The Ultimate On Page SEO Checklist For 2025 To Increase Rankings

Below are the 60 page ranking factors you need to pay the closest attention to for on-page SEO in 2025.

All of these factors either:

  • Directly influence the pages on your site
  • Impact a factor that does affect your pages

I’ve left out anything you could consider not actionable, or outside of your control.

At the end of this on page SEO checklist, you’ll find the five most important on-page factors to get your website ranking highly in the search results.

And if you need help with any other part of SEO…

…I’ve got you covered with our full SEO checklist and downloadable link building checklist!

download the on page seo checklist now

What Will I Learn?

My Top 8 Tool Picks For On Page SEO

Below are the eight tools that I use all the time for on page SEO.

They are the best at what they do and consistently bring good client results.

Tool #1 – Screaming Frog SEO Spider

Screaming Frog is a must-have on page SEO desktop-based tool.

It works by using its SEO spider to crawl your website like Google does.

screaming frog seo spider

Screaming Frog then provides a list of all the technical SEO issues it finds:

And way more! There isn’t a better website crawler for on page SEO.

The best part is that Screaming Frog has a free version which allows you to crawl up to 500 URLs. But the premium version is more than worth it if you’re serious about your SEO.

Tool #2 – Google Search Console

Google Search Console is a must-have on page SEO tool.

It’s one of the few tools I use daily, and it is completely free.

google search console

What do I use it for?

A number of things-

  • Monitor which keywords drive traffic
  • Track which pages/posts are losing traffic
  • Identify indexing issues
  • See my Core Web Vitals Performance
  • Check for mobile usability issues

The truth is that Google Search Console is an essential tool for SEO. Think of it like looking at your site through the eyes of Google.

Tool #3 – RankMath Pro

RankMath Pro takes care of the vast majority of on page SEO issues you’ll face.

rank math pro

It’s the best SEO plugin for WordPress and makes handling on page optimisation way easier.

But there are a few key things I use it for:

  • Fast and clean schema implementation
  • Keyword and content optimisation
  • Editing meta-titles and descriptions
  • Generating a site map

The free version is excellent, but the Pro version is absolutely worth it for all of the extra tools and features you get.

I’ve tried every major SEO plugin under the son and RankMath has consistently given me the best results.

Check out my complete RankMath review to learn more.

Tool #4 – Ahrefs

Ahrefs is my go-to all-in-one SEO tool.

ahrefs

But not because you might think…

Ahrefs is a powerhouse for competitor analysis and keyword research.

With Ahrefs, I can:

  • See exactly which keywords my competitors rank for
  • Find gaps in their content (that I can fill in my own content)
  • Discover low-competition, high-value keywords to target
  • Run a full technical SEO audit on my own site
  • Track competitor changes to their content and rankings

Ahrefs gives you unmatched insights into what your competitors are doing and the results they get.

That way, you can reverse engineer their SEO strategy and replicate it for your own site.

It feels like an unfair advantage!

Read my full Ahrefs review to learn more, or check out my Ahrefs vs Semrush comparison to see why I choose Ahrefs as my primary SEO tool.

Tool #5 – Surfer SEO

Surfer SEO takes the guesswork out of content optimisation by showing you exactly which words and phrases competitors use to claim the top-ranking spots.

surfer seo

Here’s why it’s essential for on page SEO:

  • Real-time optimisation scores for your content
  • NLP analysis to show you what words Google needs to see
  • Complete SERP analysis features to see what’s working
  • Robust content editor to make optimisations easily
  • Get heading, word count and even keyword suggestions

Instead of blindly guessing what Google wants to see and relying on the “hope” strategy, you just have to follow what Surfer SEO is telling you to do.

My SurferSEO review shows you the incredible results I’ve got with this powerful tool.

Tool #6. GT Metrix

Speed is a known Google ranking factor that can kill your entire website’s rankings.

That’s where GT Metrix comes in.

gt metrix

I use GT Metrix to:

  • Get an instant speed score for any page
  • See exactly what elements are slowing down my site
  • Track my Core Web Vitals
  • See how each element loads on a page

The big feature that GT Metrix offers is Waterfall Analysis.

It’s a visual map of how each element loads onto the page. This allows you to identify and eliminate the bottlenecks quickly.

Tool #7 – Hotjar

Hotjar reveals what Google Analytics can’t – Exactly how users engage with your website.

hotjar

I use Hotjar to watch visitor recordings and look for issues with my site’s UX. This helps me identify pain points that need to be fixed.

Hotjar has a powerful heat mapping tool that shows how far the average user scrolls down the page and what they click on.

It even tracks mouse clicks and finger swipes!

This is great for conversion rate optimisation for:

  • Landing pages
  • Sales pages
  • Blog posts
  • Service pages

Google has started to use engagement as a ranking factor. The better the experience your site provides, the higher your website can rank.

It’s as simple as that!

Tool #8 – Google Analytics 4

Google Analytics 4 is my primary analytics tool.

The best part is that GA4 is free to set up and use.

google analytics 4

The key metrics I track with GA4 are:

  • Organic sessions
  • Active users
  • Important events (sales, downloads enquiries)
  • Time on page
  • Engagement rate
  • Conversion rate

Traffic is great, but it’s a vanity metric if it doesn’t convert into more leads and sales.

That’s why I use GA4 to track those key events!

Now, Google Analytics 4 does have a steep learning curve – especially compared to Google’s previous version, Universal Analytics.

But the level of insights it provides for your SEO is more than worth it!

Technical SEO Foundations Implementation Guide

We are going to tackle the technical SEO foundations first.

Get this part right, and you’ll be fighting a much easier battle in terms of rankings.

The tools you’ll need for this are-

Technical SEO isn’t as hard as most people think. My advice is to work through each checklist item in this section and do as much as you possibly can.

Then, if you get stuck at the end, contact your website hosting provider or hire a developer to take care of the last few issues.

Let’s get started!

URL & Structure

Google likes clean, easy-to-read URLs.

URLs are used by Google to understand your site structure and individual pages. The easier you make it for Google, the better you will rank.

1. Keep Your URL Length Short

The shorter and clearer your content’s URL structure is the more favourable it is to search engines.

Why?

This is useful to a search engines crawlers because…

  • It adds clarity to your page
  • It requires less time to crawl through your site map

length of url

You’ll also see a benefit to your users because it’s easy to remember.

Use a tool like Screaming Frog to audit your current URLs. You’re looking for any URLs that are more than 100 characters long.

Found long URLs?

Create a spreadsheet that maps the old (long) URL to the new (short) URL version you create. Then, simply change the URL and create a 301 redirect to tell Google you’ve changed the URL structure.

Don’t forget to update any internal links as well.

Need more information about URL structure? See my advice to get the best permalink structure.

2. Include Primary Keyword In Your URL

A Google roundtable session in 2016 revealed…

 Having your primary keyword in your URL is a ranking factor.

Although it’s considered a “very small” ranking factor, I’d consider it part of your SEO best practices to add your primary keyword to all of your pages URLs from now on.

You can see that I do this for all of my URLs:

keyword in url

Each page and post on your site should have a target keyword. In most cases, that target keyword should be your page URL.

Simple, right?

Don’t forget to-

  • Remove stop words (a, the, and, etc.)
  • Maintain proper URL hierarchy (www.yourdomain.com/category/subcategory/page-url).

The goal is to only change the page URL to your primary keyword. Implement 301 directs as needed from the old URL to the new URL.

3. Implement HTTPS Security

Few years ago, in 2014 Google announced websites with HTTPS encryption would be given priority.

And that this signal may get stronger over time.

If your website isn’t HTTPS yet, now is the time to switch.

All you need to do is purchase an SSL certificate from your web host provider or buy one from a trusted supplier like GoDaddy.

Implementation is a bit pretty technical:

  • Install the certificate on your server
  • Update all internal links to the HTTPS version
  • Create bulk 301 redirects from the HTTP version to HTTPS

Ask your web host support team for help if you need it!

