5 on-page SEO elements every website must include

Search engine optimisation (SEO) is crucial for improving website visibility and ranking on search engines like Google. While off-page SEO elements – such as backlinks and social media presence – are important, on-page SEO ensures that your website is optimised for both users and search engines. Without proper on-page SEO, your website may struggle to rank – even with strong external links.

In this article, we’ll explore five essential on-page SEO elements that every website must include to boost rankings, enhance user experience and drive more traffic.

1. Optimised title tags

Title tags are one of the most critical on-page SEO elements. They tell search engines and users what a page is about and play a major role in rankings. Google typically displays the first 50–65 characters of a title tag, so keeping it concise and relevant is essential.

Best practices for title tags:

• Keep the title between 50–65 characters to avoid truncation.
• Include primary keywords at the beginning for better search engine recognition.
• Make it compelling to encourage clicks (also known as improving click-through rate or CTR).
• Ensure each page has a unique title to avoid duplication.

Example of an optimised title tag:

Brisbane SEO Consultancy Services | Marketeam

This title is keyword-rich, concise and engaging, increasing the likelihood of attracting users and ranking well.

2. Description tags that drive clicks

Meta descriptions are short summaries of a webpage that appear under the title tag in search results. Although they don’t directly impact rankings, they influence CTR (click-through rate) by enticing users to click.

Best practices for meta descriptions:

• Keep it between 150–175 characters to avoid truncation.
• Incorporate primary and secondary keywords naturally.
• Write engaging, action-driven text to encourage clicks.
• Ensure each page has a unique meta description.

Example of an optimised meta description:

We're a Brisbane website design agency specialising in web development, SEO, content copywriting and website training for small to medium businesses.

This meta description includes relevant keywords, highlights the value and encourages users to click.

3. Keyword-optimised content

Content remains the foundation of SEO. Without well-written and optimised content, even the best title tags and meta descriptions won’t be enough to rank. Google prioritises high-quality, relevant and user-friendly content that answers questions.

Best practices for keyword optimisation:

• Conduct thorough keyword research to find relevant terms (refer to our article How do I choose the right keywords for my website?).
• Use primary keywords naturally in headings, subheadings and body text.
• Avoid keyword stuffing, which can result in penalties.
• Write for humans first, search engines second – ensure readability.
• Include semantic keywords, which are related terms that enhance content relevance.

Example:

If you're writing about "best hiking gear," you might naturally include related terms like "hiking boots", "camping gear" and "outdoor backpacks."

Google’s algorithms now focus on search intent, so content should directly address what users are seeking – whether informational, navigational or transactional.

For more info, take a look at our article: Keyword research: The intent behind a search >>

4. Proper heading structure (H1–H6 tags)

Headings improve readability and SEO structure by organising content. Search engines use headings to understand the context of a page. Headings also help with giving users something to scan on the page so they can read nothing but the headlines to gain an understanding of what the page is all about.

Best practices for headings:

• Use only one H1 tag per page (typically the main title).
• Structure content using H2 for main sections and H3–H6 for subtopics.
• Include keywords in headings, but keep them natural.
• Avoid making every heading keyword-stuffed; balance is key.

Example heading structure:

<h1>Best Hiking Gear for Beginners</h1>
<h2>1. Essential Hiking Boots</h2>
<h3>How to Choose the Right Hiking Boots</h3>
<h2>2. Backpacks and Storage</h2>
<h3>Best Lightweight Backpacks</h3>

A well-structured page enhances user experience (UX) and helps search engines understand content hierarchy.

Avoid losing customers to your competitors. Take a look at our article 5 website UX mistakes that are costing you customers.

5. Internal linking for better navigation

Internal linking is a powerful yet often overlooked on-page SEO element. It helps users navigate your website and enables search engines to understand site structure.

Benefits of internal linking:

• Boosts SEO by distributing link equity across pages.
• Improves user experience by guiding visitors to related content.
• Reduces bounce rate by keeping users engaged longer.
• Helps Google crawl and index pages more effectively.

Best practices for internal linking:

• Use descriptive anchor text instead of generic phrases like "click here."
• Link to relevant pages to keep users engaged.
• Avoid excessive linking – too many links can confuse users.
• Update old content with new internal links when applicable.

Example of internal linking:

"Looking for more SEO tips? Check out our guide on technical SEO best practices."

This not only enhances user navigation but also strengthens site authority.

For more hints and tips, take a look at our article The do’s and don’ts of website navigation.

Final thoughts

On-page SEO is a critical component of any successful digital strategy. By optimising title tags, meta descriptions, content, headings and internal links, you can improve your website’s search rankings, enhance user experience and drive more organic traffic.

While SEO is an ongoing process, these five elements provide a solid foundation for success. Regularly update your site, track performance using tools like Google Search Console and Google Analytics and refine your approach based on data insights.