On-page SEO checklist

Start with intent

Before editing a page, decide what one search it should answer and what the searcher wants. Search the term yourself and look at what already ranks. If the top results are guides, a service page won’t compete. Give each page one main topic, and never target the same search with two pages.

Page elements

• Title tag: the main keyword near the front, written to earn the click, and about 60 characters or fewer.
• Meta description: about 150 characters with a clear benefit and next step. It doesn’t affect rankings directly, but it affects clicks.
• One H1: it matches the page’s topic and the title’s intent.
• Subheadings: H2 and H3 headings organise the page and cover related questions.
• URL: short, readable and descriptive, with no dates or clutter.
• Image alt text: it describes the image for people using screen readers.

Content quality

• It answers the question completely and gets to the point early.
• It shows real experience: photos, examples, prices, process and results.
• It includes the questions people ask, such as those in “People also ask” in Google results.
• It is accurate, up to date and easy to read.
• It uses the main keyword and related terms naturally, without stuffing.

Internal links

• Link to the page from related pages, using descriptive link text.
• Link from the page to relevant guides and services.
• No page is orphaned, meaning nothing links to it.

Conversion

• The main call to action is visible without scrolling, and it is clear what happens next.
• Phone numbers are clickable on mobile.
• Forms ask only for what you need.
• Proof such as reviews, case studies or credentials sits near the call to action.

Final check

• The page loads quickly on a phone.
• Title, description and headings are unique across the site.
• The page is indexed, and you’ve noted its starting position so you can measure progress.

Get help

Our on-page SEO service handles this across your key pages. Start with a free SEO audit.