The Complete Guide to On-Page Optimization

On-page optimization is the process of ensuring the content is both relevant and provides a great user experience. In the past, many businesses approached it as simply keyword stuffing; mentioning their keywords as many times as possible within the content. This made for a poor user experience. These days, on-page optimization includes smart keyword targeting, where keywords are mentioned in key elements while still providing a good user experience. This means that your content reads well, and also satisfies what the user is actually looking for.

07th December 2021 Author: -
The Complete Guide to On-Page Optimization


Pre-Click and Post-Click Optimization

There are two categories of on-page optimization – pre-click and post-click.

Pre-click on-page optimization is what is visible to the user before they click on a result on the search engine results page or SERP. It includes the title tag, the URL, and the meta description. The goal of pre-click optimization is to encourage the user to click on your listing. This is why it is important to optimize your listing on the SERP to leverage Rankbrain for organic performance.  

Post-click on-page optimization is what is visible to the user after they click on your listing and land on your web page. It includes the main copy, the main heading and sub headings, hyperlinks, and images.

Title Tags

After the main body copy, title tags are the single most important on-page element to get right. They are the first part of the listing that a user sees after they run a search, and search engines pay close attention to the words that are provided. This in turn influences how well your web page will rank. In Chrome, you can view the title tag in the source code by right-clicking on the web page and selecting ‘view page source’. The title for this web page will appear as <title>Corporate Training | Digital Marketing Institute</title>.


Meta description tags are only visible in the SERPs and the source code. You cannot see them when you are viewing the main content of a page. A meta description tag is the short piece of descriptive text that you see under the URL in a SERP.  

Meta description tags are important for on-page optimization, but they're not actually a direct ranking factor. Including keywords in your meta description won’t have a direct impact like title tags do, but it will influence whether someone's going to click on your listing.


URL stands for ‘Uniform Resource Locator’, which is another term for a web address. URLs sit between title tags and the meta description tags. Over time, a page will build up trust and authority which is assigned to its URL. Changing a URL without redirecting appropriately can lose trust. Because of this, it is best not to change a URL where possible – try to get them right from the start.

Story Source : Digital Marketing Institute

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