On-Page SEO


On-page optimization is probably the most important ranking factor in search engine optimization.

In the following, we will explain which elements the on-page optimization contains, how it is structured and who can carry it out.

On-page optimization is a part of search engine optimization (SEO). The on-page optimization refers to all measures carried out directly on the website, including the content and the structural and technical aspects.

The goals of on-page optimization are clearly to improve the website’s ranking so that you can be found more quickly in the search engine. This, in turn, increases traffic and possible sales, generating higher sales.

For this to succeed, your website must be adapted to the “requirements” of Google and Co. This means that texts must be enriched with keywords and expanded with meaningful graphics or images. In addition, on-page optimization also includes increasing user-friendliness and facilitating menu navigation. Improving loading times is also an essential part of SEO.


The second pillar of search engine optimization is the so-called off-page optimization, which – as the name suggests – does not take place directly on the website.

The off-page optimization is more about increasing the visibility in the search engine through a targeted backlink structure. It is essential that the backlink is built naturally and that high-quality links are generated.

It should be noted that both factors should be tackled equally in the context of SEO to achieve the best possible result in the SERPs. On-page and off-page optimization should always be combined and coordinated as best as possible.

However, it makes sense to start with on-page optimization because generating backlinks is only worthwhile once relevant content has been created and user-friendliness and technical aspects have been improved.


The OnPage optimization is divided into three areas:

  • Content optimization
  • Structural Optimization
  • Technical Optimization

The content and structural optimization aim to increase the added value for the user. This means content needs to be made more attractive and embellished with images or graphics. In addition, usability (user-friendliness) must be in the foreground. This means that the website structure should be logically understandable and easy to navigate.

Remember: the longer the user stays on your website and likes to work with it, the better your chances of selling something. Instead, this also increases your chances of landing in a top position on Google.


  • Remove obsolete texts
  • Creation of new, high-quality texts
  • Incorporation of essential keywords into the texts
  • Creating new photos and graphics
  • Alt tag optimization
  • Setting the Meta Data
  • Optimization of the H headings


  • Optimization of the internal link structure
  • Optimization of the menu navigation
  • Optimization of the XML sitemap
  • Optimization of the robots.txt file
  • Development of a canonical strategy
  • Development of a redirect strategy


  • Improving the loading times of the website
  • Checking and enhancing page indexing
  • Using HTTPS
  • Optimization of broken pages & redirects

Technical optimization is the other side of the coin because if your website is not technically up to date, it will have little chance of standing up to the competition’s websites.


Google has developed around 200 ranking factors that affect search engine placement. We want to go into the most important ones below:

The Title Tag

The title tag is part of the HTML code that has to be placed in the head area of ​​the website. It should contain the most important keyword. The title tag is displayed in the blue heading of the organic search results. Thus, the title tag is the first thing a user sees when searching for you. It is therefore essential that this is optimally structured.

The Meta Description

The meta description is a summary of the content of the respective website. It serves as an excerpt for the search engine and should contain the most important keyword. The meta description is displayed in the Google search under the title tag.

The Content

Content means “content”. However, this does not only mean the texts integrated into your website but also images, videos, or graphics. High-quality content must offer the user the greatest possible added value. You should also equip this content with the main keyword and some other relevant keywords.

The Anchor Text

When you click on a link on a website, for example, it has a different color, making it stand out. This colored link text is also known as anchor text or anchor text. Each anchor text should contain the target page’s primary keyword if possible. For example, if you set a link to a page on the subject of SEO, anchor texts such as “SEO” or “search engine optimization” make sense. Anchor texts such as “learn more” or “read more” are less good.

The Images

Images give the website more flair and make it livelier. They thus increase the user’s pleasure and should not be missing. For the pictures and graphics to be relevant to the search engine, they should contain a so-called alt attribute that describes the image.

The headings

All texts on the website should be very well structured and subdivided into individual sections because hardly anyone reads long continuous text. The individual sections should, in turn, be subdivided with headings. A distinction is made here between the main title “H1” and the subheadings “H2”, “H3”, “H4,” etc.

The headings should contain the main keyword and some other important keywords. Each page must have precisely one H1 header.

The Internal Links

Internet links are essential because they have a positive effect on ranking. They also inherit the so-called link juice.

Mobile Friendliness

Since more search queries are being made via mobile devices than desktops, website operators must provide an excellent mobile version. If this is unavailable, you will not achieve relevant rankings in the mobile search and waste considerable traffic potential.

UX (User Experience)

If your website does not provide the user with a good experience, they will leave your site very quickly and will probably not revisit you for the time being. The search engine also interprets this as unfavorable, which leads to a deterioration in the ranking.


