Is there a DIY guide to SEO

On-Page SEO: A Complete Beginner's Guide

Chapter 1

First of all, we should make sure we understand what on-page SEO is and why it matters.

What is on-page SEO?

OnPage SEO (also called OnSite SEO) is the practice of optimizing websites in order to rank better in search engines. This includes optimizing the visible content and the HTML source code.

Why is on-page SEO important?

Google looks at the content of your page to see if it is a relevant result for the search query. Part of this process is looking for keywords.

But on-page SEO is more than just building keywords into your content - much more.

After all, Google looks for the most relevant search result for a query, so its algorithms also look for other relevant content on the page. If your page is about dogs and you don't mention different breeds, Google knows there are probably more relevant results out there.

Relevance plays such a big role in OnPage SEO that it is unlikely to rank if you don't meet it.

Chapter 2

Before you even think about doing “technical” tweaks like placing keywords here or there, you need to create content that Google wants to rank. For that, you need a main keyword that you are targeting. Check out our keyword research guide if you don't have one.

Otherwise, here are the four things you need to master:

  1. Be relevant
  2. Be detailed
  3. Be unique
  4. Be clear to understand

1. Be relevant

Relevance is arguably the most important aspect of OnPage SEO. the alignment of your content with the search intention. If you don't give the seeker what they want, your chances of ranking are slim to none.

Since nobody understands search intention better than Google, the best place to start is to analyze the current top ranking results according to the three “Cs” of search intention:

  1. Content type
  2. Content format
  3. Content orientation

We covered this concept briefly in our keyword research guide. However, we will go into a little more detail here, because here, too, the alignment of the content to the search intention is crucial.

1. Content type

Typically, content types fall into one of the following five areas: blog posts, product, category, landing pages, or videos. For example, all of the top ranking pages for “black maxi dress” are e-commerce category pages from well-known shops.

If you want to rank for this keyword, it is unlikely that you will be able to do so with a blog post. The seekers are in buy mode, not learn mode.

With some keywords, however, the matter is not that clear.

If we look at the top ranking results for “plants”, you'll see a mix of e-commerce sites and blog posts.

When this happens, use your best judgment. In this case, the top three search results are e-commerce sites, although there is a 50:50 split between blog posts and e-commerce sites. That tells us that most searchers want to buy something and not learn, so you probably have the best chance of ranking well for that keyword with an e-commerce site.

2. Content format

The content format is especially true for blog posts, as it is usually either instructions, listings, news articles, opinions, or reviews.

For example, all results for “force restart iPad” are instructions except those from

The keyword “marketing ideas” is only a listing.

For the best chance of ranking for any of these keywords, follow this example. Trying to rank a listing when seekers want guidance turns out to be an uphill battle.

As with the content type, the SERP issue is not always as clear-cut as in the examples above.

Let's take a look at the top ranking pages for “how to get more subscribers on youtube”. There is a fairly balanced distribution of blog posts in the form of guides and listings.

US rankings for “how to get more subscribers on youtube” from the Ahrefs Keywords Explorer.

Since in this case “how to” is included in the targeted keyword, that would probably be the best way to go. It should be noted, however, that there is no straightforward answer. Everyone sees things differently, and you can do it one way or another. We chose the list format for our post on increasing the number of YouTube subscribers because it better suited the tips we wanted to give.

Our site ranks # 9 for “how to get more youtube subscribers”.

2. Content orientation

The content orientation relates to the main “selling point” of the content. For example, if you are looking for “how to make latte” (“How do you prepare a white coffee”), you seem to want to know how to make it at home - without special equipment.

For “best macbook”, people are clearly looking for recent results.

In case that is not yet very clear: The content orientation of the content is not always that clear. If you look at the top scores for “fried rice recipe”, there are multiple orientations: “best”, “easy”, “like in a restaurant”, etc.

In this case, the perfect alignment of the content is pure speculation. Just choose the orientation that you think will be most appealing and useful to someone searching for “how to make fried rice”.

While it is important to align your content with the expectations of the searcher, you shouldn't always follow the crowd. If you're convinced that you can grab searchers' attention with a different type of content, format, or focus, then you should give it a try.

2. Be detailed

Having content that broadly matches the search intent is a good start, but that alone is rare enough. In order to earn a spot on the first page of Google, it has to keep its promises. And that means that it covers all the things that seekers expect and want to see.

