Basic On-Page SEO: Essential Steps to Improve Google Rankings

Search engine optimisation (SEO) is, above all, a marketing strategy.

While technical know-how helps with implementation, the ultimate goal is to attract your target audience to your website—so you can turn visitors into leads and customers.

On-page SEO is one key part of the bigger SEO picture, and getting the basics right is crucial for long-term online success.

What Is On-Page SEO?

On-page SEO focuses on optimising individual web pages to improve their visibility and relevance in search engine results. Done well, it achieves two important things:

1. Puts Your Site in Front of the Right People:
   By clearly explaining what your pages are about, you help Google index them correctly (think: an organized library using index cards).
2. Encourages Clicks from Searchers:
   Well-written listings act as mini-marketing messages that make users want to click through to your site.

Both results depend on aligning your content with the words and phrases your target customers are using when searching for your products or services.

The Core Elements of On-Page SEO

Below are the essential components you should optimise for every important page on your website (using the example keyword theme “window repair”):

Page Titles

• Place your target keywords at the beginning of the title.
• Keep it under 60–70 characters so it displays well in search results.
• Make it unique for every page.

Example:

Window Repair Specialists – ABC Limited

URLs

• Use clean URLs, including target keywords separated by hyphens (not underscores).
• Avoid unnecessary words or numbers.
• Implement URL rewriting if your CMS generates messy URLs.

Example:

www.abc.co.nz/window-repair

Meta Descriptions

• Incorporate your main keywords naturally.
• Stay under 150–160 characters.
• Write unique descriptions for each page.
• Use this space as a compelling marketing message and call to action.

Example:

ABC Limited specializes in window repair by certified technicians. Contact us for a free quote today!

Meta Keywords (Don’t Use Them)

Meta keywords are now ignored by Google and most search engines—leave them out to avoid clutter and confusion.

Headings (H1 Tags)

• Each page should have one clear H1 headline that uses your main keywords.
• The H1 should be bold and obvious to visitors.

Example:

Window Repair Specialists

Early Page Copy

• Use your primary keywords (and natural variations) within the first paragraph of your content.
• Write in a natural, reader-friendly style.

Images: Filenames and Alt Tags

• Name image files using target keywords, separated by hyphens.
• Add descriptive alt text with your keywords, but avoid “keyword stuffing.”

Example Filename:

window-repair.jpg

Example Alt Tag:

Window repair service by ABC Limited

One Keyword Theme per Page

• Focus each page on one or, at most, two closely related keyword themes.
• This helps Google clearly understand your content and helps you rank better for the right terms.

XML Sitemap Submission

• Submit a dynamic XML sitemap to Google Search Console.
• This helps Google find and index all your pages, including new ones.

Additional Best Practices

• Make sure your website is mobile-friendly, as Google gives priority to mobile usability.
• Improve page load speed with compressed images and efficient code.
• Add internal links to connect related pages on your website.
• Regularly review and update your on-page SEO as search engine best practices and your business evolve.

If you require assistance with your optimising your website for improved search rankings, then contact us for a consultation.