What is on-page SEO?

On-page Search Engine Optimisation (SEO), or on-site SEO, describes the organic processes you can take to optimise all the elements of your website that you have control over, in order to improve search engine results.

This can include anything from creating optimised blog posts to improving meta descriptions.

Ensuring your site is fully optimised means that it will work well for users, encouraging longer sessions, greater engagement and ultimately, higher conversions.

Elements of on-page SEO

On-page SEO factors include:

  • Page content - including all copy and HTML headings
  • Proper use of target keywords
  • Metadata - including meta tags, meta titles and meta descriptions
  • All images, video and media on your website - including image alt text
  • URL strings
  • Internal linking structure and link anchor text
  • Backlinks
  • Schema
  • Page layout and design



On-page vs off-page SEO - what’s the difference?

While on-page SEO refers to everything that can be optimised on your website itself, off-page SEO refers to all external factors that can impact rankings. For example; link building, influencer or social media interactions and guest blogs.

Why on-page SEO is important for your business

Did you know?

  • Pages with an updated, SEO-optimised title tag receive 107% more clicks on average (Safari Digital in 2022)
  • Updating existing content with fresh images and written content can increase organic traffic by 111.3%
  • 51% of consumers trust a site that has been optimised for mobile search
  • Content creation improves indexation rates by more than 434%

On-page SEO should be an essential element of your marketing strategy.

When a user types a query into a search engine, bots crawl countless websites to find the most relevant pages to display on page one. Improving your on-page SEO makes it easier for these bots to understand your content and prioritise it in the search results.

Appearing higher up in the search results for relevant keywords can:

  • Help you get seen by more potential customers
  • Make it easier for your target audience to find you
  • Position your website as trustworthy
  • Give you a competitive edge


The benefits of working with on-page SEO specialists

Every time a new page or blog is added to your website, it needs to be optimised for SEO. Providing users with an optimally running website that caters to their needs takes time and a consistent approach that many businesses don’t have time for.

Additionally, the sheer number of ranking factors and regular search engine algorithm changes can make it difficult for businesses to keep track of the latest SEO best practices. A quality on-page SEO agency will have the knowledge, experience and resources to ensure your website can keep up.


When done well, SEO can:

  • Fuel organic discovery
  • Build trust with target audiences
  • Improve user experience
  • Give you a competitive edge
  • Boost your reach

Our advanced on-page SEO services

We have experience helping clients of all sizes to improve their sites - covering everything from title tags to schema. We can work to ensure your website is optimised for both users and search engines - helping you to rank on page one and grow your organic traffic.

Explore our on-page SEO services…

On-page SEO audit

An SEO Audit analyses your website, scores how well it follows best practices and identifies issues that might hinder you from appearing in search engine results. A vital first step.

On-page local SEO

Achieving local visibility and leads requires a website that works for people and search engines. Our on-page local SEO services will help you develop quality location pages and content that get you ranking for key local search terms.

On-page SEO for mobile

According to Google, a delay of one second can mean a 20% drop in mobile conversion. That’s why it’s essential to optimise your website for mobile devices. We can help with on-page solutions for reducing page speed and improving user experience.

On-page SEO content writing

Content is number one when it comes to optimising your website. Our experienced copywriters cover all aspects of digital content - from comprehensive landing pages and guides to blog posts, micro copy and meta descriptions.

Our expert team can identify and resolve examples of duplicate content, identify relevant keywords, write optimised content to target long-tail keyword phrases and create content roadmaps to position you as a leader in your field.

We can provide content recommendations and briefs for internal copywriters or manage the entire content production process. Either way - we’re passionate about creating relevant and unique content that inspires, informs and boosts performance.

Our on-page content services include:

  • Content strategy and roadmaps
  • Landing page creation
  • Blog page creation
  • SEO-optimised page briefs - including suggested keyword, headings, links and sections
  • Re-optimising existing content to address new keyword opportunities
  • Refreshing titles and metadata

On-page sitewide optimisation

We provide ongoing support to our clients by continually improving and updating meta titles and descriptions, H1 and H2 headings and improving internal linking throughout the site to keep up with keyword opportunities and ensure all new content is optimised for users.

On-page SEO best practices

Following an audit, we can provide you with best practice advice and recommendation to overcome barriers to greater rankings and visibility.

Site health checks and technical on-page SEO

We undertake regular site health checks to identify and resolve new and existing crawl errors or broken links. An essential element in keeping your site running smoothly.

Analytics monitoring and reporting

We monitor progress, daily, weekly and monthly, providing you with a monthly performance report with insights, recommendations and actions.

The success formula - how it works

Every time we onboard a new client, we take the time to develop a bespoke strategy tailored to your needs.

Discover our recipe for success:

Step 1. During your initial consultation, we’ll discuss your business goals, timeframes and budget to build a custom SEO strategy that delivers results

Step 2. During the research stage, we’ll get to know your business and sector inside out, conduct a thorough competitor analysis and compare visibility and rankings for key search terms

Step 3. We’ll undertake a full audit of your SEO status to identify any issues and potential solutions

Step 4: We will conduct comprehensive keyword research mapped to your business goals, analysing traffic volume, relevancy and difficulty to create a list of priority search terms to monitor

Step 5: Based on all of the research and data available, we will create a tailored SEO strategy, identify SEO metrics and KPIs, and set up a campaign to track growth

Step 6: Initial on-page optimisation involves improving your website via a number of different processes, from user-friendly site architecture changes to optimised metadata, issue resolution and internal linking structure

Step 7: Once the upfront work is complete, we’ll implement consistent, ongoing on-page optimisation to accelerate progress. We’ll also provide regular progress updates and monthly performance reports


Success stories.

