On-Page SEO Services – What To Know & What To Expect

On-page SEO is a critical part of any SEO campaign, and it considerably contributes to the visibility and ranking of any blog or website. But how can you make sure that you pick the best on-page SEO services out there?

We’re answering this question and many more in today’s article, and we’re also looking at the difference between on-page and off-page SEO, as well as some of the most important on-page SEO factors. 

What is on-page SEO?

It’s rather difficult to provide a clear on-page SEO definition, especially since there are a lot of practices involved in the entire process. 

Essentially, the primary on-page SEO meaning is that it involves your own site, both from a technical standpoint and from others, such as your internal linking structure, your actual meta titles and meta descriptions, and so on. 

Here are several examples of what you can expect from a company or freelancing SEO that might offer on-page SEO services:

  • URL structure optimization
  • Meta and schema tag optimization
  • On-page auditing
  • Keyword research, mapping, and prominence
  • UI and UX design suggestions
  • Header tags optimizations
  • Image and media optimization
  • Content and landing pages optimization
  • Site hierarchy (sitemap) optimization
  • Site speed optimization
  • Heat map analysis and conversion rate optimization 
  • Internal linking structure analysis

Whenever Google crawls your website, it should come across clear information, both in terms of your internal linking and in terms of anything that might involve your website’s technical aspects. 

A good SEO will look at anything from your page titles being either too short or too long, absent page titles, meta descriptions, and headers, to whether you might have duplicated pages on your blog or site. 

The URL structure also matters a lot, so you can expect someone you hire to look at what subdomains and directories you have and if any of them are completely unnecessary. 

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Longtail keywords

Other things you can expect are audits of your breadcrumbs, anchor texts, whole internal linking structure, sitemap, as well as whether there are any links to your images. 

Redirects are another problem that most website owners face, especially if they have tried to get rid of 0 traffic and 0 keywords pages before. The company you choose will look at whether there are any meta-refresh redirects, 302s, unnecessary or Javascript redirects present on your site. 

Finally, from a technical standpoint, you can expect the SEO to have a look at your robots.txt file, sitemap, page speed, and canonical tags robots meta tag.  

Although some individuals might not be aware of this, on-page SEO also deals with how your website looks or loads on mobile – so on-page SEO services involve looking at your mobile version page speed score and HTTP headers and URLs. 

Even your outbound links have a say when it comes to your on-page optimization, so that is another aspect that needs to be analyzed as best as possible so that a strategy for removing or changing some is created. 

Essential on-page SEO factors

You might have been able to tell just what the most important on-page factors are just by reading the first part of our article, but here they all are listed below.

  • Title tag
  • Meta description
  • Header tags
  • Headlines
  • Keyword cannibalization
  • Image optimization
  • UI/UX optimization and user engagement
  • Content audit – keyword density, keyword location, etc 
  • EAT

Given that EAT has become a rather recent ranking factor, we’d like to provide you with an explanation with regard to it. 

Google ranks content based on its quality. 

If the content is written by a person that is an authority in a specific field, such as a published author that writes fiction on their blog, a medical worker that gives free advice on preventing diseases, or a certified nutritionist that writes for a blog about dieting for specific medical conditions, Google is going to rank that website even if it has a lower number of backlinks compared to other sites. 

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As for keyword cannibalization, if you run an affiliate website, this might be one of your biggest problems. 

Most people that create niche sites with the intent of running affiliate marketing campaigns on them tend to think that it’s better to have hundreds if not thousands of pages dealing with unique keywords.

But the truth is that those keywords might not be as unique as they might think. For example, if you were to have a site about golf gear, you should try to keep your page number to a minimum, even though that might seem like it makes no sense. 

Instead of having hundreds of pages about the best golf shoes (for men, for women, for children, for wide feet, etc), it actually makes more sense to create a huge page that includes all of these keywords in different sections. 

If you don’t do this from the beginning, you might notice that some of those longtail keyword pages aren’t getting enough traffic or are ranking for no keywords, so you might end up completely removing them from the site. 

The depth at which the pages are located also matters (internal linking wise), so make sure you create a perfect SEO silo structure right off the bat — ask your SEO to look at your silos to see whether some changes might not have to be performed. 

