13 on-page SEO tips that you can use today

On-page SEO is still one of the most reliable ways to grow your website's organic search traffic, and with Google's algorithm updates and new AI features, it's worth auditing where your pages stand.

Simply put, on-page SEO (search engine optimization) is the process of optimizing individual web pages to rank better in search engine results pages (SERPs) on Google, Bing, and other search engines. "On-page" covers both the content and the HTML code of a page. "Off-page" refers to signals outside your website, such as backlinks.

The stakes are rising. AI Overviews now answer many questions directly on the results page, and a Pew Research Center study found that users clicked a traditional search result in just 8% of visits when an AI summary appeared, compared with 15% without one. With fewer clicks to go around, the pages that do get clicked need to be the clearest, most helpful answer available.

Here are 13 on-page SEO tips you can use today to start boosting your organic search traffic.

1. Update older content

Search engines want fresh, relevant content that satisfies a searcher's question. If your posts are aging without updates, you're missing a big opportunity, especially because the bulk of the work is already done.

Start with pages that already rank in positions 5 to 20, which you can find in Google Search Console. They're close to the top, so updated statistics, new sections, and fixed links can be enough to move them up. Any evergreen content that matters to your target audience deserves a regular review.

2. Match search intent

Search intent is the reason behind a search, and satisfying it is search engines' top priority.

For example, someone searching "best wireless earbuds" wants to compare options, so the results are mostly reviews and ranked lists. Someone searching for a specific model number plus "buy" is ready to purchase, so the results are mostly product pages. Before you write, search your target keyword and look at what ranks. If every result is a how-to guide, a sales page probably won't break through.

3. Create helpful, people-first content

There is no magic word count. Google's guidance on creating helpful, reliable, people-first content focuses on whether a page fully answers the question and shows real experience and expertise, not on length.

Some topics need 2,000 words; others are best answered in 300. Write as long as it takes to be the most complete, useful answer, and include original insights, examples, or data that readers can't find elsewhere. Need help? Check out our 10 tips for creating engaging content.

4. Write compelling title tags and headlines

It doesn't matter how great your content is if nobody clicks. Your title tag is usually the headline searchers see on the results page, so it has an outsized effect on your click-through rate.

Put your most important keyword near the beginning, keep titles concise so they aren't cut off, and make each one unique. Numbers and specific benefits help. Google sometimes rewrites titles it finds unclear, so accurate, descriptive titles are more likely to appear as written. See our 19 tips to write effective, engaging headlines and four tips to boost your click-through rate in Google Search.

5. Cover related terms and questions naturally

You may have heard of "LSI keywords." Google has said it doesn't use latent semantic indexing, but the underlying advice still holds: modern search engines understand topics, not just exact phrases. Pages that naturally cover related terms, subtopics, and common questions tend to rank for more searches.

To find them, check the "People also ask" box and related searches on Google for your target keyword. For "SEO tips," you might add sections on SEO for beginners or local SEO. This also helps with AI search, which often breaks one question into several related searches.

6. Structure headings and format for skimming

Clear structure helps both readers and search engines understand your content. Use one H1 for the page title and descriptive H2 and H3 subheadings for each section. Then make the body easy to scan:

• Keep paragraphs short, about two to four lines.
• Use bold text to highlight key points, but sparingly.
• Use a body font size of at least 16px for comfortable reading on phones.
• Break up text with lists, tables, images, and callouts.
• Answer the main question directly near the top of each section.

7. Use short, descriptive URLs

Short URLs are easier for people to read and share. Include your primary keyword, separate words with hyphens, and leave out dates and filler words so the URL stays accurate when you update the post.

A descriptive URL also tells people what to expect when they see your link in an email or social post, which can improve click-through rates.

8. Improve page speed and Core Web Vitals

Page experience matters for both visitors and rankings. Google measures it with Core Web Vitals, which its core ranking systems consider alongside other page experience factors. Interaction to Next Paint (INP) replaced First Input Delay as the responsiveness metric in 2024.

Check your scores with Google PageSpeed Insights or the Core Web Vitals report in Search Console. Common fixes include compressing images, enabling browser caching, reducing server response time, cutting redirects, and removing unused scripts. Speed also matters for mobile visitors; see six reasons why mobile optimization matters for your small business.

9. Use canonical tags

A canonical tag tells search engines which version of similar or duplicate pages is the main one. This is common on ecommerce sites, where the same product may be reachable through several URLs with different filters or tracking parameters.

For example, an online supplement store might list the same protein powder under several category URLs. A canonical tag pointing to one preferred URL consolidates ranking signals there instead of splitting them across duplicates.

10. Optimize your images

Large images are one of the most common causes of slow pages, so compress them and size them for how they display. Beyond speed, a few details help search engines understand your images:

• Use descriptive file names, such as blue-running-shoes.webp instead of IMG_0042.jpg.
• Write alt text that describes the image for screen reader users and search engines.
• Use modern formats like WebP or AVIF, which are typically smaller than JPEG or PNG at similar quality.
• Lazy-load images below the fold, but not your main hero image.

11. Strengthen your internal linking

Internal links help search engines discover your pages and understand how they relate. They also keep visitors engaged longer by pointing them to related content.

Link from your strongest, most-visited pages to the pages you want to rank, and use descriptive anchor text instead of "click here." Linking out to trustworthy, authoritative external sources can support your content's credibility too.

12. Design mobile-first

Google uses the mobile version of your site for indexing and ranking, so your mobile experience is your SEO experience. Make sure your mobile pages include the same content, headings, images, and structured data as your desktop pages.

Then review these 16 tips for a mobile-friendly website.

13. Add structured data (schema markup)

Structured data is code that helps search engines understand what a page is about, such as a product, article, event, or local business. It isn't a direct ranking boost, but it can make your page eligible for rich results, such as star ratings, prices, and event dates, that stand out and can earn more clicks.

Common types worth adding include Article, Product, LocalBusiness, Event, Recipe, and Review. Google has scaled back some rich result types over time, including FAQ and How-to results, so focus on markup that matches your actual content.

On-page SEO and AI search

Google says there are no special requirements or optimizations needed to appear in AI Overviews or AI Mode. The same fundamentals apply: pages must be indexed and eligible to show a snippet. The tips above, especially clear headings, direct answers, and helpful content, are exactly what makes a page easy to cite.

Because AI answers can reduce clicks, measure the traffic that matters. Track clicks and click-through rate in Search Console rather than impressions alone, and tag links in your emails and social posts with UTM codes to see which content drives visits and conversions.

Use this checklist the next time you publish or update a page:

Frequently asked questions

In conclusion

The best on-page SEO comes from consistency. Audit what you're already doing well, fix what's holding pages back, and keep refreshing your best content.

Next, check that you aren't making any of these 13 common SEO mistakes, follow our 8 steps to create an effective SEO strategy, and don't miss our 12 SEO marketing tips for beginners.