Many website operators believe they only have to optimize their website for Google. They create content with tons of keywords and put a lot of effort into technical SEO. What falls by the wayside, however, is user-friendliness. But precisely, this is immensely important!

For several years, Google has no longer focused solely on the technical aspects of a website and as many keywords as possible. Instead, the pages that give the user great pleasure will appear preferentially in the SERPs.

This means that the user-friendliness of a website should be the priority and not optimized for Google.

Simple menu navigation and a clear website structure should be chosen with on-page optimization. When creating texts and other content, you should primarily ensure that they promise high added value for the user so that they stay on your website for as long as possible. The length of time users stay on a website is also an important ranking criterion.

Of course, you should not refrain from equipping the texts with keywords because these are important so that Google knows what your content is about. And finally, the user finds your content through the specified keywords. But he certainly won’t bother with it for long if you deliver yawningly dull content.


How do you know which measures you should implement for on-page optimization? Very simple: You use one of the numerous SEO tools.

At this point, we would like to introduce you to the essential tools briefly:

Google Search Console

The Google Search Console is a service offered by Google free of charge. It is specially designed for web admins to monitor and manage Google search results.

For example, you can use the Search Console to see whether Google can access all the content on your website. You can also have new content indexed more quickly via the Search Console and see which websites have set backlinks to your website.


Sistrix not only helps you analyze your website to identify weak points. Even with the free version, for which you have to register an account, you have the option of optimizing your content and finding the most critical keywords.

Google Analytics

Google also offers Google Analytics for web admins. This tool is beneficial if, for example, you want to keep an eye on the number of visitors to your website and, simultaneously, want to find out how users found your site.

To use Google Analytics, you must install a corresponding tracking code on your website.


RITE is a tool with which you can easily find out in which areas there is a need for optimization. For example, the device provides information about where there is duplicate content and which images need to be equipped with an alt tag.

In addition, you can also find the most important keywords at RYTE to create your texts in a targeted manner. This is based on the WDF*IDF analysis.

You can already use RYTE extensively in the free version, for which you must register.


There are different ways to carry out OnPage Optimization. You can hire our SEO agency Dubai to do the on-page optimization or have one of your employees do it. In the latter case, one speaks of “InHouse.”

If you do OnPage SEO yourself, you will undoubtedly have to get used to it first, which takes a lot of time. You must register for and understand the tools. You can succeed significantly faster if you hire a professional SEO agency to optimize the on-page.

The employees of the SEO agency Dubai are professionals in their field. They know what is essential and what steps to take to achieve the best possible result. They work with different tools and have the necessary know-how.

If you hire an expert for search engine optimization, you will usually see the first results much faster.


Would you like to have the on-page optimization carried out by an expert like Hanseranking? A good choice!

The process of search engine optimization is as follows:

  • You create a briefing that we use to identify what changes you want and what successes you expect.
  • We will provide you with a corresponding offer based on your individual needs. In this regard, we provide various packages.
  • We determine the potential of your website.
  • We carry out a targeted on-page analysis. This is the cornerstone for the subsequent SEO.
  • In addition, we will carry out an off-page analysis, which gives us information about which backlinks are already linking to your site and which areas need improvement.
  • After a detailed discussion of the measures with you, we begin to implement them by carrying out a so-called basic optimization. Here we deal with the things that must be created first as an essential requirement for the subsequent optimization of details.
  • We perform the detailed optimization by implementing all of our previously created roadmap points.
  • The strategic expansion optimization follows the detailed optimization. This is where new and optimized content is created on your website.
  • We create regular reports for you, which you can use to see the progress because transparency for our customers is essential to us.

We would also be happy to provide you with a recommendation for action, which you can implement yourself.

Suppose you decide to have the OnPage optimization carried out by Shaz Tech or another SEO agency. In that case, we recommend you always choose the contract terms according to the respective phase.


It is difficult to say when the first successes will become visible because this depends on various factors. However, you can often notice the first improvements in the ranking after just a few weeks.

However, the goal of on-page optimization should never be a short-term improvement in ranking. Instead, it would help if you focused on sustainable and lasting success. To achieve this, however, constant optimization of the website is necessary. Therefore, you should see SEO as a long-term measure that will bring significant benefits. At the latest, when you visit the first sales successes, you will see how crucial on-page optimization is for your website.


Many website operators keep making serious mistakes when it comes to on-page optimization.

So that this does not happen to you, we would like to go into the typical errors below and explain what they are all about.

Duplicate Content

Duplicate content can be found twice on your website or as a copy of another website. It can refer not only to the content itself but also to the title tags, for example.

Since duplicate content is considered harmful by Google, you should avoid it. Otherwise, you would have to fear a ranking loss.

