On-page SEO is also sometimes referred to as on-site SEO. It refers to the process of optimising every piece of content on a web page for both users and search engines.

Although search engines have evolved significantly in a comparatively short space of time, on-page content plays a vital role when it comes to ranking a page in the search engine results pages (SERPs). The power of this content will depend on a host of factors, including which keywords and associated language used throughout, the length of that content, how well structured the content is for good UX, how crawlable the content is for Google’s bots, how relevant the content is compared to other pages in that URL folder and across the site in general, how authoritative the content is and the internal links that are pointing to that content from within the site.

On-page SEO doesn’t just refer to the content you can see when the page is opened in a browser; metadata is also a key on-page SEO signal.

Common on-page SEO tactics include optimising URLs, title tags, meta descriptions, and internal linking structures. As search engine algorithms have become more and more advanced, a successful on-page SEO strategy also gives appropriate consideration to other factors, including UX, page loading speed, click-through rate (CTR), search intent, and bounce rate. In other words, the more you can get a user to engage with that content and stay on the page, the more Google will reward that page in the SERPs.