On-page SEO checklist: 25 steps to optimise every page

Before you write: research and intent

1. 1Confirm the page has one primary keyword in your keyword to URL map.
2. 2Search the keyword and note which page types rank.
3. 3List the subtopics and questions the top results cover.
4. 4Add the gaps they miss, such as examples, data or local details.
5. 5Decide the main action you want visitors to take.

Title tag and meta description

1. 1Write a unique title of about 50 to 60 characters with the primary keyword near the start.
2. 2Add a benefit or angle that makes the result worth clicking.
3. 3Write a unique meta description of about 140 to 160 characters that summarises the page.
4. 4Include the keyword naturally in the description.

See our guides on how to write SEO title tags and how to write a meta description for examples.

Headings and content structure

1. 1Use one H1 that clearly states the topic.
2. 2Break the page into H2 sections that follow how a reader thinks.
3. 3Use H3s for sub points; keep every heading descriptive.
4. 4Answer the main question in the first 100 words.
5. 5Keep paragraphs short and use lists and tables where they help.
6. 6Add a short FAQ section with real questions.

Keyword use and content quality

1. 1Use the primary keyword in the H1, first paragraph and at least one H2.
2. 2Use secondary keywords and synonyms naturally in headings and copy.
3. 3Show first hand experience: examples, photos, results or tips from real work.
4. 4Cite trusted sources for facts and data.
5. 5Show the author or reviewer for expert topics.

Avoid keyword stuffing. Writing clearly about the topic covers related terms on its own.

Images and media

1. 1Use original, relevant photos where possible.
2. 2Compress images and serve them in WebP or AVIF.
3. 3Set width and height to prevent layout shift.
4. 4Write descriptive alt text.
5. 5Use descriptive file names such as roof-repair-orillia.jpg.

Links

1. 1Link to the most relevant service, product or location page with descriptive anchor text.
2. 2Link to supporting guides and glossary terms where they help the reader.
3. 3Add links from related older pages to the new page.
4. 4Link out to trusted sources when you cite them.
5. 5Check that no links point to redirects or broken pages.

Technical on-page checks

On-page SEO example: before and after

On-page SEO checklist by page type

How to write content that satisfies search intent

1. 1Search your keyword and note the format of the top results.
2. 2List the questions every top result answers, then answer them all.
3. 3Add the questions they miss, using People Also Ask and customer questions.
4. 4Lead with a direct answer in the first paragraph.
5. 5Use tables, steps and examples to make information easy to scan.
6. 6Finish with a clear next step that matches the reader's stage.

Our guide on how to write SEO friendly blog posts goes deeper on writing.

On-page SEO tools

Common on-page SEO mistakes

On-page SEO checklist at a glance

How to prioritise on-page fixes

1. 1Start with pages that already get impressions in Search Console but have low clicks.
2. 2Next, improve pages ranking in positions 8 to 20, where small changes can reach page one.
3. 3Then fix pages with missing or duplicate titles and descriptions across the site.
4. 4Finally, refresh older content with new facts, sections and internal links.

On-page SEO for AI search

AI Overviews and assistants pull answers from pages that state facts clearly. Put a short, direct answer near the top, use descriptive headings that match questions, and add FAQ sections for related questions. Clear structure helps both classic rankings and AI citations. See AEO vs GEO vs SEO for more.

E-E-A-T signals you can add on the page

On-page SEO for local pages

1. 1Put the service and town in the title, H1 and URL.
2. 2Add the full address and phone, matching your Google profile.
3. 3Embed a map and list nearby areas you serve.
4. 4Include reviews from local customers.
5. 5Add LocalBusiness schema with the correct details.

See our local SEO checklist for the full local process.

Title tag checklist

1. 1Primary keyword near the start, written naturally.
2. 2About 50 to 60 characters so it does not get cut off.
3. 3Unique on every page.
4. 4A clear benefit or reason to click.
5. 5Brand name at the end if there is room.

Our guide on how to write SEO title tags has examples for every page type.

Meta description checklist

1. 1Summarise the page in about 150 to 160 characters.
2. 2Include the main keyword or a close variation.
3. 3Add a clear call to action.
4. 4Make each description unique.
5. 5Match the content so visitors are not surprised.

