Crush the Competition in 2025 with This On-Page SEO Checklist

Meta title: On-Page SEO Checklist Cheat Sheet: Rank your website  higher in 2025

Meta Description: Boost your website’s visibility with our comprehensive on-page SEO checklist. Learn how to optimise titles, content, and more for search engines.

The digital world is in constant flux, and search engine optimisation (SEO) is no exception. What worked wonders yesterday might be a distant memory tomorrow. In 2025, an on-page SEO checklist demands a nuanced approach that prioritises user experience and content quality alongside technical finesse.

What is an On-Page SEO Checklist?

Moz defines it like this:

“On-page SEO is the practice of optimising individual web pages to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimised, as opposed to off-page SEO, which refers to links and other external signals.”

It’s the part you see – content, images, keywords, etc. – and the not-so-obvious parts like meta tags. It’s anything you can control in the code or content.

And that’s the beauty of it. You’re in control here (so you better do it right).

Let me show you how.

On-Page SEO Checklist

This checklist will guide you through the essential elements of a successful on-page SEO strategy.

1. On-Page SEO Checklist: Do Your SERP Research

Successful SEO requires a proactive approach.

SEO and Google algorithms go through almost constant changes, and before you go through the efforts of optimising all your pages, make sure you’re doing it the right way.

• • Start by researching the SERPs. Enter one of your keywords into Google and see what comes up.

• • The results will show you what Google thinks are the most relevant results for that particular search term. Examine the first few results to get a feel for what it’s doing well – the URL, title, featured snippet, etc.

• • Click the first few results and the page it leads to. How does the page look? Is it a long-form blog post? An optimised product page?

• • More importantly, look for any gaps you can fill. If you think there’s a question about your keyword that isn’t being answered in the search results, it may be a great opportunity for you to create content with a great chance of ranking.

2. On-Page SEO Checklist: Keyword Research 

Keyword Research Starts with Your Audience:

• • Understand your target market’s demographics, interests, and needs.

• • Segment your market into smaller sub-groups based on their unique needs.

Go Beyond Basic Keywords:

• • Identify long-tail keywords and phrases that reflect real user search intent.

• • Consider different search intents:
    
    • • Informational (e.g., “how to”)
    • • Navigational (e.g., “[brand] contact”)
    • • Transactional (e.g., “buy [product]”)

Prioritize User Intent:

• • Align your keywords with the specific intent behind the search query.

• • Optimize for different search intents within your target audience.

Adapt to Voice Search:

• • Consider how users might voice search for information related to your content.

• • Use question-based keywords and incorporate direct answers within your content.

• • Utilize Q&A and FAQ formats to improve voice search rankings.

Don’t Over-rely on Keyword Tools:

• • Keyword research tools can be helpful, but they should complement, not replace, an in-depth understanding of your audience.

3. On-Page SEO Checklist: Short, Descriptive URLs

Let’s start this off with a little show and tell.

Which URL do you prefer between the two?

1. 1. mysite.com/on-page-seo–2019

1. 1. mysite.com/blog/archive/5/1/2019/on-page-seo-checklist-2019/page/12

I’ll go ahead and assume you chose the first.

You picked for all the obvious reasons:

• • it’s shorter

• • cleaner

• • easier to read 

• • to the point

Those are all the reasons Google will like that one better as well. Google’s own Matt Cutts confirmed in 2008 that Google’s algorithm prefers URLs with 3-5 words.

Granted, that’s a long time ago, and you can certainly get away with a few more words, but as a rule of thumb, the shorter, the better.

Always make sure your URL contains the main keyword and an accurate portrayal of what the page is about. If Google doesn’t know what your page is about, it won’t be able to crawl it effectively.

4. On-Page SEO Checklist: Clean Title Tags

Title Tags: A Crucial On-Page SEO Element

• • Search Engine Signal: Title tags are a major signal for search engines to understand the topic and intent of your page.

• • Displayed in Search Results: The title tag is the clickable headline in search results, influencing user clicks.

