This guide will help you to optimise your website pages. You can add this on-page optimisation guide to your content creation process. This will make sure that none of your web pages are wasted rankings for words that aren’t getting searched.

Why do on-page optimisation?

On-page optimisation is an important part of the content creation process, for if not done it could mean that no one sees it. So optimising your website pages for your chosen keywords ensures that you have the best chance of ranking in the search engines.

You have most probably got lots of great valuable content on your website right now that you could be ranking for. Use this guide to optimise your old content and get ranking for the keywords your target audience are searching for. For help with choosing your keywords see my post on finding keywords.

The steps

If you have WordPress you can get a helping hand with Yoast SEO plugin


  1. Choose your keywords Making sure your keywords or phrases have the right search intent for the content you are about to write of have written.
  2. Put keywords in the name/URL of the page When you create the page name it your targeted keyword Some Content Management Systems – CMS creates this for you and is the same as your content page title. In WordPress when using Yoast you have to click Edit Snippet and put it into the SEO Title field.


On-Page Optimisation Guide
Name the page with the keyword


  1. Put keywords in the page title. Add the keyword into your title of the content and making sure it is in the H1 tag and that it is the only tag on that section. Make this 20-70 characters. If you are using a Content Management System like WordPress, Joomla etc this should automatically be a H1 tag. This tells Google that it is a title and what the content is about.
  2. Add the keywords in the subtitle Add the keyword into the subtitles and in to the first paragraph on the page. Put the keyword in the first paragraph Add your keyword into your first paragraph somewhere. but naturally of course. Add alt tag to images When adding images make sure you at to the alt tags. All CMS are different but you can usually add this when you add your image to your post.
  3. The alt tag is for the visually impaired who use visual readers to view your website content. It is a description of what is in the image. If you can get a keyword in here then great. If not, don’t worry about it. Just having a description in the alt tag is a ranking factor as it improves accessibility for the users.

  1. Add Links When referring to a service you provide, a post you have written or a post or service some else provides link to it in your content.
  2. Meta Description Add a meta description again WordPress Yoast makes this easy for you. When you Edit Snippet you will see the meta description. This is a short description of what the page is about. The meta description is what users see in the search engines results so make it interesting and enticing. Make sure it is no shorter than 120 characters and no longer than 156 characters.
  3. Keyword Density Make sure your keyword/phrases are in your page content. How many times it should appear in the content is determined by the length of the content. As a guide 900 words should contain the keywords at least 4 times. The more the better but make sure it sounds natural to the reader for it to be there.

SEO Readability

Making your content easier to read helps user experience and so helps your SEO.

  • Try to keep all your sentences 20 words or less
  • Paragraphs should be below 150 as long paragraphs tend to be hard to read
  • Separate your content with subheadings keeping them 300 words or less to every subheading.
  • Don’t start too many sentences with the same words.

If you do get the Yoast plugin it will advise you of all these things and more


Your keywords don’t have to be together if you wanted to rank for the keyphrase “professional accounts kent” as long as you have the words “professional” “accounts” “Kent” in the content you should rank for that keyphrase.


Don’t make your content sound unnatural or hard to read, just to get the keywords in there. This would be super annoying for your readers.

Get this done for you

I help businesses use their website to grow, on-page optimisation is a great technique to do this. If you would like your pages or a page optimised for you, please contact me at

Optimising your website pages for your keywords is part of our care plans for ongoing growth