Most SEO mistakes happen before a page goes live — not after. A missing title tag, a keyword-stuffed paragraph, a URL with underscores instead of hyphens. These are all fixable in two minutes before you publish, but a nightmare to fix after Google has already indexed the page. This on-page SEO checklist covers every element you must check before hitting publish on any page or blog post.
1. Write a Title Tag Under 60 Characters
Your title tag is the single most important on-page SEO element. It tells Google what your page is about and appears as the clickable headline in search results. Keep it under 60 characters so it does not get truncated. Put your primary keyword near the front. Avoid clickbait — write for humans, but make the topic clear.
Bad: You Won't Believe These Amazing SEO Tips That Will Change Your Rankings Forever (82 chars)
Good: 10 On-Page SEO Tips for Better Google Rankings (48 chars)
Use our free Meta Tag Generator to write and preview your title tag at the correct length before copying the HTML.
2. Write a Meta Description Between 120–155 Characters
Your meta description does not directly affect rankings, but it controls what appears under your title in search results. A compelling description increases click-through rate — and more clicks signal to Google that your page is relevant. Write it like an advertisement: include the keyword, a clear benefit, and a call to action.
Keep it between 120 and 155 characters. Shorter and you waste valuable space. Longer and Google truncates it with an ellipsis. Use the Character Counter to check the exact length before publishing.
3. Check Your Keyword Density
Your target keyword should appear naturally throughout your content — but not so often that it looks forced. The ideal keyword density is 1% to 3% of total word count. At 1,000 words, that means your keyword should appear roughly 10–30 times.
Going above 3% risks a keyword stuffing penalty. Going below 0.5% means Google may not understand what the page is about. Paste your content into our free Keyword Density Checker to see the exact density and top keywords before you publish.
4. Check Your Word Count
There is no perfect word count for every page, but general guidelines help:
- Blog posts on competitive topics: 1,500–2,500 words
- Product or service pages: 500–1,000 words
- FAQ entries: 300–500 words
The rule is simple: cover the topic completely. Do not pad content to hit a number, but do not publish thin 300-word posts on competitive keywords either. Check your word count and estimated reading time with our free Word Counter.
5. Check Your Readability Score
Content that is hard to read gets high bounce rates. Google interprets a high bounce rate as a signal that users did not find what they were looking for — which pushes your ranking down. Aim for a Flesch Reading Ease score above 60 for general web audiences.
The two biggest readability killers are long sentences and complex vocabulary. If your average sentence is over 25 words, break some up. If you are using industry jargon, explain it or use plain language. Check your score instantly with our free Readability Checker.
6. Check Your Average Sentence Length
Aim for an average of 15–20 words per sentence. Long sentences are harder to scan on mobile devices, which is where over 60% of search traffic now comes from. Short sentences also create visual rhythm that keeps readers moving down the page.
Use our Sentence Counter to check your average sentence length and identify your longest sentences before publishing.
7. Write an SEO-Friendly URL Slug
Your URL slug should be short, lowercase, and hyphenated. Include your primary keyword and remove all stop words (a, the, and, of, in). A good slug is under 60 characters and reads like a natural description of the page.
- Bad:
/blog?id=47or/my_new_post_about_seo_tips - Good:
/on-page-seo-checklist
Convert your post title into a clean slug instantly with our free URL Slug Generator.
8. Add an H1 Tag — Only One
Every page should have exactly one H1 tag. It should contain your primary keyword and match or closely relate to your title tag. Having zero H1 tags is a missed ranking signal. Having multiple H1 tags confuses crawlers about the primary topic of the page. Use H2 and H3 tags for subheadings throughout the content.
9. Add Alt Text to All Images
Alt text serves two purposes: it describes images to visually impaired users (accessibility), and it tells Google what an image shows (SEO). Every image on your page should have a descriptive alt attribute. Include the keyword where it fits naturally — but do not stuff keywords into every image alt tag.
Bad: alt="seo seo checklist seo tips google seo"
Good: alt="On-page SEO checklist diagram showing 10 steps"
10. Add at Least One Internal Link
Every page you publish should link to at least one other page on your site. Internal links help Google discover new content, understand your site structure, and distribute ranking authority across your pages. Link naturally — anchor text should describe the destination page, not just say "click here".
