What Is An On-Page Optimization, And How Does It Improve Website Ranking?

What Is Most Useful On-Page Factors In SEO?
What Is The Main Purpose Of Using A Keyword Planner?

What is OnPage Optimization?

OnPage Optimization is the first step in improving your site’s ranking on Google and other search engines. Thus, the OnPage optimization with the offpage optimization forms the two major areas of search engine optimization . The name already suggests it: Onpage Optimization, sometimes called OnSite Optimization, is all the action that can be taken to improve the site itself.

Why is OnPage optimization so important?

The goal is to sustainably improve content, structure and technology, so that you increase the visibility of your page in a search engine (Google) and achieve a long-term strong search engine ranking. In the so-called SERPs (narrow Search Engine Result Pages ), the search results of a search query are listed. A website can only be found through Google Search if it has previously been included in Google’s index. That’s why the Google-Bot (also known as Webcrawler) scans billions of websites every day for new and updated content.

Another factor is the usability, ie usability, of increasing your website. In a nutshell, OnPage means: You want to have a technically perfect website that loads super fast and that makes visitors happy with unique content on a specific topic. Sounds easy or?

What measures does OnPage Optimization include?

The improvement measures in the context of OnPage optimization can not be influenced externally. It is up to you to take the appropriate steps. Optimization may include the content , technical and structural aspects of the page. In professional circles one speaks here also of content architecture, Website architecture and technical SEO. The various components can in turn be subdivided into numerous individual points.

What does technical SEO include?

So the technical side includes the source code optimization of your own page. This includes the optimization of the individual meta-elements (eg the meta-description), the page titles and the old attributes of pictures. Moreover, the optimization of one’s own link structure is also part of the technical optimization. Professionals also look at the general structure of the source code, analyze CSS and JavaScript data, take care of content compression, and create efficient caching.

What is the content architecture about?

Content optimization is about creating high-quality, topic-relevant and unique content ( unique conten t) or texts. As part of the structural optimization, you then adapt them to their formatting (this applies to headings, subheadings, etc.). These are awarded in so-called HTML tags over. The most typical tags look like this:

Here are some examples of how to easily format text in HTML:
Headline 1 <h1> Here’s your headline </ h1>
Headline 2 <h2> Here’s your subheadline H2 </ h2>
Headlines 3 <h3> Here’s your sub-subheading H3 </ h3>
Headlines can also be H4, H5 or H6.  

Bold text: <strong> This text will be bold. </ Strong>
Italics: <i> </ i> or <em> </ em>
Underlined: <u> </ u>

Optimization of the URL and the page structure

The length of the URL ( Uniform Resource Locator ) theoretically plays only a minor role for the search engine as a ranking factor. Still, it’s a relevant factor because it influences how well the Google bot can crawl across your website. In addition, experience has shown that a short URL has the advantage that, because of its simplicity, it is more likely to be linked to other pages or shared by users with other potential visitors.

The same applies to the  position of the keyword . If and where the keyword appears within the URL is rather secondary for the ranking in the search engine. For the seeker, however, it is an important thematic orientation aid.

The HTML Head

It is located in the upper part of an HTML document and contains the most important metadata, resources and other information to ensure that the website is loaded. On the other hand, there are the awards that are so important for onpage optimization to improve its ranking. Some of them are for example Canonical, HRFLANG, Meta Robots or Content Type. The two most common metadata are meta-title and meta-description.

The optimal title tag (meta-title)

The so-called meta-title is the most important meta-element of a website. At least when it comes to the ranking factor at Google. You’ll almost always see the Meta Title as the headline in the SERPs. For this reason, the keyword must necessarily be found in the meta-title. He gives the crawler during the visit first important clues as to what will follow in content!

A second important factor is the users in the search results of Google. A good title tag is not only optimized for the bot, it also animates the user to click on the result at the same time. That in turn means that he ignores the competition. So try to be unique.

The optimal meta-description

Here it is not Google that decides, but the eye of the beholder. The bot does not include the contents of a meta-description in the calculation of the ranking. However, the searcher will decide on the basis of the meta-description, if this appears as a snippet in the result list , whether he wants to visit your website or not. The short description and the title are the first indicators on the content of a website and should therefore convey the correct information.

Google calculates the perfect length of the meta-description not by the number of characters, but the size of the pixels. The description should be able to be accommodated on a width of approx. 500 pixels. In an understandable way, that means: Ideally, you do not use more than 156 characters . Otherwise, the meta-description is truncated so that the searcher can not read the full text.

Whether your meta description is worth optimizing or you have already written the perfect text, you can check with the help of tools. For example with the SERP snippet generator from Sistrix.

Text and HTML Body

The browser can identify headings with the help of the heading tag. The Heading Tag, or Head-Tag for short, is used in HTML to define and label these headings. These tags structure an HTML file and can be formatted differently from h1 to h6. It is important, however, that you only use one h1 tag per URL. For this, the keyword must be integrated in exactly this day. You have already seen an example of this above.

