Digital Marketing

On-page SEO (Search Engine Optimization) manual for 2021


Search engine optimization is one of the most effective of the many digital marketing channels. As you already know, search engines like Google answer the endless questions of all internet users. The importance of search engines in our time cannot be emphasized enough and it is a necessity to use their full power to advance your digital marketing strategy.

When you do a search for something on Google or any other search engine, the first web pages that show up in results are the ones you usually trust. Why? Because we tend to trust Google’s judgment. Behind that ‘verdict’ are many things that work together to deliver the results you see on Search Engine Results Pages (SERPS).

What is on-page SEO?

On-page SEO is essentially the process that you use to optimize the SEO page so that the search engines can better understand your content. Every time a person clicks “Search” on Google, search engines look for relevance and the correct keywords in the content on web pages.

Based on your SEO ranking, Google will display the results and decide where exactly your website will be. Now On-Page SEO is working on optimizing not only the content, but also the HTML source code of the page.

On-Page Vs Off-Page SEO

The functions of both are very self-explanatory. On-Page edits the content that is on the page, while Off-Page edits the content that is not there.

On-page SEO is also known as on-site SEO and optimizes various elements on your website in order to achieve better search engine rankings. In the meantime, off-page SEO is working on getting more backlinks for your page from other websites.

Ten Step Process of On-Page SEO

We have simplified the on-page SEO process for you and explained the on-page SEO techniques in ten easy steps:

  1. Understand what Google wants
  2. Use keywords to optimize content
  3. Work on the title
  4. Provide outbound links
  5. Make sure URLs are optimized too
  6. Adding and optimizing meta descriptions
  7. Do technical SEO
  8. Optimize for featured snippets
  9. Use page experience signals for better engagement
  10. Use the structured data markup

Understand what Google wants

That is the ultimate goal – to get the highest possible ranking on the Google search pages. To do this, you need to first understand what the search engine wants, what algorithm it is using and what elements it is focusing on, and then start working accordingly.

There are many factors that the search engine focuses on such as:

  • First impression, ie how long do people stay on your website when they are first viewed, how quickly the page loads and how quickly they can find their way around it
  • The content is checked against relevance and the required keywords and phrases

Use keywords to optimize content

Using keywords to optimize your content is a delicate art and one of the main steps for on-page SEO. It’s not exactly difficult, but it’s also not easy since you don’t want your content to look bad. A simple tip is to use your keyword as early as possible, preferably in the first 100-150 words of your content.

It was found that Google is more likely to select web pages that contain the keywords at the beginning of the content. However, never overdo it as it can quickly become very off-putting to your audience.

on page SEO content optimization

on page seo content optimization 1

Work on the title

The title is a very important part of the SEO optimization process. This is because it is the first thing that attracts any visitor’s attention and not only needs to be catchy, but also needs to be tweaked.

Title tags are basically the way Google displays the title of your content on SERPs (Search Engine Results Page). Optimizing it is imperative if you want to improve your SEO rankings. Improved placements lead to more visibility.

on page SEO title tag

Provide outbound links

Outbound links refer to those links that you provide to other external sources in order to determine your relevance in the digital space. These links can lead to websites that explain your point of view and ultimately make it easier for your audience to get information.

Additionally, not only will it help them access additional information, but you can also provide links to the authoritative source to prove your credibility. These links will help Google understand your content on a broader scale based on its relevance to the exciting content and thus improve your rankings.

on Seo Outbount Links page

Make sure URLs are optimized too

Since keywords are the building blocks of an SEO strategy, including them in your URL can help you find a website and improve your rankings. As their rankings get better, they will appear higher on the SERPs and lead to more traffic to your website.

on page seo-ur

Adding and optimizing meta descriptions

Whenever a title is displayed on SERP, a brief description of what can be expected from the site is written directly below it. This is called a meta description. This is one of the best techniques for SEO. You can also work on them and tweak them to improve your SEO rankings.

on page seo-meta description optimization

Do technical SEO

How easily accessible your website is depends on the technical part of search engine optimization. This is the basis for technical SEO. Search engines go through web pages and then catalog them based on their factors. These web pages are then displayed based on the user’s query.

Optimize for featured snippets

When you type a particular query into Google Search, the rectangular box shown above that responds to it is called a feature snippet. Using this SEO technique on hand can bring you tremendous benefits. Imagine having your content showing up there when users search for something.

To make this a reality, you’ll need to tweak your content to answer very specific questions from people so that you can get a sense of how your work is being displayed above, thereby promoting your brand.

Use page experience signals for better engagement

There are a lot of simple changes you can make to your existing content to create a smoother and better experience for your audience. Some of them are:

  • Always be as clear as possible when creating content and use the headings to effectively separate the different topics
  • Use bullets or lines to explain things whenever possible as it is easier to process information in this format
  • Use visual content (photos, infographics, videos, etc.) to make it easier for the audience to consume the content
  • Have an easy-to-navigate layout and add calls-to-action as needed

Use the structured data markup

Structured data is used to deny search engines, as it is a standardized format that contains information about the content available on a website. It helps search engines understand your content better and therefore increases your chances of ranking higher.

You can take advantage of the Google Console’s Structured Data Markup Helper to help search engines better understand your content and improve your SEO rankings.


The digital space is a huge space and you have to continuously work hard on your content to keep track of it and stay relevant. On-page SEO can go a long way toward improving visibility and driving more traffic.

Search engines are getting more advanced every day. So, follow this SEO guide on the page and keep up to date if you want to survive in this infinite space.


Jeffrey Rabinowitz