1. Write short and descriptive URLs
2. Add compelling title tags and meta descriptions
3. Add header tags to improve readability 
4. Optimise pages with keyword research 
5. Add internal links to improve navigation and reduce bounce rates
6. Include and optimise images with alt text and accurate descriptions 
7. Make sure your website speed is fast across all devices 
8. Apply schema markup

Starting a new business is exciting, but it can also be a bit overwhelming, especially when it comes to getting noticed online. According to Internet Live Stats, there are approximately 3.5 billion searches on Google each day, highlighting the importance of SEO. 

On-page SEO is one of those crucial, yet often mystifying, elements that can make a big difference in your startup's visibility. It's not just about keywords and search engines; it's about creating a website that resonates with both your audience and Google.

In this article, we'll break down some practical, no-nonsense SEO tips to help your startup's website shine in search results and attract the right crowd. So, as you get ready to embark on your new adventure, let's cover how to get your site in front of the people who matter most.

What is On-Page SEO?

In simple terms, on-page SEO refers to the optimisation of individual web pages to rank higher and earn more relevant traffic in search engine results pages. You'll have to consider every facet of SEO for startups if you want your business to be visible in the online space, and on-page SEO is perhaps the most important.

While off-page SEO focuses on improving rankings via backlinks, partnerships, influencer marketing, guest blogging, etc. (any and all actions that can be taken outside of your own website to impact your rankings within search engine results pages), you have far more control when it comes to on-page SEO.

With on-page SEO, you can instantly improve your chances of ranking just by following the right steps and carefully optimising your pages to meet existing SEO standards and capitalising on Google's algorithm.

On-Page SEO focuses on factors such as:

• Keyword Research & Optimisation
• Understanding Search Intent
• Content Quality & Formatting
• Meta Tags & Meta Descriptions
• Title Generation & Tags
• Image Optimisation
• URL Structure
• Page Speed
• UX (User Experience)
• Schema Markup
• Internal Linking

With a carefully thought-out on-page SEO strategy, your startup may find itself hitting the top of search engines sooner than you think. Okay, time to give you the full on-page SEO for startups checklist.

Key On-Page SEO Tips

By following the below checklist, you can make sure your startup's website doesn't get left behind in the fast-paced digital world.

URL Structure

First things first, your startup's URL should be short, descriptive, and evergreen.

For example, if you're writing an article on the best real estate agencies in 2024, it would be best to keep "2024" out of your URL - this way the article doesn't only have a lifespan of a year, and every few months you can update it to keep it relevant, thus, keeping it evergreen.

Your URL should also include words relevant to the actual content it's pointing towards. This can be your target keyword or anything related to the article itself. We would also avoid using special characters, spaces, or any other complex parameters.

You should also keep it all lowercase as it helps avoid duplicate content issues and maintain consistency.

Another pivotal factor to remember when it comes to on-page SEO for startups: use hyphens (-) rather than underscores (_) to separate words in URLs. As of now, search engines recognise hyphens as word separators but not underscores.

And of course, use HTTPS, and not HTTP as it's better for both search engine rankings and security.

To sum up, consider the following when setting your page URL structure:

• Keep it Short, Descriptive and Evergreen
• Include Relevant Keywords or Topics
• Avoid Special Characters and Numbers
• Keep It Lowercase
• Include Key Pages in the Root Directory

Follow these best practices and create a URL structure that is both user-friendly and SEO-optimised, perfect for a startup looking to gain traction in search engines.

Title Tag & Meta Descriptions

Your title tags and meta descriptions are massively important when it comes to on-page SEO. We all know first impressions matter, and that's exactly what your title and meta descriptions are.

Think of it as the front of a house that you're trying to sell. Even if the inside is massive, with a gorgeous design and beautiful outside area, people may never even consider buying it if the front looks run down and unattractive, as they'll have no reason to believe it looks any different on the other side.

As such, the importance of crafting a strong title and meta description should not be understated. So how do you do it? Let's run through each to give you a clear understanding.

Title Tag Tips

Your title tag directly impacts your SEO performance and search engine rankings. It also heavily impacts click-through rates (CTR). Without a compelling title, nobody is likely to click on it.

