Glossary
On-page SEO
On-page SEO is everything on a page you control that affects whether it ranks: the words, the headings, the title, the links and the structure.
It is the half of search work that does not depend on anybody else. Off-page factors like links have to be earned from other sites; on-page factors are entirely yours to fix, which makes them the cheapest place to start and the first thing worth auditing.
Why it matters to you
Most small-business pages fail on the basics rather than on anything sophisticated. When we measured 300 local sites, 29% had no H1 heading at all and 27% had no meta description.
An example
A page titled 'Home' that opens with a slogan ranks for nothing. The same page titled with the service and the town, opening with a sentence naming both, can rank within weeks without a single new link.
Where this comes up: search engine optimisation .