An on-page SEO checklist you can run on any page

Title and description

The title is the strongest on-page signal and the main thing a searcher reads. Put the primary term near the front, keep it under about sixty characters so it survives truncation, and make it specific enough that it could not describe any other page on the site.

The description does not rank the page, but it decides click-through. Write it as an offer, not a summary.

Heading structure

One H1 that states the page's subject, then H2s that break the answer into scannable parts. Headings are a table of contents for both readers and crawlers; skipping levels or using them for styling throws away free structure.

• Exactly one H1 per page.
• H2s phrased the way people search, not as clever labels.
• No heading tags used purely for visual size.

Internal links

Internal links distribute authority and tell search engines which pages matter. Link with descriptive anchors from your best-performing pages into the pages you want to rank, and make sure every important page is reachable in three clicks from the homepage.

Images and media

Every meaningful image needs alt text that describes it in plain language. Serve modern formats, set explicit dimensions so the layout does not shift while loading, and lazy-load anything below the fold.

Structured data

Add the schema type that matches the page — Article, Product, FAQ, Breadcrumb — and keep it consistent with the visible content. Structured data that describes something the user cannot see on the page is a violation, not an optimisation.

Frequently asked

How often should I re-audit a page?

Re-audit when you change the page, when rankings move, or roughly quarterly for pages that matter commercially.

Does keyword density still matter?

No. Cover the topic thoroughly and use natural language; density targets produce worse copy without ranking benefit.