ON-PAGE SEO · CONTENT, STRUCTURE & AEO
On-Page SEO Services — Rank Higher on Google and Get Quoted in AI Search
SEO · AEO · Content Structure · Internal Linking
On-page SEO is the part of search you actually control — what each page says, how it is structured, how it links to the rest of the site, and how easily a search engine or an AI assistant can read an answer out of it.
Most websites do not lose rankings to something exotic. They lose them because pages target the wrong intent, headings are decorative rather than structural, the same keyword is spread across four pages, and nothing internally points at the page that matters.
On-page SEO fixes that. It takes the pages you already have and makes each one unambiguous: one clear topic, one clear intent, a structure Google can parse, and a format that answer engines like Google AI Overviews, ChatGPT, Gemini and Perplexity can quote.
Every recommendation comes from your Search Console data, a crawl of your own site and the pages you are actually competing against — not from a generic checklist.
GET YOUR FREE ON-PAGE SEO AUDIT
Search intent match on your top pages
Titles, meta and heading structure
Keyword cannibalisation between pages
Internal link paths to money pages
Schema and answer-engine formatting
Find out exactly why you are not ranking — and what it will take to fix it. No obligation.
5+
YEARS EXPERIENCE
350+
PROJECTS COMPLETED
340+
HAPPY CLIENTS
98%+
CLIENT SATISFACTION
THE BASICS
What on-page SEO actually is
On-page SEO is everything on the page itself that decides whether it deserves to rank: the words, the structure, the markup, the media and the links pointing at it from the rest of your site.
Off-page work is about earning trust from other websites. Technical SEO is about making the site reachable. On-page SEO is the layer in between — the one that decides which page ranks for which query, and whether a person or an AI assistant gets a usable answer when they land on it.
It is also the cheapest layer to improve, because the pages already exist. In most audits I run, the biggest wins are not new content. They are existing pages that were never pointed at a single, clear query.
Relevance
Does the page answer the query it targets, in the way the searcher expected — and does it cover the subtopics its competitors cover?
Structure
One H1, a heading hierarchy that follows the argument, and sections ordered the way the reader’s questions actually arrive.
Internal signals
Does the rest of your site tell Google this page matters? Anchor text, link depth and cluster structure all vote.
Extractability
Can an answer engine lift a clean, self-contained answer out of the page and attribute it to your brand?
WHAT I DO
On-page SEO services
Ten pieces of work that together decide whether a page ranks. Most projects need some of them, not all of them — the audit says which.
On-Page SEO Audit
Find out exactly which pages are held back, and by what.
I crawl the site, pull your Search Console history, and compare what each page is trying to rank for against what it actually ranks for. The output is a prioritised list of fixes, not a ninety-page PDF nobody reads.
- Full crawl of every indexable page
- Query-to-page intent mismatch report
- Title, meta and heading review
- Content depth and coverage gaps
- Prioritised fix list with effort estimates
Keyword Mapping & Search Intent
One page, one job.
Every target keyword gets exactly one page, and every page gets a primary intent. This is where most on-page problems start, and where most of the recovery comes from.
- Keyword-to-URL map for the whole site
- Primary and secondary intent per page
- Informational vs commercial split
- Gaps that genuinely need a new page
- Pages that should be merged or retired
Title Tags & Meta Descriptions
The part of your page that does the clicking.
Titles are rewritten to match the query the page deserves, with brand and modifiers in the right order. Descriptions are written to earn the click rather than repeat the title.
- Rewritten titles for priority pages
- Descriptions written for click-through
- Length and truncation checks
- Consistent brand and separator pattern
- Before and after CTR tracked in Search Console
Heading Structure & Content Architecture
Headings that describe the page, not decorate it.
One H1, a heading order that follows the argument, and sections that map to the questions a reader actually has. This is what makes a page parseable by crawlers and by answer engines.
- Single, accurate H1 per page
- Logical H2 and H3 hierarchy
- Section order matched to search intent
- Scannable structure on long pages
- Table of contents where it earns its place
Content Optimisation & Rewriting
Say the thing the searcher came for, early.
Existing content is rewritten around the intent it should serve — covering the subtopics competitors cover, cutting the padding, and answering the question in the first screen rather than the fifth.
- Intent-first opening sections
- Subtopic and entity coverage
- Removal of filler and repetition
- Clear, specific language
- Consistent terminology across the site
Internal Linking Strategy
Point your own authority at the pages that earn money.