Since you've identified the three Cs of search intent, you probably already have a rough idea of ​​what searchers want to see. For example, if you're writing about how to buy bitcoin and the top ranking sites are for beginners, it probably wouldn't be wise to explain the blockchain in great detail.

However, analyzing the three Cs only gives you an insight into the intention. To better understand what your content should cover, you need to dig deeper into the bigger picture by further analyzing relevant top ranking pages.

The keyword here is “relevant”. If you're targeting the keyword “best golf club sets” and want to write a post about the best sets, then it doesn't make sense to analyze top-ranked e-commerce sites or posts about individual clubs and get inspiration from them . You should analyze pages similar to yours.

Let's look at how to do that.

Search for common subheadings

Most pages divide a topic into subtopics with subheadings. These provide quick insights into what searchers are looking for, especially if you come across the same or similar subheadings across multiple pages.

For example, if we check the sub-headings for other OnPage SEO guides, we see that each page has a definition.

From page # 1 for "on page seo"

From page # 2 for "on page seo"

From page # 3 for "on page seo"

If you consider that all relevant top ranking pages contain this information, the conclusion that searchers want to know something about it stands to reason. Google probably knows that pages containing this information will result in higher user satisfaction than those that don't - and Google chooses to rank them higher.

When making a listing, you can also use the subheadings to get insights into specific products, services, or tips that you might want to include.

For example, if we look at the free OnPage report on the Ahrefs SEO toolbar, we see that the top ranking pages for “best golf club sets” mention some of the same sets.

Just remember to use this approach with caution. If your keyword is "best golf club sets" and all of the top ranked sites mention a set that you know is awful, you shouldn't include it just because everyone else did too.

Search for subtopics in the keyword rankings

According to our analysis of three million search queries, the average top-ranking page ranks in the top 10 for almost 1,000 other relevant keywords.

Many of these keywords are a different way of looking for the same thing. For example, if we enter the top ranking page for “best golf club sets” in the Ahrefs site explorer and the Organic keywords report (“organic keywords” report), we see that it also ranks for the following keywords:

  • best set of golf clubs
  • best golf club sets 2020 (best golf club sets 2020)
  • good set of golf clubs
  • best complete golf sets
  • best golf set (best golf set)

But some keywords represent subtopics that fall under the parent topic.

For example, the same site also ranks in the top 10 for:

  • mens golf club sets (golf club sets for men)
  • best budget golf clubs (best cheapest golf clubs)
  • best golf club brands
  • golf club set with bag
  • best amateur golf clubs (best golf clubs for amateurs)

Searching for sub-topics of the keywords of relevant top ranking pages is a great way to find aspects that you might want to cover in your content.

Another option is to look for keyword clashes between multiple pages. To do this, enter a few relevant page URLs into Ahrefs' content gap tool, then play around with the number of overlaps until you get a meaningful set of results.

... then activate the “intersect” area until you see the keywords that represent the subtopics.

View the pages manually

Finding common sub-headings and keywords is the quickest way to get a glimpse of what to cover. However, you cannot learn everything that way. There is no substitute for manually analyzing the pages to get a better feel for the subject.

When we open the first three pages to the best golf club sets, we find that most of the sets listed are entry-level sets under $ 300. None of the sites actually lists the “best” sets as they cost thousands and thousands. This shows us that mostly beginners search for this keyword, so there is no point in listing reviews of high-end products as searchers would not find it useful.

Additionally, we see that most of the top sites list the pros and cons of each set.

The # 1 page for “best golf club sets” lists the advantages and disadvantages ...

... and that's exactly how the page in place # 2 does it.

This gives us clues as to how we should structure our contribution for searchers and which product features are most important to them. For example, it looks like the durability of the bag is a selling point for people looking to buy club sets.

Take a look at the SERP features

Aside from analyzing competition sites, there is also something you can learn from reviewing SERP features like Featured Snippets and “People Also Ask” (PAA) boxes.

For example, while there is no featured snippet for “best golf clubs”, there is a PAA box. And these questions provide insights into other things that seekers may want to know.

The “People Also Ask” box for “best golf club sets”

The “Similar Questions” box for “Best Golf Club Sets”

The penultimate question tells us that those searching are likely to be quite price conscious and want a high quality set of clubs at a fair price. This confirms what we were thinking after manually analyzing the top ranking pages. Most seekers are almost certainly beginners and are not looking for the absolute top hitters.

