On-page SEO is everything you control directly on a web page - the signals that tell Google (and your visitors) what the page is about, why it's useful, and how it relates to other content on your site.
Headings - structure for Google and readers
HTML headings (H1 through H6) tell Google how your content is structured. They're also what people skim when they land on your page - so they serve double duty.
<h1>One H1 per page
Every page should have exactly one H1 - the main topic of the page. It should contain your primary keyword and be descriptive. Don't use your H1 as a banner headline ("Welcome to our website!") - use it to tell Google what the page covers.
<h2> <h3>Subheadings as signposts
H2s are your main sections. H3s are subsections within those. Use them generously - they make long content scannable and give Google additional signals about your page's subtopics. Include secondary keywords naturally in H2s where they fit.
Content quality - what Google actually evaluates
Google's quality raters use a framework called E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. Your content needs to signal all four to rank well in competitive searches.
Match the search intent exactly
Before writing, search your target keyword and look at the top 3 results. Are they how-to guides? Product pages? Comparison articles? Match that format - Google is telling you what searchers want to find.
Depth over length
Longer content often ranks better - but only because longer content tends to cover topics more thoroughly. Don't pad for length. Cover your topic comprehensively, answer follow-up questions your audience would have, and then stop.
AU Context
For Australian audiences, using local examples, AU statistics, suburb names, and referencing Australian regulations or standards signals geographic relevance - and builds trust with local readers who can tell when content was written for a different market.
URL structure
Clean, descriptive URLs are a minor ranking factor but a significant trust signal. A URL like /guides/on-page-seo tells Google (and users) exactly what the page is about. A URL like /page?id=4392&cat=3 does not.
Rules: lowercase, hyphens not underscores, include the primary keyword, keep it short. Avoid changing URLs once a page is indexed - 301 redirects lose some link equity and can cause temporary ranking drops.
Internal links - the underrated signal
Internal links (links between your own pages) do two important things: they help Google discover and understand your site structure, and they pass "link equity" from high-authority pages to ones you want to rank.
When you publish a new page, link to it from at least 2-3 existing high-traffic pages. Use descriptive anchor text that describes the destination page's topic - not "click here" or "read more".
Quick win
One of the highest-ROI on-page SEO tasks for established sites is an internal link audit - finding your high-authority pages and adding contextual links to pages you want to rank better. No new content required.