Most sites already have the links they need and are pointing them at the wrong places. I map the internal graph and rebuild the paths so commercial pages are supported by the content around them.
- Internal link map and orphan page report
- Contextual links from relevant content
- Descriptive, varied anchor text
- Hub and cluster structure
- Redirect chains and broken links fixed
Schema Markup & Structured Data
Tell search engines what the page is, explicitly.
Structured data on the templates that actually benefit from it — services, articles, FAQs, breadcrumbs, organisation — validated, and always consistent with what is visible on the page.
- Schema type chosen per template
- Organisation and breadcrumb markup
- FAQ and article markup where valid
- Validation and error monitoring
- No markup for content that is not on the page
AEO & AI Search Formatting
Be the sentence the AI quotes.
Answer engines lift short, self-contained, clearly labelled passages. Pages are formatted so a definition, a comparison or a step-by-step is easy to extract by Google AI Overviews, ChatGPT, Gemini, Copilot and Perplexity.
- Direct-answer paragraphs under clear headings
- Definitions, lists and comparison tables
- Question-shaped subheadings
- Entity and brand clarity
- Facts kept consistent across the whole site
Image, Media & Page Experience
Fast pages that are readable to everyone.
Images sized and compressed properly, alt text that describes rather than stuffs, and a layout that does not shift while it loads. On-page work that helps rankings and helps real people at the same time.
- Correct image formats and dimensions
- Descriptive alt text
- Lazy loading and layout stability
- Accessible contrast and link text
- Core Web Vitals checked per template
Cannibalisation & Duplicate Content
Stop your own pages competing with each other.
When several pages chase the same query, Google picks one — usually not the one you want. I find those clashes and resolve them by consolidating, differentiating or redirecting.
- Cannibalisation report by query
- Consolidate, differentiate or redirect decisions
- Canonical tag review
- Thin and near-duplicate page cleanup
- Ranking monitored after every change
WHY IT FAILS
Why most on-page SEO does not move rankings
Most on-page SEO fails because it is treated as a checklist. A plugin turns green, the keyword appears in the title, and everyone assumes the job is done.
But a green score does not mean the page answers the query, and it certainly does not mean the page is the best answer available. These are the patterns I find most often when a site has “already done SEO” and still is not ranking.
Written for a keyword, not an intent
The page contains the phrase but answers a different question than the one people are asking when they search it.
Four pages chasing one query
A blog post, a service page and two old landing pages all target the same thing, so none of them builds enough weight to rank.
Headings used as styling
H2s chosen because they looked the right size. The document outline tells a crawler nothing about what the page covers.
No internal links to the money pages
Every link points at the homepage and the blog. The pages that generate enquiries sit three clicks deep with nothing pointing at them.
The answer is buried
Six paragraphs of preamble before the page says anything useful. Readers leave, and answer engines have nothing clean to quote.
Nobody measured afterwards
Changes were made, nothing was annotated, and six months later nobody can tell which edit helped and which one cost you positions.
WHO IT IS FOR
Which websites need on-page SEO
If your site already has pages and they are not bringing the traffic they should, on-page SEO is usually the highest-return work available — because you are improving assets you already own rather than starting from nothing.
It matters most for:
Service businesses
Local businesses
Ecommerce stores
SaaS and software
B2B and lead generation
Content and publisher sites
Sites after a redesign
Sites after a migration
Sites that lost rankings
Sites with lots of old content
Multi-location businesses
Agencies needing white-label support
If traffic is flat while you keep publishing, the problem is rarely volume. It is usually that the pages you already have are not clearly about anything.
MY APPROACH
How I optimise a page
The same seven steps every time, in the same order, so nothing gets changed before we understand why it is underperforming.
01
Crawl and baseline
A full crawl plus twelve months of Search Console data, so every later decision has a before-figure attached to it.
02
Keyword and intent mapping
Every page is assigned one primary query and one intent. Clashes, gaps and pages that should not exist all surface here.
03
Structure and template fixes
Titles, meta, heading hierarchy and page templates. Template-level fixes first, because they improve many pages at once.
04
Content optimisation
Priority pages are rewritten around their intent, starting with the ones already ranking on page two — the shortest distance to real traffic.
05
Internal links and schema
The internal graph is rebuilt around the pages that matter commercially, and structured data is added where it genuinely applies.