Our on-page SEO expertise has achieved:


increase in website engagement for an energy research client

top Google rankings for a ski transfer company

rankings in over 30 countries for a language learning platform

1 N

Reviews from business - SEO services

"We first joined forces with Seventh Element when we needed someone to kick-start our SEO. We are a small team working within a very specialised organisation and their support and expertise has been invaluable throughout our time with them. The whole team are very knowledgeable, professional and friendly - but most importantly, they are incredibly enthusiastic about what they do, which shines through in the work they produce" (2022)

2 N

Reviews from business - SEO services

"Having worked in digital for more than 15 years I’ve had the opportunity to work with many different agencies, most of them good. This is the first one I have left a Google review for. I previously worked with Seventh Element in a public organisation and now commercial, what stands out for me is that they feel like an extension of our team, easy to work with and quick to understand our business. They don’t just advise, they have their sleeves rolled up and are working hard to help us achieve our business goals. Highly recommended" (2022)

3 N

Reviews from business - SEO services

"Seventh Element were brilliant and did some really good SEO work on our luxury furniture website. Increased traffic and conversion rates, plus were an excellent team to work with" (2022)

How to do on-page SEO - tips and recommendations

Does your SEO strategy need some work? Read our guide to on-page SEO for expert insights and tips.

Target the right keywords

To get the right people seeing your content, you need to find out what they’re searching for. Keyword research is an essential first step when creating or optimising content. You can use free keyword research tools or make use of an agency for a thorough analysis of the opportunities and potential for ranking.

If you can, opt for long-tail keywords that are more specific to your audience’s search and have less competition. And make sure the keywords you focus on match your target user’s intent.

Optimise headings

Optimising HTML headings such as H1s, H2s and H3s for keywords and user intent is essential for getting your content ranking. Try to include the main keyword at the start of your H1 and don’t exceed 60 characters.

The H1 is the first thing readers see when they enter your page - make it engaging to retain potential customers.

Optimise metadata

Metadata is the title and description information that is found in the source code and comes up in search engine results. The meta title and meta description can be amended in your CMS. This data should be within character limits and include relevant keywords to help search engines determine the purpose of the page.

Optimising this information to draw-in users can be key when it comes to increasing your click through rate.

Optimise images and media

Like copy and headings, images and video should also be optimised for SEO. This involves ensuring they are the right size and format, including keywords in the file name and adding alternative text that is descriptive and contains relevant keywords.

Reduce page speed

Slow page loading times have a negative impact on traffic and user engagement. Some strategies you can take to reduce page speed include tidying your CCS and HTML and reducing media sizes.

Create quality topic cluster content

You won’t get far optimising for SEO without quality content that is relevant and useful to your audience. A content strategy should include content that answers questions, solves issues, informs and inspires in order to attract, engage and retain users.

We approach SEO content with a topic cluster mindset - helping clients to build a strong body of content related to a particular topic in order to show search engines that they are the authority in their space.

Build an internal linking structure

Internal links show search engines the most important pages on your site and can help to build up SEO topic clusters. Pay attention to the anchor link text - it should include the keyword of the linked-to page whilst sounding natural in context.

Implement responsive design

With more and more people browsing the web via their mobile devices, you need to ensure your online content is mobile friendly. Responsive design needs to be considered for new and existing pages on your website.

Featured snippets optimisation

Featured snippets are highlighted excerpts of text that appear at the top of a Google search results page.

Getting your content ranking in this ‘position zero’ can require keyword optimisation and changes to the format of your content. For example, when done well, bullet point lists or tables can help your content rank in different types of snippets.

However, if you’re not already ranking on page one, it’s very unlikely you’ll get featured.

Optimising for accessibility

Ensuring your website is accessible for all users is becoming an increasingly important factor for SEO.

You can’t consider search engine algorithms alone. Content and headings need to be optimised for real users to ensure they are clear, readable and engaging.

For example, the copy on your website needs to be read and interpreted by devices such as screen readers. Headings need to be descriptive and relevant for people using these types of technologies to navigate through your website.

Find more tips and SEO quick wins to boost your rankings.

Why choose SeventhElement as your on-page SEO agency?

Experience across industries

We have almost 100 years of combined experience in creative growth marketing and SEO, working with a range of clients from sectors as diverse as travel, innovation and education.

A network of experts

When you partner with us, you unlock a wealth of insights from our wider digital marketing network - from technical SEO to PPC.

Results-driven campaigns

We believe that results come with creative thinking, insight-driven strategies, a healthy portion of curiosity and relentless execution across all relevant channels. The proof is in our client success stories.

Flexible, custom strategies

SEO requires a flexible approach to keep up with current opportunities. We have the resources and know-how to adapt and reconfigure campaigns to deliver results.

Finger on the pulse

We stay at the forefront of algorithm updates and the latest best practice so you don’t have to.

On-page SEO in London - FAQ

Find answers to commonly asked questions…

Which on-page elements have the most impact?

While the right keywords, title tags and metadata are essential elements of on-page SEO, the greatest impact will be achieved when you focus on SEO holistically. When all elements are optimised and aligned to your business strategy - that’s when you see results.

How will on-page SEO help my business?

Appearing in relevant search results is essential for generating visibility, leads and conversions. If you don’t make SEO a priority, you risk being overtaken by your competitors.

What are the best on-page SEO tools?

Try the following digital marketing audit tools to improve your on-page SEO:

  • Google Search Console
  • SEMRush
  • AHRefs
  • Screaming Frog
  • Google page insights

How much does on-page SEO cost?

As all of our SEO services are tailored to your business needs, costing is determined on an individual basis.

Please get in touch to arrange an initial consultation.

Improve on-page SEO - take the next step

Are you ready to propel your traffic, rankings and conversions to new heights? Get in touch to see how we could work together to improve your on-page SEO.

Book a free consultation