On-Page SEO Checklist: 13 Checks for Every Page

An on-page SEO checklist gives you a repeatable way to improve every page on your website, from the title and headings to the content, images and links. It keeps you focused on the things that actually help visitors and search engines, instead of chasing myths.

This on-page SEO checklist covers 13 checks, each explained in plain English and based on Google's documentation. You will also find a copy-and-use table, common mistakes to avoid and a simple way to apply the checklist to pages you already have.

In this guide

• What on-page SEO is, and what it is not
• Before you start: choose one topic and one intent for each page
• 1. Page title (title tag)
• 2. Meta description
• 3. The main heading (H1) and subheadings
• 4. Opening paragraph and content quality
• 5. Keywords: use them naturally
• 6. URLs
• 7. Images and alt text
• 8. Internal links
• 9. External links
• 10. Mobile usability and page speed
• 11. Structured data
• 12. Calls to action and conversion
• The complete on-page SEO checklist (copy and use)
• Common on-page SEO mistakes
• How to apply the checklist to an existing page
• A before-and-after example: improving a service page
• On-page SEO for different kinds of page
• Tools that help with on-page SEO
• How to prioritise which pages to optimise first
• Frequently asked questions

What on-page SEO is, and what it is not

On-page SEO covers everything you can control on a page itself to help search engines and visitors understand what it is about and why it is useful: the title, headings, content, images, links and the way the page is built. It is the part of SEO that is entirely in your hands, which is why it is usually the best place to start.

It is also easy to misunderstand. On-page SEO is not about stuffing a keyword into every sentence, hitting a magic word count or following a formula. Google's SEO Starter Guide explicitly lists things it says are not priorities: meta keywords, keyword stuffing, hitting content length targets and the number or order of headings. What it does recommend is clear, unique titles, helpful content, descriptive headings, useful images with alt text and sensible links. This on-page SEO checklist turns that guidance into practical steps you can apply to every page.

If you would rather have a specialist work through your pages, our SEO optimisation service covers on-page work in detail.

Before you start: choose one topic and one intent for each page

Good on-page SEO starts before you open the editor. Each page should have one main topic and one main purpose. Ask:

• Who is this page for? A homeowner with a leak, a business owner comparing suppliers, a beginner who wants to learn?
• What are they trying to do? Learn, compare, buy, book or find directions? This is the search intent.
• What is the one next step? Call, request a quote, read another guide or sign up?

Write the answers in one sentence. For example: "This page helps homeowners in Leeds who need a boiler repair decide to call us, by explaining what is included, how fast we respond and what it costs." That sentence becomes the compass for everything else on the page.

Avoid trying to make one page rank for several unrelated topics. If you offer boiler servicing and bathroom fitting, they deserve separate pages. If two pages compete for the same search with near-identical content, merge them or differentiate them clearly.

1. Page title (title tag)

The title is one of the clearest signals of what a page is about, and it is often what people see in search results. Google's guidance on title links says each page should have a unique, descriptive title, concise enough not to be truncated, with no keyword stuffing.

• Unique for every page. Duplicate or boilerplate titles make pages hard to tell apart.
• Descriptive and specific. "Boiler Repair in Leeds: Same-Day Call-Outs" tells people more than "Services".
• Main topic near the start, written for humans first.
• Concise. Google has no fixed character limit but truncates long titles to fit the device width, so aim for roughly 50 to 60 characters and put the most important words first.
• Brand at the end (or start) with a separator on inner pages.
• No stuffing. Repeating the same words looks spammy to people and to Google.

Be aware that Google may rewrite your title if it thinks another version describes the page better, for example when the title is missing, outdated or inaccurate. A good, honest title is the best defence against rewrites.

2. Meta description

Meta descriptions do not directly decide rankings, but they can be used as the snippet beneath your result and can influence whether someone clicks. Google's documentation on snippets and meta descriptions explains that Google mostly builds snippets from page content and may use the meta description when it gives a more accurate picture of the page.

• Write one for every important page, unique and accurate.
• Summarise the page, including the key benefit and a gentle call to action.
• Keep it concise. There is no fixed length, but descriptions are usually truncated to fit the device width, so aim for around 150 to 160 characters with the key message first.
• Include useful facts such as a location, price range or opening times where relevant.
• Avoid lists of keywords and vague or off-topic text.

3. The main heading (H1) and subheadings

Headings structure your page for readers, and they help search engines understand the main sections. Google says the order of headings does not affect search, so focus on clarity for people.

• One clear main heading that says what the page is about, usually similar to the title but written for the visitor.
• Subheadings that organise the content into logical sections people can scan.
• Natural wording. Use the terms people use, including variations, without repeating a phrase unnaturally.
• Question headings where they match real questions customers ask, followed by direct answers.
• Do not use headings only for styling. Use proper heading elements, not bold text, for sections.

4. Opening paragraph and content quality

The first few lines of a page should confirm the visitor is in the right place. Say what the page covers, who it is for and what they will get. Include your main topic naturally, but write for a person, not an algorithm.

