On-page SEO

On-page SEO is work on what Google sees on the page itself: the title, headings, copy, images and links to your other pages. It’s the part of SEO that pays back fastest, because you don’t wait for new links or new content. You improve what’s already there.

I don’t start with every page in turn. Search Console shows which pages already appear in positions 5–20. They’re close to the top results, so that’s where changes show up fastest.

When you need it

• Your pages appear in Google, but on page two or three.
• They rank for the wrong searches, not the ones that bring customers.
• Lots of impressions, few clicks: the title and description don’t invite a click.
• Several pages cover the same topic and compete with each other.
• The site was rebuilt and the copy moved over without any SEO work.

What I do

Titles and meta descriptions

I rewrite title tags and meta descriptions so they contain the main search phrase and a clear reason to click: price, turnaround, location or another specific advantage. I check how they look in mobile results, where space is tighter.

Heading structure

One H1 that says what the page is about. H2s and H3s in a logical order that answer the questions people ask in search. That structure is easier to read for people, for Google and for AI assistants that quote individual paragraphs.

Content that matches search intent

I compare your page with what Google shows on page one. If the top results are price tables and your page is general copy, the problem isn’t keywords. I mark what’s missing and rewrite the opening so it answers the search immediately.

Internal links

Your most important pages should get the most links from your other pages, with clear anchor text. I find pages with no internal links and add links from the blog to services and categories, and back.

Images

Meaningful file names, alt text, the right size and format. Images slow most pages down more than anything else, and they can also bring traffic from Google Images.

Structured data

Where it fits, I add schema.org markup for services, products, FAQs, articles or the organisation. It helps Google and AI systems understand exactly what the page says.

What you get

• A change sheet for every page: what it was, what it will be and why.
• Implemented changes if you give me access, or tasks for your team.
• An internal linking plan: from where to where, with which anchor text.
• A comparison after 4–8 weeks: rankings, impressions and clicks in Search Console, before and after.