On page SEO starts with clear titles, descriptive URLs, helpful text and descriptive link text. Google states titles should be unique, clear, concise and accurate. Meta descriptions should be short and unique to the page. Google says keyword stuffing and the meta keywords tag add no value.
Most on page checklists mix real requirements with myths. Google publishes the items it says matter and the items it says to ignore.
This checklist follows the Google Search Central SEO Starter Guide.
How to Write Titles and Descriptions?
- Title links. Make titles unique, clear, concise and accurate for the page.
- Snippets. Google pulls snippets from page content and sometimes from the meta description. Descriptions need short, unique text on the main points.
What Content Checks Apply?
- Structure. Use clear text with headings and short paragraphs.
- Quality. Make content unique, up to date and helpful for people. Avoid copying others.
- Links. Link to relevant resources with descriptive link text.
- Untrusted links. Add nofollow to untrusted links and user generated content.
- Reading. Place ads and interstitials away from the reading path.
What About URLs and Duplicates?
Use descriptive URLs with words users understand instead of random identifiers. Give every piece of content one URL and use redirects or rel=canonical where needed. Google states duplicate content is not a spam violation but wastes crawl resources.
What About Images and Video?
Use sharp images near relevant text with descriptive alt text. Embed videos on standalone pages near relevant text with descriptive titles and descriptions.
What is Google Saying to Ignore?
- Meta keywords. Google Search does not use the keywords meta tag.
- Keyword stuffing. Repeating keywords violates spam policies.
- Word count. Length alone does not affect ranking.
- Heading order. Semantic order serves screen readers and is not a ranking requirement.
- E-E-A-T. Google states it is not a ranking factor.
Related reading: how to save files to Google Drive and what eDiscovery is in Office 365.
Frequently Asked Questions
What is SEO on a Page?
On page SEO means the content and HTML of a page, including titles, descriptions, headings, links and images.
Does Google Use the Meta Keywords Tag?
No. Google states Google Search does not use the keywords meta tag.
Does Longer Content Rank Better?
No. Google states word count alone does not affect ranking.
How Long is an Ideal Title?
Google gives no number. It asks for titles that are unique, clear, concise and accurate.
Key Takeaways
- Unique and accurate titles come first.
- Meta descriptions need short and unique text.
- Descriptive URLs and link text serve users and crawlers.
- Alt text describes every useful image.
- Keyword stuffing and meta keywords have no value.
Sources and References
Facts follow Google Search Central.
- SEO Starter Guide (Google Search Central) developers.google.com