On-page SEO

On-page SEO is where most quick wins hide. You already have the pages — they just need to be sharper, more relevant and easier for both users and Google to understand. In practice it's about matching search intent: what does the user expect to find, and does your page deliver exactly that?

I work systematically from keyword to finished page. First we map the intent behind your key searches, then we structure the content with a logical heading hierarchy, and finally we tie it together with internal links that guide both user and search engine to the next natural step.

Keyword research is the foundation, but it's far more than a spreadsheet with 10,000 terms. I start by understanding your business and your margins so we can separate searches that look like traffic from searches that actually drive revenue. From there, they're grouped into clusters with the same intent, so one page never ends up competing against itself — the classic cannibalisation that keeps many sites down in the results.

Heading structure is an overlooked goldmine. A strong H1 tells the user and Google what the page is about, while H2s and H3s create the scannability every modern user relies on before they commit to reading. A logical hierarchy improves readability, boosts your chances of landing in featured snippets and AI answers, and makes the content easier for the crawlers to parse.

Internal links are the strongest on-page tool you fully own. They distribute authority between pages, give Google context through anchor text and guide users further down the funnel. I methodically identify the pages with the most authority to pass along and build an internal link mesh that points that authority toward the pages that actually convert.

Meta titles and descriptions aren't classic ranking factors, but they largely decide whether the user clicks your result instead of a competitor's. A well-crafted title tag can lift CTR by 20-30 %, which over time signals relevance to Google and lifts rankings further. I optimise them for keywords, length and — most importantly — the intent behind the search.

Finally, I work with systematic optimisation, not one-off tweaks. On-page SEO is never a task you finish; it's a continuous process where pages are tested, measured and tightened. Pages sitting at position 5-10 are often one round of optimisation away from the top 3 — and that's exactly where the big traffic lift and the majority of conversions live.