See how to write a meta description.

Heading structure example

H1  Emergency plumber in Leeds
  H2  Plumbing emergencies we fix
    H3  Burst pipes
    H3  Blocked drains
    H3  Boiler breakdowns
  H2  How fast we arrive
  H2  Prices and call out fees
  H2  Areas we cover
  H2  FAQs

One H1, logical H2 sections and H3 details make pages easy to scan for readers and search engines.

Internal linking checklist

1. 1Link each new page from at least two relevant existing pages.
2. 2Use descriptive anchor text that tells readers what they will find.
3. 3Link from guides to the matching service or product page.
4. 4Add breadcrumbs on deeper pages.
5. 5Fix links pointing to redirected or broken URLs.

Image optimisation checklist

1. 1Use descriptive file names with hyphens.
2. 2Write alt text that describes the image.
3. 3Compress images and use WebP or AVIF where possible.
4. 4Set width and height to prevent layout shifts.
5. 5Lazy load images below the fold only.

Read our image SEO guide for more.

URL checklist

1. 1Short, lowercase and readable.
2. 2Includes the main keyword naturally.
3. 3Uses hyphens between words.
4. 4No dates or session IDs on evergreen pages.
5. 5Stays the same once published, or redirects if changed.

Content quality checklist

1. 1Answers the main question in the first paragraph.
2. 2Covers every subtopic the top ranking pages cover.
3. 3Adds something new: examples, data, photos or experience.
4. 4Uses short paragraphs and plain language.
5. 5Includes tables, steps or lists where they help.
6. 6Shows who wrote it and why they can be trusted.
7. 7Has a clear next step for the reader.

Structured data checklist

Test markup with the Rich Results Test and only mark up content visible on the page.

Mobile on-page checklist

1. 1Text is readable without zooming, around 16 pixels or more.
2. 2Buttons and links are easy to tap.
3. 3No pop ups covering content on load.
4. 4Tables scroll sideways rather than breaking the layout.
5. 5Phone numbers are click to call links.

See mobile first indexing explained.

On-page SEO for online stores

Read our eCommerce SEO checklist for more.

How to optimise an existing page step by step

1. 1Pick a page with impressions but few clicks in Search Console.
2. 2Check the queries it already appears for.
3. 3Search the main query and review the top three results.
4. 4List subtopics the page is missing and add them.
5. 5Rewrite the title and meta description to match the main query and add a benefit.
6. 6Improve the introduction so it answers the question straight away.
7. 7Add internal links from related pages.
8. 8Update images, alt text and any outdated facts.
9. 9Request indexing in Search Console.
10. 10Compare clicks and rankings after four to six weeks.

On-page SEO for service pages

On-page SEO and keyword cannibalization

When two pages target the same keyword, they can compete and both rank lower. Check your keyword map before creating a new page, and give each page one primary keyword. If two pages already overlap, merge them or retarget one to a related question and link it to the main page. Learn more about keyword cannibalization.

On-page SEO factors and their impact

Start with high impact, low effort fixes such as titles and internal links.

Expert on-page SEO tips

Monthly on-page SEO review

1. 1Check Search Console for pages that lost clicks.
2. 2Review titles on pages with high impressions and low CTR.
3. 3Add internal links to new pages.
4. 4Update facts and dates on key guides.
5. 5Fix any new broken links or missing alt text.

On-page SEO for blog articles

1. 1Choose one primary keyword with informational intent.
2. 2Answer the question in the first two sentences.
3. 3Use H2s for main subtopics and H3s for details.
4. 4Add a table, checklist or example where it helps.
5. 5Link to the related service or product page.
6. 6Add an FAQ section with real questions.
7. 7Include an author byline and last updated date.

Signs a page needs on-page work

On-page SEO for location pages

1. 1Use the town and service in the title, H1 and URL.
2. 2Add photos and examples of real local jobs.
3. 3Include reviews from customers in that area.
4. 4Embed a map and list nearby neighbourhoods served.

After you publish

1. 1Request indexing in Search Console for important pages.
2. 2Check the page in the URL Inspection tool.
3. 3Track impressions, clicks and position for its keywords.
4. 4Update the page when rankings stall or facts change.