• • Keyword Placement:
    
    • • Include 2-3 relevant keywords, with the primary keyword near the beginning.
    • • Use a compelling structure: “<Compelling Text> Primary Keyword, Secondary Keyword <Compelling Text>”

• • Character Limit: Keep titles concise (50-60 characters) to ensure they are fully displayed in search results.

• • Focus on Clarity: If space is limited, prioritise the most important keyword and ensure the title accurately reflects the page content.

5. On-Page SEO Checklist:H2 Tags

Your H2 tags are your subheadings.

These are used throughout the body of your text to divide your content into logical, scannable blocks.

The obvious benefit here is that it makes your content more user-friendly. These days, a good website is all about a positive user experience, and a big part of that is delivering easy-to-digest content.

• • Clear headings act as a roadmap to help users navigate your content and have the ability to help increase a user’s time spent on your site.

• • From an SEO standpoint, it represents an opportunity to maximise the number of times you can include your target keyword. Unlike H1’s, which are only used once per page, you can use multiple H2 tags throughout your page.

• • But remember, H2 tags still have to obey content laws: include the keyword only where it’s relevant and natural, and don’t include it in every H2 subhead.

• • As a rule of thumb, try to include your target keyword in every 3-4 subheadings.

6. On-Page SEO Checklist: Meta Descriptions

Meta descriptions are another important SEO factor to pay attention to.

• • Meta descriptions are small snippets of text that describe a page’s content. Its purpose is to explain to search engines what a page is about.

• • You’ll sometimes see these descriptions in Google, though not always. Sometimes, Google will select a piece of text from within the page instead if it deems it more relevant.

• • Either way, your meta description can still affect your SEO and click-through rate (CTR).

• • At the end of last year, Google increased the maximum description link from 160 to 320 characters (twice what it was previously).

Thanks to the change, snippets that used to be cut off can now be shown in full, giving viewers a fuller summary of what a page is about. This change can also have a positive impact on your CTR.

So, if you weren’t paying attention to your meta descriptions, it’s time to.  

7. On-Page SEO Checklist: Relevant, Longform Content

Content is Key

• • Your content is the backbone of your site and heavily influences your position in the SERPs.

Prioritise Long-Form Content

• • Long-form content should ideally be over 1,500 words.

• • Posts with 2,000+ words perform even better in search rankings.

Why Long-Form Content Works

• • SEO Benefits: Longer posts tend to rank higher in search results.

• • Backlinks: Long-form posts attract more backlinks, improving page authority and rankings.

• • Thought Leadership: Comprehensive content establishes credibility and positions you as an industry leader.

Data Supporting Long-Form Content

• • A serpIQ study found that the top results on SERPs often exceed 2,000 words.

Quality Over Quantity

• • Ensure that each post offers relevant and valuable information for your target audience.

Focus on Evergreen Content

• • Create content that remains relevant over time rather than focusing on trendy, seasonal, or news-related topics.

• • Examples of evergreen content include:
    
    • • How-to guides, tutorials, and step-by-step resources.
    • • Industry definitions and feature explanations.
    • • Lists of tools or resources.
    • • Beginner guides.

Why Evergreen Content Matters

• • It delivers long-term results.

• • Example: HubSpot reports that 75% of blog views and 90% of blog leads come from old posts.

8. On-Page SEO Checklist: Use Modifiers in Your Titles and Keywords 

• • Modifiers are words like the following: best, 2019, review, guide, etc.

• • These are incredibly helpful in forming longtail keywords. That means that in addition to your target keyword, you have a whole new list of variations to try and rank for.

• • Adding modifiers will help your page appear in more relevant searches and help Google’s algorithm better understand what the site is about. Not to mention, modifiers will often appear in voice searches.

• • To get a better idea of the kind of modifiers that may be applicable to your target keywords, try typing the keyword into Google and looking at the related searches.

9. On-Page SEO Checklist: Use Multimedia 

Your content is incredibly important. But what you include with that content could mean the difference between a bounce and a conversion.

Let’s break that down a little: Visual content is 40X more likely to get shared on social media than other types of content, and infographics alone are liked and shared on social media 3X more than any other type of content.