4. Implement Modern Schema

Schema markup is a type of code you put on your website to help search engines understand your content better.

It’s important for SEO because it can make your site appear more clearly in search results, which helps you stand out and leads to more traffic.

Cool, right?

Schema markup is the reason that you see featured snippets in the SERPs like this:

recipe schema example

Your site may have some Schema on it already. So the first step is to use a schema tester tool to see what’s there.

I recommend using a schema markup validator because it was originally designed by Google and is completely free to use.

Next, you want to implement the schema on your site. The most popular types of schema we use are-

  • Speakable
  • HowTo
  • Dataset
  • CollectionPage
  • FAQ
  • Article
  • Video
  • Product
  • Review
  • Person
  • WebPage
  • Organisation schema

That’s the most relevant schema to our site and content. You need to figure out what’s relevant for your own site.

Go to this page and look at all the types of schema. Make a list of the types of schema you need on your site.

schema types rank math

What’s next?

Implementing the schema on your site.

The easiest way to do that is to install the RankMath Pro plugin. It takes most of the hard work out of schema implementation and automatically adds the basics.

Keep an eye on your rich results in the SERPS to see if Google is displaying your pages correctly.

Schema can take a minute to get your head around.

That’s why I recommend that you sign up for my completely free 28-Day SEO Course where I show you how to take full advantage of Schema markup.

5. Implement Dynamic Rendering

Dynamic rendering is a must for javascript-heavy sites.

Google still struggles to properly crawl javascript, which means your site might look good to users but appear empty to Google.

Here’s how to implement dynamic rendering:

  • Set up a pre-rendering service like Prerender.io – they’ll create static HTML versions of your pages
  • Configure your server to detect when a search engine bot crawls the site
  • Test your dynamic rendering to make sure Google can read it

Then, monitor your crawl stats in Google Search Console to confirm your pages are getting indexed.

I’ve seen sites double their indexing within weeks after implementing dynamic rendering correctly.

6. Configure PWA Elements

Progressive Web Apps (PWAs) make your website feel like a fast, mobile application.

Google loves this!

But you need to set it up correctly:

  • Create a manifest file that tells mobile devices how to show your site when installed
  • Set up appropriate service worker files to help your site load faster
  • Enable offline functionality so users can still use it when not connected to the internet

The last step is to test everything using Google’s Lighthouse Chrome Extension. Don’t forget to check how it loads on different browsers and mobile devices.

Page Speed & Performance

If you didn’t know…

Website load speed is a very important on page SEO ranking factor. In this next section of the checklist, I will show you how to ensure your site loads like lightning.

7. Improve Site Speed

When it comes to on-page SEO, page speed counts big-time. In 2010 Google announced it would use website speed as an official ranking factor.

take site speed seriously

 A slow website can cost you both rankings and money in the long term.
It’s a factor you should be taking seriously because it’s in your full control and you can usually increase your websites speed significantly in a couple of hours.
Start by running a speed test using Google PageSpeed Insights. This will give you an overview of where you’re at.
Then you need to tackle the big problems:
  • Optimise images
  • Implement caching
  • Minify CSS/JS/HTML
  • Add lazy loading

My Nitropack review and case study will show you how to fix all of your site speed problems quickly.

And if you have a Shopify store, check out my Shopify speed optimization tips.

8. Optimise Core Web Vitals

Core Web Vitals are an essential part of how Google measures the quality of your site user experience.

Better Experience = More Traffic.

There are three main Core Web Vitals you need to be aware of:

  1. Largest Contentful Paint (LCP) – Measures loading performance
  2. First Input Delay (FID) – Measures interactivity
  3. Cumulative Layout Shift (CLS) – Measures visual stability

Google Core Web Vitals

Core Web Vitals apply to your site’s mobile and desktop versions.

While both are important, your mobile site version is the most important. That’s where you need to focus your attention first.

Click on the Core Web Vitals report inside Google Search Console:

issues with core web vitals

Here you will see a detailed list of all Core Web Vitals issues for each URL on your site.

The good news is that Google tells you exactly what you need to fix. You just need to work your way down the list and fix each issue.

Once you’ve applied each fix, you must validate it in Google Search Console.

Don’t sleep on Core Web Vitals.

Spend the time to knock out each issue you find in the report. Core Web Vitals can be the difference between whether you make it to page 1.

Make sure you check out our improve Core Web Vitals tutorial to learn 6 ways to improve them in less than 15 minutes.

9. Analyze Page Experience Report

Google’s core algorithm is designed to reward sites that provide a better user experience.

Using the Page Experience Report is like looking at your site’s user experience through Google’s eyes.

The best part is that it’s a completely free report inside of Google Search Console (GSC).

Here’s what you need to know:

When you log in to GSC, click on the Page Experience tab on the left:

page experience google search console

There are 2 parts to the page experience report you need to be aware of:

  1. Core Web Vitals: Metrics that measure real user data for site load speed, interactivity and visual stability of the page
  2. HTTPs: Measures whether your website is secure or not

The goal is no issues or errors for any of these reports. It’s something that you should be checking at least once per month.

You can also follow this Google Page Experience checklist to ensure your site delivers the best user experience possible.

10. Make Your Website Mobile Responsive

In 2015 Google began to penalise sites which aren’t mobile friendly.

Meaning if your site doesn’t format on a mobile device, you’ll struggle to rank highly.

Why…? Well, because having a mobile-friendly website improve user experience and can generate traffic.

This was compounded further by the rollout of mobile first indexing in 2018.

mobile responsive website

Use this free, mobile-friendly testing tool from SE Ranking to check your site.

Not mobile-friendly?

Implement these next steps quickly…

Start by changing your website theme to one that’s responsive. This will take care of 90% of the issues you’re facing.

Then-

  • Check your website design max width
  • Test all your website interactive elements
  • Make sure you can easily read the text on your site
  • Look for any issues when using the site

Having a responsive, mobile-friendly site is a must if you want to rank.

11. Avoid Mobile Pop-Ups

Google has become very strict on pop-ups over the last few years.

The bottom line is that if you aren’t following Google’s pop-up guidelines – you could be severely damaging your rankings.

Here’s what you need to know:

The most important thing is that you don’t show any popup/lightbox on mobile that stops people from being able to read or scroll through your content.

This is a golden rule that must be followed.

If the person has to close your pop-up to read/scroll your content – the pop-up is intrusive and must be disabled.

So what should I do instead?

You can still run pop-ups on the mobile version of your site.

They just need to be smaller banners that DO NOT stop the user from being able to interact with your content.

Here’s an example of how we do it at Search Logistics:

mobile pop ups example

The pop-up is still visible, but the user can easily scroll through the site without needing to close it. This is ideal!

What about for desktop?

Google doesn’t care as much about desktop pop-ups, so you can be more aggressive. Just make sure that you follow best practices and don’t spam your readers.

12. Implement WebP/AVIF

Most people serve images on their site as a standard JPG or PNG file.

That’s a great way to slow your site down.

Instead, every image should be served in next-gen formats like WebP and AVIF.

Essentially, these next-generation image formats allow maximum image compression without distorting the image.

The best part?

I use ShortPixel to take care of all of this for me:

  • Install ShortPixel on your site
  • Set up compression type (Lossy, Glossy, Lossless)
  • Serve images in next-gen formats

Once you’ve set up ShortPixel to implement WebP/AVIF, ensure it’s displaying correctly on your site. Monitor your results over time to track performance.

13. Configure Lazy Loading

Lazy loading is a simple trick that stops images from loading on the page until the visitor scrolls down to see them.

It has a massive impact on your page load speeds and core web vitals.

That’s why you MUST implement it!

For WordPress sites, I recommend using LazyLoad by WP Rocket. It’s free, fast and works almost straight out of the box.

Content Optimisation Implementation Guide

Optimising your content is essentially about making it more relevant to your target query.

But the quality of your content also plays an essential role.

My top tools for content optimisation are:

  • Surfer SEO – Check for topical gaps in my content and optimise them.
  • Grammarly – Ensure the content reads well and is error-free.
  • RankMath Pro – Optimise key on page SEO elements.

