On-page Optimisation

Make sure your business is visible to the millions of search engine users around the world through on-page content optimisation.

If search engine optimisation (SEO) is a key goal in your digital marketing strategy right now, there are different factors you’ll need to take into account to achieve positive results.

One of the most important considerations is on-page optimisation: the practice of tailoring your webpage content to increase the chances of being found by search engines and users.

Image credit: Michail_Petrov-96

Quality content matters

All of the techniques that help your site to be indexed by the likes of Google are also positive for the reader. Search engine algorithms reward quality content and a good user experience. Above all, your copy should be unique.

Your website should be carefully crafted to guide users from one page to the next to achieve your desired outcome. This could be to inform your reader, direct them through the buyer funnel or to a sign-up page for a specific service or product.


Keyword research will give you an idea of what your target audience is searching for and what questions they’re asking online. On-page optimisation is all about using your keywords in the right way and crafting pages to answer users’ questions and meet their needs.

Search engines look at many factors other than keywords to gauge the quality and relevance of webpages, but research has shown that keywords still have a part to play in on-page optimisation.

So there are benefits to be gained from practices like:

  • Including keywords in your title tag and within the first 150 words of your on-page content
  • Finding the right keyword frequency
  • Avoiding keyword stuffing

On-page SEO tactics

It’s also important to think about other on-page tactics that can boost your SEO, such as:

  • Using H1 tags for titles and H2 tags for sub-headings
  • Optimising URLs so they are readable and reflect a well-organised website
  • Including both internal and outbound links to relevant webpages
  • Researching what sort of pages are already ranking well for your target keywords, to help you decide what content formats and lengths to use
  • Optimising pages to be read on a variety of devices in various browsers
  • Building sharing capabilities on popular social networks into the design

Factors to avoid

As well as focusing on the areas needed for good on-page optimisation, there are a number of factors it’s important to avoid. These include:

  • Pages that provide nothing more than self-promotion
  • Content that doesn’t answer search queries and therefore sees users going back and selecting a different search result
  • Large amounts of text that are not punctuated with subheadings or visuals
  • Slow page loading speed
  • Copy that is featured elsewhere on the internet

Axonn offers support

If you feel that your SEO efforts are currently falling short, particularly where on-page optimisation is concerned, Axonn can help by evaluating your current performance and recommending positive changes.

We keep up to date on the latest best practice on all things relating to SEO, so you can be assured your website moves with the times.