At a very broad level, the SEO that an SEO agency carries out will consist of two major categories. Those broad categories are what is done on each page of the website and also what is done off or away from the website. Both are equally important and really one needs the other in order to function properly.

You could look at on-page activities like the fine-tuning of the engine. You want to make sure your engine is fast, energy-efficient and that there are no constraints or places that may slow down its performance. Once you have a fast and reliable engine, you want to focus on putting fuel into the engine.

Off-page SEO consist of signals and activities that are carried out off of the website. This is the fuel that then moves the engine towards its destination, in this case, the first page of Google’s results.

On-page SEO is the process of notifying the search engine spiders exactly what the page is about. There are many elements that can be optimised that fall under the on-page SEO category.

On-Page SEO Optimisation

Here are some of the most important on-page elements:

  • Keywords in the Domain name
  • Keywords in the Url page title
  • Keywords in the Title tag
  • Keywords in the H1 tag
  • Single keyword density
  • Phrase keyword density
  • Exact match keyword density
  • Natural language processing
  • Entity frequency and relevance
  • Optimised H2’s to H4’s
  • Keywords in the meta description
  • Image alt tag optimisation
  • Internal linking and silo architecture
  • Word count
  • Schema markup
  • Page load speeds for desktop and mobile

On-page, SEO can get technical and in-depth when we get into topics such a concurrency and latent semantic indexing and for this post, we’ll try to keep it as simple as possible.

There are so many signals that the search engines like Google look for. As an SEO company, we have trimmed down the many hundreds of signals to just a handful that we focus on.

Even on-page SEO elements have different weights so we want to make sure we take advantage of that.

Here some of the on-page elements that we focus on listed by strongest first.

1: Keyword within the domain. If your most sought after keyword was ‘red leather shoes’ then the domain that would be most powerfully optimised would be ‘’. You could adjust that use a partial match and also make it more brand-able like ‘’. This domain contains a partial match of the keyword.

2: Keyword in the URL structure. If you have a branded domain and want to focus your homepage on the broader generic topic, an inner page URL structure can be used. So using the example again of ‘red leather shoes’, you could have a page optimised like ‘’ or even ‘’ or if you have no keywords in your domain you could opt for something like ‘ One word of caution: You don’t really want to repeat the keyword in the URL structure if you have it in the domain.