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Dive deep into the world of on-page SEO with our comprehensive guide. Learn about optimising title tags, crafting compelling meta descriptions, utilising header tags effectively, enhancing images for SEO, and more. Discover best practices and common pitfalls to avoid, ensuring your website ranks high and attracts quality traffic.


In the ever-evolving landscape of digital marketing, Search Engine Optimisation (SEO) remains a cornerstone of success. On-page SEO, in particular, plays a crucial role in ensuring your website is search engine-friendly and ranks well for relevant queries. In this guide, we will explore the key elements of on-page SEO, providing examples, best practices, and highlighting common mistakes to steer clear of in 2023.

1. Title Tags


meta tags


Title tags hold paramount importance in on-page SEO, serving as the initial point of interaction between your website and potential visitors in the search engine results pages (SERPs). They are essentially the headline of your webpage, providing users and search engines with a succinct summary of the content that lies within.

Best Practices:

Length: Aim to keep your title tags within the 50-60 character range. This ensures that your title displays properly in the SERPs without being cut off, providing a clean and user-friendly appearance.

Keyword Placement: Place your primary target keyword towards the beginning of the title tag. Search engines give more weight to the words at the start, and it also ensures visibility to users, even if the title is truncated in the SERPs.

Uniqueness: Ensure each page on your website has a unique title tag. This helps search engines understand that each page offers distinct content, improving your site’s overall SEO.

Brand Mention: If space permits, include your brand name towards the end of the title tag. This can enhance brand recognition and trust, especially if your brand is well-known.

Compelling Language: Use action-oriented and emotive language to make your title tags compelling. Your goal is to capture the user’s attention and encourage them to click through to your page.

Relevance: Ensure your title tag accurately reflects the content of the page. Misleading titles can lead to high bounce rates, which can negatively impact your SEO.

Common Mistakes:

Keyword Stuffing: Avoid cramming multiple keywords into your title tag in an unnatural way. This practice, known as keyword stuffing, can lead to penalties from search engines and create a poor user experience.

Generic Titles: Steer clear of vague and generic titles. Instead, be specific and clear about the content of the page. Generic titles like “Home Page” or “Product Page” don’t provide any information about the content to users or search engines.

Duplication: Avoid using the same title tag across multiple pages. Duplicate title tags can confuse search engines and dilute the ranking power of your pages.

Ignoring Click-Through Rate (CTR): Remember that the ultimate goal of your title tag is to drive clicks from the SERPs. Even if you rank well, if your title tag isn’t compelling, users may choose to click on a different result.

By adhering to these best practices and avoiding common pitfalls, your title tags can significantly contribute to your on-page SEO efforts, driving traffic and improving your site’s visibility in search engine results.

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2. Meta Descriptions


meta description example


Meta descriptions play a crucial role in on-page SEO, acting as a brief yet compelling summary of your page’s content. Positioned beneath the title tag in the search engine results pages (SERPs), they provide potential visitors with insight into what your page has to offer and why they should click through.

Best Practices:

Length: Aim to craft your meta descriptions within a 155-160 character limit. This ensures that your entire message is visible in the SERPs, preventing it from being cut off and potentially losing its impact.

Focus Keyword: Integrate your primary keyword naturally within the meta description. This not only helps search engines understand the relevance of your page but also highlights the keyword in bold when it matches a user’s search query, drawing additional attention to your listing.

Unique Content: Ensure that each page on your website has a unique meta description. This reinforces the uniqueness of each page’s content, providing clear and distinct value to users and search engines.

Call-to-Action (CTA): Include a compelling call-to-action, encouraging users to click through to your page. Phrases like “Learn more”, “Discover how”, or “Try for free” can create a sense of urgency and curiosity.

Value Proposition: Clearly articulate the value or benefit that the user will gain from visiting your page. What makes your content, product, or service stand out? Use this space to sell your page’s unique value.

Readability: Ensure that your meta description reads naturally and fluently. Avoid overcomplicating the language and focus on creating a user-friendly snippet that clearly conveys the page’s content.

Common Mistakes:

Duplicate Descriptions: Avoid using the same meta description across multiple pages. Duplicate descriptions can lead to confusion for both users and search engines, diluting the perceived value of your content.

Keyword Stuffing: Resist the temptation to overload your meta description with keywords. Not only does this create a poor user experience, but it can also result in search engines perceiving your page as spammy.

Vague Descriptions: Steer clear of generic and vague descriptions. Be specific and relevant, providing a clear preview of what the user can expect upon clicking through to your page.

Neglecting Conversion Potential: Remember that your meta description is an opportunity to convert a searcher into a visitor. Don’t underestimate the power of this small snippet of text; use it to its full advantage to drive clicks and traffic.