Then deliver real value. Google's guidance on helpful, reliable, people-first content is the best standard to check your page against. Ask yourself:

• Does the page provide original information, reporting, research or analysis?
• Does it give a substantial, complete answer to the topic?
• Does it show first-hand experience, with real photos, examples and honest limits?
• Would a reader feel they have learned enough to take action?
• Is it clear who wrote it and why you can be trusted?
• Is it free of fluff, padding and claims you cannot support?

Google also says there is no preferred word count. Write as much as the topic needs and no more. A clear 600-word service page may beat a bloated 2,000-word one.

5. Keywords: use them naturally

Keywords are the words your customers use to find you. On-page SEO means making sure your page clearly includes those words where they naturally belong, such as the title, the main heading, the opening paragraph and a few subheadings, plus related terms and synonyms throughout the text.

• Choose one primary topic and a handful of closely related phrases.
• Use variations. Google's language understanding handles many wording differences, so you do not need a separate page for every variation.
• Do not stuff. Repeating a phrase unnaturally harms readability and may be treated as spam.
• Answer related questions that people ask around the topic.
• Do not rely on meta keywords. Google lists them as not a priority.

6. URLs

• Short, descriptive and readable, for example /services/boiler-repair-leeds/.
• Lowercase with hyphens between words.
• No unnecessary parameters or IDs.
• Stable. If you must change a URL, add a permanent redirect and update internal links.
• Logical structure, grouping similar pages in directories such as /services/ and /blog/.

Our article on absolute and relative links covers a common technical question about link formats.

7. Images and alt text

Images make pages clearer and more persuasive, and they can bring visitors from image search. Google's image best practices recommend high-quality images near relevant text, descriptive file names, useful alt text and standard HTML image elements, while balancing quality against speed.

• Use real, relevant images rather than generic stock where you can.
• Write descriptive alt text that explains what the image shows in context. Avoid keyword stuffing.
• Name files clearly, such as boiler-service-leeds.jpg.
• Compress and resize images so they load quickly, and use modern formats such as WebP where supported.
• Set width and height attributes to reduce layout shifts.
• Place images near the text they illustrate.

Read our article on the strategic use of images in SEO for more.

8. Internal links

Internal links help visitors move through your site and help Google discover and understand your pages. Google's guidance on links says important pages should be linked from other pages using descriptive anchor text, and that there is no ideal number of links per page.

• Link from relevant pages to your key service pages using natural, descriptive anchor text.
• Avoid generic anchors such as "click here" or "read more".
• Do not overload paragraphs with links or place many links side by side.
• Make sure each important page has at least one contextual link pointing to it.
• Fix broken internal links and links that point at redirected URLs.

For example, an article about finding customers could link to your local SEO service, and an article about links could point to your link building service.

9. External links

Linking out to trustworthy sources helps readers verify claims and shows you have done your homework. Google's guidance says linking to sources you cite can build trust and that you should give readers context about what they will find.

• Link to authoritative sources that support important claims.
• Use descriptive anchor text that tells readers what the link is.
• Use rel attributes properly: nofollow for sources you do not trust, sponsored for paid links, and ugc or nofollow for user-generated links.
• Check links periodically and remove ones that no longer work.

10. Mobile usability and page speed

Google uses the mobile version of your content for indexing and ranking. On-page SEO therefore includes how the page looks and behaves on a phone.

• Text is readable without zooming.
• Buttons and links are easy to tap.
• Content is the same on mobile and desktop where it matters.
• Intrusive pop-ups do not block the content.
• The page loads quickly. Aim for good Core Web Vitals: LCP within 2.5 seconds, INP of 200 milliseconds or less and CLS of 0.1 or less.

11. Structured data

Structured data helps Google understand the type of content and business details on a page. Use markup that matches what visitors can see, and test it with Google's tools. For local businesses, use LocalBusiness markup as described in Google's documentation. For articles, an Article schema from your SEO plugin is usually enough. Valid markup does not guarantee rich results, but incorrect or misleading markup can cause problems.

12. Calls to action and conversion

An on-page SEO checklist is incomplete if it stops at rankings. A page that ranks but does not lead to action is a missed opportunity.

• One clear next step such as a phone number, quote form or booking link.
• Repeat the call to action at natural points on long pages.
• Reduce friction. Short forms, click-to-call buttons and clear opening hours help.
• Add trust signals: real reviews, accreditations, guarantees you can honour and case examples.
• Answer likely objections: price, timing, coverage area and what happens next.

The complete on-page SEO checklist (copy and use)

Common on-page SEO mistakes

• Using the same title or description on many pages
• Targeting several unrelated topics on one page
• Stuffing keywords into text, headings, alt text or business names
• Publishing thin, copied or mass-produced content
• Leaving images huge, unnamed and without alt text
• Forgetting internal links, or using "click here" as anchor text
• Ignoring mobile layout and speed
• Hiding the next step or making it hard to contact you
• Updating dates without updating content

How to apply the checklist to an existing page

1. Pick a page that already has impressions in Search Console but few clicks. This is often the quickest win.
2. Read the page as a visitor. Does it answer the question quickly and clearly?
3. Check the title and description. Rewrite them so they are specific, accurate and appealing.
4. Improve the content. Add missing answers, real examples, photos and updated facts.
5. Add internal links from related pages and to relevant next steps.
6. Check images, speed and mobile layout.
7. Record the change and the date, then watch impressions and clicks over the following weeks.

