Guide to Effective
On-page Search Engine Optimization
This comprehensive SEO guide provides an array of tips and a free downloadable checklist tailored to enhance your website’s search engine optimization. From setting up essential tools like Google Search Console and Bing Webmaster Tools to detailed on-page strategies such as keyword optimization and link building, the checklist covers all bases to ensure your site is fully optimized. It includes actionable steps like ensuring mobile responsiveness, improving site speed, and regular content updates. With this guide, you can systematically address and implement SEO best practices, aiming for increased visibility and traffic growth. For personalized assistance or further inquiries, reach out to us at contact@artofmediadesign.com.
↗Scroll to the bottom for our FREE on-page SEO checklist
1. Set up Google Search Console
Google Search Console helps measure site traffic and performance.
https://search.google.com/search-console
Set-up in three simple steps:
Step 1 – Sign in to Search Console with the Google Account
Step 2 – Enter the site’s Domain (or URL-Prefix)
to “Add a Property”
Step 3 – Verify the site
2. Set up Bing Webmaster Tools
Ensure the site’s presence in the Bing Search Engine
by following these steps.
https://www.bing.com/webmasters/home
Step 1 – Open a free Bing Webmaster Tools account
Step 2 – Add & Verify the site
Step 3 – Create and upload the sitemaps
*Optional* Step 4: Create a ‘Search Optimization
Plan’ inside ‘Webmaster Tools’
3. Set up Google Analytics
Providing real-time stats and analysis of user engagement, use Google Analytics to optimize the site’s performance and gauge the effectiveness of your marketing and SEO efforts.
Step 1 – Set up Google Tag Manager
Step 2 – Create Google Analytics account
Step 3 – Set up analytics tag with Google Tag Manager
Step 4 – Set up goals
Step 5 – Link to Google Search Console
4. Install Google Analytics
After creating a Google Analytics account, you would have received a unique tracking code. To install it, simply copy and paste this tracking code into either the header or footer file of your website. It’s important to ensure that the code is added to every page of the site to enable optimal analysis and accurate data collection across your entire online presence.
5. Install All-In-One SEO Plugin
If you’re running a WordPress site, install All-in-One SEO
by following these steps.
Step 1 – Log in to the WordPress site Dashboard
Step 2 – Click on “Plug-Ins” and search for All-in-One SEO
Step 3 – Click “Add New”
Step 4 – Install the plugin
Step 5 – Activate the plugin
Here is a link to their site https://aioseo.com/
6. Create a sitemap (XML)
An XML sitemap is crucial for search engine bots as it directs them to the pages that need to be rechecked for updates since their last visit. This sitemap facilitates the discovery and indexing of deep pages within your site, enhancing the speed of the process. Conversely, an HTML sitemap is designed for human visitors. It displays all major sections and their respective subpages, providing a comprehensive breakdown of the site’s content, thereby making it easier for visitors to find what they’re looking for.
To verify if your site has a sitemap, simply navigate to either YOURDOMAIN.COM/SITEMAP.XML or YOURDOMAIN.COM/SITEMAP.HTML. If your site lacks a sitemap, creating one is straightforward. Visit https://www.xmlsitemaps.com and follow the simple four-step instructions to build your sitemap.
7. Submit the sitemap
Step 1 – Sign in to Google Search Console
Step 2 – Select the site in the sidebar
Step 3 – Click on “Sitemaps”
Step 4 – Remove outdated or invalid sitemaps
Step 5 – In the ‘Add a new sitemap’ field enter
‘sitemap_index.xml’
Step 6 – Click ‘submit’
8. Make sure ‘Discourage search engines from indexing this site’ is not selected
This step is straightforward and clear. Simply ensure that this box remains unchecked!
9. Create a Robots.txt file
Creating a Robots.txt file is a crucial SEO strategy that instructs web robots on which pages of your site to crawl and which to avoid.
