SEO
On-page SEO checklist: how to optimise a page to rank
A step-by-step on-page SEO checklist for service pages: titles, headings, content, internal links, images and schema.
Before you write
Decide what search the page targets and check what currently ranks. If the top results are guides, a sales page will struggle, and the reverse is true too.
The checklist
- Title tag: include the main topic near the start, under about 60 characters.
- Meta description: a clear summary that earns the click.
- H1: one per page, describing the topic plainly.
- Opening: answer the main question early.
- Depth: cover the questions customers ask, including costs, process and options.
- Headings: break the page into scannable sections.
- Internal links: link to the page from your home page, service lists and related articles.
- Images: compress them and write descriptive alt text.
- Proof: reviews, examples, credentials.
- Schema: Service, FAQ or Article markup as appropriate.
- Call to action: make the next step obvious.
Avoid cannibalisation
If two of your pages target the same search, they compete with each other. Give each page its own job, and merge or redirect duplicates.
Frequently asked questions
How long should a page be for SEO?
Long enough to answer the search well. Service pages often need several hundred words; guides may need more.
Do meta descriptions affect rankings?
Not directly, but a good one improves click-through from search results.
What is keyword cannibalisation?
When several of your pages target the same search and compete with each other instead of one strong page ranking.