These three tools will do everything you need to ensure that your content is perfectly optimised for Google.

Title & Meta Elements

Titles and meta descriptions are some of the first things that search engines Googlebot and Bingbot look at to understand your page content.

It’s essential to optimise them properly to maximise your rankings.

14. Your Primary Keyword At The Start Of Your Title Tag

Putting your target keyword at the start of your title h1 tag helps you gain favour in search engines:

keyword in title

 This is widely considered as one of the most important on-page factors.

Why?

Title tag optimization allows search engines to see what the main topic is going to be about, within the first few milliseconds of crawling your new page.

Here’s what you need to remember:

  • Add your keyword in the first 10-30 characters
  • Your title tag should be a maximum of 60 characters
  • Test your title tag to improve click-through rates

If you are worried that you may not have the best page titles to send to your audience…

You can use Yoast to help you set up different title tags for readers and search engines to get the best value propositions. Make sure this factor is part of your content marketing process.

15. Use Your Page Title In H1 Tags

“H1” tags ensure that your keyword-rich title is crawled effectively by Google.

Google crawlers look for what is contained within HTML.

When the title isn’t inside these tags, it can be overlooked.

You don’t want that to happen.

WordPress websites should do this for you, but see if your theme is compatible. If you’re using another platform you’ll have to do this manually on every page.

So in order to format this title tag:

h1 example

You’d add it into your blog posts code editing area and add the “H1” heading tags.

That should look like this:

h1 title code

You should only have one H1 tag per page. Otherwise, you can confuse search engine bots.

The H1 title should also match the primary search intent of your users and be completely unique. This is important for rankings and ensuring higher click-thru rates from the organic search results.

You can learn more about heading tags over in this seo guide from W3Schools.

16. Target Keyword In Your Meta Description

Your meta description tag is a factor Google pays attention to.

Optimising your meta description to:

  • Give an honest overview of what your page is about
  • Include your primary keyword

…Can help you boost your ranking pages.

So pay attention to your meta descriptions and ensure your primary keyword is optimized!

How do you optimise it?

Follow these tips:

  • Keep the total description length between 150 and 160 characters
  • Include your target keyword in the first 100 characters
  • Use SEO copywriting to ensure it’s compelling

The description should be completely unique and provide an overview of what the user will find when they click through to your page.

If you want to take it up a level, split test meta descriptions for individual pages. That way, you can improve your click-through rate and get more traffic!

Note: You can also use structured data schema markup to get your result to stand out from the crowd.

Indeed, structured data schema markup will, where appropriate, give your result more info such as star rating, pricing, stock availability and review stars.

Don’t forget to test the quality of your schema markup with a schema tester.

WARNING: Do not confuse meta description with meta keywords.

17. Use Subheadings In H2 Tags

Using header tags for your subheadings allows search engines to build a clear picture of your page, and the sub-topics you’ve written about.

The goal is to create a logical hierarchy of headings down your page that both readers and search engines can understand.

It should look like this:

headings for seo

Not only does this add structure to your web page for search engines, but all of your human visitors will also love it as well.

Use relevant keywords within your headings naturally and ensure they accurately describe the content within each section.

Remember to incorporate synonyms and LSI keywords to rank the page for even more keywords.

18. Optimise for Passage Ranking

What is passage ranking?

Passage ranking means that Google ranks specific paragraphs or parts of your content instead of the whole page.

The reason this is beneficial is because Google at least ranks part of your page where they otherwise wouldn’t have ranked anything.

Here’s how to take advantage of passage ranking…

Break your content into clear, logical sections. Think of every section as its own mini piece of standalone content.

Then, ensure that each of those sections are titled by headings and sub-headings that tell readers (and Google) exactly what each section will contain. Don’t forget to start each paragraph with a clear sentence that introduces the main point of that section.

Lastly, add an FAQ section at the end of your content and FAQ schema to highlight it for Google. More on that in the next step.

This approach to passage ranking helps Google pull out the best bits of your content to answer specific questions and queries people are searching for.

19. FAQ Schema for Voice Search

Voice search is one of the most underrated opportunities in SEO right now – especially for local businesses.

Millions of people now ask their voice assistants things like “What is the closest vet to me” or “What a good cafe that is close” every day.

This creates an opportunity for your business!

Here’s how to optimise for voice search using FAQ schema:

List common questions people ask about your topic, business or niche. I use the “People Also Ask” section in the Google SERPs.

people also ask section google serps

Create an FAQ section on your site and write a direct, 50-word long answer for each question.

The last step is simply to use a tool like RankMath Pro to generate and add the FAQ schema to your site. You can also use my free FAQ schema generator to create the code.

How do you know if it works?

Use a schema tester like Schema Markup Validator to validate that the code was added to your site correctly.

schema markup validator

When done right, there is an increased chance that your content is the answer that voice assistants read aloud. That means more potential traffic to your site and more foot traffic to your local business.

Content Quality

If you’ve read my blog, you’ll know how much I emphasise quality content.

But the question I get all the time is – “What does quality content actually mean?

Well, implement each step in this next section, and I promise you’ll have the answer.

20. Write Unique Content

Search engines work hard to reduce the amount of duplicate content in their results. This ensures the same content can’t rank for the same primary keyword twice.

If it detects the exact same content is being used on multiple sites, blog posts, category pages, and a product page…

Only one of those pages containing the “duplicate content” will rank for it.

 It’s impossible to predict which one.

duplicate content

You need as little duplicate content on your site as possible to avoid keyword cannibalization issues and other SEO issues.

(Where your site turns cannibal and eats its own rankings, in essence)

And as Rand Fishkin points out over on Moz

It shouldn’t just be unique…  It should add unique value.

That means adding your own unique experiences, strategies and knowledge.

For example, if your content is teaching people how to cook rice, it should show them a new way to cook rice and not the way every other blog post on the internet is showing them. Search engines are looking for something new and unique.

21. Ensure Content Reading Level Is Appropriate

Google used to tag content as:

  • Basic
  • Intermediate
  • Advanced

…based on its reading level.

From a copywriting point of view, a lower reading level as close to basic as possible is advised for most websites. This will make sure your content & blog posts are accessible to the most amount of people.

But depending on your niche this could change.

A scientific journal would be expected to have a higher reading level than other sites. The same goes for a broadsheet newspaper and a tabloid newspaper.

Now it used to be that Google allowed us to get a breakdown of our reading level-

content reading level

That was removed as an option but it does mean that it’s something Google is paying attention to.

As a general rule of thumb – The average piece of content should be written at an 8th-grade reading level.

That means a middle school student should be able to understand the sentence structure and vocabulary of your content.

How do you assess this?

Two ways:

    • Hemmingway Editor – Check your content reading level sentence by sentence.
    • RankMath – Check your content and title readability

content readibility

Over time, as you practice writing more, you’ll get a general feel for writing at a good reading level.

And irrespective of whether this is an active ranking factor or not – it’s a deciding factor for your visitors which have a direct impact on your ranking pages like dwell time or bounce rates.

22. Match Competitors Length Of Content

Long-form content consistently outperforms short-form content in search rankings.

In fact, Brian Dean at Backlinko found the average blog post length that ranked number on the first page was 1,890 words.

If you take a look around my blog too, you’ll find that most of my articles start at between 1 000 & 2 000 words and even go all the way up to 10 000 words.

importance of content length

But, there isn’t any ‘perfect’ content length – What counts as a “long” word count will change between niches.

So, how do you know how much to write?

Short answer – Match the average word count from the top 10 ranking pages on Google.

Simple as that!

Use tools like Surfer SEO or Frase.io to automatically calculate the perfect length for you based on real SERP data.

23. Enhance Depth Of Content

Depth of content is my way of saying your body content shouldn’t be “thin”.

Whilst your content should be long, it should also contain a depth of relevant information that helps people get the answers they need.

Research the topic thoroughly and make sure you understand the search intent of the keyword (or topic) you’re targeting.

Then address every main point that your audience is looking for.

