Breaking Down What On-Site SEO Is (And Why It’s Essential for Your Brand)

Megan Larkins
Jan 3
4 min read

If I had a dollar for every call I’ve spent explaining what SEO is, the different tasks involved, and how they all work together to help your website “work the almighty Google” and show up where it matters, the first page of search results, I’d be rich.

As a web designer first, my primary focus when building for clients is on-site SEO and keyword implementation. It’s what I consider the bare minimum when launching a website that’s expected to perform. But I also understand that what feels like “the basics” to me can feel like a foreign language if this isn’t your world.

an image with an example of a blog and screenshots showcasing header hierarchy and on-site SEO elements to look for when designing a website

After countless calls breaking down on-site SEO for clients and prospects, I realized the most helpful thing I could do was create a clear, written explanation you can reference anytime.

At its core, on-site SEO is a set of foundational tasks completed during website setup that help search engines like Google “read” (or crawl) your website and understand what your content is about. I often tell clients to think of it like a textbook: there’s a table of contents, chapter titles, subheadings, and an expected structure. Google evaluates websites in much the same way.

Without this structure in place, even the most beautifully designed website can struggle to gain traction. Content exists, but lacks direction. Pages may be live, but they’re competing with one another or failing to communicate their purpose clearly. On-site SEO solves this by creating a clear hierarchy, logical flow, and a foundation that supports long-term visibility and growth.

The Non-Negotiable On-Site SEO Elements Every Website Needs

Whether you’re designing your own site or reviewing what's included in my proposal, the elements below outline the foundational on-site SEO components that should never be skipped.

These are the building blocks that help search engines understand your content and ensure your website is positioned to perform well beyond launch.

A Keyword List

Intentional keyword research ensures you’re using terms people are actually searching for, and that those keywords are assigned thoughtfully across your site to support relevant content.

Optimized Metadata

Each page should include a unique page title and meta description that clearly reflect what the page is about and how it should appear in search results.

Clean, Readable URL Slugs

URLs should be short, descriptive, and easy to understand. When possible, include your primary keyword in the slug to reinforce relevance.

One Dedicated H1 Per Page (With Proper Header Hierarchy)

Each page should have one clear H1 that defines the page's main topic. Supporting content should then be structured using H2s and H3s to break down that topic logically and clearly.

Optimized Images

Images should be compressed for performance without sacrificing quality. Each image should also include descriptive alt text so search engines understand what the picture depicts, and yes, image search visibility matters too.

Internal Links Between Pages

Pages should connect logically, guiding both users and search engines through your website while reinforcing relationships between content.

Each of these elements works with the others to tell the internet what each page is about, how pages on the website connect and relate to one another, and which pages are most important to users. These are the exact things I look for first when assessing whether a website is optimized and built by someone who actually knows SEO.

The Bottom Line: On-Site SEO Isn’t Optional

On-site SEO isn’t about chasing trends or trying to outsmart Google. It’s about building your website with intention so it's clearly understood, easily navigated, and positioned to grow with your brand. Because of it, so many of my clients rank on Google and have an influx of leads.

When these foundational elements are done correctly, your website becomes more than a digital placeholder. It becomes an asset that supports your marketing efforts, strengthens visibility, and works for you long after launch.

As you review this list, you might realize your website is close, but not quite there. And while a traditional website audit can help identify issues, sometimes what you really need is someone to come in, clean it up, and fix it.

That’s exactly why I created Boost Your SEO.

What Is Boost Your SEO?

Boost Your SEO is a one-day, hands-on SEO service designed to help business owners quickly improve their website’s on-site SEO, without the overwhelm of long timelines, ongoing retainers, or vague recommendations.

Instead of handing you a report and wishing you luck, I focus on:

Identifying gaps in your on-site SEO
Cleaning up foundational elements like metadata, headings, URLs, and structure
Making strategic updates that immediately improve clarity, organization, and search visibility

It’s built for business owners who want real progress, fast.