On-page SEO: how to optimise a page for a keyword

Executive overview

Top-ranking pages rank for thousands of keywords, not just their target query. Satisfying searcher intent is the most critical factor; technical optimisations are secondary. Research competitors first, then layer on technical tweaks.

Match what top-ranking pages do, then fill the gaps they miss.

Researching competitor content

• Open the top 3 relevant results for your target query in the SERP (exclude outliers that don't match the dominant search intent).
• Look for shared subtopics and structural patterns across those pages.
• Note recurring products, categories, or angles — e.g. all three golf club pages targeted beginners and featured the same two brands.
• Run a content gap analysis using Ahrefs' Content Gap tool: input the top URLs and filter to keywords where at least 2 targets rank in the top 10.
• Skim the gap results for subtopics to add and audience signals (e.g. "men's clubs", "best for money", "cheaper options").

Technical on-page optimisations

• Title tag: include your target keyword naturally; use a close variant if the angle demands it (e.g. "9 Ways to get more YouTube subscribers" for the query "how to get YouTube subscribers").
• URL slug: use your target keyword with hyphens replacing spaces; keep it short and descriptive.
• Meta description: write one even though Google rewrites it ~63% of the time — it can influence click-through rates.
• Internal links: link to and from relevant pages; use site:yourdomain.com [topic] in Google or Ahrefs' Site Audit to find opportunities.

Image optimisation

• Name image files descriptively (e.g. puppy.jpg not IMG_00482.jpg).
• Add alt text that describes the image in context; use keywords naturally, never stuff them.
• Compress images with a tool like ShortPixel to reduce file size and improve page speed — page speed is a ranking signal.

Readability

• Write short sentences and short paragraphs.
• Use descriptive subheadings so skimmers can navigate.
• Use a font size readable on mobile and desktop.
• Avoid jargon and complex words; write as you speak.
• Target a 6th-grade reading level or below (Hemingway App helps).

Additional technical elements

• Open Graph tags: control how titles, descriptions, and images appear when pages are shared on social media.
• Schema markup: structured data that helps search engines surface rich results (ratings, cook times, nutritional info, etc.).
• WordPress users can add both with plugins like RankMath or Yoast.