On-Page SEO Checklist: All the Things New and Old Pages Need to Do

On-page SEO remains the foundation of any successful search engine optimization strategy. While backlinks and technical SEO certainly matter, the content and structure of individual pages still determine much of your website's ability to rank. This comprehensive checklist covers every critical on-page SEO element for both new pages in development and existing pages requiring optimization.

 

Understanding On-Page SEO Fundamentals

On-page SEO encompasses all the elements within your control on individual webpages that influence search engine rankings. Unlike off-page factors (like backlinks) or technical SEO (like site speed), on-page SEO focuses specifically on optimizing content and HTML elements on each page.

According to a study by SEMrush analyzing over 600,000 keywords, on-page factors including keyword usage, content length, and semantic relevance were among the top ranking factors for Google search results (SEMrush, 2023).

For Both New and Existing Pages

1. Keyword Research and Selection

Primary Keyword Selection:

• Use tools such as Ahrefs, SEMrush, or Google Keyword Planner to perform in-depth keyword research
• Select one primary keyword with optimal search volume and competition level
• Ensure the keyword matches search intent (informational, navigational, commercial, or transactional)
• Target long-tail variations when appropriate

Secondary Keywords:

• Identify 3-5 semantically related secondary keywords
• Look for LSI (Latent Semantic Indexing) keywords to include naturally
• Research questions people ask related to your topic

According to Backlinko's analysis of 11.8 million Google search results, pages that rank for their primary keyword typically rank for 1,000+ related keywords (Dean, 2023).

2. Title Tag Optimization

Structure and Format:

• Include primary keyword near the beginning of the title
• Keep title between 50-60 characters (approximately 580 pixels wide)
• Make every title on your website distinct.
• Use power words and numbers when appropriate
• Include brand name at the end for branded searches

Research from Moz shows that Google typically displays the first 50-60 characters of a title tag, with exact display length depending on pixel width rather than character count (Fishkin, 2023).

3. Meta Description

Best Practices:

• Include primary keyword and 1-2 secondary keywords naturally
• Keep length between 150-160 characters
• Write compelling copy with a clear call-to-action
• Make each description unique
• Incorporate value propositions or unique selling points

While meta descriptions don't directly influence rankings, they significantly impact click-through rates. Studies by Search Engine Journal show that optimized meta descriptions can improve CTR by up to 5.8% (Southern, 2023).

4. URL Structure

Optimization Guidelines:

• URLs should be brief and informative (less than 60 characters).
• Include the primary keyword
• Put hyphens between words.
• Avoid parameters, session IDs, or unnecessary numbers
• Create a logical URL hierarchy when applicable
• Use lowercase letters only

Research by Backlinko found that shorter URLs tend to outrank longer URLs, with the sweet spot being around 50-60 characters (Dean, 2022).

5. Header Tags (H1, H2, H3)

Implementation Strategy:

• Use a single H1 tag containing the primary keyword
• Structure H2 tags for main sections, including secondary keywords
• Use H3-H6 tags for subsections as needed
• Follow a logical hierarchy (don't skip levels)
• Keep headers descriptive and useful for readers

A properly structured header hierarchy not only helps search engines understand your content but also improves readability. According to Content Marketing Institute, content with a clear header structure receives 124% more engagement than unstructured content (Pulizzi, 2023).

6. Content Optimization

Quality and Structure:

• Create comprehensive, in-depth content (typically 1,500+ words for competitive topics)
• Make sure the first 100 words contain the main keyword.
• Use secondary keywords throughout content naturally
• Implement proper paragraph structure with topic sentences
• Break up text with bullet points, numbered lists, and short paragraphs
• Include statistics, studies, and data points with proper citations
• Update content regularly with fresh information and insights

Orbit Media's survey of 1,000+ bloggers found that articles exceeding 2,000 words received 77.2% more backlinks than shorter articles (Crestodina, 2023).

Readability:

• Write at an appropriate reading level for your audience (typically 7th-9th grade level)
• When at all possible, use the active voice.
• Make sure your paragraphs and sentences are brief.
• If you're writing for a specialized audience, stay away from jargon.
• Include transition words to improve flow
• Use tools like Hemingway Editor or Grammarly to assess readability

Research by Nielsen Norman Group shows that users typically read only 20-28% of words during an average visit, making scannable, readable content essential (Nielsen, 2023).

