On Page SEO The Foundation

On Page Optimization


On Page SEO is the process of helping search engines understand the pages of your website. You can think of it like a road map.

On Page SEO ranking factors include page titles, meta descriptions, header tags, alt tags on images, internal linking amongst pages, the content on your website, and much more. When these items are aligned towards a singular focus, it helps search engines understand what the website is attempting to rank for.



In order to have your website optimized for the keywords that will drive new business, it’s important to find the balance between business interests and the realities of the marketplace.

As a first step, it’s important to prioritize the type of work you’d like to focus on. After all, most businesses offer a variety of services. Taking time to prioritize these services will ensure your marketing efforts are geared towards generating the type of business you’re interested in fulfilling.

The next step is market research. Reports indicate that 20% of searches that occur in Google each day have never been searched before. To put that into context, it works out to 500 million never-before-seen queries per day!

These queries are often “long-tail” queries – which is to say they are longer questions. For instance, if you are a real estate lawyer in Toronto, not everyone is searching for that term. Some people will be searching for… “Who is the best legal firm in Toronto to help with a commercial land purchase?” So research will help uncover trends that will guide the on-page optimization of your website.

The last step is to ensure you have content on your website to support what you’re hoping to rank for, because it’s impossible to rank for keywords that aren’t present on your website. Search engines prioritize results based on your web properties – they cannot take offline factors into account. So you must have content to support whatever keywords you hope to rank.



Imagine trying to drive across the country without a map or GPS. It would be very difficult. Similarly, it is equally difficult for a search engine to understand your website if you haven’t provided directions – and on-page optimization is the road map of your website.

On-page SEO is also important because it represents a means of acquiring web traffic and leads without paying for it. Customers are naturally being driven to your online storefront for free – and that can be very lucrative.

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“SEO is no longer just a job title, it’s become part of everyone’s job description.”

– Rand Fishkin

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