You can check if a Robots.txt file exists on your site by visiting YOURDOMAIN.COM/robots.txt.
Here, you’ll either find the file, encounter a 404 error message, or see a blank page. For detailed instructions on how to create a Robots.txt file, refer to this Google Guide.
10. See if the site has any manual actions issued against it, using the Google search console
If your site is subject to manual action, it may be partially or completely excluded from Google search results. Google will inform you of any manual actions through the Manual Actions report and notifications in the Search Console message center. For detailed guidance on locating the Manual Actions report and addressing any issues it highlights, follow these steps.
11. Create a keyword list
Put yourself in the customer’s shoes and compile a list of at least 100 keywords, incorporating a mix of high, medium, and low-volume keywords. Starting with a minimum of 100 keywords is essential.
Click here to explore our other blog post on how to create an effective keyword list.
12. Use Google intuitive search to find new keywords
Google’s autocomplete and autosuggest features can help you discover what others are searching for by suggesting keywords. Spend some time experimenting and getting creative with this tool—you might uncover some hidden keyword gems that Google can reveal.
13. Find question keywords
The “People also ask” section on Google’s search results page is an excellent resource for uncovering question keywords at no cost. The questions related to your search terms can help expand and enhance your site’s keyword list.
For more in-depth research, tools like Answer The Public and Alsoasked offer both free and premium services to generate questions around your keywords, though you will need to assess their relevance and search volume.
Additionally, exploring forums such as Quora and Reddit can provide insights into what questions users are asking. The goal is to generate question keywords through thorough research and identify opportunities where your site’s content can meet users’ needs.
14. Pull monthly statistics for the new keyword list
It’s crucial to regularly monitor your site’s performance by tracking keyword rankings and their changes over time. Conduct competitive analyses to spot opportunities, scrutinize specific keywords that have shifted, and engage in thorough keyword research. This includes pulling monthly statistics for your site’s keyword list to stay informed about trends and adjustments.
15. Utilize the competitors keyword list along with stats
Identify the top three to five competitors and aim to surpass them. Keep it simple—don’t overthink the strategy. Reverse engineer their success by analyzing who ranks higher than your site and strive to outperform them.
16. Include low, medium, and high volume keywords on the keyword list
Consider the keywords you want your site to rank for—there’s no right or wrong approach. Aim high with challenging, high-volume keywords, but also include more attainable ones for quick wins. SEO is a marathon, not a sprint, so your keyword strategy should encompass both established and emerging trends. Incorporating a variety of keyword volumes from the start will not only help you monitor your site’s growth but also provide insights into areas that may require more focus.
17. Use clear, descriptive headings
Use a clear main heading and descriptive section headings to help visitors understand and navigate the page. Keep the heading structure logical. Include relevant subject terms or a location when they genuinely describe the section, but do not repeat a keyword and city in every heading.
18. Introduce the page's topic clearly
Tell readers what the page covers near the beginning, using natural language they understand. Make the main subject easy to recognize without forcing an exact keyword into a fixed position or repeating it unnecessarily.
19. Make link text describe its destination
Use brief, specific link text that tells readers what they will find next. Replace vague labels when the destination is unclear, and keep the wording natural in its sentence. Do not force keywords or locations into every link.
20. Write accurate image descriptions
Write concise alt text that describes an informative image and its purpose in the surrounding content. Use relevant terms naturally; do not fill descriptions with repeated keywords or add a location the image does not support. Give new image files short, descriptive names before uploading them, and place images near related text.
21. Install SSL certificate
This certificate is the SSL certificate issued for your domain by a Certificate Authority (CA). To locate it, check the dashboard or account where the certificate was issued. The installation process for an SSL certificate varies depending on the provider, so you may need to consult with them for assistance if you encounter any issues.
22. Use HTTPS
HTTP, or Hypertext Transfer Protocol, sets the standard rules for communication between web servers and browsers. However, a major drawback of HTTP is that it does not encrypt data exchanged between servers and browsers.