If we look at the results for “how to swing a golf club”, we see that the snippet featured is a YouTube video.

Youtube video in the featured snippet for “how to swing a golf club”

Even if you were targeting that keyword with a blog post, the fact that a video ranks in the snippet tells us that searchers are likely to want visual assistance. For this reason, it would make sense to include videos or images that demonstrate the momentum in your post.

3. Be unique

It's important to give seekers what they want, but you also need to bring something new to the table. If you don't, your content will be like everyone else's. And nobody wants to link to similar content.

Everything we've discussed so far should provide a good framework for your content, but there should still be room for some creativity.

For example, if we look at the SERP for “SEO Tips” the intention is clear. People want a list of tips to improve rankings and drive traffic.

That's what we created, as you can see from the # 2 post.

While many of the tips on our list aren't unique, there are some you won't find anywhere else. One of them is embedding videos in relevant posts to get traffic from Google. If someone comes across our site, finds this tip useful and decides to share it with others, they have no choice but to share it or link to our site.

This is a little more difficult with other types of content, but it is still possible.

For example, it might seem almost impossible to create a unique product or category page, but you can always take advantage of things like:

  • Better filters
  • Better product photos
  • Unique product descriptions
  • Reviews

4. Be clear to understand

No matter how well your content matches the search intention or how detailed it is, no one will read it if it is not clear. For example, the page below matches the search intent for the keyword “all grain brewing” - but it's like a wall of tiny text that nobody wants to read.

Great result, but it corresponds to a text wall!

Follow these simple tips to create well-organized content that people will want to read:

  • Use bullet pointsto make it easier to skim through the text.
  • Use meaningful subheadings (H2-H6) for a hierarchy.
  • Use picturesto loosen up the text.
  • Use simple wordsthat everyone can understand.
  • Use short sentences and paragraphsto avoid “walls of text”.
  • Use a large fontso as not to strain the eyes of the reader.
  • Write as you would speak tooto make the text more entertaining and make it feel like a conversation.

It's about making it as easy as possible for seekers to find what they're looking for. If you have everything people want to know on your page but they can't find it, they'll hit the back button and look for a page that's clearer and easier to understand.

In addition to the advice given above, we also recommend putting “must-know” before “good to know”. This is known as the inverted pyramid principle.

For example, when we wrote our guide to 301 vs. 302 redirects, there were a lot of topics to cover.But we also knew from the SERP analysis that most searchers only wanted to know the difference between the two forwarding types. So while we wrote an in-depth guide explaining the pros and cons of both types, we made sure to summarize the main difference in one sentence at the beginning of the post.

If you're not sure what “good to know” and “necessary to know” are for your topic, take another look at the pages that ranked best. If we do this for our “best golf clubs” example, we see that all of the pages list the best sets of golf clubs before going into detail about each set. So people probably want to see the top picks before the pros and cons and other information.

Chapter 3

Creating the kind of content that Google and searchers want to see is the hard part. Now all you have to do is tweak the “technical” things like meta tags and URLs. This is the icing on the cake and helps make it twice as clear to Google and searchers that your page is the best result.

A quick checklist:

1. Add your keyword to the title

The title of a page is usually wrapped in an H1 tag. That is why it has probably always been a common SEO wisdom to include the keyword in the title.

Google's John Mueller even confirmed the importance of headlines in 2020.

As for the text on a page, a heading is a really strong signal that tells us that this part of the page is about that issue.

John Mueller, Search Advocate Google

Including the keyword in the title is a matter of course for most SEO professionals. You've probably already spotted them in our post titles.

Keywords in our title tags.

You just have to know that it doesn't always make sense to use the exact keyword in your title, but rather a close variant. For example, the main target keyword for this post is “SEO Outsource”, but the title is “How to Successfully Outsource SEO (Simple Scheme)”.

It's also important that your titles sound natural, so use conjunctions and stopwords where necessary.

2. Use short, descriptive URLs

Short and descriptive URLs help searchers understand what a page is about before they click on it.

For example, let's look at these two URLs:

Both sites are talking about the same thing, but this is not evident from the URLs. Only the second URL tells you what the page is about, which makes for a clearer and more “click-friendly” result in the SERPs.

With most CMS, you can easily change the URL slug (the part after the domain and sub-folders). Setting it on your target keyword is often the easiest way to optimize. We do this for almost all of our blog posts.

