On-Page Optimization

On-page optimization is the process of optimizing a single page on your website. This is not to be confused with on-site SEO, which is the process of optimizing an entire website. However, these two types of optimization are not mutually exclusive.

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What is On-Page Optimization?

Most people with basic knowledge of SEO usually equate on-page SEO with just placing keywords on a page. There’s no denying that keywords are critical for on-page optimization, but there’s much more to the process. On-Page Text refers to the actual written content of a web page and should be substantive in offering visitors valuable information.


On-Page Optimization includes:

  • Keywords
  • Copywriting
  • Media
  • Links
  • User Experience (UX)
  • Even conversions.
  • Keywords
  • Copywriting
  • Links
  • User Experience

On-Page SEO Strategies

Best practices checklist for evaluating your website’s pages should include:

Word Count

While there is no universal “ideal” word count for all web pages, a generally accepted practice is to have at least 500 and preferably 1,000 words per page, but this will vary by topic and the purpose of the page.

Your most important content and SEO pages should trend towards longer lengths.

That said, Google does not value pages that are considered “thin,” so it’s important to make your web pages as robust as possible without “fluffing” the content with extraneous text to achieve a set word count.

Above-the-Fold Text

Since search engine crawlers “read” Web content from top to bottom, it is best to keep some text near the top of your pages.

This is referred to as “above the fold” (think newspapers), meaning that the on-page text is visible on the screen immediately, without the reader having to scroll down past a huge image or multiple ads.


Integrating keywords into your on-page text (and strategically within your page’s meta information, as described below) is a basic SEO technique that enhances your site’s search visibility.

Both by increasing the likelihood that your pages surface in the search engine results pages (SERPs) in response to a specific query and by boosting their overall search rankings for those keywords.

An informed keyword strategy for content optimization will build in keywords so they are seamlessly woven throughout the on-page text. The content needs to flow naturally for the reader.

Keyword stuffing is when the target keyword appears more than 10% of the text proportionally. We recommend 3-5% keyword density.

Long-Tail Keywords

Long-tail keywords are those searches that contain more than 3 words.  Present excellent opportunities to capture traffic.

These keyword phrases tend to be far more precise in user intent and can render more relevant results than generic keywords consisting of one or two words.

Page content crafted to answer long-tail search queries can result in higher conversions and a greater overall share of organic search traffic than single, highly competitive keywords used by most in your industry.

Duplicate Content

Duplicate content may result from inadvertently repeating the same information throughout your site, like having duplicate meta information on your Web pages.

Other accidental sources of duplicate content can stem from print-only versions (PDFs) of Web pages, e-commerce items that are shown on or linked to other pages, or mobile-friendly replications of your website.

If you find that your site requires pages with duplicate content, there are several ways you can let search engines know the preferred Web page to be displayed in its SERPs (called “canonicalization”).

At best, Web pages containing duplicate content will be filtered out from search results. At worst, if it’s a result of scraping content from another site, or if it’s perceived to be an attempt to “game” search results with multiple listings of the same content, then you may face a penalty.