Google highlights this security risk by displaying an open lock icon on HTTP web addresses and may warn users that the site they are visiting is not secure.
To enhance user trust and security, consider upgrading your site to HTTPS by purchasing and installing an SSL certificate. HTTPS encrypts the data transmitted between servers and browsers, safeguarding user information.
23. Make sure the site is crawlable using URL Inspection Tool on GSC
Google Search Console offers a variety of useful tools that you should consider utilizing. At a minimum, use the ‘URL Inspection Tool’ in Google Search Console to ensure that your site is healthy and fully crawlable.
24. Fix any broken images
If a picture on your site isn’t displaying or appears to be missing, it indicates a broken image. There are several reasons why images can break and multiple methods to fix them. It’s important to address and resolve these issues promptly.
25. Eliminate 404s or broken pages and links
You wouldn’t want a customer navigating your site only to encounter a 404 error message.
Fortunately, Google Search Console simplifies the process of identifying 404 errors and broken links. Additional tools, such as certain WordPress plugins, can also detect broken pages or links.
Similar to fixing a broken image, there are various methods to resolve broken links, but first, you need to diagnose the issue to implement the appropriate (and typically straightforward) solution.
26. Find and fix any crawl errors
Fortunately, Google Search Console (GSC) will send you an email notification when issues are detected on your site. It’s important to proactively review the GSC Coverage Report and address any errors as soon as you are notified of them.
27. Make the site fast or faster
The average user will make a quick judgment about a site’s value, typically spending less than a minute to do so. If the site fails to load quickly, users will spend even less time before moving on, given their expectations for fast performance. If you’re experiencing issues with your WordPress site speed, click here to contact us. We have a team ready to boost your speeds right away.
28. Review desktop performance with PageSpeed Insights
Use PageSpeed Insights to investigate desktop performance and prioritize problems that affect visitors. Review its lab diagnostics alongside real-user data when available. A single score does not prove the page is fast for everyone, and the former 80-point target is not a pass requirement.
29. Check mobile performance and real-user experience
Review the mobile report separately because devices and network conditions differ. Look at loading speed, responsiveness and layout stability, using field data when available and lab diagnostics to investigate problems. Retest meaningful fixes; a 70-point score alone does not establish a good mobile experience.
30. Use link disavow only when warranted
Most sites do not need to disavow links. Google recommends this advanced tool only when a substantial number of artificial or low-quality links have caused, or are likely to cause, a manual action. In that situation, try to have the offending links removed first. Review Google’s disavow guidance before proceeding: incorrect use can harm your site’s search performance.
31. Ensure the site is accessible at one domain
There are various strategies to enhance your site’s accessibility. Although it may not be necessary to fulfill every accessibility standard, it is crucial to ensure that your site is highly accessible and hosted on a single domain to maintain quality.
32. Make sure the site is ‘mobile’ friendly and responsive
Mobile devices generate more than 50% of global web traffic. If you’re managing an older website that isn’t optimized for mobile usage, you risk losing out on at least half of all potential traffic worldwide.
33. Use readable, descriptive URLs
Choose simple, understandable URLs when creating new pages. Use words that accurately describe the content and include a location only when it is relevant. Do not rename established URLs just to add keywords; changes to existing addresses need a separate review of their links and redirects.
34. Create title & description using All in One SEO plugin
If you manage a WordPress website, consider using the All-in-One SEO plugin to create titles and descriptions for your pages. This tool aids search engines in understanding the content of your site and aligning it with relevant search queries.
35. Write a clear, accurate page title
Give each page a concise title that accurately describes its content. Include useful details such as the service, business name or a relevant location without repeating keywords. Avoid exaggerated promises and boilerplate titles that make different pages look the same.
36. Confirm that every page has a unique title tag
In SEO, attention to detail is key. Review each page to ensure it has a unique title tag. Experiment with different formats, such as phrasing the title as a question or adjusting the placement of keywords, to optimize and refine your title tags for better performance.
