On-Page SEO

Optimizing your website pages for SEO (also called On Page Optimization) is the process by which you examine all the parts of your individual web pages and ensure they contain the things that help search engines rank your site correctly. These parts consist of title tags, alt tags, meta descriptions, content, headings, URL structure, as well as some other things.

How On-Page SEO Factors Affect Search Engine Ranking

On-page factors are the attributes of a web page that affect how it gets ranked by the search engines.

Sample of HTML Code


<body>, <div>, <p>, <span>, <h1>

Alt Text

<img src="https://egemarketing.ca/wp-content/uploads/2017/05/logo-small.png" alt="Ege Marketing's Logo">



A List of On-Page Factors That Affect Search Rankings

The On-Page factors that impact search engine rankings consist of the following:

Page Content

Your page content is the most important part of a web page in determining your search result ranking. Since your content is the primary reason a user visits a web page, the content is very important to the search engines. So, the bottomline is that you need to produce great content to get top ranking. The natural question to ask is, how do I know if my content is good? Let’s answer the question by considering it from an SEO point of view. All great content has two parts: there must be a need for your content and somebody needs to be able to link to it.

Great Content Answers a Need

The supply and demand of the market influences not only what products you choose to buy, but also what content information you read on a web page. Superior content answers the need of the greatest number of people who want it. Good content might be as simple as an Now Toronto Music listings, which answers the need of a large group of music lovers who want to find live music shows in Toronto, or it may be someone needing a definition of “swimmer’s ear” and goes to a Wikipedia article to get the answer. The format of good content does not matter. It could be a video, a picture, music or text. The key thing to remember about good content is that it must answer a need in the marketplace of information.

The Only Good Content Is Linkable Content

From the SEO’s point of view, if your content is not linkable, no matter how good or bad it is, your SEO will be negatively affected. If your content doesn’t get any link, the search engines will probably never rank you. The worst thing about unlinkable content and not getting ranked is that your content won’t be able to drive traffic to your site. This circumstance occurs frequently because people haven’t considered the effects of unlinkable content. AJAX-powered image slide shows is an example of unlinkable content. Not being able to view the content until after you’re logged in is another example of unlinkable content. And another example is content that can’t be duplicated or shared. If your content doesn’t fill a need and it is unlinkable, then you have content that the search engines do not value highly — and probably other people will think so too.

Title Tag

Beyond page content, title tags are the next most significant on-page SEO factor.


SEO specialists should use smart internal linking and ensure that their website’s category hierarchy is included in their URLs.

This is an excellent example of URL structure:


The hierarchy of the information on this page is plainly shown in this URL. (History as it relates to music in the context of arts in general). Search engines use this information to gauge the significance of a specific web page. Using the hierarchy, search engines can determine that this page probably isn’t related to history overall, but instead to the history of music. So, this page will be a great choice in the search results for content focusing on the subject of music history. This information can be figured out without actually processing the page content.

This is a poor example of URL structure:


In contrast to the above example, the informational hierarchy of this site is not reflected by this URL. Search engines can figure out that it’s on the IMDB domain and it concerns titles (/title/). But it can’t figure out what the central topic of the page is. The reference to “tt0215750” doesn’t suggest any topic for which a web user would search. So, the information on this URL has very low value for search engines.

URL structure is useful to search engines so they can determine the relative significance of the page. It also provides an important relevancy metric to a specific page. Considering URL structure as it relates to anchor text, it also is a big help due to the fact that people will probably link with the relevant word or phrase if the URL has keywords in it.

The Best Practices for SEO

Content pages are the substance of a site so it makes sense that it’s the primary reason people visit the site. The best content pages cover a specific topic — typically a product or a thing –with a high level of relevance.
A web page’s purpose should be clearly told in all of the following on-page attributes:

  • Title tag
  • URL
  • Content of page
  • Image alt text

This page is an excellent example of a correctly laid-out and search-engine friendly webpage. Every one of the on-page factors are optimized.

There are several reasons that content page is thought to be good. For starters, the page content is very special on the Internet (which gives search engines a reason to rank it high). Plus, it discusses a specific topic of information with a lot of detail. There is a great likelihood that if you had a question about the subject, this page would have the answer.

Beyond the content, the layout of the page is very good. The subject of the page is included in the title tag, URL, the page’s headings, and within the alt text of all the images of the page.

On the other hand, this web page is poorly optimized. See how different it is from the above example.

It contains images that are not as search-engine friendly as the previous example. Its URL structure is not fully optimized, the content is less powerful and not as informative for readers even though the page’s topic exists in some important attributes of the page (i.e., title tag and meta description). When you read the content, you can easily see that it doesn’t even cover some basic information about the game like the game’s description, the developer’s name and the game’s release date. Searchers don’t write queries that way, therefore, it probably won’t answer any query by a searcher. In the end, it is written in a style that’s not the right type of message for searchers.

When we compare the two examples, it is easy to see that the Wikipedia’s page is superior because it optimized for a search query asking what Sonic the Hedgehog is: a video game produced and marketed by Sega that is used on the Sega Genesis gaming system. The other example does not. The most important thing to learn from these examples is that the better optimized page will get ranked higher in Google’s search results.

How To Optimize the Ideal Web Page?

Ideal web pages should follow these guidelines:

  • Be extremely relevant to a particular subject (typically a product or one thing)
    • Contain the topic in the title tage
    • Contain the topic in the URL
    • Contain the topic in the image alt text
    • Indicate the main topic several time throughout the page
  • Offer unique information about a specific topic
  • Link to its category page
  • Link to its subcategory page (If appropriate)
  • Link to its homepage (typically done with an image link that presents the website logo on the top left of a page)