On-page SEO: optimising every page to rank

Start with search intent

Before writing a word, look at what currently ranks. If the first page is all buying guides, a product page won't rank — and vice versa. Match the format searchers expect.

Title tags and meta descriptions

The title is the clickable headline in search results. Keep it around 50–60 characters, lead with the main topic and make it compelling. The meta description doesn't directly affect ranking but strongly influences clicks.

Headings and structure

One clear H1, logical H2 and H3 sections, short paragraphs and scannable lists help readers and search engines alike.

Content depth and topical coverage

Cover the subtopics and questions a genuine expert would. Tools can show which concepts top-ranking pages include that yours doesn't.

Internal links and anchor text

Link to related pages with descriptive anchor text. This spreads authority and helps Google understand relationships.

Images and media

Compress images, use modern formats, add descriptive alt text and descriptive filenames.

Trust signals (E-E-A-T)

Experience, Expertise, Authoritativeness and Trust: show author credentials, cite sources, display reviews, contact details and real case studies.

• Named authors with bios
• Dates and update history
• References to reliable sources
• Clear business information