On-Page SEO Tips: Optimize Each Page, Then the Site

Search engines rank pages, not whole websites. Each page needs a clear topic and a good answer for the person searching. At the same time, site-wide basics such as speed, security and structure help every page do its job.

Give every page one clear topic

Decide what each page is about and who it is for, in the words customers use. A page about 'emergency plumbing in Peoria' should not also try to rank for bathroom remodels. One topic per page makes it easier for both visitors and search engines to understand.

Titles, descriptions and headings

Write a unique page title that names the topic and, for local services, the place. Keep it short enough to show in full in search results. Write a one-sentence description that tells searchers why to click. Use one main heading (H1) and clear subheadings (H2) that follow the order of the page.

Content that answers the question

Answer the main question near the top, then add the details people need to decide: prices or price ranges you can stand behind, steps, timings, photos and common questions. Use plain words. Link to related pages on your site, so visitors and search engines can follow the topic further.

Site-wide basics

A secure HTTPS address, a mobile-friendly layout, fast loading, a sitemap, no broken links and no duplicate pages support every page on your site. If the whole site has a problem, such as a 'Not secure' warning, fix that first; see why a website says Not secure.

Frequently asked questions