What does the OnPage optimization of the website include?

OnPage optimization includes everything that concerns the content and structure of your website. This can range from using relevant keywords for search engine optimization, adding metatags, creating sitemaps, optimizing content type, and using headings and formatting to checking page load speed. It can also include creating compelling and unique content, using interactive elements, developing links, and optimizing the user experience.

Since Google evaluates millions of websites by policy, it is up to the user of its search engine to show the most relevant content to their search query. The difficulty for SEO optimizers is that Google reveals only a part of its secrets, which of course makes the task rather burdensome. Here, SEOs rely on their own tests, experience and conclusions that can be considered logical.

OnPage Optimierung - Ihr Ranking bei den Google Serps ist uns wichtig
OnPage Optimierung - Ihr Ranking bei den Google Serps ist uns wichtig

Important and partly known factors of OnPage optimization

Wichtige und teilweise bekannte Faktoren der OnPage Optimierung
Wichtige und teilweise bekannte Faktoren der OnPage Optimierung


Undoubtedly one of the most important elements of OnPage optimization. The keyword should be found in various places in the text, in proportion to the amount of text, on the respective sub-page. Google needs the keywords to match your website to the topic you have chosen. This is the only way to eject the appropriate results in the search engine based on a user’s search. Keywords are also distinguished between short term and long term keywords.


  • The title tag is always located in the header and here it is important that the keyword you named occurs. Of course not only for Google, also the reader should know what this page is about.
  • The meta description tag describes in a short form what the respective subpage is about. This is also important not only for Google. What you write in the meta description is crucial for the user to click on the link to visit your website.
  • IMG-Alt tag describes the content of the image and Google does read that. It makes the content of the web page easier to read for Google.
  • Robots: This file determines whether Google or other search engines should include your website in the index or not.

Structured content:

Structured data is easier to read for the search engine. As SEO experts, we are convinced that keywords that are highlighted by tags can be more easily recognized and assigned by search engines. It also includes the H1 – H4 heading structure.

Duplicate Content:

Duplicate content is still something you should keep your hands off of, because Google still evaluates it very negatively. Unique, good content should be a matter of course in OnPage optimization.


In the case of links, both external and internal are important. An internal link makes it easier for users and Google to find their way around and recognize links, which is appreciated. In the case of the external ones, only those of value are evaluated. It is counterproductive to link from a medical company website to a dating portal and vice versa.

Loading times

How fast your website loads is now a ranking factor in Google that should not be underestimated. Especially with mobile devices, the speed at which your website builds up becomes of enormous importance. You can test your website yourself with the PageSpeed Insights tool. This tool also shows you in the evaluation in which area your website could still be optimized.


Keywords in your url have an impact on your ranking. The length of your internet address is also important. Here is an explanatory video from Google on this topic.

Evaluation of OnPage optimization

There are several tools to evaluate your website. Paid as well as free. Paid, but of course also very good, is for example Searchmetrics and Sixtrix. They are not exactly cheap and only worthwhile for experts who use such a tool for several websites. The features they offer are enormous.

But there are free tools like the Screaming Frog or of course Google Search Console. These tools also analyze the website, but are of course limited in terms of possibilities. However, helpful information can also be output by Google Analytics.

Auswertung der OnPage Optimierung mit kostenpflichtigen und kostenlosen Tools

The more comprehensive the OnPage optimization, the better the ranking in Google SERPS.

As the operator of your website or webshop, you naturally want to appear as high as possible in the search results, because statistically the clicks on a website link drop very drastically after the first 10 search results. The decision of where you lie in the listing is up to the SERPS. According to Google, there are over 200 factors that determine the ranking of your website. Good links pointing to the website and high-quality content are essential.

Do you have any questions?

Does OnPage optimization consist only of keywords?
No, in OnPage optimization keywords are only a part of the optimization.
What visible optimizations need to be made?
Optimization of texts on pages and / or blog posts Optimization of individual headlines Internal and external linking Implementation of media of any kind
Why is OnPage optimization so expensive?
OnPage optimization requires a lot of acquired knowledge and is extremely labor intensive.
Can we do the OnPage optimization ourselves?
OnPage optimization can be learned, of course. It requires that you are willing to learn first, test and then implement it.
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