Technical SEO, on-page optimisation, local search, authority building and visibility in AI-assisted search.
View topic guides01 / GUIDE
Start with one page, one primary intent
On-page SEO becomes much easier when the page has a defined job. Decide what the searcher is trying to accomplish and whether the page is the right format for that need: service page, product page, guide, comparison, category or local landing page.
If two pages are both being optimised for the same commercial query, the problem may be architecture rather than copy. Clarify the roles before adding more keywords.
02 / GUIDE
1. Write the title for the searcher first
The title should describe the page accurately and concisely. Include the core topic naturally and differentiate the page from other pages on the site. Avoid boilerplate titles where only one word changes.
Google can generate a different title link when it believes another representation is more useful, so the visible H1, title element and prominent page copy should tell a consistent story.
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2. Make the H1 unmistakable
Use a clear main heading that confirms the visitor has landed on the page they expected. The H1 does not need to be character-for-character identical to the title, but the subject and intent should align. Avoid clever headings that force the visitor to work out what the page is about.
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3. Answer the important question early
Do not make someone read 800 words before receiving the core answer. Open with a useful summary, then expand into the evidence, options, trade-offs and operational detail. This helps humans scan the page and gives search systems clearer topical context.
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4. Build topic coverage from real sub-questions
Use the questions a serious buyer or researcher would naturally ask. Explain costs, scope, risks, alternatives, process, exclusions, examples and next steps where relevant. Depth should come from usefulness, not from repeating synonyms.
A shorter page that fully resolves the intent is stronger than a long page padded to hit a word count.
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5. Use internal links to explain relationships
Link to the parent service, relevant supporting guides and closely related topics using descriptive anchor text. Internal links help users continue their journey and help search engines understand site structure.
Do not force dozens of repetitive links into every page. The best internal links are contextual and useful at the point they appear.
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6. Optimise images because they are part of the page
Use meaningful filenames where practical, appropriate dimensions and modern formats. Add alternative text when an image communicates information that needs a text equivalent. Decorative images do not need keyword-stuffed alt text.
Large hero media can damage loading performance, so image quality and delivery need to be balanced.
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7. Write metadata to improve understanding and clicks
A meta description is not a direct promise that Google will display that exact text, but it is still useful page metadata. Write a concise description of the page and the value it provides. Avoid duplicating the same description across dozens of URLs.
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8. Use structured data only where it is true
Structured data should match visible content. Add appropriate Organisation, Service, Product, Article, Breadcrumb or other supported markup where it accurately represents the page. Do not use schema to claim ratings, services, prices or FAQs that users cannot verify on the page.
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9. Finish with the right next action
Commercial SEO is not complete when a page ranks. The page should help a visitor take the next sensible action: enquire, request a quote, compare plans, read a supporting guide, call, book or buy. Match the call to action to the stage of the journey rather than forcing the same sales CTA everywhere.
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10. Measure before rewriting again
Use Search Console to see which queries and pages are already gaining impressions. Review clicks, position, query intent and landing-page overlap. If a page is close to page one, strengthen it carefully rather than replacing the entire content structure without evidence.
Google’s title-link guidance and link best practices are useful primary references for two of the most misunderstood on-page elements.