Great content can still fail to rank if the basics are wrong. Run every new page through this 15-point on-page SEO checklist before you hit publish.
On-page SEO is everything you control on the page itself: the content, the HTML and the structure. It won't replace great content or good links, but getting it wrong can stop an excellent page from ranking. Use this checklist every time you publish.
Keyword and intent
1. Target one main topic per page
Choose a primary keyword and a few close variations. Two pages targeting the same keyword compete with each other ("keyword cannibalisation").
2. Match search intent
Search your keyword and look at what ranks. Are they guides, product pages, comparison tables or local listings? Give Google and users the format they expect.
The elements Google reads first
3. Title tag
Aim for about 50–60 characters, with the main keyword near the start and a reason to click. Every page needs a unique title.
4. Meta description
Around 140–160 characters that summarise the page and include a call to action. It doesn't directly affect rankings, but it strongly affects click-through rate.
5. One clear H1
The H1 is the visible headline. It should contain the topic naturally and match the promise of the title tag.
6. Logical H2/H3 structure
Break content into scannable sections. Headings help readers skim and help Google understand the sub-topics you cover.
7. Short, descriptive URL
/blog/on-page-seo-checklist beats /blog/post.php?id=123&cat=7. Use hyphens, lowercase and no dates unless the content is time-bound.
Content quality
8. Answer the question early
Give the key answer in the first few paragraphs, then go deeper. Don't make readers scroll through a long story first.
9. Show real experience
Google rewards helpful content that demonstrates experience, expertise, authoritativeness and trust (E-E-A-T). Add your own examples, data, photos and the author's credentials.
10. Keep it fresh
Review important pages at least once a year. Update facts, prices, screenshots and the "last updated" date.
Media and links
11. Optimise images
Compress images, use modern formats such as WebP, set width and height to avoid layout shift, and write descriptive alt text for accessibility and image search.
12. Add internal links
Link to related pages using descriptive anchor text, and link to the new page from older relevant posts. Internal links spread authority and help Google discover content.
13. Link out to trusted sources
Citing authoritative sources where it helps the reader is a good sign of quality, not a leak of "SEO juice".
Technical polish
14. Add structured data
Schema markup (Article, LocalBusiness, Product, FAQ, Breadcrumb) helps search engines understand your page and can make it eligible for rich results.
15. Check mobile usability and speed
Test the page on a real phone and in PageSpeed Insights. Our guide to Core Web Vitals explains the metrics that matter.
Tip: Copy this checklist into your content workflow so every writer runs through it before publishing. Consistency beats occasional perfection.
Need help optimising your existing pages? Our SEO packages start with a full on-page audit. Also read our local SEO guide if you serve customers in a specific city.
Want results like these for your business?
Talk to Brute Corp about your website, SEO or marketing. The first consultation is free.
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