37. Write a useful page summary for search visitors
Write page copy for the people who need it, then summarize that specific content in the meta description. Highlight useful, accurate details rather than a list of keywords or cities. Include a location when relevant, and remember that Google may select a different snippet from the page.
38. Confirm that every page has a unique page description
Enhancing your site’s SEO potential involves crafting clear and distinctly unique page descriptions for each page. By dedicating time and attention to customize each description, you make it easier for users to distinguish between different pages, thereby improving user experience and SEO effectiveness.
39. Connect social icons to proper accounts
Facilitate easy sharing of your content and site to boost visibility and engagement. Ensure that social media icons are properly linked, making it straightforward for users to share your content across their networks.
40. Add relevant internal links
Link to related pages when they help readers understand the topic or take a useful next step. Use descriptive link text and make important pages reachable from elsewhere on the site. There is no universal requirement for three internal links on every main page.
41. Cite useful, trustworthy external sources
Link to external sources when they support a claim or give readers useful information. Choose relevant, trustworthy destinations and explain their context. Do not add links simply to meet a two-link quota, and do not assume an outbound link will produce a backlink in return.
42. Open new tabs only when they help users
Let links open in the current tab unless there is a clear reason to keep the original page available, such as preserving work in progress. If a link opens a new tab or window, warn users in advance. New tabs are not a blanket solution for site speed or analytics accuracy.
43. Write enough to answer the reader's question
Google has no preferred word count. Give each page enough detail to answer its readers’ questions and support its purpose, whether that takes a short explanation or a longer guide. Keep useful facts and examples, remove repetition, and avoid padding a page to reach an arbitrary minimum.
44. Up to date and accurate information
Outdated or irrelevant content won’t benefit your site’s performance. Refreshing older content can often be straightforward—adding new links, updating dates, or revising the introduction or conclusion can breathe new life into your pages. Aim to maintain ‘Evergreen’ content, which is search-optimized and remains relevant over time, unaffected by changing trends.
45. Clear ‘Call to Action’ in hero
After all the effort you’ve put into ranking and attracting visitors to your site, it’s crucial to guide them on what to do next with a clear Call to Action (CTA). Whether you want them to explore more pages, subscribe to your email list, or take another specific action, ensure that each page of your site includes a well-defined CTA. This direction will help convert visitors into engaged users or customers.
46. Organized headers with spacing between sections
The cleaner and more organized your site is, with clear distinctions between sections, the more likely visitors are to spend extended time browsing. Ensuring the site is readable enhances user navigation, which directly improves their overall experience and satisfaction.
47. Reads like a human wrote it, not a robot
While you might utilize web writing tools and AI assistance to generate some of your site’s content, ensure it remains conversational. Infuse your personality into the content, maintain empathy, and opt for simple, clear sentences.
48. Image no wider than site page (1920px)
The user experience during site visits is important. If necessary, invest the time to resize and format the site’s images to seamlessly fit the page layout.
49. Images compressed
Compress images to reduce their file size, thereby optimizing page load times and user experience.
50. Make updates to the site every 30 days or sooner
SEO is a long-term strategy, and to excel at it, consistent addition and updating of content are essential. When users notice that a site isn’t regularly updated with fresh content, they may lose interest and stop visiting.
51. Add video(s) to the site
For many users, video is their preferred method of consuming content. With video, you can effectively communicate stories, evoke emotions, demonstrate product functionality, and simplify complex topics. Utilize video to enhance engagement, reach users who prefer video content, and boost the site’s SEO visibility.
52. Add new blogpost(s) this month
Regular blog posts offer ongoing value to your site’s audience. By consistently publishing content, you not only enhance the site’s authority but also provide users with something to anticipate and a compelling reason to return.
↗Click HERE to download our SEO checklist
For personalized assistance or further inquiries, reach out to us at contact@artofmediadesign.com
