On-page SEO checklist: the twelve things on the page

Work through these on one URL at a time. Measure in Search Console after 28 days.

• Title tag that fits the query
• Meta description that earns the click
• H1 that matches the search
• First paragraph that answers the question
• Headings that map the subtopics
• The query in plain words on the page
• Internal links into the page
• Internal links out to key pages
• Images with helpful alt text and lean bytes
• Structured data that matches the content
• A visible freshness date where intent needs it
• One intent per page, no cannibalisation

Your title is the ad for the page. Match the intent in about 60 characters. Put the main query close to the start. Add a reason to click.

Fictional example on yourproduct.com/pricing targeting “pricing for time tracking software”.

Why it matters: higher click through rate without more impressions. That can lift average position over time if your page satisfies searchers after the click.

1. 1

   Pick the primary query

   Use the exact wording you want to rank for, if it is natural. Example: “time tracking software pricing” not “what are your prices?”

2. 2

   Write the title

   Put the query near the start. Add one differentiator. Keep brand out unless it is your home page or branded intent.

3. 3

   Write the meta description

   Add two benefits or features and a next step. Do not repeat the title. Make it factual, not hype.

4. 4

   Check truncation risk

   Paste into a preview tool or check in your CMS. Edit to avoid cut words.

Your H1 should repeat the topic in human words. The first paragraph should answer the search in one to three sentences. Put this before images and banners if you can.

Why it matters: users and crawlers see it first. It reduces pogo sticking. It helps Google pick the title link and snippet text if it rewrites them.

Plan your H2 to H3 to match subtopics. Use the query and close variants in plain words. Avoid stuffing synonyms. Write for a scan, not for a density target.

Fictional example on /pricing, targeting “time tracking software pricing”. Include sections like “Plan features”, “Annual discounts”, “Compare to manual timesheets”. These match what a buyer wants to know.

Add the exact query once in the H1 or a high H2 if it reads well. Add it once in the first paragraph. Use close variants where natural elsewhere. That is enough for most pages.

Links tell Google which page is the hub for a topic. They also move users to the next step. You control both from inside your site.

1. 1

   Add at least three internal links into the target page

   From related guides, category pages, and your home page if it fits. Use descriptive anchor text like “time tracking pricing” not “click here”.

2. 2

   Link out from the page to key pages

   From the pricing page, link to /signup and /guides/getting-started. From a guide, link to the main feature page and to support docs.

3. 3

   Fix orphan pages

   If a page has no internal links, add some. Use your sitemap and a crawl to find them.

4. 4

   Avoid intent conflicts

   Do not point many links with the same anchor to two different pages. Pick one canonical page for each topic.

Use images that help the task. Add alt text that says what is in the image and why it is there. Keep bytes low so the page loads fast.

Why it matters: images can be the LCP element. Big files slow LCP and hurt conversions. Clear alt text helps accessibility and can appear in image search.

Add structured data that matches what is on the page. Do not add types that are not visible. Mark up prices on pricing pages, articles on guides, FAQs on real FAQs.

1. 1

   Pick the type that fits the page

   /pricing can use Product or Offer markup if you show prices. A guide can use Article. A real Q and A section can use FAQPage.

2. 2

   Mark up what users can see

   Keep names, prices, dates, and questions the same in the HTML and the structured data.

3. 3

   Validate

   Use a structured data checker. Fix warnings that point to missing required fields.

Add a visible date on pages where recency matters. Examples: a comparison, a pricing guide, a regulation update. Put it near the H1. Update the date when you materially update the content, not for minor edits.

Each page should answer one intent well. Do not mix high level navigation intent with long form research on the same URL. Split them. Link between them.

Why it matters: Google ranks by intent. If two of your URLs both try to rank for the same query, they hold each other back. If one URL tries to rank for two different intents, it ranks for neither well.

1. 1

   Choose the URL and the primary query

   Use the query with the most relevant intent, not always the highest volume.

2. 2

   Draft the title, meta, H1, and first paragraph

   Write them in one go so they align. Keep the same wording of the topic across all four.

3. 3

   Map headings and subtopics

   List H2 to H3 that cover what a searcher expects. Trim any section that users do not need to decide.

4. 4

   Place internal links

   Add three to five links in from related pages and nav. Add links out to next steps.

5. 5

   Fix images and alt

   Compress, convert to WebP or AVIF if available, reserve sizes, and write helpful alt text.

6. 6

   Add structured data and the date

   Mark up only what is visible. Put the updated date near the H1 when relevance depends on freshness.

7. 7

   Publish and request indexing

   Ship it. Submit the URL for indexing in Search Console.

8. 8

   Measure and iterate

   After 28 days, check impressions, clicks, and queries. Improve what searchers see first if clicks lag. Expand subtopics if dwell time is low.