7. Image Optimization

Essential Elements:

• Compress images for fast loading (under 100KB when possible)
• Make sure your file names are descriptive (for example, "on-page-seo-checklist.jpg" rather than "IMG001.jpg")
• Add alt text containing relevant keywords
• Include captions when helpful for users
• Implement schema markup for important images
• Consider lazy loading for multiple images
• Use appropriate dimensions to avoid layout shifts

Web users pay close attention to images that carry information. Eye-tracking studies by Nielsen Norman Group found that users spend 10% more time looking at images than reading text (Nielsen, 2022).

8. Internal Linking

Strategic Approach:

• Link to 3-5 relevant internal pages
• Use descriptive anchor text containing target keywords for destination pages
• Ensure links are contextually relevant to surrounding content
• Create a logical content silo structure
• Link to cornerstone/pillar content from supporting articles
• Update old content with links to newer related content

A study by Reboot found that strategic internal linking can improve rankings for target keywords by an average of 9.8 positions (Sharp, 2023).

9. External Linking

Best Practices:

• Link to 2-3 high-authority external sources
• Cite statistics, studies, and claims with outbound links
• Configure external links to launch in tabs.
• Vary anchor text naturally
• Focus on relevance over domain authority
• Update outdated external links regularly

A study by SEO PowerSuite found that pages linking to high-quality external resources rank better than those without external links, all other factors being equal (Marchenko, 2022).

10. Mobile Optimization

Key Elements:

• Implement responsive design
• Make sure the text can be read without zooming in.
• Make tap targets (buttons, links) appropriately sized (minimum 48×48 pixels)
• Avoid mobile interstitials that cover main content
• Check the mobile networks' loading speeds.
• Check for horizontal scrolling issues
• Verify all functionality works on mobile devices

Google primarily indexes and ranks content using its mobile version when it employs mobile-first indexing. According to Google, 61% of users are unlikely to return to a site with poor mobile experience (Google, 2023).

11. Schema Markup

Implementation Options:

• Add appropriate schema types (Article, Product, FAQ, How-To, etc.)
• Add every property needed for every kind of schema.
• Consider nested schema when applicable
• Test implementation with Google's Rich Results Test
• Implement breadcrumb markup for better site structure signals
• Use organization and website markup on all pages

Research by Search Engine Journal found that implementing schema markup can increase click-through rates by up to 30% through enhanced SERP features (Southern, 2023).

12. User Experience Signals

Critical Factors:

• Make Core Web Vitals (LCP, FID, and CLS) your top priority.
• Reduce obtrusive pop-ups and interstitials
• Ensure content is easily accessible above the fold
• Create clear navigation paths
• Implement proper whitespace and formatting
• Align content with the purpose of the search
• Consider dark mode compatibility

According to Google, when page experience metrics improve by one standard deviation, users are 24% less likely to abandon page loads (Google Chrome Developers, 2023).

For New Pages

13. Pre-Launch Checks

Final Verification:

• Conduct competitor analysis for target keywords
• Check for duplicate content with similar pages
• Verify proper canonical tags are in place
• Test all functionality before publishing
• Proofread content for errors
• Make a plan for promoting your content.
• Install tracking to keep an eye on performance.

A study by Content Marketing Institute found that pages with pre-launch optimization strategies implemented experienced 31% higher organic traffic growth in their first three months (Pulizzi, 2022).

14. Content Planning

Strategic Development:

• Create a content brief with keyword targets and intent
• Map content to the buyer's journey (awareness, consideration, decision)
• Analyze top-ranking pages for format and structure inspiration
• Plan multimedia elements (images, videos, infographics)
• Determine ideal word count based on SERP analysis
• Plan for future content updates

Orbit Media's research indicates that content created with detailed planning outperforms ad-hoc content by 141% in terms of organic traffic growth (Crestodina, 2023).

For Existing Pages

15. Content Freshness

Update Strategy:

• Audit content for outdated information at least annually
• Update statistics, screenshots, and examples
• Add new sections based on emerging search trends
• Update case studies and examples
• Update publication date after substantial revisions
• Remove or redirect outdated content that cannot be salvaged

According to Moz, refreshed content sees an average ranking improvement of 5-10 positions within 2-4 weeks of substantial updates (Fishkin, 2023).

16. Performance Analysis

Data-Driven Optimization:

• Review rankings for target keywords
• Analyze organic traffic trends
• Check bounce rate and time on page
• Identify content gaps compared to competitors
• Review heatmaps and scroll maps if available
• Assess conversion rates from organic traffic
• Evaluate performance in relation to industry standards.

