On-Page Basics: Titles, Headings and Clear Structure
On-page work is the part of search optimisation that sits entirely within your control: the words, structure and markup of the pages you publish. It is also the easiest area to get right without special tools. Think of it as tidying a shop window so passers-by can see at a glance what is inside.
The page title
The title is usually the first thing a searcher reads in the results list, and it tells the engine what the page covers. A good title is specific, honest and reasonably short, because long ones may be cut off on screen.
Compare two examples. “Home” tells nobody anything. “Beginner’s guide to repotting houseplants” tells everyone exactly what to expect. Put the most important words near the start, but write it as a human phrase rather than a string of keywords separated by dashes.
Headings as a map
Headings divide a page into digestible sections. Use one main heading for the page topic and subheadings for the parts beneath it. Someone skimming should be able to read only the headings and still understand the outline of your argument.
Headings also help people who rely on screen readers, since they can jump from section to section. That makes good heading structure both a search habit and an accessibility habit.
Common heading mistakes
- Choosing a heading level because of how big it looks, rather than where it fits in the outline.
- Skipping levels or using several main headings with no hierarchy.
- Writing vague headings such as “More information” that give no clue to the content.
The short description
Many pages include a brief summary that may appear beneath the title in results. Search engines sometimes rewrite it, so treat it as a suggestion. Write one or two sentences that tell the reader what they will gain by clicking. It is not a place for stuffing phrases.
Web addresses that make sense
A readable address, such as one ending in a few plain words describing the page, helps people understand where they are and makes links easier to share. Avoid long strings of numbers and symbols where you can, and avoid changing addresses later without setting up a proper redirect, since old links would then lead nowhere.
Images and their descriptions
Images should carry a short text description, known as alternative text. Its first purpose is accessibility: it tells people who cannot see the image what it shows. It also helps search engines understand the picture. Describe what is actually there, in plain words, instead of repeating a target phrase.
Linking within your own site
Internal links guide visitors to related pages and help crawlers discover your content. When you publish something new, link to it from older, relevant pages. Use link text that describes the destination, for example “our guide to watering schedules”, rather than “click here”.
Writing for the reader, not the formula
There is no magic number of times a phrase should appear on a page. If you write naturally about a subject, the vocabulary a searcher uses will usually appear on its own. Reading your draft aloud is a simple test: if a sentence sounds strange because a phrase was forced in, rewrite it.
A quick review routine
Before publishing, run through this list:
- Does the title describe the page honestly?
- Do the headings form a clear outline?
- Is every image described where it matters?
- Have you linked to at least one related page?
- Would a first-time visitor know what to do next?
None of this requires expensive software. It requires attention and a willingness to look at your page as a stranger would. Small, steady improvements to structure make content easier for everyone to use, and that is the point of on-page work.