On-Page SEO Services — Optimise Every Page to Rank and Convert

The primary keyword for each page is already decided when we prepare the sitemap. So the first thing is to make sure that keyword sits on the right page and matches the intent. A buying keyword goes on a service or product page, an informational one on a blog. Each page gets its primary keyword and a set of secondary ones, and we check that two pages are not competing for the same term.

When we optimise a page's title and meta description, we take the primary keyword for that page, the one decided at the sitemap stage, and put it into both the title and the meta, while the secondary keywords go into the content. We keep them within Google's pixel widths so they don't get cut off, the title around 580 pixels and the meta description between 120 and 160 characters, around 920 pixels. Where the keyword can go in exactly, we do that, but we avoid stuffing the title. We keep it catchy, because if the title is enticing enough, more people click and the CTR improves. The title is one of the strongest on-page ranking factors.

The heading structure and the content are planned before we implement anything. We compare with your competitors, at least the three or four in the top four positions on Google, and see how they placed their H1, H2 and H3, which keywords they used, and the word count on each. We go through their content in depth, and from that we build the structure with the right headings and subheadings. The H1 usually carries the exact primary keyword, and the secondary keywords go into the subheadings. Everything a user expects when they search that keyword has to be on the page. Once the structure is done and the client gives a thumbs up, the content is written in Surfer SEO, with the client's own inputs and numbers, by a real human content writer, not AI. We also run existing content, whatever the previous company or the client wrote, through Originality.ai, and if there is a problem we fix it as per Google's guidelines. Content is king, and it has to be presented well for the user and for the Google bots.

We plan the internal linking from the keyword and long-tail data we collect during the keyword research phase, for the current pages and the pages you will build over the next 6 months to a year. We connect related pages with keyword-rich anchors, push authority from the strong pages to the ones that need it, and make sure no page is orphaned. On a recent Elite Infotech project in Oman, for example, we built a full internal linking plan across their LED and Dahua sections, every page mapped to the right anchor and priority.

The images are handled by our development team. Sometimes they need compressing, and we check that with Google PageSpeed Insights, or by crawling the site in Ahrefs to see if the speed is good enough. If the images aren't loading fast, they get compressed. The file names are corrected, and we write proper alt text describing each image from our end.

E-E-A-T, which is experience, expertise, authority and trustworthiness, is very important today, especially for healthcare, dentists, eye and Ayurvedic clinics, lawyers and physicians. We explain this to all such clients and we create an author box for them. We collect the real details from the actual expert in the organisation before we build the page. Google's bots need to see who stands behind the content before they trust it, and E-E-A-T is an important ranking signal now. It also helps when it comes to earning backlinks.

Schema is done based on the type of service or organisation you are. There are a lot of schema types, Organization, Product, Review, and others depending on what you offer, like a course, timings or events. Based on the page type we implement the right schema, and we validate it using Google's schema markup validator and checker.