On-Page SEO: What it is and how to optimize it
Posted: Tue Feb 18, 2025 6:46 am
In this post we are going to navigate through those conditions, structures, styles and tricks that will help you work and structure the content on your website, with the aim of the user and Google understanding our content and value proposition: On-Page SEO.
Summary of contents:
What is on-page SEO and what is it used for?
Defining the SEO objectives of a URL
On-Page SEO HTML Elements
On-Page Content for the SERP (snippet)
On Page Content on page
On Page Content to Offer
URL prioritization in On-page SEO
On Page Actions to Avoid
Entities and semantics in our content
On-page structures by URL typology
Home Structure
Structure of a product sheet
Structure on a service page
Category Page Structures
Formulas for the About Us page
Using SEO writing techniques
What is on-page SEO and what is it used for?
We could define On-Page SEO as the “set of actions and optimizations that can be performed on one or a set of URLs at the HTML level.” On-Page SEO
serves to make things easier for both Google and users so that they understand the theme of our page , what our content is like, what elements it is made up of and in what hierarchies. Let’s remember how the positioning process works on Google: crawling, indexing and positioning. When Google discovers a URL, it performs a first analysis of our content and decides whether to show it in the SERPs or not. In this context, On-Page SEO actions help to speed up and focus these processes well towards our positioning objectives.
Defining the SEO objectives of a URL
Each URL must have a goal : to sell, a registration, a lead form, etc.
It must solve a search intent : It can solve some secondary ones, but you must have a primary one
It should have a target keyword : usually the one who tries to do too much, does little. A priori, each URL should resolve only one keyword , with its nuances and synonyms.
You must keep in mind that in today's SEO we are not only looking to capture organic visits to such lithuania whatsapp data content, but we go much further and what we want is for the user to resolve their need in our URL and perform the action we want.
On-Page SEO HTML Elements
At the On Page SEO level , we are going to divide those elements that we put in the HTML so that they are displayed in the search results, from those that already correspond to the content of our page once the user or the bot visits it.
On-Page Content for the SERP (snippet)
Meta Title: should contain the target keyword . You can combine it with some synonym and maybe a CTA or value argument. It should not exceed 65 characters. The SEO Impact of this element is VERY HIGH
Meta Description: This is a teaser to the user before they click. Its main objective is to capture attention, arouse curiosity and encourage the click, ultimately increasing the CTR. Be careful, no click baiting. It should be between 75 and 150 characters long.
URL: short, descriptive and understandable. It should contain the target keyword . Don't obsess over the URL issue, it has a low impact nowadays. If a URL is indexed, there is very little point in editing URLs and redirecting.
We recommend trying the Mango Tools SERP Simulator tool , which allows you to analyze how a URL published on Google looks or how one under construction would look. It will help you refine your titles and run experiments, allowing you to configure it for different types of devices and countries.
Mango tools serp simulator
This simulator will allow you to see how your content fits visually and in size in the SERP, but it does not perform a qualitative analysis. For this area, some tips on what the user and Google would like to see in your snippet:
Present your value proposition
Add key CTAs
Adapt language to your target user
Arouse curiosity
Talk about a pain or need that your content solves
Includes a promise
Before setting up your URL title and description , we recommend that you perform a search for the target keyword and observe how those titles , descriptions and URLs are currently positioned. And if there are Google Ads in the results, take a look at them as well, they are more commercial but they are also a source of value.
For content that is not new and that has been indexed for some time, Search Console can be very useful. If you see keywords that are relevant to you that have many impressions but few clicks, then it means that if you optimize that snippet you will have many opportunities to gain clicks in the short term.
You should keep in mind, however, that Google does not always show in the SERP exactly what we have sent it . Sometimes it can take other elements from your content that Google believes will better resolve that search intent and will generate more clicks. In this scenario, if you feel that it may be harmful to your interests (this is not always the case), optimize your submitted snippet according to the target keywords and by observing what the snippets of the first 10 results are like.
