On-page SEO: the words and structure only you control
On-page SEO is the content and structure you control directly on your own website — titles, headings, internal links, and how clearly each page answers what someone searched. It is the part of SEO you do not need to wait on a developer or a backlink for, and it is where most sites lose traffic to problems that are simply never fixed.
What usually goes wrong
Pages competing with each other for the same keyword, so neither ranks. This is the single most common problem we find, and site owners almost never know it is happening.
Titles written for nobody: “Home”, “Services”, or the same title copied across forty pages.
Content that mentions a topic without actually answering the question someone typed — three paragraphs of context before the direct answer, which both readers and AI answers skip past.
Internal links that exist only in the main navigation. The body copy of most pages links to nothing, which wastes the easiest authority a site has to move around.
What you actually get
Concrete deliverables, not adjectives. Everything here is work we do, show you, and report on.
Keyword-to-page mapping
One primary keyword per page, with cannibalisation resolved by merging or clearly differentiating pages that were quietly competing with each other. This alone often produces the first visible movement.
Titles, meta descriptions and headings
Rewritten across the site to be accurate, clickable and unique — written to earn a click, not just to contain a keyword.
Content rewritten to answer first
A direct answer near the top of the page, in plain language — what gets picked up by featured snippets and AI answers, and what a skimming reader actually needs.
In-content internal linking
Descriptive links inside the body copy, not just the navigation bar, so authority flows to the pages that matter commercially, with anchor text that says what the destination page is about.
Content gap and depth review
Where a page says less than it needs to compared with what is actually ranking, and where a genuinely useful section is missing entirely.
Image and media relevance
Alt text that describes the image properly, sensible file names, and captions used where they add something — not keyword-stuffed, and not skipped.
Readability and structure
A heading hierarchy a reader can scan in five seconds, short paragraphs, and formatting built for someone reading on a phone with one thumb.
The process, with real timelines
These are the timelines we actually work to. Early movement in 60–90 days, meaningful growth at four to six months — we would rather say it upfront than have you find out later.
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Content and keyword audit
Every page mapped to its keyword, cannibalisation identified, and titles reviewed against what is actually ranking for each term.
Weeks 1–2 -
Quick wins first
Title rewrites and cannibalisation fixes. Cheap to do, and the fastest-moving part of on-page work.
Weeks 2–4 -
Content and linking rewrites
Page-by-page rewrites in priority order, starting with pages already ranking on page two, plus the internal linking that connects them.
Weeks 4–10 -
Fill the gaps
New sections added where a page is thin against what competitors cover, and new pages built where something is missing entirely.
Month 2 onward -
Monitor and iterate
Track what moved, keep what worked, and revisit. On-page work is not a project that finishes once.
Monthly
Who this is for
- Sites whose rankings have gone flat despite publishing content
- Businesses with pages that seem to compete against their own other pages
- E-commerce sites with large catalogues and thin category pages
- Anyone whose content reads well but never gets to the point
When we’d tell you not to bother
If your site is slow, has indexation problems, or is difficult for Google to crawl in the first place, rewriting the words on the page will not fix that — our technical SEO work comes first. We would tell you that rather than sell you a content rewrite that has nothing solid to sit on.
Frequently asked questions
What is the difference between on-page and technical SEO?
On-page SEO is what a page says and how it is structured for a reader — titles, headings, content, internal links. Technical SEO is how the site is built and crawled — speed, indexation, schema, redirects. We sell them separately because they need genuinely different work, but a site usually needs both, and we will tell you honestly which one to start with.
How long before on-page changes show results?
On-page fixes are the fastest-moving part of SEO. Pages already ranking on page two often move within 4–8 weeks of being properly rewritten. New content and larger structural changes take longer to be fully recrawled and reassessed.
Do I need all new content, or can you work with what I have?
Usually the second. Most sites already have the words that would rank — they are just organised badly, buried under a weak title, or missing the direct answer near the top. We rewrite before we recommend starting from scratch.
Will you need access to my website?
Yes, or access to your developer or content editor. We can deliver a specification for your team to implement if you prefer to keep changes in-house — many clients do, and it works fine.
What is keyword cannibalisation and why does it matter?
It is two or more of your own pages targeting the same search term, so Google has to guess which one to rank — and often ranks neither well. It is the single most common on-page problem we find, and fixing it is usually the first thing that moves.
Tell us about your site
Send your URL and we’ll come back with the three things costing you the most traffic — and whether on-page seo is the right place to start.
Monday–Friday: 10 AM – 6 PM · We reply within one working day.
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