The following best practices should be incorporated when preparing a title tag:

• Include Primary Keywords
• Keep it Concise
• Keep Each Page Title Descriptive
• Make it Compelling and Descriptive
• Review Competitor Titles
• Test Variations of Title Tags

Meta Descriptions

While meta descriptions are not a direct ranking factor, a well-written meta description can improve your CTR, which can indirectly impact your rankings.

The following best practices should be incorporated when preparing meta-descriptions:

• Include Relevant Keywords:
  • Use primary and secondary keywords naturally within the description to align with user search queries. Keywords in meta descriptions are often bolded in SERPs, making them more noticeable.
• Optimal Length:
  • Meta descriptions should be between 150-160 characters to ensure the entire description is visible in search results.
• Compelling and Actionable:
  • Write engaging descriptions that encourage users to click. Use action-oriented language like "Learn more," "Discover," "Get started," etc.
• Unique for Each Page:
  • Like title tags, each page should have a unique meta description to accurately reflect the page content and avoid duplication.
• Highlight Benefits and Features:
  • For startups, it's essential to highlight the unique selling points and benefits of your product or service within the meta description.

H1's, H2's, H3's

The use of header tags (H1, H2, H3, etc.) is crucial for both SEO and user experience is a key consideration for the on-page experience. These tags help structure the content on your web pages, making it easier for search engines to understand the hierarchy and relevance of the content, and for users to navigate and comprehend the information.

Google wants at least one H1 header tag per page that serves as the main heading and accurately describes the content to follow.

To better understand header tags, here's a quick summary:

H1 Tags

Importance

• Primary Heading: The H1 tag represents the main heading of a page and should accurately describe the page's content.
• SEO Significance: Search engines place considerable weight on the H1 tag, so including primary keywords here is important.
• User Experience: It gives users a clear idea of what the page is about immediately upon landing on it.

Best Practices

1. One Per Page: Only use one H1 tag per page to avoid confusion and maintain a clear focus.
2. Include Primary Keywords: Incorporate your main keywords to signal to search engines what the content is about.
3. Clear and Descriptive: Make the H1 tag informative and relevant to the page content.

H2 Tags

Importance

• Subheadings: H2 tags are used for major sections within the content, breaking it down into more manageable parts.
• SEO and Readability: They help search engines understand the structure of your content and make it easier for users to scan and find relevant information.
• Supporting Keywords: Including secondary keywords in H2 tags can further enhance SEO.

Best Practices

1. Organise Content: Use H2 tags to segment your content logically, making it easier to read and understand.
2. Relevant Keywords: Include related keywords in H2 tags to reinforce the topic and improve SEO.
3. Descriptive and Informative: Ensure each H2 tag clearly describes the section it represents.

H3 Tags

Importance

• Sub-Subheadings: H3 tags are used for subsections under H2 tags, providing further detail and organisation.
• Detailed Breakdown: They help in breaking down complex information into smaller, more digestible parts.
• Enhances Skimmability: For users skimming through the content, H3 tags help in quickly locating specific information.

Best Practices

1. Hierarchy Maintenance: Use H3 tags as subheadings under H2 tags to maintain a clear content hierarchy.
2. Supporting Details: Use H3 tags to introduce supporting details, examples, or explanations related to the H2 section.
3. Relevant and Clear: Ensure H3 tags are relevant to the content they introduce and clearly indicate what the subsection is about.

With logical and compelling headers, search engines can better understand the context and structure of your content, ultimately improving your SEO performance. The user experience is also greatly enhanced: well-structured content with clear headers improves readability and keeps users engaged, reducing bounce rates.

Keyword Optimisation

Optimising your content and web pages per your keyword research is essentially the cornerstone of everything SEO. For startups, the best way to attract organic traffic and boost visibility is to perform thorough keyword research based on the services or products you're trying to sell.

Research

The process begins with identifying relevant keywords that potential customers are likely to use when searching for products or services that the startup offers.

You and your marketing team can start brainstorming initial keyword ideas, then expand this list using tools like Google Keyword Planner, SEMrush, or Ahrefs. Think about your target audience, user intent, and objectives when you research keywords.

