How to Optimise a Web Page for SEO: A Step-by-Step Guide

If you’re writing content for your website or trying to rank higher in Google, on-page SEO is one of the most important things you can master.

But what does it actually mean to “optimise” a page for SEO?

It’s not just about stuffing keywords into your content or using fancy tools. Proper on-page optimisation is about making your page more relevant, useful, and discoverable, both for Google and for your ideal customers.

In this guide, we’ll break down how to optimise a single web page step by step. Whether it’s a homepage, service page, or blog post, you’ll learn how to make it SEO-ready without needing a developer or an SEO expert.

If you’re interested in knowing how your website currently ranks & any issues it may have check out my FREE SEO Report here. All you need to do is enter your email and websites URL.

What Is On-Page SEO?

On-page SEO refers to all the things you can do on the page itself to help it rank better in search engines, things like your:

• Content
• Headings
• Title tags
• Internal links
• Images
• URL structure

These factors help search engines understand what your page is about and how useful it is to users.

Step 1: Choose a Target Keyword (One Page, One Goal)

Every page should be focused on one main topic or keyword, what you want it to rank for.

Examples:

• “earthworks contractor Dunedin”
• “how to prepare for a bathroom renovation”
• “SEO services for tradies”

Use a tool like Google Keyword Planner, Ubersuggest, or simply Google’s autocomplete feature to find suitable keywords.

💡 Pro tip: Don’t chase broad or high-competition keywords. Focus on long-tail keywords that are specific and show buying intent.

Step 2: Write an SEO-Friendly Page Title and Meta Description

These are the first things people see in Google search results, so make them count.

✅ Page Title

• Include your main keyword
• Keep it under 60 characters
• Make it clear and relevant

Example:
Earthworks Contractor Dunedin | Reliable Site Prep & Excavation

✅ Meta Description

• Use your keyword naturally
• Highlight a benefit or call-to-action
• Keep it under 155 characters

Example:
Looking for an experienced earthworks contractor in Dunedin? We deliver quality site prep, drainage, and excavation work. Get a free quote.

Step 3: Use Headings Properly (H1, H2, H3)

Headings help both readers and search engines understand the structure of your content.

• Use H1 for the main title (only one per page)
• Use H2 for major sections
• Use H3 for sub-points or questions within H2s

Make sure your main keyword appears in at least one heading (usually the H1 or first H2).

Step 4: Optimise the Content Itself

Your content should:

• Naturally include your target keyword (especially in the first 100 words)
• Use related phrases and synonyms (Google understands context)
• Answer your reader’s questions clearly and completely
• Be well-written, easy to skim, and broken into sections

Avoid fluff or filler. Focus on helpfulness, that’s what Google rewards.

📏 Ideal length: There’s no magic number, but service pages should usually aim for 600, 1,000+ words. Blog posts can go longer if needed.

Step 5: Improve Readability and User Experience

Google tracks how users interact with your page, so if people stay longer and engage, you’re more likely to rank well.

Make your page easier to read by:

• Using short paragraphs (2, 4 lines max)
• Breaking text up with bullet points and lists
• Adding relevant images or diagrams
• Highlighting key information (bold, italics, callouts)

Use a clean layout with plenty of white space. The easier your page is to scan and digest, the better.

Step 6: Optimise Images

Images are important for SEO and user experience, but they need to be handled right.

• Resize and compress images before uploading (to keep your site fast)
• Use descriptive file names (e.g. mini-digger-dunedin.jpg)
• Add alt text that describes the image and includes relevant keywords

🖼 Example alt text: Mini digger preparing site for driveway excavation in Dunedin

Step 7: Use Internal Linking

Link to other relevant pages or blog posts on your website. This:

• Helps users navigate your site
• Passes SEO value to other pages
• Helps search engines crawl your site more effectively

🔗 Example: On a page about “foundation preparation,” link to your “earthworks” or “drainage” services where relevant.

Step 8: Keep Your URL Short and Descriptive

Use a clean, keyword-rich URL. Avoid unnecessary words or numbers.

Good:
yourwebsite.co.nz/retaining-wall-construction

Not so good:
yourwebsite.co.nz/page?id=2345

Once the URL is live, avoid changing it unless absolutely necessary, doing so can affect your rankings.

Bonus: Tools to Check Your On-Page SEO

Here are a few handy tools to check your work:

• Yoast SEO: Great for WordPress users
• RankMath: Another WordPress plugin with detailed on-page suggestions
• SEO Minion: A browser extension to analyse pages on the fly
• Ahrefs SEO Toolbar: For quick audits and keyword data

Final Thoughts

Optimising a web page for SEO doesn’t have to be overwhelming. With a clear focus, the right structure, and a few smart tweaks, you can create pages that are:

• More helpful to visitors
• Easier for Google to understand
• More likely to rank for relevant searches

Whether you’re updating an old page or publishing something new, following this checklist will give you a solid SEO foundation.

Don’t forget that SEO results take time, so be patient and don’t worry if you don’t immediately see results.