On-page SEO

On-page SEO is everything a page says about itself: its title, description, headings, body copy, images, and the links pointing in and out. On a small site it's craft. On a site with thousands of pages it's a template problem, and that's where I start.

What I review

Titles and meta descriptions

Unique, specific, and the right length to display in full. I find the duplicates and the defaults, such as "Home," "Products," or the theme's placeholder text, and rewrite them so each page states what it offers and who it's for.

Headings

One clear H1 per page, and H2s that describe their sections. A common template fault: the same hardcoded H2s on every page, which tells search engines nothing about any of them.

Internal links

Descriptive anchor text, links from strong pages to the pages that need help, and no important page more than a few clicks from the home page. Generic "click here" and "read more" links waste the strongest signal you fully control.

Thin, duplicate, and competing pages

Near-identical location pages, tag archives, filtered variants, and old posts covering the same topic. Each group gets a decision: consolidate, improve, redirect, or noindex.

Images

Descriptive file names and alt text, correct dimensions, modern formats, and captions where they help.

Keyword coverage

Which questions and phrases each page should answer, where you have gaps, and where two of your own pages compete for the same query. I use Semrush and Search Console query data to find the terms stuck on page two, where small improvements move a page into the top results.

How I use AI in this work

AI tools are fast at drafting title and description variants, spotting topic gaps, suggesting FAQs, and expanding thin sections. I use them for exactly that. Every draft gets edited for accuracy, brand voice, and search intent before it goes live, because an AI tool doesn't know your business, your claims, or what your customers actually ask. The judgment stays human.

Working at scale

For large sites I work through templates and fields instead of page by page: fixing the pattern that generates five thousand titles, then hand-editing the fifty pages that earn most of the revenue. Bulk changes are made through the CMS, a plugin's import tools, or a spreadsheet your developer can load, with a before-and-after log.

Content that ranks and gets quoted

Pages that answer a question directly in the first paragraph, define their terms, use real numbers, and keep each section self-contained tend to win both featured snippets and AI citations. I can brief your writers in that style, edit their drafts, or write service and landing pages myself.

On WordPress, much of this runs through Yoast or Rank Math; see WordPress SEO. For a real example of on-page problems hiding a whole site, see the consent banner case.

Updated October 6, 2026