On-Page SEO Optimization
Title Tags and Meta Descriptions
Both title tags and meta descriptions form your metadata, which is the information that appears on the search engine results page (SERP) before users visit your site.
The title tag should clearly express the page's purpose while encouraging clicks.
- Keep it under 60 characters (to avoid being cut off);
- Include your primary keyword naturally;
- Be clear, relevant, and value-driven;
- Write for humans — not just algorithms.
The meta description should summarize what users can expect when they visit your page. Although it doesn't directly affect rankings, it influences CTR, which can indirectly boost SEO performance.
- Keep it around 150–160 characters;
- Include your primary keyword once, naturally;
- Match search intent (informational, transactional, etc.);
- Add a call to action (e.g., "Discover", "Learn", "Try", "Explore");
- Highlight what makes your content unique, such as "Free guide", "Expert tips", or "New 2025 insights".
How to Add or Edit Metadata
Option 1 — Add in HTML
1. Locate the HTML file: open your website's main HTML file (usually index.html).
2. Find the <head> section: title tags and metadata go inside the <head> section of your HTML.
3. Add the title tag: add or edit the <title> tag for your page title.
<title>Your Page Title</title>
4. Add meta tags: insert meta tags for description, keywords, or other information.
<meta name="description" content="A brief description of your page.">
<meta name="keywords" content="keyword1, keyword2, keyword3">
Option 2 — The "CMS" Way (WordPress, Wix, etc.)
If you use a content management system (CMS) like WordPress, Wix, or Squarespace:
- Open your Page or Post Editor;
- Find SEO Settings or Metadata Fields;
- Fill in your Title and Meta Description fields;
- Save and publish your changes.
Headings and Subheadings
Headings (H1, H2, H3, and beyond) are essential for both readability and SEO.
They organize your ideas, guide readers through your text, and help search engines understand what your content is about.
Headings do more than just organize text, they signal importance and context to search engines.
Best Practices
- Use only one H1 per page;
- Keep headings short and descriptive;
- Include relevant keywords naturally;
- Maintain logical structure (H1 → H2 → H3);
- Format headings consistently.
Practical Application
In this practical exercise, you will learn how to properly use headings (<h1>, <h2>, <h3>, etc.) to structure content on a webpage. You will explore how to format headings with HTML and style them using CSS.
1. CMS Users (e.g., WordPress, Wix): use editor tools to format text as headings (e.g., "Heading 1", "Heading 2");
2. HTML Users: use the appropriate <h1>, <h2>, <h3> tags to structure your content;
3. Locate the HTML file: open the HTML file where you want to add the headings;
4. Add the headings tags: use <h1> for the main heading, <h2> for subheadings, and so on:
<h1>Main Heading</h1>
<h2>Subheading 1</h2>
<h3>Subheading under Subheading 1</h3>
5. Style the headings: if needed, use CSS to customize the appearance of your headings:
<style>
h1 { font-size: 36px; color: blue; }
h2 { font-size: 28px; color: green; }
</style>
6. Save and upload: save the file and upload it to your server to reflect the changes on your site.
URL Structure
The URLs serve three critical purposes:
- Help search engines crawl and index your pages efficiently;
- Provide users with a quick preview of what the page contains;
- Support sharing and linking, since clean, descriptive URLs look more trustworthy and clickable.
1. Keep URLs simple and clean:
example.com/blog/seo-tips not www.example.com/blog/12345abc;
2. Include keywords naturally:
example.com/email-marketing-strategies not example.com/email-email-email-marketing-strategies-best;
3. Use hyphens, not underscores:
example.com/seo-best-practices not example.com/SEObestpractices or
example.com/seo_best_practices;
4. Create a logical hierarchy:
example.com/gardening/beginner-tips;
5. Avoid dynamic parameters and excessive numbers:
don't use example.com/page?id=123&ref=blog;
6. Always use lowercase letters;
7. Keep URLs permanent (and redirect if needed): changing URLs frequently can break links, confuse visitors, and cause a loss in search visibility. If you must update a URL, use a 301 redirect to guide users and search engines to the new version.