On Page Content on page
Headings (h1, h2, h3…) : Google uses headers to read diagonally , at first glance, what we want to position with that content, and what the structure of the content is. The h1, 2 and so on, would correspond to the title of a book (h1), its chapters (h2) and its passages or sections within each chapter (h3). If you stick to this, you will reach the following consequence: each URL must have a single h1, it must be at the beginning of everything, it must be descriptive regarding the content that we are going to find, and obviously it must contain our main keyword .
Images: Optimize the file name and ALT attribute with SEO intentions, inserting your keyword there. For local SEO products, it is also advisable to geolocalize your image resources. If you want to go deeper, check out our SEO post for images . If you have extra time, we recommend also using the title and description tags of the image, and taking good care of the location and texts around the inserted image, to give it context.
Styles in text: users and Google will appreciate seeing lists, bold, underlining, font size changes, etc.
On Page Content to Offer
Before you start writing like crazy, it is better to do some preliminary work:
Define the theme of the content
Identify the main keyword and the secondary keywords
Imagine who the buyer persona is , the target user to whom we are directing the content. Also determine what need or pain point we are going to solve with our content, and what action we are going to encourage them to take on our website.
Perform a Google search for your target keyword . Identify what type of content appears in the SERPs (images, product pages, category listings, etc.). If you're creating a type of content that isn't present in the SERP, you're looking at a precious and entertaining waste of time. You can also look at things like the structure or length of the content of the URLs that rank, although this isn't as definitive as it once was.
URL prioritization in On-page SEO
Each URL is a world in itself and has its own SEO: indexing status, traffic, keywords positioned, etc. When we set out to make On-page SEO improvements , as in other areas of SEO, it is important to prioritize in order to optimize our time dedicated to the project by maximizing its impact. So, which URLs should I start with?
Some criteria that may help you:
The home
URLs that bring more conversions
URLs with the highest traffic
URLs most closely related to our business priorities (star services or products)
(e-commerce) Products that you are interested in combining or in which we have a higher margin
On Page Actions to Avoid
We already have a post about the most common On-Page SEO mistakes , so we won't go into this further here. A brief review of what you should avoid:
Keyword stuffing
Copied content
Duplicate Content
Thin content
Automatically generated content, if it is of low quality and blatantly oriented to positioning
Cannibalizations
Summary of contents:
What is on-page SEO and what is it used for?
Defining the SEO objectives of a URL
On-Page SEO HTML Elements
On-Page Content for the SERP (snippet)
On Page Content on page
On Page Content to Offer
URL prioritization in On-page SEO
On Page Actions to Avoid
Entities and semantics in our content
On-page structures by URL typology
Home Structure
Structure of a product sheet
Structure on a service page
Category Page Structures
Formulas for the About Us page
Using SEO writing techniques
What is on-page SEO and what is it used for?
We could define On-Page SEO as the “set of actions and optimizations that can be performed on one or a set of URLs at the HTML level.” On-Page SEO
serves to make things easier for both Google and users so that they understand the theme of our page , what our content is like, what elements it is made up of and in what hierarchies. Let’s remember how the positioning process works on Google: crawling, indexing and positioning. When Google discovers a URL, it performs a first analysis of our content and decides whether to show it in the SERPs or not. In this context, On-Page SEO actions help to speed up and focus these processes well towards our positioning objectives.
Defining the SEO objectives of a URL
Each URL must have a goal : to sell, a registration, a lead form, etc.
It must solve a search intent : It can solve some secondary ones, but you must have a primary one
It should have a target keyword : usually the one who tries to do too much, does little. A priori, each URL should resolve only one keyword , with its nuances and synonyms.
You must keep in mind that in today's SEO we are not only looking to capture organic visits to such lithuania whatsapp data content, but we go much further and what we want is for the user to resolve their need in our URL and perform the action we want.
On-Page SEO HTML Elements
At the On Page SEO level , we are going to divide those elements that we put in the HTML so that they are displayed in the search results, from those that already correspond to the content of our page once the user or the bot visits it.
