On-page Optimization: What it is and How to Carry It Out

What do you need to consider when optimizing your site internally?


The most important thing is what is in the area between the opening tag and the closing tag – HEAD. The first thing to fill out correctly is the TITLE meta tag. Do not make mistakes, and do not write anything there. The most important word or phrase that needs to be entered into this tag is what the page is “sharpened” for. For example, if there is an article about motor scooters on the page, then at least the word “Motor scooter” should be there (any declension, but depending on the title that will be in the body of the article).

If this is a phrase, then you need an exact entry; other words cannot be inserted into the middle of this phrase. You can also add a very short description but remember – the total number of characters should not exceed 50. Punctuation marks are not allowed, because search engines may misunderstand them, and the meaning of the phrase will be distorted in their eyes. Dots, dashes, exclamation marks or question marks are allowed, but no more. Just remember – TITLE should be “human-like”, because almost always the content of this tag gets into the SERP snippet, and if the user sees some nonsense, he simply won’t click on your site.

Next comes the DESCRIPTION meta tag, which is also an important tag, and its content is also most often seen in the snippet. Not always, though, but often, so it is also better to make it easily readable and informatively understandable, and meaningful. The number of characters in this meta tag should be between 200 and 300. You can include the key phrase that is in the TITLE into it, but you don’t need to cram ALL the contents of this meta tag. But it is allowed to repeat the main keyword twice. But the third time is superfluous, so there is no need to risk it.

It is better not to use the KEYWORDS meta tag at all, but if you already decided to leave it, then fill it with words and short phrases that occur on the page, separated by commas. For those that are not on the page – it is better not to put it, otherwise, problems may arise. The length of this meta tag can be up to 30-50 words, but this is the maximum. Ideally, no more than 20.


Now we go directly to the body of the document, that is, to the area that is enclosed between the opening and closing tags – BODY.

This, as they say, is the informational part of the entire page, and everything that is contained in it plays a direct role in promoting the page to the top of search engine results. The first thing that you should pay the first attention to are the h1 and h2 tags. In the first, it is better to enclose the main request for which the page is being promoted, and in the second – the same request, but diluted in other words, in any proportion. Both tags must not duplicate the TITLE meta tag, as well as themselves. According to the number of repetitions of both tags on the page, the criteria are as follows: h1 should be set only once per page, and h2 – from 1 to 3 times, but no more.

Optimizing Article Text

Next comes the optimization of the text of the article located on the page. Let us remind once again that the text should be unique and of high-quality spelling, because search engines take these factors into account first of all. About uniqueness – it often happens that it is required to insert some non-unique quotes into a unique text. In this case, it is better to close all non-unique pieces of text with noindex tags.

The distribution of keywords in the text of the article should be uniform and their presence – not very abundant, otherwise, the search engine will suspect the page of using “key spam”. It is better to use the keyword for 1000 characters of text no more than 1-3 times, but with an increase in the size of the article, their number should be reduced. For example, if the article is 2000 characters long, then it is allowed to use the direct occurrence of the keyword 6-7 times. But if an article with a volume of 10,000 characters, then the number decreases proportionally and is not 30-35 times, but no more than 15-20. Indirect use (declension or permutation of words) is done independently of the “direct” keywords and the ratio is best – 1: 1. Failure to comply with this rule, or careless implementation of it, may lead search engines to suspect the site of using “key spam”.

If the article contains too many direct or indirect occurrences of the key phrase, but it is impossible to delete them without changing the meaning of the article, then it is better to replace the “extra” with synonyms. Thus, the page will not fall under the filter either and will receive the additional promotion (will go to the top) due to the presence of thematic synonyms.

Also, you should not abuse the use of highlighting tags such as B, I, STRONG, BOLD, and the like. Everything should be moderate, otherwise, the search engines will suspect the page is ” SEO- spam”, as well as in the case of excessive use of key phrases, only with different definitions.

Related Articles: Link Internally And Boost Important Pages


Another important rule that must be taken into account for the successful promotion of site pages in the SERP concerns links. Try not to use external links on your pages, that is, those that lead to other people’s sites. If this cannot be avoided, then the number of such links on the page should not exceed one, and nine other such links should not contain. That is, it is allowed to use one external link for every 10 pages, and the less this parameter is, the better. But at the same time, you must be completely sure of the site to which the link is located – it should not be under the filters of search engines, it should not contain bad or non-unique texts, and it will be even better if this site has great authority in search engines. This is important, and you should not link to sites without having any idea what kind of sites they are.

As for internal linking, the following rules dominate here:

  1. No more than 10 links from a page to other pages.
  2. Inadmissibility of “reciprocal” links, that is, when one-page links to another, and that page links to it in response.
  3. Links must be anchored (with a text description).
  4. The anchor of any link must contain at least the word or phrase that is inscribed in the TITLE of the linked page, or, as a last resort, a word or phrase that appears several times in the body of the linked page.
  5. Re-linking of pages should be done so that from each page of the site to any other one can get no more than three clicks. For example 1st click – we go back to the main page, 2nd click – from the main one we get to the desired section, 3rd click from the section we get to any page of the section.
  6. There must be a sitemap on which links to ALL pages of the site are located – this will significantly speed up the indexing of the site by search engines and make it easier for search robots to find new pages. In this case, the sitemap must be made in two versions – HTML for people (with the appropriate design – sections, subsections, etc.), and the second option – XML ​​for search robots.

So we examined the basic rules according to which beginners should carry out internal optimization of site pages. Of course, there are other rules, and they should also be taken into account, but if beginners master at least these, then they will come to the other conditions necessary for compliance when promoting sites in search engines. They will have to work especially hard when implementing the so-called external website optimization, but that’s another topic. Good luck to you!

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