What is OnPage Optimization?

David Kusserow



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One part of search engine optimization is OnPage optimization. This subsection refers to all the measures that can be taken on a website to achieve better search engine results. This includes the improvement of the content as well as a technical optimization.


OnPage optimization is one element of your search engine optimization (SEO). Together with the OffPage optimization, the corresponding measures are part of your work to place your website as high as possible on the Search Engine Result Page (SERP). In OnPage Optimization, you work on technical improvement, your Technical SEO, as well as optimizing your content.

To achieve your goal of a good position in the SERPs, you should target your audience and convince them of the added value of your site. This includes a continuous development of your texts, the assignment of interesting meta information, a clear information architecture and an appealing design with graphics, images and videos.the organic traffic is valued by the Google algorithm more than the results of its crawlers. Therefore, first and foremost, you have to align your onpage SEO with your users – not just with the search engine’s specifications!

Why is OnPage SEO important for your site?

The SEO optimization of your site has a decisive impact on the position of your site in the SERPs. Most likely, most of your users will find your site through a search engine. Because Google is the most used search engine in Germany, it is worthwhile for you to carry out a Google optimization of your site.

Part of the OnPage optimization of your site is so that the crawler Google and Co can scan your site as well as possible and therefore give it a good ranking, even before you have many visitors. To check the results of your work, Google provides good tools such as Google Analytics.

How do you get more organic traffic now?

The other aspect is that you want to attract your target audience to your site. You can achieve this by picking up your users on the SERP in the first step with a good meta description. Through interesting, exciting and appealing content you can then keep your users on the site. If your users enjoy visiting your site, they will come back and recommend your site – a way to get important backlinks.

Such a presence on the web increases your domain authority and also ensures better positions in the SERPs. You can actively improve the authority of your site through effective link building as part of OffPage optimization. But even just through your OnPage SEO, you can ensure greater reach, more page impressions, and a low bounce rate – all key performance indicators (KPI) that Google rewards with better results.

How can you implement your OnPage optimization?

To pick up your users already on the Google results page, you can imagine the path that both the crawler takes and the users that arrive at your site:

  • Internal Links: The links on your website help both the search engine and your visitors navigate your site. Here, not only a clearly understandable and appropriate URL plays a role, but also a clear page architecture. In terms of architecture, breadcrumb navigation is very helpful. After all, the longer and more confusing the path through your domain is, the less likely a crawler or visitor is to retrieve all of your information.
  • Title Tag: The title tag is the headline that Google displays on the results page. An exciting and meaningful headline draws the attention of your target group to you and is therefore of central importance. To stand out from your competition, come up with a unique headline. This is where a careful keyword analysis will help you.
  • Meta Description: This is the subtitle of your title tag, so to speak. The Meta Description serves as a short description of what can be found on the individual page and Google presents this description with a short text under the Title Tag in the search result. Although it doesn’t directly affect your page rank itself, it is crucial for getting more organic traffic.

How can you improve your content?

That was the work you need to do to drive traffic to your site. Now it’s time to keep visitors on your site! You need good content for that.

To improve your content you can work on your texts and your presentation.

Make sure that you are not writing primarily for the search engine, but for your users when you write copy for your site. A clever placement of your keywords does show Google the content of your page and helps to calculate your Domain Authority, but only really user-friendly texts create interest in your page – and a good user experience is more important for your SEO work than the crawler. To still help search engines understand your site, you can perform keyword analysis, semantically optimize your copy, and work on your WDF*IDF ratio.

Your graphics, images and videos l iven up your content. Too much text will overwhelm your users, so you should divide your text into paragraphs with a maximum of 5 lines. Use informative image files for your content to present your information in an appealing way. It is important to assign appropriate ALT tags. These are descriptions in the file names of the graphic. Since a search engine cannot see the image, it needs a description of what is to be seen.


This list sounds like a lot of work, but many measures are true Low Hanging Fruits. With small steps you can already significantly improve your results on the SERP. That is why it is always worthwhile to work on the search engine optimization of your site. The internet has become so cluttered today that most page views come from Google results pages. That’s why no one can afford to do without regular OnPage work anymore.


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