Throw video in the mix, and the numbers are even more impressive. Fifty-five per cent of % of people consume video content thoroughly, 51.9% of marketing professionals worldwide name video as the type of content with the best ROI, and Marketers who use video grow revenue 49% faster than non-video users.

All these stats tell us one thing: Readers really like multimedia. And the more of it you use in your on-page SEO, the more likely readers are to stay on your page and read (or watch) what you have to say.

That translates to lower bounce rates and more time spent on site, two important ranking factors.

It also means that because they’re spending more time on your site, they’ll become more familiar with your brand and your content, which could very well lead to a conversion down the road.

10. On-Page SEO Checklist: Video Optimization 

• • Optimize Your Videos for Best Results
    
    • • Proper optimization is essential to maximize the impact of your video content.

• • Choose the Right Type of Content
    
    • • Not all content works well in video form.
    • • Focus on emotional and educational videos (recommended by Search Engine Land).

• • Pay Attention to Key Elements for Optimization
    
    • • Video Title:
        
        • • Make it short, engaging, and include your target keyword.

    • • Full Description:
        
        • • Write a detailed description that accurately outlines the video topic and what viewers can expect.
        • • Use multiple paragraphs, incorporating your target and secondary keywords throughout.

    • • Thumbnail Image:
        
        • • Choose a thumbnail that is visually compelling and aligns with the topic.
        • • For example, a product demo video should show the product in the thumbnail.

    • • Relevance to Other Content:
        
        • • Ensure the video aligns with the rest of your content.
        • • For instance, if it’s part of a blog post or category page, make sure it relates to that topic.

    • • Subtitles:
        
        • • Add subtitles if the platform supports them, as many viewers watch videos without sound.

These steps will help ensure your videos are both impactful and SEO-friendly.

11. On-Page SEO Checklist: Image Alt Tags & Descriptions

While we’re on the subject, another major component of multimedia SEO is the image alt tags and descriptions.

• • Alt tags and descriptions are intended to describe the appearance and purpose of an image on the page. These are what will appear if an image doesn’t load properly, so you want to make sure they accurately represent the image.

• • They also help search engine crawlers more accurately index the image by providing more information, hence the importance to overall SEO.

• • The alt-tag text goes a little like this. If someone reads you the text without actually seeing the image, can you picture it properly? If the answer is yes, your alt tag is good to go.

• • The accompanying image description should always contain the keyword you’re trying to rank the page for to help improve your chances of ranking for that keyword.

12. On-Page SEO Checklist: Add Internal Links

Internal Linking: A Key On-Page SEO Strategy

• • What are Internal Links?
    
    
    • • Links within your website that connect different pages.

• • Benefits of Internal Linking:
    
    
    • • Improved User Experience: Guides users to relevant content and improves site navigation.
    • • Search Engine Crawlability: Helps search engines discover and index all pages on your website.
    • • Keyword Distribution: Helps distribute link equity and improve keyword rankings across your site.

• • Internal Linking Structure:
    
    
    • • Category Level: Link between categories and subcategories. Include category links on relevant pages.
    • • Post Level: Include multiple internal links within each post, linking to related content. Utilize “Related Posts” sections.
    • • Sitemap: Create an HTML sitemap to facilitate efficient crawling and indexing by search engines.

• • Best Practices:
    
    
    • • Relevance: Ensure internal links are relevant to the current page and provide value to users.
    • • Natural Placement: Integrate links naturally within the text of your content.
    • • Regular Maintenance: Regularly check for and fix broken links.
    • • Link Equity Distribution: Distribute link equity across your website strategically.

13. On-Page SEO Checklist: Schema Markup

• • What is Schema?
    
    • • Schema is a set of microdata added to your HTML to help search engines understand and rank your page better in the SERPs.
    • • It’s a form of structured data, meaning your content is formatted in a universal way that search engines can easily interpret.

• • Origin of Schema
    
    • • Schema.org is a collaboration between Google, Bing, Yandex, and Yahoo!
    • • It helps search engines understand your content and display enhanced rich snippets beneath the page title in search results.