On-page SEO vs off-page SEO 

The main difference between on-page and off-page SEO is that while you have complete control over what’s happening on your website, that is not applicable with off-page SEO. 

Here are some factors involved in off-page SEO optimization:

  • Backlinks
  • Social media promotion
  • Local SEO (Yelp, Google My Business, etc)
  • PPC (Google, Facebook, Twitter, or even LinkedIn if it works for you)

Another aspect when it comes to on-page SEO vs off-page SEO is that you might have acquired several poor quality backlinks and you will have to somehow get rid of them. 

For instance, if your website gets penalized as you might have purchased PBN links, you will have to disavow those backlinks and wait for a miracle to happen so that the search engines rank your website again. 

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We’d also like to add that you might have become the victim of a negative SEO campaign put together by one of your competitors, in which you might have not acquired those bad links yourself but they might have purchased them so that they affect your rankings and even penalize your site. 

It goes without saying that all of these aspects are not involved in a regular on-page SEO optimization process so that’s the main difference between these two techniques. 

Common on-page SEO techniques

The techniques that should be implemented first all depend on you and your SEO, but the truth is that the technical issues first have to be resolved and only then can you create a good content marketing strategy that you can use in the future. 

Here are some examples of on-page SEO techniques that you can expect from such a service:

  • Internal and external link optimization
  • URL optimization
  • Page title, meta description, and page content optimization
  • Heading and content formatting
  • Comments and on-page SEO 
  • Mobile responsiveness

For instance, a good URL should have a length of under 255 characters and use hyphens to separate the keywords. Even though your header 1 might sound like ‘Top 10 flannel shirts for cold winter days’, your URL should be ‘best-flannel-shirts-for-cold’ if that is your main keyword. 

What does a bad URL look like? That’s not difficult. Using the example above, it might look like /bestflannelshirtsforcold/ in which case Google will be confused and think that the slug is one word, so it’s not going to rank your page for that specific keyword. It could also look like /p234/

You can set the way your URLs look in any WordPress site, so it’s very easy to do and also something that your SEO can instruct you on so that you can prevent making this mistake in the future. 

How to pick the best on-page SEO service

You might have gotten a good idea of what an on-page SEO checklist should look like and what on-page optimization in SEO means. If you haven’t, here are some things you should consider when choosing between several different on-page SEO services.


The cost of SEO services can vary largely depending on what you expect to be done. In general, you can expect to pay around $750 to $2,000 a month or more based on your specific project. 

It’s also worth noting that the cost might be lower if you or someone in your team is going to be making all of the changes, so if the SEO just gives you several pointers as to what you are supposed to do. 

Unfortunately, there are a lot of SEOs out there that claim that they’ll fix everything even if your budget is very low, but we advise taking their claims with a grain of salt. 

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Sites like Fiverr might not be the best place to look for an SEO consultant, especially if they charge you just $100 a month. 

True, there could be people willing to do a good job for this kind of money, but it would take you a lot of time and effort to separate the wheat from the chaff and find them, especially on such platforms. 


When do you expect your on-page optimization to end? Realistic deadlines can only be set after your SEO has audited your website. 

Ask them for a detailed report on what issues they might have come across to try and estimate how long it could take for the problems to be fixed. Do keep in mind that if you just hire a consultant, you are going to be the one doing the work, so it’s all up to you. 

On-page SEO activities

If you want the services to involve the actual modification of your pages, you have to ask your SEO to give you a list of activities that they will perform in the following months. 

Additionally, ask them to give you a brief view of what they might be able to accomplish in the first month of your collaboration, starting with the most important changes (the technical aspects are usually the ones that have to be tackled first). 

Duration of the campaign

Deadlines are one thing, but a whole SEO campaign can take a lot of time to provide any results. Google doesn’t take as much time to crawl websites nowadays, but it will still take several months for you to see any improvement in rankings. 

Keep in mind that you might also need your SEO’s services in the long run, too, at least in terms of consultancy. It’s a good idea to audit your website at least once every six months — although once every three months could be better. 