Add your own expert insights and unique experiences to differentiate your content from every other piece on the same topic. This will ensure that your content always has depth.

Don’t forget to make your content stand out:

  • Include case studies
  • Add relevant images
  • Create a video to embed in the content
  • Add bullet points for scanability
  • Include relevant statistics
  • Create tables to format data
  • Insert call-out boxes for important points

This goes well beyond just “writing”. You are creating content with a depth of information that is also enjoyable to read.

The more depth of information there is…The more valuable it will be perceived by a search engine’s crawlers.

More value = higher rankings.

24. Check Spelling And Grammar

Google have pointed out, you should ensure your spelling, grammar and font type makes sense.

bad spelling and grammar examples

Whilst the odd mistake and error won’t destroy your website…

Illegible content that doesn’t make much sense will be perceived as low value. Just run your content through a tool like Grammarly before publishing to catch all those simple mistakes.

25. Update Your Content Regularly For Freshness

Having fresh, up-to-date content can help you improve your rankings. It can also breathe life into content you’ve written in the past.

Google shows the date of the latest update for an article in its search results:

content freshness

This means that Google (and your readers) cares about how up-to-date your content is.

From personal experience, I know that I’m more likely to click on a more recent link. So keep in mind, it could help to improve your click-through rates too.

Updating your content doesn’t have to be complicated…

You just need to be organised.

Create a schedule to update your content at least once per year. Check for outdated information or new developments. Rewrite the introduction and ensure the content matches the search intent of your target audience.

That’s it!

Ensure that you have timestamps on your pages the reflect when the content was last updated.

Don’t forget to submit the URLs to Google for recrawling once the page is updated.

26. Incorporate E.E.A.T Signals

E.E.A.T in SEO stands for:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness

Think of E.E.A.T as a set of quality criteria that Google uses to assess your content’s quality, reliability and trustworthiness.

what is e.e.a.t in seo

E.E.A.T has become an essential part of SEO today – especially in the age of AI content. Google wants to know that you are a real and trustworthy business they can confidently send traffic to.

There are a few quick ways to improve your E.E.A.T signals.

Make sure you implement all of them to maximise your results. If your site covers any YMYL topics, make sure you pay very close attention to this section.

Add the following things to your site:

  1. Business Name, Address & Phone Number (NAP) – Clearly add your business name, address and phone number to your website footer, about page and contact page.
  2. Organisational Structured Data – Use the Local SEO module in RankMath to add organisation-structured data to your site.
  3. About Page – Create an “about page” that showcases who is behind the business including the important team members, small bios and a link to their LinkedIn profiles.
  4. Include Author Bios – Add author bios to your content and include any relevant expert citations within the content.
  5. Incorporate Real Experience – Add case studies, testimonials and examples of results to your site.

Your goal is to show Google that your content is written by trustworthy and experienced experts who know what they’re talking about.

The truth is that E.E.A.T is only going to become more important.

If you are serious about improving your website’s SEO and E.E.A.T – take my free 28-Day SEO course which shows you how to establish your site as a reliable place where Google can confidently send search traffic.

Who doesn’t want that?

27. AI Content Detection Prevention

It’s easy to detect AI content.

Our own AI content detection case study proved that AI-written content is easily detectable by publicly available tools.

Even though Google says that it’s okay to use AI content, they’re also well-known for flipping their stance at any moment. I just want to be clear that using AI content is a huge, uncontrolled risk for your business and SEO.

But if you still want to use AI content, you need to ensure it’s not detectable.

That means you need to add elements that AI typically struggles with.

Make the content look uniquely yours through-

  • Personal stories that demonstrate expertise
  • Original data or research you’ve done
  • Unique opinions based only on your real-world experience

Vary sentence patterns and length so they don’t read like an AI generator would write.

Most importantly, a human editor should read the content and make quality edits at the end. Those human touches are what will make the difference between being detected and not.

Lastly, run your content through a reliable AI detection tool.

My favourite AI detector is Originality.ai. In our case study, they were the only tool to detect AI content with near 100% accuracy – even for the most advanced model.

ai article detector summary

Check out my complete Orignality.ai review and see why they made my best AI SEO tools list.

28. Add Your Own First-Hand Experiences

We’ve touched on this already, so I’ll keep this point brief.

I can‘t emphasise enough how important it is to demonstrate real, first-hand experience in your content. Google is actively looking for this as a signal of quality and trustworthy content.

How do you do it?

Incorporate these elements:

  • Write unique points or stories that demonstrate experience
  • Include original insights that readers won’t find anywhere else
  • Add your own images to the content
  • Explain process details in depth
  • Share specific examples of your work, such as case studies

If you include all those points in your content, you can give first-hand experience a big check. And Google will reward you for it!

29. Include Interactive Content Elements

Quality content no longer means just writing. Even adding original images to your content is the bare minimum today.

You have to give users a reason to keep coming back to your site.

What’s the best way to do that?

Make your content interactive by adding:

  • Quizzes
  • Web app tools
  • Surveys
  • Mini-games
  • Checklists
  • Calculators

example calculator as interactive element in content

And more! The key is considering what interactive elements would improve your content and what your audience would enjoy using.

You can easily create interactive elements for your site on a platform like Outgrow.co or even have ChatGPT code it for you. The sky really is the limit!

Monitor engagement on your page and track results over time. You should see metrics like dwell time and increased engaged visits.

Keyword Strategy Implementation Guide

By now, you should have all of your technical and on-page SEO taken care of.

The next step is to strategically incorporate your target keywords into your page and content.

My top three tools for Keyword strategy are:

  • Ahrefs – My favourite keyword research tool and SERP analysis.
  • Surfer SEO – Including the right words and phrases to maximise my content score.
  • Google NLP API – See how Google understands my content.

We will start off easy and slowly get to the more advanced stuff! It’s important that you work your way down the checklist and complete each point in order.

Keyword Strategy

It’s essential to add your keywords to your content naturally.

Otherwise, you run the risk of over-optimised content, which can lead to a keyword stuffing penalty. Not a place you want to be.

30. Use Primary Keyword In The First 50 to 100 Words

From an SEO standpoint, the sooner your target keyword appears in your content…

The sooner a search engine’s crawlers can determine what your content is about.

keyword usage example

Many new SEO copywriters and bloggers forget about this…

They put the primary keyword right near the end of their introduction or even later in their blog post.

Be sure to check before you publish your blog content, if it’s within in the first 50 to 100 words and it should be like that for every page you’ve got on your site.

31. Include LSI Keywords In Content

LSI Keywords help give context to your content which basically just means words and phrases that are related to the topic you’re talking about.

There is much debate about whether they are still useful or not but they are still baked into my processes as I write this.

Let’s say you’re targeting Podcast Microphones”. Your LSI keyword phrases may be:

  • Best podcast microphone
  • Podcast microphone setup
  • Cheap podcast microphone
  • The Blue Yeti microphone

How do you find LSI keywords?

I use this free LSI keyword generator from Keysearch to find relevant LSI keywords and phrases.

keysearch lsi keyword generator

Just input your main target keyword, and the tool does the rest!

Sprinkling these LSI keyword variations throughout your content will make sure it feels more relevant.

Which may also give you a boost of website traffic from other related keywords.

32. Create Synonym Rich Content

It’s possible for web pages to rank for primary keywords that aren’t even used on their page.

This is a byproduct of “Semantic Search”.

 This is where a page ranks for a synonym of the main topic of the page.

This often happens for topics that are closely related to each other or which have different dialectical sayings or spellings.

For example…

“Hoover” and “Vacuum Cleaner” are two words that relate to the same topic. But Google could choose to rank a piece of content focused on Hoovers to also rank for Vacuum cleaner terms.

synonym rich content

Performing keyword research, finding primary keywords with an achievable keyword difficulty and search volume that can then be optimized for synonyms can help you gain more organic traffic through multiple keyword use.

33. Maintain Proper Keyword Order

The order a keyword is searched for and where it appears on your page affects rankings.

