On-Page SEO: The Definitive Guide

Introduction

On-page SEO is everything you optimize inside your website so Google understands it better and ranks it higher. It’s the part of SEO you totally control, without depending on external links or hosting.

In this guide you’ll see all on-page SEO elements, explained practically.

1. Page title (title)

It’s the most important on-page element. It’s what appears in blue in Google results and in the browser tab.

Rules:

• Include the main keyword at the beginning.
• Maximum 60 characters (Google cuts longer ones).
• Attractive for clicks. Not just informative, also persuasive.

Good example: “How to install WordPress step by step (2026)” Bad example: “Installation”

In WordPress, the title is configured with Yoast SEO or Rank Math in each article.

2. Meta description

It’s the gray text that appears below the title in Google. Although not a direct ranking factor, it influences CTR (clicks).

Rules:

• Maximum 160 characters.
• Include the keyword naturally.
• Summarize the content and encourage clicking.
• End with a call to action.

Example: “Learn to install WordPress in 5 minutes, without coding. Step-by-step guide with screenshots. Start your website today!“

3. URL (permalink)

The URL should be short, descriptive and contain the keyword.

• Good: yourdomain.com/how-to-install-wordpress/
• Bad: yourdomain.com/?p=123 or yourdomain.com/article-12/

In WordPress: Settings → Permalinks → Post name.

4. Headings (H1, H2, H3)

Headings structure content and give clues to Google.

• H1: the article’s title. Only one per page. Includes the main keyword.
• H2: main sections. Include secondary keywords.
• H3: subsections within an H2.

Don’t use H1 for the logo or website name. The H1 should be the content’s title.

5. Content

Content is on-page SEO’s king. Rules:

• Minimum 600 words for articles (1000+ is better for competitive topics).
• Answer the search intent.
• Clear structure with introduction, development and conclusion.
• Short paragraphs (3-4 lines maximum).
• Lists and bold to facilitate reading.
• Original, not copied.

Google rewards content that satisfies the user. If someone searches “how to install WordPress”, your article must explain it step by step, not talk about WordPress’s history.

6. Keyword density

The keyword should appear naturally, but without forcing.

• In the title (H1).
• In the first paragraph.
• In some subtitle (H2 or H3).
• 2-3 times throughout the content.

Don’t repeat it 20 times. Google penalizes keyword stuffing (for which you have a dedicated article in our knowledge base).

7. Images

• File name: descriptive, not IMG_1234.jpg.
• Alt text: describe the image, include the keyword if natural.
• Size: optimized (WebP, less than 200 KB).
• Dimensions: define width and height to avoid CLS.

8. Internal links

Links between your pages help Google understand the structure and distribute authority.

• Link related articles to each other.
• Use descriptive anchor text: “local SEO guide”, not “click here”.
• Link from articles with authority to new ones.

Internal links are one of the most undervalued on-page tools.

9. External links

Linking to authority sources (Wikipedia, official websites) gives credibility to your content. Don’t be afraid to link outwards; Google sees it as a quality signal.

10. Canonical URL

The canonical tag avoids duplicate content problems. It tells Google “this is the main URL for this content”.

In WordPress, Yoast and Rank Math manage it automatically.

11. Speed and mobile

Although they’re technical SEO, they affect on-page:

• The page must load fast.
• Must look good on mobile.
• Text must be readable without zooming.

12. Search intent

The most important thing: your content must match what the user searches for. If someone searches “buy hosting”, don’t give them an article about “what is hosting”. Give them a page where they can buy.

Google measures if the user is satisfied (doesn’t return to Google after clicking). If your content doesn’t satisfy, it lowers your positions.

Useful tips

• Write for people, not for Google. On-page SEO should be natural.
• Use an SEO plugin. Rank Math or Yoast guide you in each article.
• Review on-page before publishing. Don’t leave it for later.
• Update old content. Review and improve your articles every 6-12 months.
• Don’t over-optimize. Saturating a page with keywords hurts it.

Frequently asked questions

How many times should I repeat the keyword?

There’s no exact number. Appear naturally in the title, first paragraph, some subtitle and 2-3 times in the content. If it sounds forced, you’ve repeated it too much.

Should the meta title and H1 be the same?

They can be the same or different. The important thing is both include the main keyword.

How long should an article be for SEO?

Minimum 600 words. For competitive topics, 1000-2000. But quality matters more than quantity.

Do internal links help SEO?

Yes, a lot. They help Google understand your website’s structure and distribute authority among your pages.

Do I need an SEO plugin for on-page?

It’s not mandatory, but it facilitates a lot. Rank Math and Yoast guide you and warn about what’s missing.

On-page SEO: what you control

On-page SEO is the part of SEO that totally depends on you. Each page you publish can be optimized or not. With a good title, an attractive meta description, useful content and a clear structure, you already have the foundation.

If you need help optimizing your website’s on-page SEO, at miHosting we advise you. Open a ticket from your client panel.