Optimizing Images
- Optimize Alt Tags: describe what an image shows;
- Rename image filenames before uploading: instead of uploading a file with a random name, rename it to something meaningful (insted
IMG1234.jpgusehome-gardening-tools.jpg). Give meaningful alt tags to functional icons too; - Compress image files: image size directly affects page speed, one of Google's ranking factors. A large, high-resolution photo might look great, but it could slow your site dramatically.
Internal Linking Strategies
Internal links are hyperlinks that connect one page of your website to another.
Internal linking not only helps search engines understand your site's structure, but also keeps visitors engaged longer by guiding them to related content.
1. Identify Pillar (Key) Pages
Start by identifying high-value pages that act as the foundation of your site. From these pillar pages, link to related supporting content (cluster articles).
2. Use Descriptive Anchor Text
Good example: "Learn more about social media marketing", bad example: "Click here to read more".
3. Distribute Link Equity Strategically
Link equity (or "link juice") is the authority or ranking power passed through links.
When high-authority pages link to less visible pages, they help boost those pages' credibility.
4. Build a Logical Site Structure
Internal linking works best when your site has a clear, hierarchical structure.
Use features like breadcrumb navigation and in-content links to organize pathways.
5. Regularly Audit and Maintain Internal Links
An effective internal linking system needs regular checkups.
Content Optimization
Content optimization is the process of creating content that is valuable for users and easy for search engines to understand.
In essence, content optimization means crafting valuable, relevant, and readable content that serves both users and search engines. By focusing on clarity, originality, and technical accuracy, you turn every piece into a strong performer. Consistent updates and thoughtful improvements will keep the content competitive, visible, and impactful in the long run.
Also, part of on-page optimization includes mobile and page speed optimizations — these topics were covered in Module 2 in the video Optimizing for Mobile and Speed.
1. What is the main purpose of a title tag?
2. What does the H1 tag represent on a webpage?
3. What is an example of a good SEO-friendly URL?
4. What is the main purpose of internal linking?
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Kysy tekoälyä
Kysy mitä tahansa tai kokeile jotakin ehdotetuista kysymyksistä aloittaaksesi keskustelumme
Can you give examples of well-optimized title tags and meta descriptions?
How do I check if my current metadata is effective?
What tools can help me analyze and improve my on-page SEO?
Mahtavaa!
Completion arvosana parantunut arvoon 2.13On-Page SEO Optimization
Pyyhkäise näyttääksesi valikon
Title Tags and Meta Descriptions
Both title tags and meta descriptions form your metadata, which is the information that appears on the search engine results page (SERP) before users visit your site.
The title tag should clearly express the page's purpose while encouraging clicks.
- Keep it under 60 characters (to avoid being cut off);
- Include your primary keyword naturally;
- Be clear, relevant, and value-driven;
- Write for humans — not just algorithms.
The meta description should summarize what users can expect when they visit your page. Although it doesn't directly affect rankings, it influences CTR, which can indirectly boost SEO performance.
- Keep it around 150–160 characters;
- Include your primary keyword once, naturally;
- Match search intent (informational, transactional, etc.);
- Add a call to action (e.g., "Discover", "Learn", "Try", "Explore");
- Highlight what makes your content unique, such as "Free guide", "Expert tips", or "New 2025 insights".
How to Add or Edit Metadata
Option 1 — Add in HTML
1. Locate the HTML file: open your website's main HTML file (usually index.html).
2. Find the <head> section: title tags and metadata go inside the <head> section of your HTML.
3. Add the title tag: add or edit the <title> tag for your page title.
<title>Your Page Title</title>
4. Add meta tags: insert meta tags for description, keywords, or other information.
<meta name="description" content="A brief description of your page.">
<meta name="keywords" content="keyword1, keyword2, keyword3">
Option 2 — The "CMS" Way (WordPress, Wix, etc.)
If you use a content management system (CMS) like WordPress, Wix, or Squarespace:
- Open your Page or Post Editor;
- Find SEO Settings or Metadata Fields;
- Fill in your Title and Meta Description fields;
- Save and publish your changes.
Headings and Subheadings
Headings (H1, H2, H3, and beyond) are essential for both readability and SEO.
They organize your ideas, guide readers through your text, and help search engines understand what your content is about.
Headings do more than just organize text, they signal importance and context to search engines.