It's important to focus on a mix of short-tail and long-tail keywords; while short-tail keywords are more competitive and have higher search volumes, long-tail keywords are more specific and often easier to rank for. For instance, let's say you're a real estate business in the UK offering free online house valuations to home-seekers, the keyword "house valuation" might prove to be too difficult.

As you can see, while it has a high search volume, the keyword above has an 87% percentage difficulty level, which is going to be incredibly tough to compete for. If, however, you targeted "free online house valuation uk", you'll notice that the volume drops significantly, but the difficulty is at a much more achievable target.

You'll need to find the right balance between keyword difficulty and volume as you decide on your target keywords.

Optimisation

Once the keywords are identified, the next step is optimising your startup's website and content around these keywords. This involves incorporating keywords naturally into key areas such as titles, headers, meta descriptions, and throughout the content.

You should, however, avoid keyword stuffing, which can negatively impact search engine rankings. Content should be high-quality, relevant, and provide value to the user. At the end of the day, high-quality content matters far more than overloading your pages and blogs with keywords in unnatural places.

For startups with limited resources, focusing on local SEO can be particularly effective. This involves optimising for location-specific keywords and creating a Google My Business profile to attract local customers. Engaging in content marketing through blogs, social media, and guest posts can also help you gain some significant traction.

You can also use tools like Google Search Console and Google Analytics to track which search queries and keywords are getting you impressions and clicks, and you can refine your strategy based on that.

Overall, keyword research and optimisation are ongoing processes that require regular updates and adjustments based on changing search trends and business goals. By strategically implementing these practices, your startup SEO can see a significant improvement, and you'll soon reach the top of search results.

Internal Links

Internal linking is a vital aspect of on-page SEO, especially for startups aiming to build a robust online presence. It improves site navigation by guiding users to related content, enhancing their overall experience and encouraging them to spend more time on the site.

The importance of internal linking for your startup can be summed up as follows:

1. Improves Site Navigation:
   • Internal links help users navigate your website, leading them to related content and making it easier to find information. This improves the user experience and keeps visitors on your site longer.
2. Distributes Page Authority:
   • Internal linking allows you to pass link equity (ranking power) from one page to another. This is especially important for startups that need to build authority across multiple pages.
3. Helps Search Engines Crawl and Index:
   • Search engines use internal links to discover and index new pages on your site. A well-structured internal linking strategy ensures that all important pages are accessible to search engine bots.
4. Reduces Bounce Rate:
   • By providing relevant links within your content, you encourage visitors to stay longer and explore more pages, reducing bounce rates and increasing the likelihood of conversions.
5. Enhances Content Relevance:
   • Internal links help establish the context and relevance of your content. Linking to related pages provides additional information and value to users, which can improve your SEO performance.
6. Supports Keyword Strategy:
   • Using descriptive anchor text for internal links can help reinforce your keyword strategy. This signals to search engines what the linked pages are about, aiding in better keyword targeting.

Best Practices for Internal Linking

• Create a Logical Structure:
  • Logically organise your site’s content. Use internal links to guide users through this structure, from broader topics to more specific ones.
• Use Descriptive Anchor Text:
  • Anchor text should be descriptive and relevant to the linked page. Avoid generic phrases like “click here” and instead use keywords or phrases that accurately describe the linked content.
• Link to Relevant Content:
  • Ensure that the internal links you create are relevant and provide additional value to the user. Irrelevant links can confuse users and negatively impact their experience.
• Focus on Important Pages:
  • Prioritise linking to your most important pages, such as cornerstone content or high-converting landing pages. This helps distribute link equity effectively and improves the visibility of these pages.
• Maintain a Reasonable Number of Links:
  • While internal linking is beneficial, overloading a page with too many links can be overwhelming. Aim for a balance, keeping the number of internal links on each page reasonable and user-friendly.
• Update and Audit Regularly:
  • Regularly review and update your internal links to ensure they are still relevant and functional. Fix broken links and update outdated content to maintain a healthy link structure.

Image Optimisation

It's not all about your text, though. Image optimisation is just as important when it comes to on-page SEO. Properly optimised images improve page load times, all important for user retention and SEO rankings, as search engines prioritise faster websites.