By adhering to these best practices and avoiding common pitfalls, your meta descriptions can serve as powerful tools in your on-page SEO arsenal, enhancing visibility, driving clicks, and contributing to the overall success of your SEO strategy.

3. Header Tags (H1, H2, H3, etc.)


header tags


Header tags play a pivotal role in structuring content on a webpage, enhancing both readability for users and crawlability for search engines. They create a hierarchical structure of information, making it easier to navigate and understand the content presented.

Best Practices:

H1 Tag: Ensure that each page on your website has one, and only one, H1 tag. This should be used for the main title of the page and should encapsulate the primary topic or focus. The H1 tag holds significant weight in SEO, so make sure it is descriptive and includes the main keyword for the page.

Subheadings (H2, H3, etc.): Utilise H2 tags for main subheadings that divide your content into major sections. Further break down these sections with H3 tags for sub-subheadings, and so on. This creates a clear and logical structure, making your content more digestible.

Keyword Integration: Include relevant keywords in your header tags where they naturally fit. This helps search engines understand the context and relevance of your content. However, ensure that the inclusion of keywords does not compromise the readability or natural flow of the headings.

Conciseness and Clarity: Keep your header tags concise and to the point, clearly reflecting the content that follows. Users should be able to scan the headings and gain a good understanding of the content structure and main points covered.

Consistency: Maintain a consistent style and format for your header tags throughout your website. This creates a cohesive user experience and reinforces the content structure.

Common Mistakes:

Skipping Header Levels: Avoid jumping from one header level to a significantly lower level (e.g., from H1 directly to H3). Follow a sequential and hierarchical order to maintain a clear structure.

Overuse of Header Tags: Do not overuse header tags within your content. Use them to structure and divide the content naturally, rather than attempting to force them into the text.

Ignoring Header Tags: Some content creators neglect the importance of header tags, resulting in large blocks of text without clear division. This can lead to a poor user experience and make it harder for search engines to understand the content.

Styling Over Structure: Avoid using header tags purely for styling purposes. The primary function of header tags is to structure content, and their use should reflect the hierarchy of information on the page.

By following these best practices and avoiding common mistakes, you can effectively use header tags to enhance the structure and SEO of your content, leading to a better user experience and improved search engine rankings.

4. Image Optimisation


alt text example


Optimising images is a crucial aspect of on-page SEO, ensuring that they contribute positively to page load times, user experience, and search engine rankings. Properly optimised images can enhance the visual appeal of your website, keep users engaged, and provide additional context to search engines.

Best Practices:

Descriptive File Names: Choose clear and descriptive file names for your images. This helps search engines understand the content of the image and its relevance to the page. Incorporate relevant keywords where appropriate, but ensure it naturally describes the image.

Alt Text: Always include descriptive alt text for your images. Alt text provides a textual description of the image, which is used by screen readers for visually impaired users and displayed when an image fails to load. It also helps search engines understand the content of the image, contributing to image SEO.

Image Compression: Compress your images to reduce their file size, ensuring faster page load times without compromising quality. There are various tools and plugins available that can automate this process.

Image Dimensions: Resize your images to the appropriate dimensions before uploading them to your website. Uploading excessively large images and relying on CSS to resize them can lead to unnecessary increases in page load time.

Responsive Images: Ensure your images are responsive and display correctly across all devices. Utilise the ‘srcset’ attribute to provide multiple image sizes, allowing the browser to select the most appropriate size based on the user’s device.

Image Format: Choose the right image format. Formats like JPEG are generally best for photographs, while PNG is preferable for images with transparency. WebP is a newer format that provides excellent compression and quality.

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Common Mistakes:

Overly Large Images: Avoid using images with unnecessarily large file sizes, as they can significantly slow down page load times, negatively impacting user experience and SEO.

Neglecting SEO: Images can contribute to your website’s SEO, so don’t neglect them. Ensure all images are optimised and contribute positively to your on-page SEO efforts.

Missing Alt Text: Failing to provide alt text for images is a common mistake. Alt text is crucial for accessibility and provides additional context to search engines, enhancing your image SEO.

Inconsistent Image Sizes: Using inconsistent image sizes across your website can lead to a disjointed user experience. Ensure images are consistently sized and styled.

By following these best practices and avoiding common mistakes, you can ensure that your images are optimised for both users and search engines, contributing to improved page load times, enhanced user experience, and better on-page SEO.

5. URL Structure


url structure


A well-structured URL is crucial for both user experience and search engine optimisation. It provides a clear indication of the page content and structure, making it easier for users to navigate and for search engines to crawl and index your site.

