On-page SEO checklist for higher Google rankings

Executive overview

On-page SEO is the one area of SEO you fully control. Most pages leave traffic on the table by ignoring intent, thin topical coverage, and small technical gaps.

This 7-step checklist covers the exact process Ahrefs uses to grow search traffic consistently — from matching search intent to adding structured data.

Match what Google already rewards, and your page earns rankings it otherwise won't.

Match search intent before writing anything

• Search intent is the reason behind a query — Google surfaces pages that satisfy it.
• Search your target keyword and analyse the first page: content type, format, and angle.
• Example: "best protein powder" returns list-style blog posts, not product or category pages — build accordingly.
• Visit the top 3 results to understand what they include, not just the format.
• If your page doesn't match intent, it probably won't rank regardless of other optimisations.

Build topical depth using the content gap method

• The average #1 ranking page ranks for ~1,000 related keywords in the top 10.
• Find subtopics by analysing top-ranking pages for recurring related keywords.
• Use Google Autosuggest and the People Also Ask box to surface common angles.
• Check the bottom of the SERP for additional related terms.
• Best method: use Ahrefs' Content Gap tool — paste in top-ranking URLs to see the exact keywords Google ranks those pages for.
• Filter results so all comparison pages rank in the top 100; cuts noise to a usable shortlist.
• Use the output as a data-driven outline before writing.

Keep URLs short and keyword-focused

• Ahrefs data shows a correlation between shorter URLs and higher rankings.
• Use your target keyword as the slug and nothing else (e.g. /best-protein-powder, not /11-best-protein-powders-in-2019).
• Descriptive URLs match the searcher's query and are often used as anchor text when others link to you.
• Don't change working URLs with strong existing traffic just to shorten them.

Place the target keyword in title, meta description, and H1

• A study of 2 million keywords found a small correlation between exact-match keywords in these fields and rankings.
• More importantly, it signals relevance to searchers scanning results.
• Don't stuff exact match: use synonyms, stop words, and natural phrasing — Google understands them.
• Spammy-looking titles hurt click-through even if they rank.

Add descriptive alt text to every image

• Alt text serves three purposes: loads as fallback text if the image breaks, aids screen readers for visually impaired users, and helps images rank in Google Images.
• John Mueller: "Alt text is extremely helpful for Google Images if you want your images to rank there."
• Ahrefs' images generated 4 million impressions and 5,000+ clicks in three months from Google Images alone.
• Keep descriptions concise and accurate — low effort, meaningful upside.

Add structured data where it fits

• Structured data (schema markup) can generate rich results — star ratings, review snippets — that improve click-through rates.
• Not a direct ranking signal, but helps Google understand page content and match it to relevant queries.
• John Mueller: structured data "can make it easier to show where it's relevant, improving targeting and maybe ranking for the right terms."
• Use Google's Structured Data Markup Helper to generate JSON-LD code without writing it from scratch.
• WordPress users: plugins handle this without touching code.

Write for readability, not academia

• Google likely uses dwell time and time-on-page as ranking signals — hard-to-read content drives users back to the SERP.
• Use plain words: "near" not "proximity".
• Short sentences and paragraphs reduce intimidation from dense text.
• Write as you speak — conversational tone keeps readers engaged.
• Benchmark with Hemingway Editor: aim for a 5th–6th grade reading level.