People often use variations of a search term although they have the same user intent.

So it’s important to cover your bases.

Let me give you an example:

A group of people are looking to buy the bookTribe of Mentors by Tim Ferriss. If four people search for it, they may use the target keywords (in any of these four forms) in their search intent:

  • Tribe of mentors tim ferriss
  • Tim ferriss tribe of mentors
  • Tribe of mentors by tim ferriss
  • Tim ferriss tribe mentors

Despite the fact they all want the same thing…

 This word order can affect where you show up in a search ranking.

This is especially true in a highly competitive niche.

To combat this, include each variation of the keyword in your content with a good keyword density.

Research different keyword variations that have the same search intent. Then, map out the keyword difficulty and search volumes for each variation in a spreadsheet.

Optimise your page for the variation you think you can rank best for.

You will still have one variation as your primary target keyword, but you must insert other keyword variations strategically into key areas of your page.

Watch your rankings, CTRs and organic traffic for that page and keyword over the next few weeks. Continue to test each variation to see which maximises your results!

This is how the pros increase their traffic and conversions for highly competitive, valuable keywords.

34. Implement Entity-Based Search Optimisation

Google thinks in terms of entities-

  • People
  • Places
  • Things
  • Concepts

…not just keywords. Entity-based SEO is a modern type of SEO that ensures that Google really understands what your content is about.

Identify the main entities in your content and topic. For example, if you are writing about coffee beans, some entities could be:

  • Coffee machine
  • Coffee beans
  • Brewing techniques
  • Grinding beans
  • Water temperature

Then, you need to show Google how these entities link together. For example, you need to include a sentence about how water temperature affects coffee flavour.

Google can link the entity “hot water” with the entity “coffee bean” from the sentence you wrote. The truth is that, in most cases, you’re probably already linking entities together naturally.

The key is to make sure the main entities in your content are obviously linked together.

35. Implement NLP Patterns

Google started heavily relying on NLP (natural language processing) back in 2019 with the introduction of BERT into the search algorithm.

NLP essentially allows Google to understand the meaning behind your content, not just the keywords and phrases.

Here’s how to implement NLP properly:

Look at your content structure – Are you comprehensively covering ALL aspects of the topic?

Use tools like Surfer SEO or Frase to help you identify important NLP phrases and topics based on what’s already ranking in the SERPs.

Next, organise your content in a way that makes sense. Start with essential and fundamental topics at the beginning and gradually build up to more complex ideas.

Think of it as if you’re taking the reader from beginner to expert as they go down the page.

This next part is important…

Use phrases like-

  • “For example”
  • “Because of this”
  • “On the other hand”
  • “Also”

To show how sentences, topics and sections connect to each other. This makes it super easy for Google (and humans) to understand how your content links together.

If you are really serious about getting this right, use Google’s Natural Language API to see how the algorithm understands your content.

googles nlp api

It’s eye-opening to see this aspect of the algorithm analyse your content in real-time!

User Experience & Engagement Implementation Guide

Most people underestimate the importance of user experience and engagement in SEO.

Google wants their users to have a great experience visiting your site.

What does that really mean?

They will only rank and refer traffic to sites that offer the best experience to their users. The good news is that you have complete control over your site’s user experience.

Improving it won’t only lead to more organic traffic but can also lead to higher conversion rates.

Who doesn’t want that, right?

These are the tools I use for engagement and experience optimisation:

  • Hotjar – Analyse user behaviour and identify bottlenecks on the site.
  • Google Analytics 4 – Track key user engagement metrics and events.

I also use the power of observation by putting myself in our target audience’s shoes and browsing the site from their perspective. You’ll be surprised how much insight this can bring!

User Behaviour

Increasing user experience is an afterthought for most people.

But how users engage with your site can significantly impact how well you rank.

Google actively tracks user behaviour on your site through tools like Google Analytics 4, Google Chrome and the Google SERPs. This isn’t something you want to get wrong.

36. Improve Content Structure On User Experience

As part of your content strategy, your website content should be focused on user experience, especially today with the new Google Page Experience update rolling out till August 2021.

This means your blog content layout and formatting should allow someone to quickly and easily navigate their way through your content to find the answer to their query.

Factors which influence a users experience are:

  • Table of contents at the beginning
  • Clear headings and subheadings
  • Visuals like images or visuals
  • Breaking your body text up into paragraphs
  • Using bullet points and text boxes

You should then aim to create a layout for your content that is easy to read and navigate.

You want to make sure that your page structure helps users find the answer to their questions as quickly and obstruction-free as possible.

Take a look at the image below:

14x search traffic case study example

You can see my content contains…

  • Lots of white space
  • Easy to read headings
  • Bullet points
  • Images
  • Links

This will make sure the content easy on the eye and easy for a reader to work their way through.

As you saw in the What Is On-Page SEO? section earlier.

Your user’s experience is one of the major focuses of on-page SEO.

37. Increase Length Of Dwell Time

Dwell Time is the amount of time someone spends on your page consuming your content after finding you through search results.

Let’s say I want to check the Google search results for “How to cook jasmine rice”.

I pop that into Google search engine and because I’m human, I click the top search result:

jasmine rice search example

What’s going to happen when I land on that page is one of three possible outcomes:

  1. I’ll leave immediately: I’ll take one look at the content and say, “Nah, not for me”
  2. I’ll spend a few minutes there: I’ll read the content and think, “Okay, this is helpful”
  3. I’ll spend a long time there: I’ll read the content and think, “Yes! This is perfect”

This can help Google or any other search engines determine the quality of the content.

If the majority of people leave immediately, it’ll be tagged as poor content.

If people spend a few minutes it’ll be tagged as average.

And if people spend a long time there it’ll be excellent.

Follow these principles to improve dwell time:

  • Add a short, engaging introduction that hooks the reader at the beginning
  • Include relevant images and videos so users can visualise what you’re saying
  • Break up large chunks of text it’s easy to skim and scan
  • Insert relevant internal links so readers can find more information quickly

You can improve your dwell time by improving the quality of content and using different SEO copywriting techniques throughout your writing.

38. Reduce Bounce Rate

The official line from Google is that bounce rate doesn’t affect rankings.

But Moz has some interesting data to show that it correlates with higher rankings.

If you don’t know what bounce rate is…

It’s how many people come to your page and leave before visiting another page.

bounce rate

You can improve your bounce rate by-

The truth is that bounce rate primarily depends on whether the person finds the information they’re looking for quickly.

Your entire website should be geared toward providing as much value as possible and helping others achieve their goals!

If you do that well, you’ll never have a problem with bounce rate!

39. Setup Google Analytics 4 Engagement Metrics

Google Analytics 4 is my favourite tool for tracking engagement on my site.

Why?

Unlike the old Google Analytics, GA4 is designed to track user experience and engagement much better. It better aligns with how Google ranks sites today.

To make this work for your SEO, make sure GA4 is set up correctly on your site.

Then, create custom events for important actions like-

  • Button clicks
  • Video watched
  • Downloads
  • Leads
  • Sales

Whatever actions matter most to your business, track them in Google Analytics 4. This will give you the insights you need to increase these KPIs over time.

With everything set up correctly, track the following three engagement metrics:

  • Engaged sessions – People who actually used your site.
  • Average engagement time – How long they stayed active.
  • Engagement rate – The percentage of visitors who engaged.

Set up a dashboard that tracks these numbers weekly. When you see pages with low engagement metrics, dig in deeper and look at your important actions to find any issues.

The thing to remember is this…

What people do on your site is just as important as getting them there first. You need to optimise both!

40. Implement Scroll Depth Tracking

Scroll depth simply shows you how far a user went down your page.

Hotjar is my preferred tool for tracking scroll depth because it gives you more insights, like heat mapping and visual tracking.

hotjar scroll depth

Google Analytics displays scroll depth in simple percentages (25%, 50%, 75%, 100% etc) in your dashboard.

scroll depth google analytics 4

Use scroll depth to find the main area of a page where people are dropping off.