Remember that the target keyword should also be used here if it really makes sense. In some cases a variation may be better. For example, our target keyword for this post is “how long should a blog post be”. Since this seemed a bit long and cumbersome to us, we used “blog post length” instead.

It is important to keep the texts short as Google cuts off long texts in the SERPs.

3. Optimize your title tag

Having a meaningful title tag is important as it will appear in search results.

Title tag in search results.

Often the easiest way to create one is to set it as the title of your page or post. We do that for almost all blog posts. For example, the post above has the same title and title tag.

This is also the title tag for our post.

However, sometimes it makes sense to change something, e.g. if your title is too long. As with URLs, Google truncates long title tags in search results.

Trust your practical mind and shorten titles that are too long. For example, in our guide to content writing, we just cut off the end.

4. Write a meaningful meta description

Google often shows the meta description of a page as an explanatory snippet in the SERP.

Meta description in the search results.

How often? According to our analysis of 192,000 pages, about 3/4 of the time.

Meta descriptions are not a ranking factor, but they are still important because an appealing description can lead to more clicks and traffic.

Use these tips to quickly write a compelling description:

  1. Extend your title tag. Include USPs that you couldn't fit into the title.
  2. Agree with the search intention. Focus on what the seeker is looking for.
  3. Use the active. Address the seeker directly.
  4. Be concise. Use around 120 characters or less.
  5. Build in your keyword. Google puts bold words and phrases associated with the search query.

Don't spend too much time writing meta descriptions as they are by and large relatively unimportant.

5. Optimize your pictures

Images can rank in the Google image search and drive more traffic to you. In fact, we had over 4,000 blog hits from image search in the last 28 days.

Search hits on the Ahrefs blog via Google images over a period of 28 days.

Here's a quick three-step checklist for optimizing your images.

a) Name the pictures appropriately

According to Google, filenames give clues about the subject of the picture, so hund.jpg is better than IMG_859045.jpg.

Unfortunately, most cameras and smartphones use generic names for photos and pictures, just like computers. When you take screenshots for a blog post, they are usually named like Screenshot 2021-01-12.png.

Because of this, you should rename it. That's how it's done:

  • Be descriptive. black-puppy.jpg> puppy.jpg
  • Be concise. black-puppy.jpg> my-super-cute-black-puppy-name-spike.jpg
  • Don't overload with keywords. black-puppy.jpg> black-puppy-dog-puppy.jpg
  • Use hyphens between words. black-puppy.jpg> black-puppy.jpg (this is the official recommendation from Google)

b) Use descriptive alt text

Alt text (alternative text) is an HTML attribute used in tags to describe the image. It's not visible on the page itself and looks something like this:

The main purpose of alt-text is to improve accessibility for visitors using screen readers. These convert page content, including images, to audio. Browsers also display alt text instead of images when the image fails to load.

In addition, Google's John Mueller said that alt text can help you rank in Google Images:

Alt text is extremely helpful for Google Images - if you want your images to rank there. Even if you use lazy-loading, you know which image will be loaded, so get that information in there as early as possible & test what it renders as.

- 🍌 John 🍌 (@JohnMu) September 4, 2018

Alt text is extremely helpful for Google Images - if you want your images to rank there. Even if you are using lazy loading, you know which image is being loaded, so bring this information in as early as possible & test what it is being rendered.

When creating alt text, Google recommends “focusing on creating useful, information-rich content that uses keywords appropriately and is in context with the content of the page”. But they also think, “Avoid filling alt-attributes with keywords (keyword stuffing), as this leads to a negative user experience”.

With that in mind, here's our best advice for creating alt text:

  • Be descriptive. Use relevant keywords where appropriate.
  • Be concise. Keep texts short to avoid annoying screen reader users.
  • Be precise. Describe what can actually be seen in the picture.
  • Avoid keyword stuffing. This can "lead to your site being viewed as spam".
  • Avoid stating that it is an image. Do not include “image of…” or “picture of…” in descriptions. Google and screen readers can find out for themselves.

To demonstrate this, let's write an alt text for this photo of a puppy:





If you use WordPress, you can easily add alt text to images when you include them in the posts.

Here's a guide on how to add alt text in Squarespace, Wix, and Shopify.

c) Compress images

Compressing images makes the file sizes smaller, which results in faster loading times. This is important because page speed is a ranking factor for desktop and mobile.

There are many tools out there for compressing images, and we especially like ShortPixel. It has a web interface that lets you compress up to 50 images at once for free, and a WordPress plugin that compresses images as you upload them.

