On-page SEO refers to everything you can control directly on your website to improve search rankings. Unlike off-page factors like backlinks, these are changes you can make today — many in under an hour.
This checklist covers the 15 most impactful on-page SEO factors, based on patterns from thousands of website audits.
Title Tags
1. Every page has a unique title tag. No duplicates, no missing titles. Each one should describe the specific page content. Use our Title Tag Previewer to see how yours appear in Google.
2. Title tags are 50-60 characters. Google truncates anything longer. Front-load your primary keyword.
3. Titles include your target keyword. The closer to the beginning, the better. But keep it natural — don't keyword-stuff.
Meta Descriptions
4. Every page has a unique meta description. When missing, Google auto-generates one that's usually awkward. Check yours with our Meta Description Checker.
5. Descriptions are 150-160 characters. Use the formula: [What it is] + [Why it matters] + [CTA]. Read our full guide on writing meta descriptions that get clicks.
Headings
6. Each page has exactly one H1. The H1 should clearly describe the page's main topic and include your primary keyword naturally.
7. Headings follow a logical hierarchy. H1 → H2 → H3. Don't skip levels (going from H1 to H3 without an H2).
Content
8. No thin content pages. Every important page should have at least 300 words — ideally 500-800+. Thin content is one of the most common SEO mistakes.
9. Content matches search intent. Google the keyword you're targeting and study the top results. Your content should serve the same purpose — whether that's informational, transactional, or navigational.
10. Content is original and useful. Don't rewrite competitor content. Add your own data, examples, and expertise.
Images
11. All images have alt text. Alt text helps search engines understand your images and improves accessibility. Be descriptive: "red hiking boots on a mountain trail" beats "image1."
12. Images are optimized for speed. Compress images, use WebP format, and specify width/height attributes to prevent layout shift.
Links & Structure
13. Important pages have internal links. Every key page should be reachable within 3 clicks from the homepage. Link from blog posts to service pages, and between related content.
14. URLs are clean and descriptive. Use /seo-checklist not /page?id=47. Include keywords when natural.
Technical On-Page
15. Open Graph tags are set. When someone shares your link on social media, does it look good? Check with our Open Graph Previewer. Set og:title, og:description, and og:image for every important page.
How to Work Through This Checklist
Don't try to do everything at once. Start by running a free SEO check to see which of these items are already covered and which need work. Then tackle them in priority order — title tags and meta descriptions first, since they're the highest-impact and easiest to fix.
For a more comprehensive analysis that goes beyond on-page factors, check your full SEO score to see how your site performs across all 13 categories.
See which items on this checklist your site is missing.
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