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How-to guide · 5 steps

How to Optimise Content for SEO (On-Page Guide)

On-page SEO is about making your content the best answer to a searcher's question — and making sure Google understands what you've written. It's not about stuffing keywords into every paragraph. It's about structure, depth, and relevance signals. Here's a repeatable process for every piece of content.

Where on-page optimisation happens

One page, one main search intent

  • Search result

    • Title tag
    • Meta description

  • Structure

    • One clear H1
    • Logical H2 and H3 sections

  • Body

    • Answer early
    • Related terms used naturally

  • Media

    • Descriptive alt text
    • Compressed images
The steps in this guide grouped by where they live on the page; all of them serve the same single intent.

  1. Step 1: Analyse the top-ranking pages for your target keyword

    Before writing a single word, open the top 5 results for your keyword and study them. Note the average word count, heading structure, types of content (tables, videos, lists), and what questions they answer. Your job is to do all of this better.

    Tool for this stepSurfer SEO

    from $49/mo billed yearly

    Surfer SEO's Content Editor analyses top-ranking results and gives you a content score as you write, suggesting which terms to include and how often based on what's ranking.

    Surfer SEO plans and catches

    Alternative to consider: SE Ranking (from £95/mo)

  2. Step 2: Optimise your title tag and meta description

    Your title tag is the single most important on-page element. Include your primary keyword near the start, keep it under 60 characters, and make it compelling enough to earn the click. Your meta description doesn't affect rankings directly but affects CTR — write it like an ad.

    Tool for this stepRank Math Pro

    from €7.99/mo billed yearly

    Rank Math's on-page SEO checker scores your title and meta as you edit in WordPress, with specific suggestions to improve each element. It has a free WordPress plugin version.

    Rank Math Pro plans and catches

    Alternative to consider: Seobility (from €59.90/mo)

  3. Step 3: Structure your content with clear headings (H1, H2, H3)

    Use one H1 that matches or closely mirrors your target keyword. Break the content into sections with H2s that cover the main subtopics — these should mirror the questions your audience is asking. H3s for supporting detail beneath each section.

    Tool for this stepSurfer SEO

    from $49/mo billed yearly

    Surfer SEO's heading suggestions are based on NLP analysis of top-ranking pages. Following them ensures your structure aligns with what Google expects to see for your keyword.

    Surfer SEO plans and catches

    Alternative to consider: Rank Math Pro (from €7.99/mo billed yearly)

  4. Step 4: Include semantically related terms throughout the content

    Modern SEO isn't about keyword density — it's about semantic completeness. Include related terms, synonyms, and entity references that appear naturally in content about your topic. These NLP signals tell Google your content is comprehensive.

    Tool for this stepSurfer SEO

    from $49/mo billed yearly

    NLP term suggestions are central to Surfer's Content Editor. WriterZen's content brief also surfaces semantic terms, so compare the two in the plan tables if budget is a concern.

    Surfer SEO plans and catches

    Alternative to consider: WriterZen ($135 one-time)

  5. Step 5: Optimise images with alt text and compression

    Every image needs descriptive alt text that includes relevant keywords where natural. Compress all images before uploading — aim for under 100KB per image. Use descriptive file names (not 'image001.jpg') that reflect the content.

    Tool for this stepRank Math Pro

    from €7.99/mo billed yearly

    Rank Math's image SEO checker flags missing alt text across your WordPress site and lets you bulk-edit alt tags. Seobility's audit catches image issues across any CMS.

    Rank Math Pro plans and catches

    Alternative to consider: Seobility (from €59.90/mo)