The main on-page factors include:

• Title tag: A shortened version of your page title (less than 60 characters) that has your main keyword, secondary keyword, and brand name. Use Moz’s preview tool to see how your title appears in SERPs.

• Meta description: A short (160 or fewer characters) summary of your webpage that tells people what to expect and encourages them to click. It should have your keyword, synonym, or related latent semantic indexing (LSI) terms and phrases.

• Images: Optimize your photo titles, file names, captions, and alt text for humans first, then SEO. Include keywords where applicable and follow Google’s image best practices.

• URL structure: Typically, it’s best to avoid strings of numbers or dates. Instead, separate your page title (including any keywords) by dashes—review Search Engine Journal’s in-depth URL guide for more information.

• Internal linking: These help search engines find and understand your pages. Internal links also keep visitors on your website, which tells Google that your information is relevant. Use a keyword as anchor text, not “click here.”

• Content: Write high-quality, original, search-optimized content based on search intent. Include your keyword in the first few sentences and at least one header. Use variations of your keyword throughout your content.

However, before improving your performance, you must perform keyword research and develop an SEO strategy. Use SEO resources like HubSpot’s free courses to learn about every aspect of search engine optimization and content marketing.

[Read more: How to Ensure Your Business Website Is SEO Optimized]

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