Mastering On-Page SEO: Improving Your Search Engine Ranking

seo strategy

As businesses battle for online visibility, search engine optimisation (SEO) has become essential to their digital marketing strategy. SEO is a multi-faceted process that involves optimising both on-page and off-page elements. On-page SEO, in particular, focuses on optimising the content and structure of a website to improve its ranking on search engine results pages (SERPs). 

Here are six of the most important on-page SEO elements to help your website rank higher on search engines.

1. Title Tags and Meta Descriptions

Title tags and meta descriptions are the most critical on-page SEO elements. They provide search engines and users with a summary of what a page is about. The title tag is the blue clickable link in the SERP, while the meta description is the short summary below it.

To optimise your title tags and meta descriptions, ensure they contain your target keyword and accurately describe the content on the page. Keep your title tags under 60 characters and meta descriptions under 155 characters to avoid truncation in the SERP.

2. Headings and Subheadings

Headings and subheadings, also known as H1, H2, H3, etc., are essential on-page SEO elements that help search engines understand the structure and hierarchy of your content. They also make it easier for users to navigate your website.

To optimise your headings and subheadings, ensure they are hierarchical and accurately reflect the content on the page. Use your target keyword in your H1 tag and include other relevant keywords in your subheadings.

3. Content Quality and Relevance

High-quality, relevant content is a crucial on-page SEO element that can help your website rank higher on search engines. Google’s algorithm prioritises informative, engaging, and helpful content for users.

To optimise your content for SEO, conduct thorough research on your topic and provide in-depth, valuable information that your audience will find useful. Use your target keyword naturally throughout the content, but avoid keyword stuffing.

4. URL Structure

URL structure is another important on-page SEO element affecting your website’s ranking. A well-structured URL is easy to read and understand for both search engines and users.

To optimise your URL structure, use short, descriptive URLs that accurately reflect the content on the page. Include your target keyword in the URL but avoid using too many subdirectories or parameters.

5. Image Optimization

Images are a great way to break up long blocks of text and make your content more engaging. However, they can also slow down your website if they are not properly optimised.

To optimise your images for SEO, use descriptive file names and alt tags that accurately describe the image. Compress the image file size to reduce load times and improve page speed.

6. Internal Linking

Internal linking is an on-page SEO element involving linking to other website pages. It helps search engines understand the structure of your website and can improve user experience by providing additional relevant content.

Use descriptive anchor text that accurately describes the linked page to optimise your internal linking. Link to relevant pages within the content, and avoid using too many links on a single page.


By optimising these important on-page SEO elements, you can improve your website’s visibility, attract more organic traffic, and, ultimately, generate more leads and sales for your business.

Are you looking for expert digital marketing in Scotland to take your business to the next level? Look no further than Digital Marketing Scotland! Our team of skilled professionals can help you optimise your website for search engines and drive more traffic to your site through effective SEO and PPC strategies. Contact us today!

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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Wendy Harris
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Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
James McCormack
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Neil and the team were fantastic from first introduction through to planning and building our new website. we were that impressed we have new tasked digital marketing scotland with our site management, SEO and have asked them to run our next online marketing campaign. Thanks a lot guys!!! very, very impressed James Ayrshire Trade Frames
Natalie's Decor & Design
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We have been working with Colin and the team at Digital Marketing Scotland on a branding project for my business. Their knowledge and expertise is out of this world! I would not have been able to do what we are doing without them. Highly recommend Colin and the team for all your marketing needs!
Michelle Yamamoto
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Colin is a true pro with a wealth of knowledge to share with his clients. In addition to SEO consulting, he also gave great advice on marketing my company as a business consultant would and I am so grateful for that. Highly recommended.
Alison Banks
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Colin was really responsive and helpful and we are looking forward to working with him in the future to help us grow our business.
Elspeth Goldie
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A website upgrade was completed very professionally! Our input was the starting point and along side the expertise of the team we were able to create the perfect finish. Samantha's videos really helped to explain how to view the changes and add comments. First class service - would highly recommend!
Gavin Brown
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We approached Digital Marketing Scotland to assist us with a rebrand project. We had a reasonably good idea of what we needed and briefed Neil accordingly. What impressed me about their work was that it didn’t result in endless meetings and design tweaks. He immediately understood what we needed and delivered a compelling identity for our sister company that is strong enough to stand independently and consistent with our overall brand identity. We will use Digital Marketing Scotland again without question.
Jennifer Drummond
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Colin delivered SEO training to myself and colleagues in June 2023. He pitched the training perfectly for the room who had a mix of knowledge and experience, and gave us some really practical tips to improve our performance. Would definitely recommend Colin and Digital Marketing Scotland and would be happy to commission for training again.
Stuart Murray
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We've worked with Colin a few times now re our online furniture business, Retrovintage. Colin has provided consultancy and link building services. He's approachable, available, communicative and supportive and we've seen real concrete results from our link building project, in terms of considerably improved Google rankings and website visitors.
Langside Bed & Breakfast
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Digital Marketing Scotland built us a new website as our previous one wasn't working as well as it should. Samantha and Colin were amazing to deal with and very patient all the way throughout the build. They helped us set up hosting and also set up a business email for us too. They have always been on hand to carry out changes and updates to the site. Highly recommend them to anyone looking to build or redevelop their website.