Finding the best on-page SEO tool 

What type of SEO on-page checker does the company regularly use? If you have no experience in terms of working with several, in the section below, you will find a list of some of the best tools for on-page changes. 


This is one of the most user-friendly and convenient pieces of software when it comes to on-page SEO. Their Site Auditor lets you analyze any of your pages, and it shows you whether there’s any duplicate content or duplicate tags that you have to fix, broken links, or if there’s something wrong in terms of keywords or page speed. 

We’d argue that if you’re on a really low budget, you can rely on this tool as if it were an SEO consultant. You can even keep up with your rankings and any changes thereof using their Rank Tracker. 


Sitebulb is, without a doubt, one of the best tools to use for technical SEO audits. It saves you a lot of time and provides you with a number of recommendations that you can use to improve your rankings. 

Even though it is a paid on-page SEO tool, it does offer a free trial, and some of the smallest plans are priced at just $35 a month. 


Ahrefs’ Keyword Explorer is a great tool to discover new and untapped keywords. It also gives you the option of manually analyzing all of your pages to see which ones you should keep and which ones you should get rid of. 

If you have hundreds of pages on your site, you can even use the Batch Analysis tool so that you don’t have to individually analyze each. Export the data in an Excel document and get to work. 


SEMRush actually has a free on-page SEO checker that you can try before deciding to get a monthly subscription. The tool gives you anything from backlink, strategy, content, and semantic ideas to UX improvements and technical SEO issues. 

With SEMRush, you can also carry out detailed comparative analyses of Google’s top 10 performers so that you know what to replicate and how you can improve your pages on the whole. 

Screenshot 2020 01 04 at 05.30.04

Copyscape or Grammarly Premium

If you are not the one creating content for your blog or website, you always run the risk of paying a writer that gives you duplicate content. Well, Copyscape and Grammarly Premium are two tools that can allow you to discover duplicate content. 

Both of them are very easy to use, so you aren’t going to have to go through a long and boring learning experience. We’d argue that Grammarly Premium is slightly easier to use and also cheaper. 

Screaming Frog SEO Spider

With this tool, you can discover any broken links and make sure that your redirects are on par. But wait, there’s more — the tool also generates XML sitemaps and analyzes your page titles, as well as discover any duplicate content that might be creating problems. 

Its interface could use a little improvement, based on what SEOs are saying about it, but it’s still straightforward enough. 


This one is great for analyzing content and comparing it to that of your competitors’ websites. It gives you a detailed analysis of your pages, and if you’re on a budget, you can opt for the cheapest plan, priced at under $20 per month. 

POP effectively tells you what to add or remove from your headings, subtitles, and actual content and how you should change your meta titles and meta descriptions so that they’re similar or better to those of your competitors. 

Google Search Console

Although it does have its share of limitations, the Google Search Console is the best tool for people who are on a budget and want to get a short and sweet analysis of their pages. 

The interface is a little weird, but even if it takes some time to get used to, you’ll be able to make the most of this free software. 

It shows you if you have any issues with your 404 pages or redirects, whether there’s any duplicate content on your site, or if there are pages that are currently not being crawled. You can also use it to look at your link profile (both internal and external). 


Woorank has an on-page SEO checker that can be used for free — although you might not get the same amount of data as you would if you were to opt for the paid plan. 

The tool looks at problems such as your headings, meta descriptions, and title length, but it also analyzes your image alt tags, keywords, and internal and external links. 

Crazy Egg

On-page optimization is great for the search engines, but if you run a blog or an affiliate website, you always have to keep in mind that your readers’ experience matters the most as they will be the ones going through your content and potentially buying your services and products. 

The heatmaps that are created by Crazy Egg can tell you what people are clicking on, what sections of your pages they interact with the most and which ones you should improve. 

You should give it a try if you’re having second thoughts, especially since it has a 30-day free trial. 


On-page SEO has a lot to say when it comes to your blog’s or website’s rankings. 

Finding the right consultant to perform on-page SEO services can be a little challenging, but if you rely on the checklists and factors that we have showcased in this post, you’ll be able to get the best one. 

Need help with your digital marketing or SEO campaign? Get in touch today to find out how we might be able to assist you in reaching your goals.


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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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