With this information, do two things:

  • Optimise the page and content to improve scroll depth
  • Add the most important information above the drop-off point

You should also make sure that your CTAs, products, services and offers are above the main drop-off point.

It will ensure people actually see what you have to offer and increase conversions.

Media Optimisation

Anything that visually enhances your content can be considered media:

  • Images
  • Videos
  • Graphics
  • Tables
  • Charts

The problem is that Google has a hard time understanding the media elements on a page. The good news is there are simple optimisations you can make so Google can understand it better.

41. Optimize Image Alt Tags

Images aren’t just about web design, alt tags help search engines like Google to interpret the images on your page.

Because image crawlers can’t identify every image with 100% accuracy, it’s better to help them figure out by adding alt text tag to your images.

Take the below image as an example:

optimised image alt tags

Most website image uploaders would give this image a default alt tag like:

IMG_DIGI_0435678430.jpg

But this is hard for a crawler to understand.

Instead it’s better to use descriptive alt text to explain what the image is. Such as:

  • My personal workspace
  • Macbook and coffee cup
  • Old wooden table with modern laptop

You get the picture. (Literally.)

These tags, as well as file names, can also contain target keywords to help add relevance to your page.

You can sprinkle them throughout the images on your page but don’t stuff them.

42. Use Image EXIF Data

EXIF data is metadata embedded in image files that contain information about the photo such as:

  • Camera settings
  • Date
  • Time
  • Location

Here’s why this matters for SEO:

The EXIF data provides search engines with additional context and relevant information about your image. This could improve your image search rankings and visibility.

Cool, right?

Just check out my video below where I ran a test to see how important EXIF data is to Google.

Spoiler alert – The results were even shocking for me:

If you follow traditional image SEO techniques, there is a huge chance you are stripping your images of EXIF data.

This could limit each image’s ranking potential and impact the traffic you get.

Check your website images for EXIF data and make sure it’s there. If you need help, just follow my image SEO tutorial that walks you through it step by step.

43. Use Of Multimedia

Using different content type such as images and videos can help to…

  • Increase dwell time
  • Decrease bounce rate
  • Increase your social media shares (social sharing buttons help)

It can also increase the perceived value of your content, and attract backlinks.

But don’t just add as many images and videos as possible.

You have to be strategic!

Look for parts of your content that would benefit from a visual aid. Think of it as if the user should read your content, see the image, and understand EXACTLY what you are trying to communicate.

Next, optimise the media placements:

  • Reduce file sizes
  • Add captions or transcripts
  • Implement effective lazy loading

The goal is to improve the value of your content with multimedia usage and ensure that the page loads quickly for a better overall page experience.

44. Video Transcripts

Adding video transcripts is one of the easiest SEO wins you’ll have this year!

See, Google can’t watch videos, but it can read transcripts.

By adding the transcript near your video, you are offering Google a ton more content to crawl, which can significantly impact your rankings.

First, you need to have an accurate transcription of your video. If you’ve already uploaded your video to YouTube, you can have YouTube create the transcript by adding closed captions to your videos.

youtube transcript

Note: It’s not always 100% accurate, so you may need to edit the transcript before publishing.

Copy the transcript and paste it underneath the video on your page.

I like to create a drop-down element on the page to hide the transcript unless users click on it. This way, it doesn’t disrupt the natural flow of your content.

45. Video Structured Data

Video structured data tells Google what your videos are about, giving them a better chance of appearing as featured snippets or in the video section of the SERPs.

You need to add VideoObject schema to your page’s HTML. RankMath Pro makes this an absolute breeze.

For longer videos, use clip schema to highlight specific sections in your video that can rank independently in the SERPs.

video clips

Test your video schema implementation using Google’s Rich Result Testing tool to ensure that everything is working as it should be.

Link Optimisation Implementation Guide

Links are how Google crawls the web.

When it comes to on page SEO, there are two primary types of links:

What most people don’t realise is that where and how you place links (both internal and external) can significantly impact your rankings.

Google’s link graph algorithm is incredibly sophisticated. The Google algorithm search leak gave us unique insights into how Google uses links to better understand your content.

To optimise links, I use these four tools:

This section will not only ensure you link the game is on-point…

But will put you well above your competitors and strengthen the on page SEO of your entire website.

Internal Linking

Don’t underestimate the importance of internal linking.

Google uses internal links as signals to better understand your page’s content and how different pages work together.

The best part is that you have complete control of your internal links. Spend the time getting it right and reap the rewards in rankings.

46. Optimise Your Internal Linking

Internal link building is one of the most under utilised strategies in SEO, but it’s something you should pay attention to.

Internal links are links from one page on your site (page A), to another relevant page on your site (page B). You should use a range of anchor text.

Take a look at this example from my what are keywords page-

internal linking example

When I wrote a section about the types of keyword, it made sense to link to my types of keywords page.

Internal link building adds extra value to the reader because it gives them an extra resource to read.

But that’s just scratching the surface…

Internal links make your site easier to crawl, help Google better understand the quality of your content and which pages belong in the same category.

The goal is to ensure that you have as many relevant internal links as possible.

To make this entire process easy, I use Link Whisper which suggests relevant links for me.

link whisper dashboard report

Check out my full Link Whisper Review to understand how it works.

Use descriptive anchor text and ensure that the content surrounding the link is relevant to the page your linking to.

The last step is to:

  • Track which links get clicked the most (use Link Whisper).
  • Monitor individual page rankings
  • Ensure that every new page gets internal links once published

You can easily measure your results to see what works best!

47. Ensure All Links Are Working

Google hates finding broken links on your site, so you should too!

Make sure that all of the external & internal links across your site are working and not leading to 404 pages.

404 page example

Not only does this waste link juice, but it also does serious damage to the experience your users get, which has a knock-on effect on many other metrics.

I use the free version of Dr Link Check to scan my entire site and find broken internal and outbound links in seconds.

dr link check

Replace any broken links you find and add 301 redirects as required.

48. Hub and Spoke Architecture

Let’s get a little more technical.

The hub and spoke architecture is a powerful way to dominate entire topics, not just individual keywords. It also allows you to target high-competition keywords that you wouldn’t have otherwise been able to rank for.

Here’s how it works:

Identify a “hub” page that covers a broad topic. For example, “Dog Training.”

This becomes your pillar content that targets your main keyword.

Now link together supporting “spoke” pages like:

  • Crate training
  • Teach dog to sit
  • Stop dog barking
  • Dog toilet training

Each of these spoke pages should link to your hub page and your hub page back to each spoke page.

This structure shows Google that you’re an authority on the entire topic (topical authority). This increases the chance that every page in your hub and spoke architecture will rank.

That’s exactly what you want!

49. Topical Authority Clustering

If you have implemented the previous three checklist points, this next step should be easy.

Topical authority helps you organise your content in a logical way and use internal links to demonstrate your expertise on that topic.

Unlike hub and spoke architecture (which focuses on organising content around one main topic), topical clustering organises multiple related topics into distinct categories on your site.

Start by mapping out all of the main topics on your site and how they relate to each other.

Then, organise all your content into a clear silo structure where similar content will be grouped together. These will often be the categories on your site.

what is an seo silo

For Search Logistics, that would be:

search logistics categories

Create category pages for each of the main topics and link all of your content in those categories.

individual category page

This will naturally create a strong internal linking structure that is logical and easy for Google (and humans) to follow.

External Linking

Now, it’s time to turn your attention to your external links.

Outbound links from your site also impact the quality of your content and pages in Google’s eyes. It’s a straightforward thing to fix, but its also essential to get right.

50. Include Outbound Links

Outbound high-quality links can help search engines determine the overall value of your content.

Citations, quotes, and external links back to research articles & case studies about the topic you’re discussing help add authority to your page and show you’re trying to add value.

Make sure you use a relevant anchor text and pay attention to the dofollow and nofollow tag (check source code).

Remove or update outdated external links and only link to quality, trusted and authoritative sites relevant to the topic you’re writing about.

51. Contextual External Linking

Contextual external linking simply means placing outbound links to other sites that add value to your readers.