Google says changes can take from a few hours to several months to show and recommends waiting a few weeks before judging, so leave enough time before making further changes.

A before-and-after example: improving a service page

This is an illustration to show the checklist in action. The business and page are invented.

Before:

• Title: "Home - Smith Heating"
• Meta description: none, so Google picks text from the page
• Main heading: "Welcome to our website"
• Content: three short paragraphs about the company history, with a list of services in one sentence
• Images: a single large photo named IMG_4021.jpg with no alt text
• Calls to action: a phone number in the footer only

After applying the checklist to a dedicated boiler repair page:

• Title: "Boiler Repair in Leeds: Same-Day Call-Outs | Smith Heating"
• Meta description: "Boiler not working? Smith Heating offers same-day boiler repair across Leeds. Gas Safe registered engineers, clear pricing and no call-out surprises."
• Main heading: "Boiler Repair in Leeds"
• Content: a short opening that says who the page is for, followed by sections on common faults, what a visit involves, how pricing works, areas covered, accreditations and frequently asked questions, written from the engineers' real experience
• Images: three compressed photos of real jobs with descriptive file names and alt text such as "Engineer replacing a boiler pressure valve in a Leeds home"
• Internal links: from the home page, from a "common boiler problems" article and to the related servicing page
• Calls to action: a click-to-call button at the top, a short quote form halfway down and the phone number repeated at the end

Nothing in the second version is a trick. It is simply clearer, more useful and easier to act on, which is what both visitors and Google are looking for.

On-page SEO for different kinds of page

Home page

Say who you are, what you do and where, in the first screen. Link to your main services and show proof such as reviews or accreditations. Use a title that includes your brand and main offer.

Service pages

These are usually the most important pages for revenue. Make each page about one service, explain what is included and how it works, show real examples and make the next step obvious.

Location pages

Include genuine local details, projects, testimonials and questions. Avoid copying the same text across towns. Google warns against mass-produced content.

Blog posts and guides

Answer a specific question thoroughly, show your experience, link to relevant service pages and keep the content up to date. Add an author name and short bio where it helps readers trust the article.

Category and archive pages

On blogs and shops, category pages can be valuable if they have a short introduction and a useful list. Thin archives with no explanation are often better set to noindex.

Contact page

List your name, address, phone number and opening hours exactly as on your Business Profile, add a map if you have a premises and make the form quick and simple.

Tools that help with on-page SEO

You do not need expensive tools to follow this checklist, but a few make the work faster:

• Google Search Console: shows the searches that already bring impressions to a page, which helps you choose what to improve.
• Your SEO plugin: lets you edit titles, descriptions, canonical tags and structured data, and can flag common problems. Treat its scores as guidance, not as the goal. Google's guidance does not use plugin scores.
• PageSpeed Insights: checks speed and Core Web Vitals.
• A crawler: finds missing titles, duplicate descriptions, broken links and images without alt text across the whole site.
• A browser on a real phone: the simplest test of mobile usability.

Google's hiring guide also notes that third-party tools do not have access to Google's internal ranking data, so always check their recommendations against Google's official documentation.

How to prioritise which pages to optimise first

Start where the effort pays off most. A practical order is:

1. Pages that earn money: your main service and product pages.
2. Pages with impressions but few clicks: they already appear in Google, and a better title and description may lift clicks.
3. Pages ranking on page two: small improvements can sometimes move these onto page one.
4. Pages with traffic but no enquiries: improve calls to action and trust signals.
5. Old pages with out-of-date information: update them or remove them.

You can request a free SEO analysis if you want help deciding where to begin.

Frequently asked questions about on-page SEO

What is on-page SEO?

It is the optimisation of elements on a web page, such as the title, headings, content, images, links and structure, so that search engines and visitors understand the page and find it useful.

How many keywords should I use on a page?

There is no magic number. Use your main topic naturally in the title, heading and opening, add related terms where they fit and never repeat phrases unnaturally. Google lists keyword stuffing as not a priority and potentially harmful.

How long should a page be for good on-page SEO?

Google says there is no preferred word count. Write as much as is needed to fully answer the topic for your audience.

Are meta descriptions a ranking factor?

They are not described by Google as a direct ranking factor, but they can be used as the snippet in results and affect clicks. Write unique, accurate descriptions for important pages.

Should I use one H1 per page?

Using one clear main heading is good practice for readers. Google says heading order does not affect search, so prioritise a clear structure over rigid rules.

How often should I update my on-page SEO?

Review key pages every few months, and update pages whenever information changes. Focus on genuine improvements, not just changing dates.

What is the difference between on-page and technical SEO?

On-page SEO covers content and elements on a page. Technical SEO covers how your site is built and accessed, including crawling, indexing, speed and security. They work together.

Want your pages optimised by experts?

SuperSEOPlus optimises titles, content, images and internal links for UK businesses, and explains every change. Get a free SEO quote or request a free SEO analysis.