head> section of the webpage.

The title tag of a webpage needs to be accurate and concise to the page content as it is featured in Search Engine Results Page (SERP) as well as on web browser. It also determines whether your page will rank for the user inputted search queries and gives first experience to users about page content. A missing, duplicate or poorly written title tag affects your page organic rankings, so it is absolute necessary to optimize this element.

The ideal length of Page Title is 50 – 60 characters (including whitespaces) and if exceeded beyond this, Google will automatically truncate it in SERP.

3. Meta Description

Meta Description is the meta tag that provides brief description of what the page is about, often displayed underneath the page title.

Although it does not have direct impact on the page rankings, a concise meta description often drives user’s to visit the page. Also creating compelling meta descriptions helps improve click through rate (CTR) significantly and leads to the potential conversions. It is recommended to draft the descriptions that are precise, related to topic and appealing with user intent content. Ideal length of the meta description is 150-160 characters, including whitespaces.

4. Headings Tags

Headlines are usually the attention grabber of anyone who lands on the page. Writing captivating headlines and wrapping it in heading tags helps improve page performance in SERP.

Heading tags (H1 – H6) are HTML elements used to identify the headings and subheadings present in the page content with H1 being most important and H6 being least. They do not directly impact the search rankings, however, plays an important role in:

  • Making the page content more readable and easy to understand for user’s
  • Providing the search engines about the page content

5. Image Optimization

Visuals are a great way to connect to user’s and including them in the page helps make it more appealing. Optimizing images for its title tags and alt attributes help improve webpages ranking opportunities in image searches. Alt attributes are text that describes the image and incorporating descriptive text supports the page performance.

Image optimization has its own advantages and they are:

  • Improved user experience
  • Opportunity to be visible in image search

6. URL Structure

URL of any page is the universal address of the webpage on the site. It is an important part of SEO on-page changes and structuring it as short, descriptive is always recommended. Although it is not a ranking factor, it is essential to keep your website URL structure informative and short. A simple URL structure helps users understand site hierarchy and makes it easier for them to navigate through it.

7. Page Speed

Page speed plays a crucial role in the website performance and is considered an important on-page factor. According to a study, longer page load times have a severe effect on bounce rates. For instance, if page loading time increases from 1 second to 3 seconds, bounce rate increases by 32%. (Source: Google Search Console Help).

In a recent speed update, Google stated that mobile page speed will be a ranking factor for mobile searches. Therefore, optimizing the loading speed of the page helps improve user experience alongside overall website performance. Google also has its own tools viz. PageSpeed Insights, Lighthouse for reviewing the website speed. They not only analyze the site for both desktop & mobile, but also suggest tips to optimize it.

8. Internal Linking

Linking is important for search engine optimization and internal links helps boost page performance. Internal links are the links that target to the other page of the website and is useful to:

  • Users to easily navigate a website
  • Boost page performance by passing the link juice


Last but the newly introduced Google’s ranking factor is Web Vitals. Google has announced a new initiative, Web Vitals, which is essential metrics for user experience as well as search ranking factor. It when combined with several other factors will determine the website performance and thereby help website owners identify new opportunities to improve.

On-page SEO ensures that your website is easily understandable by both users and search engines. With optimized on-page factors, search engines can easily index and crawl your webpages, thus improving your site’s visibility. Interested in improving your website online performance? Stay connected with Search Engine Fox for latest SEO & SEM updates.

Categories: SEO


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