06
AEO formatting
Each key page gets at least one clean, quotable answer block, so it can be surfaced by AI assistants as well as by classic search.
07
Measure and iterate
Every change is dated and annotated. We keep what moved impressions, clicks and enquiries, and we roll back what did not.
WHY ME
Why work with me on this
You work with me directly
No account manager in the middle and nobody learning on your budget. The person auditing your pages is the person rewriting them.
Decisions come from your data
Search Console, GA4 and a crawl of your own site — not a generic best-practice list applied to every client the same way.
Priorities, not a wish list
You get an ordered plan with the highest-return work first, so progress starts in week one rather than after a three-month audit.
Written for people first
Pages are optimised to be read, not stuffed. Content that only a crawler enjoys does not convert, and increasingly does not rank either.
Built for AI search too
The same work that helps you rank on Google is structured so ChatGPT, Gemini, Copilot, Perplexity and AI Overviews can quote you.
You keep everything
The keyword map, the audit, the rewritten copy and the reasoning behind each change stay with you, whether or not we keep working together.
RESULTS
What on-page SEO can change
I will not put a percentage on your results before I have seen your site. What I can tell you is which levers this work actually moves.
- Pages ranking for the query they were written for
- More impressions on commercial pages, not just blog posts
- Higher click-through rate from the same positions
- Page-two rankings moving onto page one
- Fewer pages competing against each other
- Clearer, faster pages for the people who arrive
- Featured snippet and FAQ box opportunities
- Better visibility in Google AI Overviews
- Being cited by ChatGPT, Gemini, Copilot and Perplexity
- Internal authority flowing to pages that convert
- A keyword map your team can publish against
- Changes you can explain, measure and defend
How much each one moves depends on your starting point, your competition and how much of the plan actually gets implemented — which is why the audit comes first.
TOOLING
What I use on this work
Google Search Console
Screaming Frog
Semrush
Ahrefs
Google Analytics 4
Google PageSpeed Insights
Looker Studio
Microsoft Clarity
ChatGPT
Perplexity AI
FAQ
On-page SEO questions, answered
On-page SEO is everything on the page itself that influences whether it ranks: the copy, the title and meta description, the heading structure, the internal links pointing at it, the structured data, and the images. It sits between technical SEO, which makes a site reachable, and off-page SEO, which earns trust from other websites.
Technical SEO answers “can Google reach and render this page?” — crawling, indexing, speed, site structure. On-page SEO answers “now that Google can read it, is this the best answer to the query?” They overlap, and a page can be technically perfect and still rank for nothing because it was never pointed at a clear intent.
It depends on how much authority the page already has. Pages sitting at the bottom of page one or the top of page two often move within a few weeks of a rewrite, because Google already trusts them. Structural work — consolidating cannibalising pages, rebuilding internal links — usually takes a few months to settle. Anyone who gives you an exact date is guessing.
Usually what you already have. In most audits the biggest wins come from existing pages that were never aimed at a single query, not from publishing more. New content is recommended only where the keyword map shows a genuine gap that no existing page can cover.
It is when several of your own pages target the same query. Google has to choose one, and it often chooses the weakest — an old blog post rather than your service page. The fix is to consolidate, clearly differentiate, or redirect, and then watch which page Google settles on.
AEO is answer engine optimisation — formatting a page so assistants like Google AI Overviews, ChatGPT, Gemini, Copilot and Perplexity can lift a clean answer from it and attribute it to you. It does not replace SEO. It is a formatting and clarity layer on top of the same work, and the pages that do well at it tend to be the well-structured ones anyway.
Either. Some clients want the audit, the keyword map and the rewritten copy so their own team or developer can apply it. Others want me to implement directly in the CMS. We agree that at the start, because it changes the scope and the timeline.
Yes. Agencies can bring me in for audits, keyword mapping and content optimisation under their own brand, with deliverables formatted for their client reporting.
RELATED SERVICES
Technical SEO
Crawling, indexing, speed and structure — the foundations on-page work sits on.
Local SEO
Google Business Profile, citations and location pages for businesses with a service area.
AI Search / AEO / GEO
How your business is represented inside AI assistants and answer engines.
Find out what your pages are actually missing
Send me your website and I will look at your top pages, tell you which queries they should be winning, and where the on-page work would pay back fastest. You get the findings either way — no pressure, no obligation.