A Beginner’s Guide to On-Page SEO

If you’ve built your own website, you may have heard of SEO, but not fully understood what it involves or whether your site is set up correctly.

On-page SEO is one of the most important (and often overlooked) parts of your website. It’s what helps search engines understand your content and helps your ideal customers find you.

The good news is, it doesn’t need to be complicated. Here’s a clear breakdown of the key elements every website should have. In this on-page SEO guide, we’re going to explain the basics of website optimisation and what every small business website should include.

What is On-Page SEO? A Beginner On-Page SEO Guide

On-page SEO refers to everything on your website pages that helps improve visibility on search engines like Google.

This includes:

• Headings

• Content structure

• Meta titles and descriptions

• Images and alt text

• Internal links

• Page speed

When these are set up correctly, your website becomes easier to understand, easier to navigate, and far more likely to rank.

Heading structure (H1, H2, H3) and why it matters

Headings are not just for design - they are essential for SEO.

H1 (Heading 1)

Every page should have one H1 only. This tells Google exactly what the page is about.

For example: “On-Page SEO Services in Staffordshire”

H2s and H3s

These break your content into sections:

• H2 = main sections

• H3 = sub-points within those sections

A clear hierarchy helps:

• Search engines understand your content

• Visitors scan your page easily

• Improve overall readability

Think of headings like a structure - without them, your content becomes unclear.

Meta titles and descriptions (your first impression on Google)

Your meta title and description are what people see in search results.

Meta title

• Should be 55–65 characters long

• Must clearly explain the page

• Should include a keyword (up to 5 words)

Meta description

• Should be 155–165 characters long

• Should summarise what’s on the page

• Should include location (if relevant)

• Should encourage clicks

For example: “A beginner on-page SEO guide for UK small business websites. Learn about headings, meta descriptions, alt text, keywords and website speed from Mawer Design.”

Consistency matters - your keyword should naturally appear in:

• Meta title

• Meta description

• Headings

• Body content

This helps Google understand your page more clearly.

Alt text (for SEO and accessibility)

Alt text describes images on your website.

It’s important for two reasons:

1. SEO

Search engines can’t “see” images - they rely on alt text to understand what the image shows.

2. Accessibility

Alt text allows screen readers to describe images to users with visual impairments.

Good alt text should:

• Clearly describe the image

• Be natural (not keyword stuffed)

• Add context where relevant

Example: “Responsive website design displayed on laptop and mobile”

Image size and website speed

Images that are too large can slow your website down, and this directly affects SEO.

A slow website:

• Frustrates users

• Increases bounce rates

• Lowers rankings

Best practice:

• Compress images before uploading

• Use the correct file size and format

• Avoid unnecessary large files

Fast websites perform better - both for users and search engines.

Keyword placement

Choosing a clear keyword for each page is important.

A keyword (up to 5 words) should appear naturally in:

• Page title

• Headings

• Meta title and description

• Body content

But avoid overusing it. If it doesn’t read naturally, it won’t perform well.

Internal linking

Internal links connect pages on your website.

They help:

• Guide visitors to relevant content

• Keep users on your site longer

• Help Google understand your site structure

For example, a blog post can link to your services page and vice versa.

On-page SEO doesn’t have to be overwhelming

When done correctly, on-page SEO is simply about:

• Being clear

• Being structured

• Being helpful

It’s not about tricks - it’s about making your website easy to understand for both people and search engines.

Need help with your on-page SEO?

If you’re not sure whether your website is set up correctly, we’re always happy to help.

At Mawer Design, we can:

• Review your website

• Offer clear, practical advice

• Or implement everything for you

If you’d like to talk it through, feel free to get in touch - we’d love to help your website perform better.

Did you know? Blogs like this don’t just help with SEO; they also help your business show up in AI-driven search results. Next article coming up…