On-page SEO
On-page SEO is everything on the page itself that helps people and search engines understand it: a descriptive title element, a useful meta description, clear headings, helpful and original content, descriptive image alt text and readable URLs. For entity SEO, it also means naming and defining the main entity early and describing it consistently.
What are the on-page essentials?
| Element | Google guidance |
|---|---|
| Title element | Write unique, descriptive, concise titles; Google uses several sources to generate the title link but prefers the title element.[1] |
| Meta description | A short, relevant summary; Google may use it for the snippet but often generates snippets from page content.[2] |
| Headings | Use headings to organise content logically for readers.[3] |
| Content | Helpful, reliable, people-first content that shows expertise.[4] |
| Images | Descriptive alt text and nearby relevant text.[5] |
| URLs | Simple, readable URLs using words, not IDs.[6] |
All of these are Officially documented.
How should a page be structured?
- Answer first. Put a direct, two-to-three sentence answer at the top.
- Question headings. Use the questions people actually ask as H2s where it reads naturally.
- Short definitions. Define each key term in one sentence.
- Tables and lists for comparisons and steps.
- Sources and dates so readers can verify claims.
This structure is practitioner advice rather than a Google rule. Practitioner practice AEO.wiki explains why it also suits answer engines in content structure.
How do you make entities clear on the page?
- Use the entity’s full name the first time, then consistent short forms.
- State key attributes in plain text: what it is, where it is, who runs it.
- Link the first mention of related entities to your page about them (internal linking).
- Add JSON-LD that repeats the visible facts, not extra hidden claims.[7] Officially documented
- Show who wrote the page with a byline linked to an author page.[4][8]
What should you avoid?
Google’s spam policies name keyword stuffing, hidden text and scaled low-value content as violations.[9] Officially documented Repeating entity names unnaturally is the entity version of keyword stuffing; see entity salience.
Frequently asked questions
Does the meta description affect rankings?
Google does not describe it as a ranking factor. It can be used as the snippet, which influences whether people click.
How long should a title be?
Google does not set a character limit; it recommends concise, descriptive titles. Long titles may be truncated in results.
Do headings need to be questions?
No. Question headings help when they match what people ask, but clear descriptive headings are fine.
See also
References
Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.
- ^ "Influencing your title links in search results". Google Search Central.
- ^ "Control your snippets in search results". Google Search Central.
- ^ "SEO Starter Guide". Google Search Central.
- ^ "Creating helpful, reliable, people-first content". Google Search Central.
- ^ "Google image SEO best practices". Google Search Central.
- ^ "URL structure best practices for Google Search". Google Search Central.
- ^ "General structured data guidelines". Google Search Central.
- ^ "Article structured data". Google Search Central.
- ^ "Spam policies for Google web search". Google Search Central. Updated May 2026 to cover generative AI responses.