Instead of just placing random outbound links, choose your sources strategically.

For example, if you’re writing an article about the best way to brew coffee, don’t just add a link to a site with the anchor text of “learn more about brewing coffee here“.

Instead, make the anchor text something like – “According to James Hoffmann’s research“.

Google knows who James Hoffman is, and you’re providing more context through the external link about what you’re saying. This adds authority to what you’re writing about.

Add external links within your content, not at the end of the sentence.

external source link in content

Choose relevant anchor text based on the page you’re linking to.

Before adding links, use tools like Ahrefs and Moz to check the site’s authority and domain rating. Only link to sites that Google already trusts!

52. E-E-A-T Citation Structure

Boost your own content credibility by showing Google you did your research.

Unlike basic external linking, E-E-A-T citations are links to:

  • Recognised industry experts
  • Academic journals
  • Government sites
  • Trusted publishers
  • News websites

…that backs up your claims.

Think of it as borrowing someone else’s credibility to make your own content more credible. You align your content with a website Google already trusts.

This is especially important if your site is in a YMYL niche. You need to signal to Google that your content is trustworthy and well-researched.

AI & Machine Learning Integration

We are in a new era of SEO.

Technology advancements have brought in a whole new suite of machine learning and AI SEO tools. If you are not using AI now, you will get left behind.

There are some key on page things you should be implementing to improve your site functionality and experience.

53. Predictive Search Features

Predictive search isn’t new.

But what most people don’t know is that you can add predictive search to your own site.

This not only improves your user experience but also gives you valuable data on what people are searching for. As a result, you’ll know exactly what to create content on next.

Cool, right?

Use a simple plugin like Ajax Search Pro to add these powerful search features to your site.

ajax search pro

Then, monitor what people search for on your site to see what content to create next. This will turn your website into a platform where people come especially to get information from you!

54. Machine Learning Content Recommendations

Machine learning doesn’t have to be just for search engines…

You can add it to your website to increase time on site and reduce bounce rate – both important engagement factors that can affect rankings.

Machine learning content recommendations show users content based on what they’re already viewing.

Think of it like how Netflix personalises recommendations of shows and movies to watch. As users start clicking on the recommendations, the machine learning algorithm learns what gets the most clicks.

It then optimises to keep people on your site longer.

The best part?

You don’t need to be a developer to set this up.

Tools like Recombee make this pretty straightforward. You can even add your products and services to the recommendation engine to increase conversions.

55. Automated Content Optimisation

Imagine having an AI agent always working in the background to improve your SEO.

Well, now you can…

Automated content optimisation uses AI tools to constantly analyse your SEO and content based on what’s ranking in the SERPs in real-time.

Tools like:

  • MarketMuse
  • Clearscope
  • RankScience

Analyse what’s ranking in the SERPs and give you specific recommendations on exactly what you’re missing.

They also monitor performance and rankings over time, making suggestions as ranking factors change.

56. Personalisation Elements

One of the biggest opportunities in AI for SEO is personalisation.

Personalisation elements essentially show different content to different users based on their:

  • Behaviour
  • Location
  • Interests
  • Preferences

How do you implement it?

First, you’ll need a tool like:

  • Dynamic Yield
  • Optimizely
  • Adobe Target

Then, get the tool to segment users based on their previous interactions with your site or interests. Dynamic Yield, for example, integrates with Google Analytics 4 and pulls that data to offer personalisation to the user.

New users might see relevant content while returning visitors might see free downloads or offers.

Even small touches of personalisation can increase your site’s engagement and use your content to move people further down the buyer journey.

Privacy & Security Implementation

In a world where data is so valuable, data protection is becoming even more important.

Search engines like Google will not refer traffic to websites that are not secure and do not handle users’ data properly (ironic, I know).

This last section will ensure that your website has all the trust and security signals Google and humans need to see.

57. First-Party Data Collection

First-party data collection has become a hot topic.

With GDPR in Europe and CCPA in California setting strict privacy rules, first-party data collection has become essential for all online businesses.

First-party data comes directly from users (with their permission) to you, making it both legal and valuable.

Set up first-party data collection methods through:

  • Forms
  • Surveys
  • Account registrations

And more. Use tools like Google Tag Manager to track important behaviours while respecting privacy laws and proper data management.

This owned first-party data will allow you to create personalised experiences for your site visitors without compromising their privacy.

58. Cookie Consent Management

Cookie consent management isn’t just about legal compliance…

It directly affects your SEO in terms of ensuring proper tracking.

Here are some tips to follow:

  • Implement a consent pop-up when visitors arrive on your site
  • Allow users to customise what data is tracked or collected
  • Automatically block cookies until consent is given (especially for EU and California visitors)

Regularly audit your consent forms to ensure you’re compliant.

59. Privacy-Preserving Analytics

Here’s the truth:

You need data to run a successful online business in the modern world.

But the question is…

How do you collect data without violating privacy?

The solution is actually pretty simple. There are a ton of tools to help you do it.

For example, configure GA4 to collect users’ IP addresses anonymously and respect each visitor’s consent choices on your forms.

Regularly audit your analytics to ensure you aren’t collecting data you shouldn’t be collecting, but do collect the data needed to run your business.

This approach gives you the data you need to market your business without violating privacy laws.

60. Content Authentication Signals

Content authentication is all about proving your content is written by real experts – not AI or content farms.

The easiest way to do this is to add clear author bios to content pages.

You need to include:

  • Author credentials
  • Professional certifications
  • Previous experience
  • Other publications they write for
  • Links to social pages like LinkedIn

Then, add trust markers to pages, such as last update time stamps and a list of cited sources at the bottom of the page.

You’ll need to do more for YMYL content. For example, add verification signals like “reviewed by” bios of known professionals in the industry or certifications from trusted organisations.

These signals help Google identify your content as authentic and trustworthy, boosting your rankings.

The Top 5 On-Page SEO Factors

From an SEO perspective, not all factors are created equal.

And some on-page SEO factors have stronger weights in the algorithm than others.

So here are the top 5x on-page factors for you to focus on (click the link to jump to that section of the guide) for a solid content marketing strategy:

  1. Mobile responsive: Ensure your site is optimised for mobile devices.
  2. Website speed: Make sure your site loads quickly and efficiently for users.
  3. Keyword at the start of your title tag: Get your target keyword into your headline, preferably towards the start.
  4. Internal links: Create internal links between this page and the other relevant pages of your site.
  5. Length of content: Make sure your content is as long and as in-depth as possible.

If you focus on these five seo tactics you’ll get the most bang for your buck.

top five onpage seo factors

But be sure not to neglect the other SEO performance factors for too long.

(If want to dive deeper into on-page SEO factors, optimization techniques and SEO in general, you should check out my list of SEO books that cover those topics in detail).

Check out our SEO case studies

Download The Ultimate On-Page SEO Checklist

If you’d like a more actionable way of applying these SEO best practices to your site…

I’ve put together a free on-page SEO checklist for you to download.

It shows you all of the factors featured in this article, which you can use for reference when you’re preparing content for your site. (I print it off and keep it next to me).

on page seo checklist 2025

Ensure you use this within your content marketing strategy & SEO campaign!

Note: choosing the right keywords is essential to rank but isn’t always an easy task. I use SEO tools to help me with my keyword research and find profitable keyword ideas and opportunities.

For example, I use Semrush to get some serious keyword data researched such as search volumes, keyword frequency, level of competition, cost per click, and many more!

Best keywords & best content are the keys to improving your search engine rankings and archive SEO success.

PRO TIPS: You can measure the success of your entire SEO campaign with the SEO visibility scores metrics.

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Wrapping It Up

As a website owner, you’re able to control each on-page SEO factor from this on-page SEO checklist.

And some of the changes can be made to your site in as little as 60 seconds to get your website in front of your target markets.

If you’re short on time you should focus mainly on:

  • Mobile responsiveness
  • Your website speed
  • Putting the primary keyword at the start of your title tag
  • Internal links
  • The length of your content

(Don’t forget to submit your URL to Google once you’ve made the changes. If you don’t know how to do that, please consult my search engine submission guide – no need to use SEO submission software).