Thin Content

Thin or “thin content” refers to content that is not relevant enough for the user. They must provide value to the reader to meet Google’s guidelines and rank well. So it is not enough to enrich a trivial text with various keywords.

Wrong keyword

selection Choosing the wrong keywords plays a decisive role, especially in international SEO. If keywords are mistranslated, they will not bring the desired success. Therefore, when considering International SEO, it is best to let a native speaker make the keyword selection.

Missing or duplicate title tags, meta descriptions & H1 headings

All three factors are incredibly relevant for search engine rankings. If the corresponding content is missing, Google “builds” its version together. This disadvantage is that your most essential keywords may not be found. In addition, the tags and descriptions put together by Google can irritate the user.

Likewise, it would be best if you did not put up with duplications, as these are considered duplicate content and therefore have a negative effect.

Some / all pages cannot be crawled.

So that Google can index your web pages, a so-called crawler searches for new or changed content. However, setting this to “Noindex” prevents the Google crawlers from recognizing the content. As a result, they cannot be indexed and cannot be found by interested parties.

The crawl budget provides information on the maximum number of pages Google scans on a website. To use the crawl budget optimally, it is advisable to set SEO unimportant pages such as the imprint or the terms and conditions to “Noindex.” The crawl budget increases with increasing organic relevance. However, if the organic relevance is still very low, the crawl budget is correspondingly low, and it is even more critical to deal with it sensibly.

Incorrect / missing internal links

Internal links are essential for OnPage optimization. If these are missing, Google does not recognize the importance of the individual pages or only very poorly. Therefore, you should always make sure to set enough internal links. This is especially true if you haven’t gotten a lot of backlinks yet.

When setting the internal links, make sure that they are correct.

Status Code 404 / Status Code 500

Status code 404 means that a page cannot be found, and status code 500 indicates that the internal server could not process a request. Both status codes harm the ranking and should be prevented by clever measures.

Bad / confusing URL structure

A lousy URL structure not only confuses Google but primarily the user. This can significantly reduce usability. In addition, users who do not find what they are looking for immediately like to jump over to the competition. Therefore, you must think about a clever and sustainable URL structure right from the start.

No sitemap

In principle, the sitemap is a table of contents for all websites. It allows Google to crawl your content better and index it faster. You should, therefore, always create a sitemap. However, the sitemap must be constantly updated. For example, pages that no longer exist should no longer be found in the sitemap.

The site is not optimized for mobile use.

The times when users sit in front of their home PC are slowly but surely disappearing. More and more users are surfing on the go from mobile devices. It is, therefore, all the more critical that your website is mobile-optimized. This means that, for example, the layout automatically adapts to the respective display size.

Poor loading times

If your website loads very slowly, the user may become impatient and prefer to go to another offer whose page is available faster. The loading time is also an important ranking factor. It is therefore essential that you pay attention to fast loading times. These can, of course, be optimized accordingly.


There are numerous myths surrounding the topic of “OnPage Optimization,” which we want to get to the bottom of below.

Myth 1: Backlinks Are The Most Important Ranking Factor

A few years ago, backlinks were considered an important ranking factor. That’s true so far. But times have changed, so while backlinks are important, they aren’t everything. It is much more important to fill the website with high-quality content that interests the user to stay on the ball for as long as possible.

You should also ensure that the most important keywords are placed discreetly in the text, that the content is well structured (e.g., with H headings, paragraphs, boldfaces, tables, bullet points), and that you choose meaningful internal links.

It is also essential that these are high-quality backlinks from sites that also provide valuable content.

Myth 2: Keywords must be built into the text at a specific density

This used to be the case but is long outdated. It is not essential that the keywords appear as often as possible in a text but that the text reads quickly despite the keywords. However, if it seems unnatural, this can harm the ranking in the search engine.

However, it proves positive if the main keyword is placed in the main heading, in at least one of the subheadings, and at the beginning and end of the text.

Myth 3: If I do the OnPage SEO alone, I will not incur any costs

It would be nice. But the fact is: If you carry out the OnPage SEO yourself or hire an employee, it can cost you significantly more than hiring a professional SEO agency because keeping in mind that you spend a lot of time with OnPage optimization. You cannot pursue your actual work during this time, which could harm your sales.

If you employ an employee with OnPage optimization, you must also pay them. Either way, SEO is not free to implement.


On-page optimization, in combination with off-page optimization, is an essential and indispensable aspect if you want to secure a good place in the search engine with your website.

For example, on-page optimization can improve loading times and optimize the website for mobile use. Customizing and creating relevant content increases user enjoyment, so they enjoy visiting your website. And this also positively affects the ranking in the search engine.

On-page optimization is, therefore, necessary if you want to permanently assert yourself against the competition and increase your company’s turnover.


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