Search Engine Optimization: On-Page Elements

Head Section

Page Title Element

Meta Tags

  • Description meta tag
  • Keywords meta tag
  • Robots meta tag
  • Content type

Body Section

Heading Tags (H1-H3)

Body Page Copy and Text

  • Page layout, visually and within code
  • Length of page, number of words

Text Characteristics

  • Singular or plural usage
  • Case sensitivity: Lower or upper case in first letter only
  • Case sensitivity: Lower or upper case in entire word

Text Formatting

  • Bold text
  • Italic text

Keyword Frequency and Ordering

  • Word order and proximity
  • Stop words
  • Keyword density
  • Number of occurrences

Location of Keywords on Page

  • Beginning, middle or end of page
  • Location within paragraphs
  • Keywords in links
  • Additional keyword location factors


  • Image file name
  • Image alt attribute
  • Use of title element
  • Physical location of image
  • Image linked or unlinked

Links on Page

  • Anchor text in links
  • Title attribute in links
  • Location of links on page
  • Links between site pages
  • Outbound links to other websites
Additional On-Page Optimization Considerations
  • Comment tags
  • Name of page in URL
  • Location of page within structure of site