by Kesh Sandhu, @KeshSandhu, 21 May 2018

A good way to get us thinking of what On-Page Elements may be, let’s have a look at the signage below. Would you be able to tell what the store is or what it is about and what they offer? Likely not.


Now imagine that the white signage you see there is your website On-Page elements. It is essentially the keywords that you would need to put on there on your signage to attract attention from those searching for your services.

On-Page Elements in SEO is basically your signboard for Search Engine crawlers – where they crawl and find you based on your signboard. So, you would want to tell Google what your website is about so that it can match those keywords that represent what you are – with Google users who are searching for the same.

Importance of On-Page Elements

Within the best practices of Search Engine Optimization, it is good to:

  • work the best keywords to match your customers
  • Communicate this clearly with Search Engines

Hence the importance of On-Page Elements.

Two Primary Areas of Focus in Search Engine Optimization (SEO)

  1. On-Page Elements (30% – but the foundations of your SEO)
  2. Off-Page Elements (70%)


Catch Whiteboard Friday below on Weighting the Clusters of Ranking Factors in Google’s Algorithm.


Scoring weightage of On-Page focused initiatives:

Screen Shot 2018-05-21 at 2.12.39 PM.png

Screen Shot 2018-05-21 at 2.13.51 PMScreen Shot 2018-05-21 at 2.13.57 PM


The SEO Pyramid

In order of priority, use the SEO Pyramid as a guide to strengthening your On-Page SEO.

Screen Shot 2018-05-21 at 2.18.03 PM.png
Source: University of Toronto

Elements of an Optimized Page

  1. Crawler / Bot Accessible
  2. Authorship, Meta Data, Schema & Rich Snippets
  3. Keyword Targeted
  4. Uniquely Valuable
  5. Provides Phenomenal UX
  6. Built to be Shared through Social Networks
  7. Multi Device Ready



SEO On-Page Elements

  1. Page Title (Title Tag) and Keyword Usage

    • Screen Shot 2018-05-21 at 2.57.35 PM.png
    • Every page should have it’s unique title
    • Aim for about 54 characters
    • Not brand name first as the search engine knows who you are, you want to use the Title tag as a indexing function to tell Google what that page is about compared to your other pages
    • Screen Shot 2018-05-21 at 2.58.55 PM.png
      Source: University of Toronto
  2. Page Headling (H1 Tag)

    • Screen Shot 2018-05-21 at 3.06.23 PM.png
    • Use primary keywords at least once in H1 tags, as close to the first few words
    • Screen Shot 2018-05-21 at 3.20.16 PM.png
    • H-Tag-Example-Page
  3. Body Text (first 50 – 100 words on page)

    • Content is King as they say. Google has algorithms to be able to tell that your page is not just about keywords, but provides a wealth of resources in your topic area.
  4. URL Structure (and domain)

    • Also good to have your keyword in your URL

      Screen Shot 2018-05-21 at 3.23.23 PM.png
  5. Images & Image Alt attributes

    • Search Engines also look into the images in your website:
      • title
      • filename
      • surrounding text
      • alt tag (behaves like an Anchor Text in a text link)
      • Analyze your website with the Varvy SEO Tool, which also looks into SEO opportunities within your images
    • Screen Shot 2018-05-21 at 3.28.12 PM
    • Screen Shot 2018-05-21 at 3.35.12 PM.png
  6. Internal and External Links

  7. Meta Description

    • Not used directly in search engine ranking algorithms, but are still important as potential customers would read that before they click into the website
    • Screen Shot 2018-05-21 at 3.57.33 PM.png
  8. Meta Keywords


SEO On-Page Best Practices

  • Keywords
  • Website Hierarchy
    • Your home page is the most powerful page. So when working your keywords, be sure to focus on key terms on your home, then increase the details to the search term as the user delves in.
    • Screen Shot 2018-05-21 at 4.11.07 PM.png
  • Meta Descriptions
    • Keep it to less than 155 characters
    • Write in action-oriented phrasing
    • Provide the user with their solution or benefit here
    • Be as relevant as possible. Don’t deceive
  • Google Search Console
  • Tracking


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