Best Practices:

Brevity and Descriptiveness: Aim for URLs that are short, yet descriptive. Users and search engines should be able to understand the content of the page just from the URL. Avoid unnecessary words and focus on the key terms that describe the page.

Use of Hyphens: Separate words in URLs using hyphens rather than underscores. Search engines like Google treat hyphens as space, but underscores are not treated as space. For example, “blue-widgets” is interpreted as two words: “blue” and “widgets”, whereas “blue_widgets” is interpreted as one word: “blue_widgets”.

Inclusion of Keywords: Include relevant keywords in your URLs, for example https://www.firstpageseoagency.co.za. This can contribute to improved search engine rankings and provide users with a clear indication of the page content.

Consistent Structure: Maintain a consistent URL structure across your website. This helps users to predict the URL for a particular page and provides a cleaner and more organised site architecture.

Lowercase Letters: Use lowercase letters in your URLs. URLs are case-sensitive, so using lowercase letters avoids any confusion or issues with duplicate content.

Avoidance of Special Characters: Steer clear of using special characters in your URLs. These can cause issues with browsers and are not SEO-friendly.

Use of HTTPS: Ensure your website is secure by using HTTPS rather than HTTP. This encrypts data transferred between the user and the site, providing a secure browsing experience.

Common Mistakes:

Lengthy URLs: Avoid using unnecessarily long URLs. These can be difficult for users to read and remember, and can also be truncated in the search engine results pages.

Use of Underscores: Do not use underscores to separate words in URLs. Search engines treat underscores as characters rather than space, which can impact how they interpret the words in the URL.

Overuse of Keywords: Avoid stuffing URLs with multiple keywords. This can appear spammy to search engines and users, and can negatively impact your site’s credibility.

Inconsistent URL Structures: Using inconsistent URL structures across your site can lead to a confusing user experience and can make it more difficult for search engines to crawl and index your site.

By adhering to these best practices and avoiding common mistakes, you can create clean, descriptive, and SEO-friendly URLs that enhance user experience, improve search engine rankings, and contribute to the overall success of your on-page SEO strategy.

6. Internal Linking


internal linking


Internal linking is a vital component of on-page SEO, serving to interconnect various pages within your website. This not only aids in distributing page authority across your site but also enhances user navigation, guiding visitors to relevant and valuable content.

Best Practices:

Descriptive Anchor Text: Utilise clear and descriptive anchor text for your internal links. This text should give users and search engines an accurate indication of the content they will find on the linked page. Avoid vague terms like “click here” and instead, use relevant keywords that reflect the content of the destination page.

Relevance is Key: Ensure that you are linking to content that is genuinely relevant and provides additional value to the user. This could be related articles, product pages, or any other content that enhances the user’s understanding or experience of the current page.

Link to High-Quality Pages: Prioritise linking to pages that are well-constructed, offer valuable content, and have the potential to convert visitors. This not only improves the user experience but also helps in distributing authority to key pages on your site.

Check for Broken Links: Regularly audit your website to ensure that all internal links are working correctly and not leading to broken or non-existent pages. Broken links can harm user experience and negatively impact your site’s SEO.

Natural Link Placement: Incorporate internal links naturally within your content. The links should feel like a seamless part of the text, rather than being forcefully inserted.

Balanced Link Distribution: Aim for a balanced distribution of internal links across your website, ensuring that no page is overloaded with links while others are neglected. This helps in evenly distributing page authority and improving the overall SEO of your site.

Common Mistakes:

Over-Optimisation: Avoid using overly optimised anchor text for all your internal links. This can appear manipulative to search engines and may result in penalties.

Excessive Internal Linking: While internal linking is beneficial, overdoing it can lead to a cluttered and overwhelming user experience. Ensure that each link serves a purpose and adds value.

Neglecting Link Opportunities: On the flip side, don’t miss out on opportunities to include internal links. When relevant, guide users to additional content that might interest them.

Using Generic Anchor Text: Avoid using generic and non-descriptive anchor text like “click here” or “read more”. These do not provide any context about the linked content and can result in missed SEO opportunities.

By following these best practices and avoiding common pitfalls, you can leverage internal linking to enhance user experience, improve site navigation, and boost your on-page SEO, ultimately contributing to the success and visibility of your website.


Mastering on-page SEO is a continual process of optimisation and refinement. By paying attention to these critical elements and adhering to best practices, you can enhance your website’s visibility, drive organic traffic, and provide a better experience for your visitors. Stay updated, stay ahead, and watch your website flourish in the SERPs in 2023 and Speak to an SEO expert in South Africa for more guidance.

Source: https://www.digitalmarketspace.co.za/the-ultimate-guide-to-on-page-seo-in-2023


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