To optimise images, startups should focus on compressing image files without compromising quality, ensuring that images load quickly while still appearing sharp and professional. Using descriptive, keyword-rich file names for images can help search engines understand the content of the images and their relevance to the surrounding text.

And don't forget about alt text, vital for accessibility and SEO for startups. When you provide clear, descriptive alt text that includes relevant keywords, startups can ensure their images are accessible to visually impaired users while also giving search engines more context about the image content.

Adding responsive images that adjust to different screen sizes can also boost the overall user experience, particularly on mobile devices. Lastly, your startup should leverage image sitemaps to help search engines discover and index all the images on their site, potentially improving search visibility.

Image optimisation involves balancing visual appeal with technical efficiency. By focusing on these strategies, you can improve your website speed, boost SEO efforts, and provide a better user experience. All helping to take you to the top of search rankings

Site Speed & Responsiveness

Your website's speed is another critical factor for on-page SEO. A fast-loading website improves the user experience by reducing wait times and providing quick access to content.

This is particularly important for startups, as you'll have to compete with established brands and quickly make a strong first impression on potential customers.

Search engines, like Google, consider site speed a significant ranking factor. Faster websites are more likely to rank higher in organic search engine results. Additionally, a fast website can improve the crawl efficiency of search engine bots, helping to keep your pages indexed and up-to-date in search results.

Remember, user behaviour is also influenced by site speed. Slow-loading websites often lead to higher bounce rates and lower user engagement, as your visitors are more likely to abandon a page that takes too long to load.

This can negatively impact your conversion rates and overall user satisfaction. On the other hand, a fast-loading site can encourage users to stay longer, explore more pages, and potentially convert into new customers for your business

In 2024, mobile site speed is also of huge significance, as mobile users constitute a large portion of web traffic.

Mobile users expect quick load times, and a sluggish website can result in lost opportunities and a negative brand perception. As such, make sure your website is optimised for mobiles and responsive on all devices.

Here are some websites where you can check your website's speed:

• Google PageSpeed Insights
• GTmetrix
• Pingdom Website Speed Test
• WebPageTest

Apply Schema Markup/Structured Markup

Schema markup, or structured data, is a coding language that helps Google understand the different types of data on your website. When Google comprehends your page better, it can rank your content more accurately.

Structured markup, such as Schema.org, allows webmasters to embed metadata into your web pages, providing search engines with detailed information about the content. This additional layer of data helps search engines understand the context and relevance of the information, leading to more precise and relevant search results overall.

The primary purpose of schema markup is to improve the way search engines read and represent your content. When implemented correctly, schema markup can lead to rich snippets, which are enhanced descriptions that appear in search results.

These rich snippets can include additional details such as reviews, ratings, events, product information, and more, making your listing more attractive and informative to users.

While many consider this technical SEO, it improves the overall on-page experience for the user and therefore impacts your on-page SEO strategy.

Here's an example of schema markup for a local business using JSON-LD (JavaScript Object Notation for Linked Data), which is a popular format recommended by Google:

This example includes several important elements:

• @context and @type: Define the schema context and the type of business.
• name: The name of the business.
• image: URL of the business logo or an image representing the business.
• @id and url: The URL of the business website.
• telephone: Contact phone number.
• address: Structured address information.
• geo: Geographical coordinates for the business location.
• openingHoursSpecification: Detailed opening hours for each day of the week.
• sameAs: Links to social media profiles.

By providing search engines with more detailed information about your content, schema markup can enhance your search listings, improve visibility, increase click-through rates, and support various aspects of your digital marketing strategy.

Summing Up

Getting your on-page SEO right is a game-changer for startups aiming to make their mark online. By honing in on the essentials like title tags, meta descriptions, headers, and URLs, you can significantly boost your site's visibility and user experience.

Naturally weaving in relevant keywords throughout your content, speeding up your site, and making sure it's mobile-friendly are all crucial steps to climb the search engine rankings.

Don't forget about internal linking and using alt text for images to give your SEO that extra edge. By consistently applying these on-page SEO tips, your startup can attract more organic traffic, build credibility, and fuel its growth in the digital arena.

Looking for a free SEO audit? At SEO Rocket, we can assist. Reach out and book yours today.