The optimal keyword density

Your keyword should not be mentioned too seldom, nor should it be arbitrary and torn from the context to fill the content. This is not appreciated by readers or Google. The so-called Keyword Density indicates with which frequency the keyword is represented as a function of the total number of words.

The keyword density should not be higher than 8%. So at least the broad opinion and experience of the SEO scene. Otherwise, there is a risk of Google downgrading your website. Because so-called keyword stuffing is considered as spam.

The maximum of an edible keyword density for the user is about 5%. That is, until this point, the text looks theoretically beautiful and is comfortable for the user to read. As I said, theoretically.

To avoid exorbitant high use of the keyword, you can occasionally use synonyms. It is important, above all, that the legibility of the text does not suffer and that the visitor to your website reads the content with pleasure. The keyword is again here – user friendliness.

Content is for the user and not for the bot.

Certainly, the whole SEO optimization is there for the new content or website to like the bot and therefore Google. The days of stubborn keyword densities are long gone. Modern SEO or on-page optimization deals with the combination of user- and crawler-friendly optimization. Because it is true: if the user is happy, it is also the search engine.

For this we recommend you keyword densities of 2-2.5% and an enrichment through many different facets. For example, secondary keywords often give the text a contentual context. Secondary keywords are semantically very close to the main keyword. An example would be: Restaurant Berlin (main keyword), Restaurant Berlin Prenzlauer Berg (secondary keyword). The secondary keyword supplements your text about restaurants in Berlin by a district. If you add more districts, the text will provide a consistent framework.

Now, integrating typical user questions and semantic terms makes a lot of sense when creating keywords. Typical questions to stick with our example might be, ” How expensive are restaurants in Berlin? “, “Where is the best pizzaria?“or” Which are the best restaurants in Prenzlauer Berg? “Semantics in this case means all terms that support the subject, such as prices, opening hours, directions, cuisine, reservations, Italian etc.

ALT attributes and file names of pictures

Surely your website contains media like videos and pictures. Since traffic also comes to your site via image search, you should give your image a reasonable file name, which in the best case contains the keyword.

The ALT attribute is there for attaching an alternative text to images as well as videos. Otherwise, a search engine can not exploit the files. Therefore, the ALT attribute is of high relevance in OnPage optimization. For this reason, it is best to place an image or video on each important page containing the keyword in the ALT attribute. But as usual it has to be set in a meaningful context, otherwise it will be recognized as spam.

Internal and external links

In addition to the possibility of accessing the individual sub-pages of a website through cross-navigation, internal links within your content can of course be linked to the various sub-pages. The more frequently these are linked, the higher the relevance Google (and your readers) attribute to them.

It’s also a good idea to link to external pages that are thematically relevant to your content. So the user sees that you are dealing with the topic in detail and exposing your sources.


Again, the faster, the better. In addition to all the content-related aspects of OnPage optimization, the page load rate is a criterion that influences both Google and the user. If a website takes too long to build up, in the worst case scenario, the visitor will quickly leave and did not even look at the content of your website. The server request and file size should therefore be kept as low as possible.

Optimal also on the smartphone

It is now obvious that many visitors access the website via mobile devices such as smartphones or tablets. OnPage Optimization also includes improving the mobile view of your website. Google recognizes whether your website works perfectly mobile and includes it as a ranking factor.

What do the visitors to my website wish for?

Remember that you optimize your website for two audiences. Both Google and the visitors of your site want to get to see all the important information at a glance and recognize content-related relationships immediately. You know your claims as a user. You probably want to spend as little time and energy as possible in finding relevant information. Nevertheless, you want to get as many matching additional information. They want to read the contents in a logically structured structure. That’s why a good infrastructure is just as important as a legible, unique content.

When will that stop?

There is a clear answer to this question: not at all. OnPage optimization is a continuous process. Search engine optimization requires constant monitoring and analysis of your own website. Google does not stand still and continuously improves its own algorithms. This also means keeping a constant up-to-date, what is in demand and important in the market is essential.

OnPage optimization checklist

So that you do not lose the overview in the SEO jungle at the end, here you find the essential points of the OnPage optimization summarized in a checklist:

  • Writing unique content
  • Optimize for keywords that your website should rank on
  • Optimizing snippets (texts that appear in Google search results)
  • The optimization of the URL
  • Improvement of the page structure
  • Optimization of the title tag
  • Optimization of the HTML body
  • perfect titles for pictures and videos
  • Set internal and external links
  • Ensure a fast charging speed
  • Does this also work on the go?

Let’s go – optimize your website

What are you waiting for? If you want to find customers for your product or service, they need to find you. So come to meet them and make sure they can find your site among the top Google and Co rankings. OnPage optimization is literally in your hands. With the help of a steady analysis and a little experience you will become the master of search engine optimization.

Are you a true SEO expert? Share your experiences or questions with us and the community.