On Page Optimization2018-10-02T20:45:29+00:00


Darryl Robinson-Keys is an SEO Consultant in Toronto this image represents his on page optimization services

The Practice of Optimizing Individual Web Pages

On-page optimization (AKA on-page SEO) refers to all the actions that can be taken within the configuration, design and content of a website as to best allow search engines to understand and interpret the value of that content for the aim of most satisfactorily addressing user search intent.

The primary on-page optimization elements I focus on are:

  • URL structure
  • Title tag structure
  • Meta description tag
  • H1 tag
  • Page load speed
  • TF-IDF
  • Image Optimization
  • Link Structure

URL Structure:

URLs are the building blocks of an effective site hierarchy, passing equity through your domain and directing users to their desired destinations. The best practice is to keep URL structures short sweet and friendly. Unfriendly URL’s very often are dynamically created and appear  similar to this type of format https://domain.com/cat/?cid=7078. Friendly URL’s will contain keywords that help assist searchers and search engines to better identify the content of a page.

URL structures can sound very technical, hence I speak more to this on my Services Technical SEO page.

Title Tag Structure:

Title tags are usually 50-60 characters in length, they are  displayed on search engine results pages (SERPs) as the clickable headline for a given result.  The title tag of a web page is meant to be an accurate and concise description of a page’s content. Title tags are used in three key places: (1) search engine results pages (SERPs), (2) web browsers, and (3) social networks. Every page should contain a unique title description.

Meta Description Tag:

Although the meta description tag is not considered as a ranking signal, it is still a very important on-page element. Meta descriptions appear as snippets along with the title description on search engine results pages (SERPs). A well written meta description in the range of  160 characters will entice click through traffic to a website.

H1 Tag:

The header tag, or the H1 tag acts as the main title or primary emphasized text for a block of content.  Search engines interpret this tag  as an important relevancy indicator and as such consider this as a valuable ranking signal.

Page loading speed:

Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. Slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation. Page speed is also important to user experience. Pages with a longer load time tend to have higher bounce rates and lower average time on page. Longer load times have also been shown to negatively affect conversions.

Page speed can sound very technical, hence I speak more to this on my Services Technical SEO page.


Term frequency–inverse document frequency is a numerical statistic that is intended to reflect how important a word is to a document.  The more often that word appears on a page, the more likely it is that the page is about that word. Google and other search engines likely use LSI (Latent Symantec Indexing) and other calculations to determine this statistic and in turn compile it within their ranking criteria.

Image Optimization:

Images make webpages more appealing and help users to understand a page. The following image optimization techniques are applied to assist search engines with understanding an image.

  • Descriptive keyword-rich file names
  • Alternate text tags
  • Captions

Descriptive keyword-rich file names help alter search engines as to the subject matter of the image.

Alt tags are a text alternative to images when a browser can’t properly render them. Similar to the title, the alt attribute is used to describe the contents of an image file.

Captions are beneficial because not all images are understood right away, and the function adds context for the image to provide more context for the search engines to understand (aside from your alt text).

Following these tips should increase interaction and engagement with  images, reduce page load speed, improve findability in image search results, and strengthen keyword performance.

Link Structure:

Internal links connect your content and give search engines an idea of the structure of a website. Internal links are most useful for establishing site architecture and spreading link equity.

These type of links are useful for three reasons:

  • They allow users to navigate a website.
  • They help establish information hierarchy for the given website.
  • They help spread link equity (ranking power) around websites.

Links Structures should be constantly reviewed to ensue they:

  • Are still active – do not 404, do not rely on a 301 redirect.
  • Are still relevant – have current pricing, product features, service list, etc.
  • Are still the most useful page on the site – have you since created a better more useful page?

External Link Structures are addressed on my Services Link Building page.

I am happy to schedule a free consultation to help you determine your SEO approach today. 

Request a Free Consultation


Paddle Toronto
Paddle Toronto
20:05 20 Aug 18
Amazing talent and awesome personality mixed together for a great experience and excellent website work ...thanks Darryl
Adrienne Rommel
Adrienne Rommel
22:58 04 Apr 18
Darryl's professionalism, knowledge and super quick response times was extremely appreciated when he was helping me set up my website. He helped me to design my site, provided me with excellent professional advice, and was always quick to respond when I needed to make any changes, and was especially flexible when they were sometimes last minute changes. I attribute the success of my business's website to Darryl's help. Thanks Darryl!
Cameron D
Cameron D
16:10 04 Jan 18
Darryl's search marketing skills are professional and make him a pleasure to work with. He gives great advice and is always up-to-date with the latest in the world of SEM and SEO. His expertise combined with his business skills makes him an excellent choice.
Audrey Yates
Audrey Yates
15:06 31 May 17
Darryl, is a highly competent Google Adwords, Analytics & SEM specialist. Darryl knows of what he speaks. He is very thoughtful in reading data and applying insight. Equally important is Darryl's skill in writing google ads and delivering great quality scores. Always a pleasure to deal with and totally present in developing google strategies and with follow-up meetings. Audrey Yates
Wendy Pulton
Wendy Pulton
14:40 26 Apr 17
DRKSolutions helped me understand the value and the complexity involved with SEO. Very knowledgeable with this subject matter and was able to convey SEO concepts in terms that this novice could understand. Thank You!
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