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There’s no question that on-site SEO is important.

After all, if your website isn’t optimised for search engines, it’s unlikely that you’ll get any organic traffic.

But what exactly is on-site SEO? And how can you optimise your site to make sure it’s as search engine friendly as possible?

In this article, we’ll answer those questions and give you some tips on how to improve your on-site SEO.

What is On-Site SEO?

On-site SEO is the process of optimising your website for search engines. This includes things like choosing the right keywords, making sure your site is easy to navigate, and ensuring that your content is relevant and useful.

On-Site SEO vs. On-Page SEO – Is There a Difference?

When it comes to SEO, on-site and on-page are often used interchangeably. However, there is a difference between the two terms. On-site SEO refers to the overall optimisation of your website, including factors like site structure, content, and user experience. On-page SEO, on the other hand, refers specifically to the optimisation of individual web pages.

Both on-site and on-page SEO are important for getting your website to rank higher in search engine results pages (SERPs). However, on-page SEO is typically more effective at driving organic traffic and generating leads. That’s because on-page SEO focuses on optimising the individual elements of a web page that influence search engine rankings, such as the title tag, meta description, and header tags.

On-site SEO, on the other hand, encompasses a wider range of optimisation strategies, including site speed, mobile-friendliness, and security. While these factors don’t directly impact search engine rankings, they can indirectly improve your website’s visibility and organic traffic.

To sum it up, on-site SEO is concerned with the overall optimisation of your website, while on-page SEO focuses specifically on optimizing individual web pages. Both are important for getting your website to rank higher in SERPs and drive organic traffic.

If you’re just getting started with SEO, we recommend focusing on on-page optimisation first. Once you’ve optimised your web pages for the major ranking factors, you can then start working on other aspects of on-site SEO, such as site speed and mobile friendliness.

What Goes Into On-Site SEO?

There are a number of different factors that go into on-site SEO, but by focusing on these key areas, you can make sure your site is as optimised as possible.

1. Choose the right keywords

The first step in on-site SEO is choosing the right keywords. Keywords are the words or phrases that people use when they’re searching for something online. For example, if you sell handmade jewellery, some of the keywords you might target are “handmade jewellery,” “artisan jewellery,” and “unique jewellery.”

Choosing the right keywords is important because it will determine which searches your website appears for. If you choose keywords that are too general, you’ll have a lot of competition, and it will be difficult to rank highly for those terms. But if you choose keywords that are too specific, you might get fewer searchers, but it will be easier to rank well.

The best way to find the right keywords is to use a keyword research tool like Google Keyword Planner. This tool will help you see how many people are searching for specific terms and which keywords are most relevant to your business.

2. Make sure your site is easy to navigate

Once you’ve chosen your keywords, it’s important to make sure your website is easy to navigate. Search engines like websites that are well organised and easy to use.
That means you should have a clear hierarchy on your website and each page should be easily accessible from the home page. You should also use clear and descriptive titles for each page so that search engines can understand what the page is about.

3. Optimise your website for mobile

More and more people are using their phones and tablets to search the web. In fact, Google has said that mobile searches now outnumber desktop searches.

That’s why it’s so important to make sure your website is optimised for mobile. Mobile-friendly websites load quickly, are easy to use, and can be read on any device.

If you’re not sure if your website is mobile-friendly, you can use Google’s Mobile-Friendly Test tool. Just enter your URL and Google will tell you if your site needs any improvements.

4. Use relevant and original content

Once you’ve chosen your keywords and made sure your site is easy to navigate, it’s time to start creating content. Content is what will help you rank high in search engine results and attract visitors to your site.

When creating content, it’s important to make sure it’s original and relevant to your business. That means writing articles, blog posts, and product descriptions that are interesting and useful to your target audience.

It’s also important to use the right keywords throughout your content so that search engines can understand what the page is about. But beware of keyword stuffing, which is when you use a keyword too many times in an attempt to game the system. This practice will not only harm your SEO, but it will also turn off readers.


On-site SEO is an important part of any digital marketing strategy. By focusing on these key areas, you can ensure that your website is optimised for search engines and easy to find by potential customers.

If you need help with on-site SEO, contact a specialist SEO team like SEO Edinburgh. They can help you choose the right keywords, optimise your website, and create great content that will attract visitors and improve your search engine ranking.

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