5. Add internal and external links

Linking to relevant internal and external resources helps visitors navigate your website and find more information. Still, some say that linking to other websites is bad for SEO.

It's a myth. There is no evidence that linking to other websites will harm your search engine optimization.

In fact, Google's John Mueller also thinks:

Linking to other websites is a great way to add value to your users. Often times, links help users find out more, review your sources, and better understand how your content is relevant to the questions they have.

John Mueller, Search Advocate Google

While he didn't say anything about the impact of outbound links on search engine optimization, he did emphasize that they help users. And we know from Google's Guide to How Search Works that the search engine is designed to help people "find the most relevant, useful results."

Of course, that doesn't mean you should just link anywhere for the sake of linking. Only link to internal and external resources that make sense, such as sources, product recommendations or related blog posts. You will find that we link to many internal and external resources in this guide.

Chapter 4

Everything we've covered so far is enough to make pages good at optimizing, but there are other things you can do as well. So if you are already ranking well and want to push your page higher or just want to really get started with on-page SEO, here are a few "advanced" optimization measures.

1. Optimize for your featured snippets

Featured snippets are a type of SERP feature that often appears near the top of search results. You answer the searcher's question with a short excerpt from one of the best ranking sites.

Featured Snippet for "What are Local Citations?"

Since the response to the snippet comes from a page in the search results, it is possible to effectively shorten the path to the best-ranked position by “capturing” the snippet.

This is often easier said than done, but the basic process is:

  1. Be in the top 10. Google usually pulls the snippet from one of these sites.
  2. Make sure that Google is already showing a featured snippet. You should use this to understand how to “answer” the request.
  3. Give the answer on your side. Google can't get it from your page if it's not there.
  4. Use the correct format. Paragraph, list or table - what do Google and searchers expect to see?

For example, let's say we want to see if there are featured snippet opportunities for our evergreen content post. If we enter the URL into Ahrefs' Site Explorer and look up the top 10 rankings "Organic keywords" (organic keywords), we see that we are already in the top 10 for “Evergreen Content”.

Our US ranking for “evergreen content” from the Ahrefs Site Explorer.

If we check the SERP, we see that the current featured snippet is a short paragraph with a definition of the term.

Definition in the featured snippet for “evergreen content”

To be in the running for this featured snippet, we would need a definition on our side.

On the other hand, if we wanted to win the snippet for “most visited websites”, we would probably have to include a table with the top search queries and their monthly search volume.

Table in the featured snippet for "most visited websites"

2. Install link magnets

Links are still an important Google ranking factor. Although link building is part of off-page SEO and not on-page SEO, you can generate more links by adding linkable snippets to your page.

How do you know what a linkable snippet is?

See why people are linking to similar, competing pages.

For example, the main target keyword for one of our posts is “Long Tail Keywords”. When we enter this keyword into Ahrefs' Keywords Explorer, we see a couple of similar posts with lots of backlinks.

Now let's just enter one of these posts in Site Explorer and check it out Anchors Report (anchor report). This shows the most common words and phrases people use when linking to the page. In this case, we see a large number of people who link based on statistics.

That tells us that we should probably include some statistics in our post to increase "linkability".

If we shift up a gear and that AnchorsReview report for a top-ranked "SEO Copywriting" page, we see that a lot of people are linking based on two unique concepts.

It probably wouldn't make sense for us to include the same topics in our post, but we can include some unique ideas of our own to increase linkability. That's what we did when we wrote about SEO copywriting.

3. Get rich snippets with schema markup

Rich snippets are search results that have additional information below the title, description, and URL.

For example, Google shows ratings, cooking time, and calories for these recipe pages.

Google pulls this information from a type of structured data on the page called schema markup. In this case, the pages use a certain type of schema markup called recipe markup.

Here are a few other types of schema markup that can result in rich snippets:

  • How-to markup
  • Product markup
  • Review markup
  • Software markup
  • FAQ markup

For example, here is a page in the SERP that uses FAQ markup:

FAQ Rich Snippets.

Although rich snippets don't represent a ranking factor, many believe that rich snippets can get more clicks - at least for some pages.