For a blog post, link to a related article or to a relevant tool. For a tool page, link to a related tool or a blog post that explains the concept behind the tool.
Your Pre-Publish Checklist
- Title tag under 60 characters with primary keyword
- Meta description 120–155 characters with a call to action
- Keyword density between 1% and 3%
- Word count appropriate for the topic and competition
- Flesch Readability score above 60
- Average sentence length under 20 words
- Clean, hyphenated URL slug with the primary keyword
- Exactly one H1 tag containing the primary keyword
- Alt text on all images
- At least one internal link to a related page
Run through this list before every publish. Ten checks, ten minutes, measurably better rankings. Bookmark this page and share it with anyone on your team who publishes content.
Your Complete Pre-Publish SEO Checklist
According to Google's SEO Starter Guide, on-page optimisation is one of the highest-impact areas you control. Here is the full checklist in summary form:
- Title tag under 60 characters with primary keyword
- Meta description 120–155 characters with keyword and call to action
- Keyword density between 1% and 3%
- Word count appropriate for the topic (1,500+ for competitive blog posts)
- Flesch Readability score 60 or above
- Average sentence length under 20 words
- Clean, hyphenated URL slug with the primary keyword
- Exactly one H1 tag containing the primary keyword
- Alt text on all meaningful images
- At least 2–3 internal links to related pages
- At least 1 external link to an authoritative source
- Schema markup added where relevant (FAQ, Article, BreadcrumbList)
- Open Graph tags set for social sharing
On-Page SEO for Different Content Types
The on-page SEO checklist above applies universally, but the emphasis changes significantly depending on what type of page you are optimising. Understanding these differences helps you prioritise the most impactful items for each page type.
Blog posts and articles: Content length and readability are the most important factors after keyword placement. Blog posts compete based on comprehensiveness — a post that covers a topic more thoroughly than competitors will outrank them given similar domain authority. Prioritise the title tag, first paragraph keyword placement, H2 structure, internal links and readability score. Minimum 1,200 words for any competitive keyword.
Product pages: Unique product descriptions matter most. Duplicate descriptions (copied from manufacturer specs) are a thin content risk. Each product page needs original copy that addresses buyer questions: what it does, who it is for, why it is better than alternatives. Include specifications in a structured table format. Focus on title tag, schema markup (Product, AggregateRating), and page speed — slow product pages have high bounce rates and low conversion.
Service pages: Location signals and trust signals dominate for local service pages. Include the city or region naturally in the title, H1, first paragraph and URL. Add testimonials, credentials and trust signals in the body content. For national service pages, focus on demonstrating expertise through case studies and detailed process descriptions.
Homepage: The homepage typically targets the broadest brand or category keyword. On-page SEO here means a clear, keyword-rich title tag, a brief above-the-fold description that includes the primary keyword, and clear navigation structure. Do not over-optimise the homepage with excessive keyword repetition — let it serve users first.
Run each page type through our Keyword Density Checker and Readability Checker to verify both keyword optimisation and content quality are on target before publishing.
Frequently Asked Questions
How long does an on-page SEO audit take?
For a single page using the checklist above, approximately 10–15 minutes. The most time-consuming steps are writing the meta description, checking keyword density and verifying readability. Using dedicated tools for each step cuts this time significantly.
Does on-page SEO guarantee page one rankings?
No. On-page SEO is a necessary but not sufficient condition for ranking. You also need appropriate content quality, authority (backlinks or domain age), and for your target keywords to be ones your site can realistically compete for. On-page SEO ensures Google can understand and evaluate your page correctly — it does not override the need for quality content and backlinks.
What is the most important on-page SEO factor?
The title tag is generally considered the single most important on-page signal. It tells Google the primary topic of the page and appears as the clickable headline in search results. A keyword-optimised, well-written title tag delivers both ranking benefit and click-through rate improvement simultaneously.
How often should I audit existing pages?
Review your top 10 highest-traffic pages monthly. Check their titles and descriptions in Google Search Console — if click-through rates are dropping, rewriting these elements often helps. Do a full audit of your complete site quarterly.