If you’re putting the effort into writing blog posts, you want people to actually find them. That’s where on-page SEO comes in. Unlike technical SEO (which can feel intimidating and code-heavy), on-page SEO is about the things you control directly in your content, like titles, headings, keywords, and how you structure your posts.
Think of it as giving Google a roadmap: the clearer and more structured your blog post is, the easier it is for Google (and readers!) to understand and rank it.
Here’s a practical SEO checklist you can use before hitting publish on every blog post:
1. Start With a Target Keyword
Every blog post should have one primary keyword (the main phrase you want to rank for) and a few secondary keywords (variations and related terms).
- Use tools like Google Keyword Planner, Ubersuggest, or Google’a autocomplete feature to find what phrases people are searching for.
- Choose keywords with a balance of higher search volume and lower competition. If your site is newer, avoid highly competitive terms (odds are very low that your new site would outrank more established sites for these).
- Make sure the keyword matches your post’s intent (e.g. “best coffee machines for small kitchens” signals that readers want product recommendations, not a history of coffee makers).
Remember: Write for humans first, then weave in your keywords naturally.
2. Craft a Compelling Title Tag
Your blog post title is often the first thing people see in search results – so you might as well make it interesting enough for people to want to click and read more!
- Include your primary keyword as close to the beginning of the title as possible.
- Keep it under 60 characters so it doesn’t get cut off.
- Make it clickable: use action words, numbers, or hooks.
Example:
❌ “SEO Checklist”
✅ “On-Page SEO Checklist: 10 Steps to Boost Your Blog Posts”
3. Optimise Your Meta Description
The meta description is the little snippet under your page title in search results. It doesn’t directly affect rankings, but it influences click-through rates.
- Use 150–160 characters max.
- Summarise the benefit of reading your post.
- Include your primary keyword once.
Example: “Follow this on-page SEO checklist to optimise every blog post, boost rankings, and attract more organic traffic, without technical overwhelm.”
4. Structure The Post With Headings (H1, H2, H3)
Search engines scan page headings to understand content hierarchy, so it behooves you to incorporate header tags throughout your blog post to help Google crawl your content effectively.
- Use one H1 tag (the post title).
- Break sections into H2s, and sub-points into H3s.
- Naturally include keywords in some headings where possible.
Good structure helps readers skim the whole page – and when readers stay longer, Google notices and ranks the page accordingly.
5. Use Keywords Naturally in the Content
Your target keyword should appear in a few key places:
- The first 100 words of your post.
- At least one subheading.
- A few times throughout the text (but avoid keyword stuffing).
Instead of repeating the exact phrase over and over, use synonyms and related terms. For example, if your keyword is “on-page SEO,” you can also use phrases like “SEO optimisation,” or “search visibility.”
6. Write for Readability
SEO isn’t just about keywords; Google measures user experience, too. The fact is, posts that are easy to read perform better.
- Keep paragraphs short (2–4 sentences max).
- Use bullet points and numbered lists.
- Add bold or italic emphasis for key takeaways.
- Write conversationally, as if you’re explaining to a friend.
7. Add Internal and External Links
Links are like signposts for both readers and search engines. It’s best to use a blend of both internal and external links.
- Internal links: Link to other relevant posts or pages on your website. This spreads authority and keeps people exploring your site.
- External links: Link to reputable sources that back up your claims (i.e. studies, official guides, or industry leaders).
Example: If you’re writing about keyword research, link to your older post on “free keyword tools” and to a trusted source like Moz or Ahrefs.
8. Optimise Images for SEO
Images make your post more interesting, but they also offer SEO opportunities.
- Use descriptive filenames (e.g., “on-page-seo-checklist.png” instead of “IMG_1234.png”).
- Add alt text that describes the image using natural language and (when relevant) a keyword.
- Compress images to reduce load time – remember, fast pages rank higher. Tools like TinyPNG or Squoosh are free and easy to use.
9. Improve Page Experience
Google cares about how users interact with your site. A slow, clunky page can drag rankings down, which is why you should be mindful of page speed.
- Use a mobile-responsive design (there days, most readers are on their phones).
- Keep loading times under 3 seconds per page.
- Avoid intrusive popups that hinder the user experience.
Tip: Check your performance using Google PageSpeed Insights.
10. End With a Strong Call-to-Action (CTA)
Every blog post should guide readers to a next step. SEO gets them in the door, but CTAs keep them engaged.
Examples:
- “Download our free SEO checklist PDF.”
- “Read our full guide on keyword research here.”
- “Subscribe for weekly marketing tips.”
This not only boosts conversions, but also signals to Google that your site offers value worth sticking around for.
Summary
On-page SEO doesn’t have to be overwhelming. By running through this SEO checklist before publishing, you’ll:
- Make your posts more readable.
- Give search engines the signals they need.
- Increase your chances of ranking higher and attracting organic traffic.
And the beauty of on-page SEO is that once you set it up, it keeps working in the background. And over time, those small optimisations can add up to major visibility for your blog.