There's no generic ranking boost for SD usage. That’s the same as far as I remember. However, SD can make it easier to understand what the page is about, which can make it easier to show where it's relevant (improves targeting, maybe ranking for the right terms). (not new, imo)

- 🍌 John 🍌 (@JohnMu) April 2, 2018

There is no generic ranking boost for SD usage. It's the same as far as I remember. However, SD can make it easier to understand what the page is about, which can make it easier to show where it is relevant (improves targeting, maybe also ranking for the right terms).

If you're using WordPress, you can add schema markup to posts and pages with popular plugins like Yoast or Rank Math. Just note that not all types of content are suitable for search enhancements like rich snippets.

4. Improve the thematic relevance

Google rates a page as more relevant to the search query if it “contains other relevant content in addition to the keyword”. For example, if your page deals with dogs, listing breeds would likely lead to a more relevant result when someone searches for "dogs".

If you've followed the advice in chapter two, your content should already have plenty of relevant words, phrases, and concepts in it. When you write, it comes naturally.

However, it is easy to overlook something - especially with complex topics.

For example, this is one of the top ranking results for "how to brew beer". It's a pretty thorough guide for a beginner, but doesn't mention the fact that you need a siphon to transfer your beer from the fermentor to the bottles.

Page about the production of beer missing important details.

In this case, if you're not getting where you want it to be and you're not sure why, it might be worth taking a closer look at what you may have missed on your side.

Here are a few ways you can do that.

Use the “Also talk about” report

The “Also talk about” report in Keywords Explorer shows keywords and phrases that are frequently mentioned by the top 100 ranking pages. Just enter your target keyword and see what the top ranking pages are reporting on at a glance.

For example, if we check the report for “Brewing Beer,” we see many keywords related to ingredients and features, such as:

  • hop
  • yeast
  • malted barley
  • malt extract
  • Wort cooler
  • Mash tun
  • Car siphon

The Ahrefs Keywords Explorer shows what the top ranking pages for “brewing beer” also report on.

Given that budding brewers need to know about most of these things, it would be worth including them in a beginner's guide to brewing. If you've failed to put these things in, this might be worth updating.

Note, however, that you should also use your mind when doing this. The fact that a word or phrase appears in the report “also talk about” does not necessarily mean that you should report about it in your content. Use the report to uncover relevant topics that you have overlooked.

Do a TF-IDF analysis

TF-IDF stands for Term Frequency-Inverse Document Frequency. It is a statistical measure that aims to assess the relative importance of a word in a document. This is done by comparing how often the word occurs in the document compared to a number of other words.

By doing a TF-IDF analysis between your and other relevant top ranking pages, you can sometimes uncover topics that are covered by competing pages that you have overlooked.

If we do that for our post on negative SEO, for example, we see competing sites talking about things like the disavow file and unnatural links.

Remember, this is not about “cramming those keywords into your content”, but rather uncovering relevant ideas and concepts that you may have forgotten to mention. Then you can update everything to make a more relevant and comprehensive page.

Also note that most TF-IDF tools suggest placing “important” words and phrases on your page a certain number of times. This does not correspond to our recommendation to use them.

What about LSI Keywords?

LSI keywords do not exist.

There's no such thing as LSI keywords - anyone who’s telling you otherwise is mistaken, sorry.

- 🍌 John 🍌 (@JohnMu) July 30, 2019

There is no such thing as LSI keywords - anyone who tells you otherwise is wrong, sorry.

Popular "LSI Keyword" tools have nothing to do with LSI. It is also unclear how they generate their keyword suggestions. While they can provide useful ideas in certain circumstances, in my experience their suggestions are seldom excellent.

Chapter 5

Before we finish, let's check out a few free tools to help with all of the above.

Yoast SEO

Add titles, meta descriptions, OG tags and structured data to posts and pages.

Ahrefs Webmaster Tools (free)

Find errors in title tags, meta descriptions, alt text and OG tags across your website.

Ahrefs SEO Toolbar (free)

Analyze the structure of other top ranking sites. (free)

Preview what title tags, urls, and meta descriptions will look like in search results.

ShortPixel (free)

Compress and optimize images.

Merkle’s Schema Markup Generator (free)

Create many types of structured data in the Google recommended JSON-LD format.

Rich Results Test (free)

Check the structured data on your page to see if it is eligible for rich snippets in the SERPs.

Let's summarize

Follow the advice above and your pages will likely be better optimized than your competitors'. Just remember that fulfilling the search intent is the most critical part. The “technical” things are important too, but they're more like the icing on the cake.

Now let's move on to the next piece of the SEO puzzle: link building.