When people hear “SEO,” they picture something mysterious. Secret codes. Expensive tricks. A guy in a hoodie who “knows the algorithm.”
The truth is less exciting. A big part of it is just writing each page so Google understands what it’s about. That’s on-page SEO. Small business owners control it on their own pages, today, without paying anyone.
Think of each page on your site like a shop window. If the window has tires, a cake, a wedding dress and a fridge, people walk past confused. If it has one thing, well displayed, with a clear sign, they know exactly what you sell.
Here are the rules I follow on every page I build.
Rule 1: One page, one topic
This is the most important one. Each page should talk about one thing.
If you do roofing, gutters and solar panels, don’t put all three on one page called “Services.” Make three pages:
- /services/roofing/
- /services/gutters/
- /services/solar-panels/
Now Google can show your roofing page when someone searches “roof repair in Ogden,” and your gutters page for gutters. One page that does everything ranks for nothing.
Rule 2: A title and description that make people click
The SEO title is the blue line people see on Google. The meta description is the gray text under it. They’re your sign on the street.
- Put the main idea at the beginning: “Roof Repair in Ogden | Your Company.”
- Keep the title short, around 60 characters, so Google doesn’t cut it.
- The description: one or two sentences, around 155 characters, saying what you offer and why someone should click.
- Never leave the title as “Home.” I see it more than I’d like.
Rule 3: Headings in order, like chapters in a book
Headings aren’t just big letters. They’re the outline of your page.
- One main heading (H1) per page. It says what the page is about.
- Sections (H2) for the big parts: what’s included, prices, how it works, FAQ.
- Sub-points (H3) inside a section, if needed.
A simple test: if someone reads only your headings, they should understand the page. If they don’t, Google won’t either.
Rule 4: Say it at the beginning
Don’t make people (or Google) scroll to find out what the page is about. Say it in the first two or three sentences.
Bad: “Welcome! We’re a family business with passion and values…”
Good: “We repair roofs in Ogden and northern Utah. Free inspection, same-week repair.”
And use the words your customers use. If they search “roof leak,” say “roof leak,” not “water intrusion remediation.” Just don’t repeat the same phrase ten times. Write for people. Google can tell.
Rule 5: Photos with names and descriptions
Google can’t see your photos. It reads their name and their description (the “alt text”).
- File name: roof-repair-ogden.webp, not IMG_0042.jpg.
- Alt text: one short sentence that describes the photo. “Crew replacing shingles on a house in Ogden.”
- Light files. A photo straight from the phone can weigh as much as the whole rest of the page. More on that in How to speed up your website.
Rule 6: Short paragraphs and lists
Nobody reads a wall of text, on a phone even less. People scan.
| Instead of this | Do this |
|---|---|
| Paragraphs of 8 lines | 2 or 3 sentences per paragraph |
| Agency jargon | Plain words and direct answers |
| Lists hidden inside a paragraph | Bullets with a bold word at the start |
| Comparisons in long text | A small table |
If a visitor finds the answer fast, they stay. If they stay, Google takes it as a good sign.
Rule 7: Link your pages to each other
Internal links are the hallways of your site. They help visitors and Google move from one page to another.
- From each blog article, link to your related service page.
- Link related articles to each other.
- Use words that describe where the link goes. “See our [roof repair prices]” is better than “click here.”
I explain how to organize the whole site in Website structure: how to organize your pages.
Rule 8: End with a clear next step
A page can be perfect for Google and still not bring you a single call. At the end of every page, say what to do next: call, book, ask for a quote. One action, not five.
On-page SEO: small business checklist for any page
Grab one page of your site and check:
| What to check | OK? | |
|---|---|---|
| 1 | The page talks about one topic | [ ] |
| 2 | Short, clear URL (/services/roofing/) | [ ] |
| 3 | SEO title with the main idea at the start | [ ] |
| 4 | Meta description that invites a click | [ ] |
| 5 | One H1 and sections in order | [ ] |
| 6 | Topic stated in the first sentences | [ ] |
| 7 | Photos with good names and alt text | [ ] |
| 8 | Short paragraphs and lists | [ ] |
| 9 | Links to related pages | [ ] |
| 10 | One clear next step at the end | [ ] |
What I’d do if I were you
Start with the page that brings you the most money, usually your main service. Run the checklist, fix what’s missing, and move on to the next one. One page a week is enough.
On-page SEO is one piece of the puzzle. The full picture, including your Google Business Profile and reviews, is here: Local SEO for small business. And if you’d rather I set it up for you, every site in my Business plan comes with this done. Or just ask me.
Frequently asked questions
What is on-page SEO?
Everything you do on your own pages so Google understands them: one topic per page, clear titles, headings in order, good text, photos with descriptions and links between pages.
What’s the difference between on-page and technical SEO?
On-page is about the content of each page. Technical SEO is the base underneath: speed, security, sitemap and making sure Google can read your site. I explain it in the technical SEO checklist.
How many keywords should a page have?
One main idea per page, plus a few related words. Write naturally. Repeating the same phrase many times doesn’t help.
Can I do on-page SEO myself?
Yes. With the checklist in this article you can fix most pages in an afternoon.