But you will have to address other factors at a later date.

When you’re editing your content to prepare it for your site, make sure you have a copy of my on-page SEO checklist handy.

And don’t forget to get a free copy of my downloadable link building checklist to keep you on the straight and narrow there as well.

If you are really struggling to complete an on-page SEO checklist you should take a look at my Surfer SEO review which takes the hard work out of it all.

But, if you don’t want to invest the time… consider an SEO consultant.

Or if you’re on a budget… use my free seo tools list to help you out.

Now you know which on-page SEO factors you should be focusing on to reach the top 10 of Google SERP’s, it’s time to complete an SEO audit and optimizes your content.

click here to download the on page seo checklist

Frequently Asked Questions

On-page SEO (also called on-site SEO) is the practice of optimising all of the factors you can control on your website that influence your rankings on the search results (SERPs) such as keywords, content, H1 tag, images, website speed etc.
On-page SEO focuses on optimizing parts of your website that you can control while off-page SEO, also called “off-site SEO” focuses on increasing your site’s overall authority through link building, social sharing or any other form of promotion.
On-page SEO is the foundation layer of search engine optimization. It helps search engines spiders to understand your website and content to gauge its quality and relevance to searchers. It is important because until you build a website that Google loves, it won't be rewarded with search traffic.
On-Page SEO includes, but is not limited to - title tags, meta descriptions, keyword research, header tags, content, site structure (silo structure/flat structure) user-friendliness, load time and more! Please see the full 27x point on-page SEO checklist in my tutorial above for a detailed list of factors.
You should start by doing a simple SEO audit to uncover any existing on-page SEO problems that need fixing to optimize your content. Once you have done that, just work through each of the on-page issues and fix them once at a time.
Here are the top 10 on-page SEO factors you should optimise to boost your SEO results:
  1. Mobile responsive
  2. Website speed
  3. Keyword at the start of your title tag
  4. Internal links
  5. Length of content
  6. HPPTS security
  7. User experience
  8. Use multimedia
  9. Unique content
  10. Social Signals
  1. Start Your Title Tag With Your Primary Keyword
  2. Use Your Page Title In H1 Tags
  3. Include Primary Keyword In Your URL
  4. Keep Your URL Length Short
  5. Include Target Keyword In Your Meta Description
  6. Focus Content Structure On User Experience
  7. Write Unique Content
  8. Ensure Content Reading Level Is Appropriate
  9. Use Primary Keyword In The First 50 to 100 Words
  10. Use Subheadings In H2 Tags
  11. Include LSI Keywords In Content
  12. Create Synonym Rich Content
  13. Maintain Proper Keyword Order
  14. Include Outbound Links
  15. Optimize Your Internal Linking
  16. Ensure All Links Are Working
  17. Optimize Image Alt Tags
  18. Make Your Website Mobile Responsive
  19. Improve Site Speed
  20. Implement HTTPS Security
  21. Increase Length Of Dwell Time
  22. Reduce Bounce Rate
  23. Write Comprehensive Content
  24. Enhance Depth Of Content
  25. Utilize Multimedia
  26. Update Content Regularly
  27. Check Spelling And Grammar
  28. Incorporate E.E.A.T Signals
  29. Use Image EXIF Data
  30. Analyze Page Experience Report
  31. Optimize Core Web Vitals
  32. Implement Modern Schema
  33. Avoid Mobile Pop-Ups
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What Are Your Thoughts?

163 Responses

  1. Thank you for the nice content Mat.But,keyword in meta description is not a ranking factor,according to an official statement from Google released in 2009

  2. SUPER genius, cannot believe I have never thought of this. Thanks for such a thought guide complete with templates!

    1. No Worries, Mahesh! Hope you’ll apply what you learned thanks to this Ultimate Checklist!

  3. Hi there Matt, big fan here! Greetings from Venezuela!One question though about LSI keywords? Are they still a thing? Relevant? I´ve been reading a lot about it on the past few days and many SEOs which opinions I respect a lot (same as you :D) say since BERT update (and even from before that), Google introduces something called entities and is better to focus on building content around these rather LSIs…Whats is your take on this?

  4. I have never seen a well-detailed post like this on the topic “On-Page SEO.” Your previous post on “How to set up Yoast SEO and WpRockect plugins really helped me a lot.I always enjoy reading your emails.Thanks for dishing out values, always!

    1. Check what Google favours by doing a search for your target keyword and figure out the average length of content on your competitor’s pages. That will give you a word count to aim for. But note this will be different between niches and even keywords. A tool like Surfer SEO will help.

  5. Hi MatthewThank you for sharing your ideas on SEO I been having some problems understanding it, but going over your article I understand a little better, is a must for anyone trying to rank their site. I will go over it again and take some notes and applying them to my site.So Matthew until next time, and thanks again.

  6. Matthew, Thanks for such a valuable knowledge developed in form of a crisp blog. I am following these steps and has updated my website according to your OnPage SEO checklist. Now I am moving ahead to the OffPage SEO.So, I expect an OfPage SEO Blog from your end.

  7. First, I would like to say thank you Matthew for sharing this awesome blog. These on-page SEO techniques are really very helpful for every SEO expert. I must say these techniques will work 100%. I think one more point should add, ‘Keyword Ratio’. I experienced if we place our seed keywords properly in the content that keywords perform well in Google after indexing. We should add the keyword ratio of short-tail (money keywords), long-tail, query-based keywords with using co-citation and co-occurrence techniques.

  8. Hi, Matthew Woodward,I knew you from Khalid Farhan podcast. Before listening to the podcast, I used to follow Neil Patel’s blog, Now I follow only your blog site and have bookmarked your site on my browser. I believe your site is a complete guideline for any SEO Marketers. Now, I have improved my Website, On-page SEO. I am looking for your opinion on my site from you, my SEO guru. Thank you so much for your nice blog. May God bless you.

  9. Thanks for sharing informative blog post. I have found here lots of interesting information for my knowledge I need.All the details you provide to us, it was very helpful and useful. Thanks for sharing this amazing post. Appreciate your efforts.

  10. It was wonderful to read this detailed article so would apply all these points on my article to make SEO more bloggers friendly

  11. Great info and content to show us what to do to increase our sites on google and other search engines. Thanks Matthew

  12. 1. Thank you for shareing the great blog with us This is a great article and very helpful for everyone keep it up and share more like this.

  13. Great content I have to subscribe so i’ll update with your every post keep posting.Thank you

  14. Nice one, I personally think that the length of content creates a problem often when it is focused on too much. You should focus on writing for an audience instead of a search engine. User Experience for the win! Engagment is key. Thanks for refreshment of Onpage SEO, always good to go through these kind of articles every now and again! 🙂

  15. H Matthew I love how you show us in the post how it is supposed to be done in plain easy to read language and with the graphics provided. Do you think table of contents make a difference now too? I see so many blogs with them today.Thank you!

    1. Hey Lisa – yes after some testing I found table of contents to be good for both users and SEO so I implemented it across most of my articles.

  16. Your explanations of this stuff are the best on the web about SEO. Thanks so much, I always learn something new from these tutorialsThe amazing article was written over there,

  17. Very interesting! It looks extremely good! You’re doing a great job, Keep it. Thanks for sharing such amazing information and knowledge actually we are looking for this information since long time.

  18. Matthew, I think I speak for EVERYONE when I say… I can’t tell you how thankful I am that you share all of this information with us. I’m still in the incipient stages of my site, it’s currently under construction by a company that I trust to do a good job. But I’m reading up on your blog and all of your points on a daily basis to prepare myself for when it’s live.Before I gain full control of my website and have it up and running, what sort of work can I do in the meantime to really make sure things are ready to roll? Any help would be much appreciated as I want to work on my site, but it’s not ready yet.

    1. Hey Andreas, I would recommend you get to know your audience, live where they live and spend time helping them. This could be forums like Quora or on social media.

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