On-page SEO is everything you control directly on your website to improve search rankings. Unlike off-page factors like backlinks and citations, on-page optimization is entirely in your hands. Here's the checklist I use for every page I optimize.
Title tags
Every page needs a unique title tag under 60 characters that includes your primary keyword and location. Format: "Primary Keyword in City | Brand Name." This is the most important on-page element.
Meta descriptions
Write compelling descriptions under 155 characters that include your keyword and a reason to click. These don't directly affect rankings but dramatically impact click-through rates from search results.
Heading hierarchy
One H1 per page containing your primary keyword. Use H2s for main sections and H3s for subsections. This creates a logical content structure that helps both users and search engines understand your page.
Content quality and depth
Service pages need 500-1,500 words of genuinely helpful content. Blog posts should be 1,000-2,500 words for competitive topics. Every page should satisfy the search intent behind its target keyword.
Internal linking
Link between related pages on your site with descriptive anchor text. This helps Google discover and understand your content, distributes page authority, and keeps users engaged longer.
Image optimization
Compress all images under 200KB. Add descriptive alt text that includes keywords naturally. Use proper dimensions and modern formats like WebP when possible. Name files descriptively — "reno-kitchen-remodel.webp" not "IMG_4521.jpg."
URL structure
Keep URLs short, descriptive, and keyword-rich. Use hyphens between words. Avoid parameters, numbers, and unnecessary folders. Good: /services/local-seo-reno/ — Bad: /page?id=47&cat=3
Schema markup
Implement LocalBusiness, Service, and FAQPage schema where relevant. Test with Google's Rich Results Test.
Quick audit method
Open your most important pages and check: Does the title tag include a keyword and location? Is there a clear H1? Is the content thorough enough to answer the searcher's question? Do images have alt text? Is there a clear call to action?