The Ultimate Beginners On-Page SEO Guide: 2018 Edition

Updated for 2018 is our popular beginner's On-Page SEO guide

The Ultimate Beginners On-Page SEO Guide: 2018 Edition

There are many factors that affect SEO for search engines such as Google, Bing and Yahoo. One big aspect is On-Page SEO.

This is the ultimate beginners On-Page SEO guide for 2018 so it will be simple and easy to follow. With a best practice guide for each aspect of On-Page SEO.

On-Page SEO

On-Page SEO are all the SEO factors that are to do with your actual pages on your website.

1. Keyword Focus

The first place to start when doing On-Page SEO is to have a keyword focus for each page on your website. Not every page needs to be fully optimised but the ones you choose to optimise should have a unique keyword focus.

So for every keyword, you want to target you should have a unique page.

By keyword focus, there should be a simple phrase that sums up a page. For example, if you are a Surrey based bathroom installation company then a page focused on the phrase ‘Bathroom Installations Surrey’ would be a good start.

The ‘Bathrooms Installation Surrey’ page would also include related phrases such as ‘Bathrooms Installations in Surrey’ and ‘Surrey Bathroom Fitter’.

You would also create unique pages for other keyword focusses for the same website, for example, a page for ‘Bathrooms Installations Essex’ and ‘Bathroom Design London’.

Best Practice for Keyword Focus: Once you have picked your focus keyword phrase, you should also include topical phrases that are directly related to the main focus keyword.

2. Meta Title

The Meta Title, or often called Title Tag, is one of the most important elements of On-Page SEO. It appears in the HEAD area of a website’s code.

In the image above you can see how Google displays the Meta Title in their search engine results. The Meta Title is the large blue text, as it appears on Google.

When writing your Meta Title’s you should use a maximum of 70 characters. You should also add in your keyword phrases, as discussed in point 1 above.

There are a few ways to structure a Meta Title, they include:

a. Primary Keyword – Secondary Keyword – Brand Name
b. Brand Name – Primary Keyword and Secondary Keyword
c. Primary Keyword – Brand Name – Secondary Keyword

Best Practice for Meta Title: You should test different example and we recommend using option b for your homepage and option a for all other pages.

3. Meta Description

The Meta Description does not directly affect your search engine position but it is useful to the human user. By that, we mean that the person reading your search result listing will be more likely to click on to your website if the Meta Description is relative to their search and entices them to click through.

The Meta Description is shown below the Meta Title in Google’s search results. As in the image below, it is the dark grey text underneath the Meta Title and the URL.

You should include your Keyword Focus in the Meta Description.

Best Practice for Meta Description: Your page’s Meta Description should be limited to 156 characters. If you do not write a custom Meta Description for your page then the first 156 characters of your page will be used or 156 characters on the page which are related to the search.

4. URL Structure

Another important element of On-Page SEO is URL Structure. It is important that you include your focus keyword phrase in the URL.

Good examples of URL Structure are:


Bad examples of URL Structure are:


As above, the good examples clearly show what the content is about and contains possible keyword phrases. The bad examples do not show what the content is about and do not contain the keyword phrases.

Best Practice for URL Structure: Make sure that you include your keyword phrase, that the URL clearly explains what the content is, and keep it as short as possible.

5. Heading Tags

Heading Tags are for structure and explain more about what the content is. The Heading Tags are from H1 to h6.

There should be only one H1 tag per page and a range of h2 to h3 tags. You can include h4 to h6 tags if needed.

For example, on this page, the H1 tag is The Ultimate Beginners On-Page SEO Guide: 2018 Edition which contains the primary keywords and the H2 and H3 tags on this page include secondary keywords.

Best Practice for Heading Tags: One H1 tag plus a few H2 and H3 tags that include your keyword focus.

6. Content

Content is probably the most important element of your On-Page SEO. You should make sure that your content is relevant to your keyword focus and includes your primary and secondary keywords.

There are some important things you should consider when writing your content, they include:

a. You should make sure that your content supply’s a demand. Are people are actually looking for this content?

b. You should make sure that your content is shareable. Would you recommend this to a friend or share with a peer?

c. You should make sure that is backlinkable. Would you link back to the content as a useful source?

Best Practice for Content: Make sure that the content is needed, worth reading, shareable, and unique.

7. Images: Alt Text and File Name

Any images you add to your content should include your primary keyword in your ALT Text and File Name. For example, the image about the Meta Title includes the ALT Text ‘On Page SEO Meta Title’ and the image File Name ‘on-page-seo-meta-title.png’.

On-Page SEO Guide Summary

Now with this 2018 edition of our Ultimate Beginners On-Page SEO Guide you should be able to optimise your webpages for search engines like Google. Following all 7 aspects will help tune your webpages so that you are more likely to rank for your focus keywords.

The Ultimate Beginners On-Page SEO Guide: 2018 Edition