SEMrush's study of 300,000+ websites found that pages with regular performance analysis and subsequent optimization saw 32% better year-over-year traffic growth (SEMrush, 2023).

17. Competitive Gap Analysis

Market Position Review:

• Compare content depth and breadth with top competitors
• Identify missing subtopics or questions
• Analyze multimedia usage differences
• Check external resources and citations
• Review formatting and content structure
• Assess overall content quality and expertise signals

A study by Ahrefs found that pages that fill content gaps identified through competitive analysis typically see a 23% improvement in rankings within 60 days (Soulo, 2023).

18. Consolidation Opportunities

Content Strategy:

• Identify underperforming similar content that could be merged
• Check for problems with keyword cannibalization.
• Consider implementing hub and spoke models for related content
• Evaluate thin content for expansion or deletion
• Review old content for historical consolidation

Research by Search Engine Journal shows that content consolidation can improve organic traffic by up to 116% in competitive niches (Southern, 2022).

Advanced On-Page SEO Tactics

19. Entity Optimization

Semantic Relevance:

• Research related entities in your niche
• Include relevant named entities (people, places, organizations, concepts)
• Create content that establishes entity relationships
• Use tools like Google's Natural Language API to analyze entity recognition
• Implement proper co-occurrence of related terms

Studies by SEMrush show that content with strong entity relationships outperforms keyword-focused content by 25-30% in competitive searches (SEMrush, 2023).

20. E-A-T Signals

Expertise, Authoritativeness, Trustworthiness:

• Include author bios with credentials for YMYL content
• Cite authoritative sources with proper attribution
• Include publication dates and update timestamps
• Link to official research, studies, and statistics
• Offer fair perspectives on contentious issues.
• Display relevant certifications or qualifications

According to Search Engine Journal, YMYL (Your Money or Your Life) pages with strong E-A-T signals receive 41% more organic traffic than those without clear expertise indicators (Southern, 2023).

21. Natural Language Processing Optimization

AI-Friendly Content:

• Focus on comprehensive topic coverage rather than keyword density
• Answer related questions clearly and concisely
• Structure content with semantic HTML (article, section, aside tags)
• Create content that addresses the "People Also Ask" questions
• Consider question-answer format for key sections
• Implement FAQ schema when appropriate

Research by Perficient found that content optimized for natural language processing sees 11.5% better position retention during algorithm updates (Enge, 2023).

Conclusion

On-page SEO continues to evolve as search engines become more sophisticated, but the fundamentals remain crucial for success. By systematically implementing this checklist for both new and existing pages, you can create content that satisfies both search algorithms and human readers—the ultimate goal of any SEO strategy.

Remember that on-page optimization is not a one-time task but an ongoing process. Regular audits, updates, and refinements based on performance data will ensure your content maintains and improves its position in search results over time.

References

1. Crestodina, A. (2023). Annual Blogging Statistics and Trends. Orbit Media Studios.
2. Dean, B. (2023). We Analyzed 11.8 Million Google Search Results. Backlinko.
3. Dean, B. (2022). URL Structure and SEO: A Data-Driven Analysis. Backlinko.
4. Enge, M. (2023). Natural Language Processing and SEO Performance. Perficient Digital.
5. Fishkin, R. (2023). Title Tag Display Length Guidelines. Moz.
6. Google. (2023). Mobile-First Indexing Best Practices. Google Search Central.
7. Google Chrome Developers. (2023). Web Vitals Impact on User Experience. Google.
8. Marchenko, A. (2022). External Linking Practices Study. SEO PowerSuite.
9. Nielsen, J. (2023). How Users Read Online Content. Nielsen Norman Group.
10. Nielsen, J. (2022). Eye-Tracking Study: Images in Content. Nielsen Norman Group.
11. Pulizzi, J. (2023). Content Structure and Engagement Correlation. Content Marketing Institute.
12. Pulizzi, J. (2022). Pre-Launch Content Optimization Study. Content Marketing Institute.
13. SEMrush. (2023). Ranking Factors Study 2023. SEMrush.
14. Sharp, D. (2023). Internal Linking Impact on Search Rankings. Reboot Online.
15. Southern, M. (2023). Schema Markup and CTR Study. Search Engine Journal.
16. Southern, M. (2023). E-A-T Signals and Organic Traffic Correlation. Search Engine Journal.
17. Southern, M. (2022). Content Consolidation Case Studies. Search Engine Journal.
18. Soulo, T. (2023). Content Gap Analysis and Ranking Improvements. Ahrefs.