Best Practices
- Use only one H1 per page;
- Keep headings short and descriptive;
- Include relevant keywords naturally;
- Maintain logical structure (H1 → H2 → H3);
- Format headings consistently.
Practical Application
In this practical exercise, you will learn how to properly use headings (<h1>, <h2>, <h3>, etc.) to structure content on a webpage. You will explore how to format headings with HTML and style them using CSS.
1. CMS Users (e.g., WordPress, Wix): use editor tools to format text as headings (e.g., "Heading 1", "Heading 2");
2. HTML Users: use the appropriate <h1>, <h2>, <h3> tags to structure your content;
3. Locate the HTML file: open the HTML file where you want to add the headings;
4. Add the headings tags: use <h1> for the main heading, <h2> for subheadings, and so on:
<h1>Main Heading</h1>
<h2>Subheading 1</h2>
<h3>Subheading under Subheading 1</h3>
5. Style the headings: if needed, use CSS to customize the appearance of your headings:
<style>
h1 { font-size: 36px; color: blue; }
h2 { font-size: 28px; color: green; }
</style>
6. Save and upload: save the file and upload it to your server to reflect the changes on your site.
URL Structure
The URLs serve three critical purposes:
- Help search engines crawl and index your pages efficiently;
- Provide users with a quick preview of what the page contains;
- Support sharing and linking, since clean, descriptive URLs look more trustworthy and clickable.
1. Keep URLs simple and clean:
example.com/blog/seo-tips not www.example.com/blog/12345abc;
2. Include keywords naturally:
example.com/email-marketing-strategies not example.com/email-email-email-marketing-strategies-best;
3. Use hyphens, not underscores:
example.com/seo-best-practices not example.com/SEObestpractices or
example.com/seo_best_practices;
4. Create a logical hierarchy:
example.com/gardening/beginner-tips;
5. Avoid dynamic parameters and excessive numbers:
don't use example.com/page?id=123&ref=blog;
6. Always use lowercase letters;
7. Keep URLs permanent (and redirect if needed): changing URLs frequently can break links, confuse visitors, and cause a loss in search visibility. If you must update a URL, use a 301 redirect to guide users and search engines to the new version.
Optimizing Images
- Optimize Alt Tags: describe what an image shows;
- Rename image filenames before uploading: instead of uploading a file with a random name, rename it to something meaningful (insted
IMG1234.jpgusehome-gardening-tools.jpg). Give meaningful alt tags to functional icons too; - Compress image files: image size directly affects page speed, one of Google's ranking factors. A large, high-resolution photo might look great, but it could slow your site dramatically.
Internal Linking Strategies
Internal links are hyperlinks that connect one page of your website to another.
Internal linking not only helps search engines understand your site's structure, but also keeps visitors engaged longer by guiding them to related content.
1. Identify Pillar (Key) Pages
Start by identifying high-value pages that act as the foundation of your site. From these pillar pages, link to related supporting content (cluster articles).
2. Use Descriptive Anchor Text
Good example: "Learn more about social media marketing", bad example: "Click here to read more".
3. Distribute Link Equity Strategically
Link equity (or "link juice") is the authority or ranking power passed through links.
When high-authority pages link to less visible pages, they help boost those pages' credibility.
4. Build a Logical Site Structure
Internal linking works best when your site has a clear, hierarchical structure.
Use features like breadcrumb navigation and in-content links to organize pathways.
5. Regularly Audit and Maintain Internal Links
An effective internal linking system needs regular checkups.
Content Optimization
Content optimization is the process of creating content that is valuable for users and easy for search engines to understand.
In essence, content optimization means crafting valuable, relevant, and readable content that serves both users and search engines. By focusing on clarity, originality, and technical accuracy, you turn every piece into a strong performer. Consistent updates and thoughtful improvements will keep the content competitive, visible, and impactful in the long run.
Also, part of on-page optimization includes mobile and page speed optimizations — these topics were covered in Module 2 in the video Optimizing for Mobile and Speed.
1. What is the main purpose of a title tag?
2. What does the H1 tag represent on a webpage?
3. What is an example of a good SEO-friendly URL?
4. What is the main purpose of internal linking?
Kiitos palautteestasi!