On-Page Content for the SERP (snippet)
Meta Title: should contain the target keyword . You can combine it with some synonym and maybe a CTA or value argument. It should not exceed 65 characters. The SEO Impact of this element is VERY HIGH
Meta Description: This is a teaser to the user before they click. Its main objective is to capture attention, arouse curiosity and encourage the click, ultimately increasing the CTR. Be careful, no click baiting. It should be between 75 and 150 characters long.
URL: short, descriptive and understandable. It should contain the target keyword . Don't obsess over the URL issue, it has a low impact nowadays. If a URL is indexed, there is very little point in editing URLs and redirecting.
We recommend trying the Mango Tools SERP Simulator tool , which allows you to analyze how a URL published on Google looks or how one under construction would look. It will help you refine your titles and run experiments, allowing you to configure it for different types of devices and countries.
Mango tools serp simulator
This simulator will allow you to see how your content fits visually and in size in the SERP, but it does not perform a qualitative analysis. For this area, some tips on what the user and Google would like to see in your snippet:
Present your value proposition
Add key CTAs
Adapt language to your target user
Arouse curiosity
Talk about a pain or need that your content solves
Includes a promise
Before setting up your URL title and description , we recommend that you perform a search for the target keyword and observe how those titles , descriptions and URLs are currently positioned. And if there are Google Ads in the results, take a look at them as well, they are more commercial but they are also a source of value.
For content that is not new and that has been indexed for some time, Search Console can be very useful. If you see keywords that are relevant to you that have many impressions but few clicks, then it means that if you optimize that snippet you will have many opportunities to gain clicks in the short term.
You should keep in mind, however, that Google does not always show in the SERP exactly what we have sent it . Sometimes it can take other elements from your content that Google believes will better resolve that search intent and will generate more clicks. In this scenario, if you feel that it may be harmful to your interests (this is not always the case), optimize your submitted snippet according to the target keywords and by observing what the snippets of the first 10 results are like.
On Page Content on page
Headings (h1, h2, h3…) : Google uses headers to read diagonally , at first glance, what we want to position with that content, and what the structure of the content is. The h1, 2 and so on, would correspond to the title of a book (h1), its chapters (h2) and its passages or sections within each chapter (h3). If you stick to this, you will reach the following consequence: each URL must have a single h1, it must be at the beginning of everything, it must be descriptive regarding the content that we are going to find, and obviously it must contain our main keyword .
Images: Optimize the file name and ALT attribute with SEO intentions, inserting your keyword there. For local SEO products, it is also advisable to geolocalize your image resources. If you want to go deeper, check out our SEO post for images . If you have extra time, we recommend also using the title and description tags of the image, and taking good care of the location and texts around the inserted image, to give it context.
Styles in text: users and Google will appreciate seeing lists, bold, underlining, font size changes, etc.
On Page Content to Offer
Before you start writing like crazy, it is better to do some preliminary work:
Define the theme of the content
Identify the main keyword and the secondary keywords
Imagine who the buyer persona is , the target user to whom we are directing the content. Also determine what need or pain point we are going to solve with our content, and what action we are going to encourage them to take on our website.
Perform a Google search for your target keyword . Identify what type of content appears in the SERPs (images, product pages, category listings, etc.). If you're creating a type of content that isn't present in the SERP, you're looking at a precious and entertaining waste of time. You can also look at things like the structure or length of the content of the URLs that rank, although this isn't as definitive as it once was.
URL prioritization in On-page SEO
Each URL is a world in itself and has its own SEO: indexing status, traffic, keywords positioned, etc. When we set out to make On-page SEO improvements , as in other areas of SEO, it is important to prioritize in order to optimize our time dedicated to the project by maximizing its impact. So, which URLs should I start with?
Some criteria that may help you:
The home
URLs that bring more conversions
URLs with the highest traffic
URLs most closely related to our business priorities (star services or products)
(e-commerce) Products that you are interested in combining or in which we have a higher margin
On Page Actions to Avoid
We already have a post about the most common On-Page SEO mistakes , so we won't go into this further here. A brief review of what you should avoid:
Keyword stuffing
Copied content
Duplicate Content
Thin content
Automatically generated content, if it is of low quality and blatantly oriented to positioning
Cannibalizations