On-page SEO is everything on your own website that helps Google understand what you do and where you do it. It’s the part you’ve got the most control over, and it’s where I start with nearly every new client. The good news is most of it isn’t technical. It’s about being clear.
What is on-page SEO?
It’s how your website is written and put together. The words, the headings, the page titles, the images and how pages link to each other. If off-page SEO is your reputation, on-page is your shop window.
Does every service need its own page?
Every service you want more work from, yes. If you do boiler repairs, boiler installs and gas safety checks, that’s three pages. One page listing everything rarely ranks for any of it. Google wants to send someone searching “boiler repair” to a page about boiler repair.
This is the single biggest fix I make on small business sites. You can see how I’ve laid out my own services as an example.
Should you have pages for different towns?
If you travel to customers, usually yes. A good page for each main area you cover helps you show up for searches like “electrician Crosby” or “roofer Widnes”. The trick is making each one genuinely about that place, not the same page with the town name swapped. Google spots copy and paste. Have a look at my areas for how I approach it.
What makes a good page title?
The title is the blue link people see on Google. Say what the page is about and where, in plain words. “Boiler repairs in Liverpool | Your Business” beats “Home” every time. Keep it short enough that it doesn’t get cut off, roughly 60 characters.
Do meta descriptions matter?
They don’t change rankings directly, but they change how many people click. It’s the short bit of text under your title. Say what you do, where, and why someone should pick you. I’ve written more on this in how to get more clicks from Google.
How should headings be used?
One main heading per page that matches the search you’re after. Then smaller headings breaking the rest into chunks. Phrasing those smaller headings as the questions people ask works really well. It helps readers scan, and it’s exactly what Google’s AI answers like to pull from.
What should you write on each page?
Answer the questions customers ask you on the phone. How much? How long? Do you cover my area? What’s included? What if something goes wrong? Write it the way you’d say it to a customer standing in front of you.
I’d rather read 400 honest words than 2,000 words of filler. Length isn’t the goal. Being useful is. If your current pages need a full rewrite, that’s what my content overhaul is for.
How should images be set up?
Use your own photos where you can. Real work beats stock photos every time, both for customers and for Google. A picture of your actual van outside a job in Aintree says far more than a smiling model in a hard hat.
Resize them before uploading, because a photo straight off your phone can be several megabytes and that slows the page right down. Save them as WebP where possible, which is much smaller. Give each image short alt text describing what it shows, and name the file sensibly, like boiler-repair-liverpool.webp rather than IMG_4532.jpg. There’s more on the speed side in why a slow mobile site costs you customers.
Why link your own pages together?
It helps people find related services and helps Google understand how your site fits together. A boiler repair page should link to your boiler install page. An area page should link to the services you offer there. Use words that describe the page you’re linking to, not “click here”.
Where should contact details go?
Everywhere someone might want them. Phone number at the top, tappable on mobile. Address and areas covered in the footer. Make them match your Google listing exactly. I also add schema, which is a bit of code that spells out your business details for search engines and AI tools.
How do you know if your changes are working?
Google Search Console shows which searches each page appears for, how often it gets clicked and roughly where it ranks. Make a change, note the date, and compare a few weeks later. Google Analytics then shows what visitors do once they land, and whether they get in touch. If neither is set up, my Google setup sorts both.
My clients also get a live reporting portal they can log into any time, so they can see rankings, visits and enquiries without waiting for a monthly email. I explain what else is included in what do you get for a monthly SEO fee?
Want your pages checked?
Fill in the form and I’ll go through your main pages myself. Titles, headings, service pages, images and contact details, with a plain list of what I’d change first.
If you want me to crack on, it’s £125 a week, about £18 a day, on a 30 day rolling basis.
Free website check
Checked by me, not a tool.
Rather message? WhatsApp 07463 631121 or call 0151 402 0925.
Questions people ask me
What is on-page SEO in simple terms?
Making your own website clear to Google and customers. Good page titles, headings, content and structure.
How long should a service page be?
Long enough to answer the real questions. There’s no magic word count.
Can I use the same text on different area pages?
I wouldn’t. Each one should be genuinely about that place.
Do keywords still matter?
Yes, but naturally. Use the words customers use, without stuffing them in.
Should my homepage target my main service?
Usually your main service and main area together, with other services on their own pages.
What’s alt text?
A short description of an image. It helps people using screen readers and helps Google understand the picture.
Do I need a blog?
Not always. Strong service and area pages come first. Guides help once those are sorted.
Can you fix my on-page SEO without a new website?
Usually, yes. See SEO fixes.
Is on-page SEO a one-off job?
The big fixes are. After that it’s adding and improving pages over time.
Keep reading
Every page needs a target, so read how to choose the right SEO keywords first. Off-page SEO techniques that still work covers what happens away from your site, and why content matters for SEO goes deeper on what to write.
Hi, I’m PeteWant your pages checked?
I’ll go through your main pages for free and tell you exactly what I’d change. Plain English, no automated report.
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