• • Benefits of Schema Markup
    
    • • Improves how your page appears in search results.
    • • Enhances rich snippets, like star ratings or images, making your page more appealing to users.

• • Examples of Schema in Action
    
    • • Star Ratings: When you Google a nearby restaurant and see a star rating in the search results, that’s Schema.
    • • Images in Search Results: Searching for “lasagna recipes” and seeing an image attached is another example of Schema markup.

• • Why Schema Matters for SEO
    
    • • Social Proof: Star ratings provide credibility, encouraging clicks.
    • • Visual Appeal: Images make results more engaging and likely to earn clicks.
    • • More Clicks = Better SEO: Increased click-through rates lead to better business outcomes and higher search rankings.

By implementing Schema markup, you make your content more accessible to search engines and more attractive to users, improving your overall SEO performance.

14. On-Page SEO Checklist: Answer Common Questions and Include FAQs

You may have heard of a little something called position 0.

Also called a featured snippet, these are the results that appear at the very top of the SERP and are pulled from websites that provides a very specific answer to a users search query.

On-Page SEO: Featured Snippets

So it makes sense that to compete for the coveted position, your page should provide clear answers to the questions your audience is most likely to have.

These are often pulled from FAQ sections, so it’s a great idea to include one in each relevant post. Just remember, facts and stats change with the times, so screen them often to make sure all data is current.

To get an idea of the kinds of questions and answers to include, turn to Google. Type in your target keyword and scroll down to the “related searches” section. This is a great place to start, and great topics to address in your FAQs.

Keep in mind, featured snippets are generally pulled from websites already ranking in the top 5 SERP positions, but providing clear answers to common audience questions should always be standing part of your content strategy.

15. On-Page SEO Checklist: User Reviews

Everyone wants reviews and comments.

They let businesses know that they’re providing quality, relevant products or services, and let potential customers know they’re dealing with a trusted source.

Not only that, but they help your SEO as well.

First, including the review schema snippet on your site to include review stars, it could lead to increased credibility and CTRs.

And second, if you generate fresh reviews on your site, your site will rank better. If you generate fresh reviews on another site, that site will rank better.

But despite the obvious benefits, finding a way to collect those raving reviews has long been a barrier for businesses.

Good news here: it doesn’t have to be. These days, there are plenty of review generation platforms designed to better connect and solicit reviews from your customers.

They usually work like this: you send your contact list, and the platform will automate the process – through email or SMS – of asking for and collecting reviews.

If you get good ones, great. You’re good to go. If any negative ones come in, you’ll usually have the chance to do a little damage control with the unhappy customer (and maybe turn that review around in the process).

For almost any business, the SEO benefits more than justify the cost. Platforms to try include BirdEye, Grade.Us, and many more.

16. On-Page SEO Checklist: Mobile-First Indexing

Making sure your site is optimised for mobile is no longer a choice; it’s a necessity.

Mobile-first indexing means that Google will mostly use the mobile version of your pages for indexing and ranking.

While there is still a single index for both mobile and desktop, the ranking will be next to impossible if your site is not mobile-friendly.

What are some things to consider when it comes to your on-page SEO and mobile-first indexing?

Is there mobile parity between the desktop and mobile versions of your site?

How do your pages appear to those viewing them on a mobile device?

Is the font readable?

Are the buttons big enough?

Is the content on your site written in a mobile-friendly format? (i.e. are the sentences and paragraphs short and compact enough for a mobile-viewing audience?)

If you haven’t already optimised your mobile pages, the time to get on it is now, and if in doubt, plug your URL into Google’s Mobile-Friendly Test.

On-page SEO: make sure your site is mobile-friendly

Having a killer mobile experience is going to be key to your on-page SEO in 2019.

Concluding Your On-Page SEO Checklist Cheat Sheet

SEO is complicated. There are so many factors to consider, and each has to work just right to get your site where you want it to go.

However, you do have control over many of those factors, and following the checklist above will help ensure your site is up to SEO speed in 2019.