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What is On-Page Optimization

You would have heard of the term keyword stuffing - a way to include relevant keywords in the content for the page to get noticed by search engines. On-page optimization is a new way of approaching this. It ensures relevant content that delivers a great customer experience (CX). It includes smart-keyword targeting by placing keywords in important elements while providing a good customer experience.

So, On-page optimization satisfies the customer and answers their queries. It uses a Content Management System like WordPress and includes headings, main body copy, images, title tags, and meta description tags.

Let's delve deeper into how on-page optimization works:

Types of on-page optimization (OPO)

Pre-click OPO: A search engine results page (SERP) shows listings of results with the title tag, URL, and meta description. A customer sees this information and decides on whether to click the link or not. Pre-click OPO prompts customers to click your listing by optimizing it on SERP.

Post-click OPO: This is what the customer will see when they land on your webpage. The Main copy, heading, hyperlinks, and images guide customers to engage with your brand.

Parts of On-Page Optimization

Title Tags

Title tags are part of the listing on a SERP. So, search engines give importance to the information present in a title tag and rank it accordingly.

To ensure a good SEO strategy, use primary and secondary keywords in your title tag, place main keywords at the start, followed by secondary, and then the brand name. One important tip is to avoid keyword stuffing as it can be considered spam. Keep your title tags descriptive and free-flowing. Optimize the space provided for writing title tags.

Meta Description Tags

As the name suggests, meta description tags describe the page. These are visible to the customer only on SERPs and source code. Though meta description tags do not affect the ranking on a SERP, they can create interest in a customer. A customer may want to click on your page link if they are curious about your brand.

A way to encourage customers to look for your link is through bold text. It happens when the meta description tag has a searched text.

  • It is always good to optimize meta description tags by keeping the description short up to a max of 156 characters.
  • Avoid keyword stuffing by not including keywords already mentioned in the title tag. Stick to primary keywords as they may be in a search term.
  • Sell your brand here and keep the content engaging.


URL or Uniform Resource Locator is your web address. In the SERP, it is present between title tags and the meta description tags. Customers click on these links to know more about your brand. Search engines also use URLs to index pages. To create a URL for your web page, use the primary keyword, conventional lowercase characters, and keep it short.


For post-click OPO, the key elements are headings, Main Copy, and images. A Heading gives a sense of the web page. Use the Main Heading in an H1 tag, secondary in an H2 tag, similar to Microsoft Word. This method is search engine friendly and is the accepted practice.

Headings are crucial to a web page as they add relevancy to the page and are, therefore, SEO friendly. Customers look through the Headings to know if the page will be of value.

Here too, we suggest avoiding keyword stuffing. Keep your hierarchical tags with the primary, secondary, and tertiary keywords. Use free-flowing words rather than focusing on keyword stuffing.

Main Copy and Keywords

Keywords are necessary for search engine optimization. Choose your keywords accurately and target them specifically in the Main Copy. Search engines give high weightage and relevance to it. Within the Main Copy, you can include hyperlinks and the main heading. The length of the Main Copy is not restricted. Keep it short enough for users to get the information they want and long enough for search engines to understand. Use simple keywords in the natural language. Do not repeat keywords to increase volume. Use primary keywords a max of three times, secondary a max of two times, and tertiary for one time.


Hyperlinks link to your webpage and are crucial in SEO for ranking. Link your pages with anchor text that is engaging and descriptive. Online reputation management is another factor that hyperlinks take care. With more internal links your webpage has a better chance of ranking on the SERP.


For images to be SEO friendly, you need to add a description in Alt text, give meaningful filenames, use standard formats like .gif, .jpeg, .png and .svg, maintain standard and quality.

For more information on On-page Optimization and how it can affect your business, contact us at hello@appscomp.com.