SEO
The On Page SEO Checklist Every Business Page Should Pass
By Mohamed Eltoukhy, founder of EVOGENCY ·
On page SEO is the part of search optimization you have full control over, unrelated to backlinks or domain age. A quick checklist catches most of what matters.
Run every important page on your site through this list. Most business sites fail at least a few items, and each one is usually a quick fix.
The basics
A unique title and meta description per page, one clear heading structure, and content that actually answers the question the page is targeting, rather than padding for length.
The title is usually what shows as the blue link in search results, so make it specific and readable, ideally under about 60 characters so it isn't cut off. The meta description often appears as the snippet under it. Treat it like ad copy: one or two sentences that tell someone why this page is worth the click.
Headings that make sense
Each page should have one main heading (the H1) that says what the page is about, then subheadings that break the content into logical sections. Google says it doesn't need a strict heading order, but clear structure helps readers, screen reader users, and search engines alike.
Content that matches intent
Ask what the searcher actually wants. Someone searching "water heater replacement cost" wants a price range and what affects it, not a company history. Answer the main question early, then go deeper.
Write in the words customers use. There's no magic word count. Cover the topic well enough that someone doesn't need to hit the back button.
The commonly missed ones
Descriptive alt text on images, a clear internal link to a related page, and a URL that's readable rather than a string of random characters round out the checklist most businesses skip.
Also check: is the phone number tappable on mobile? Is the call to action obvious? Does the page load quickly on a phone? Those aren't strictly SEO, but they decide whether a visitor turns into a customer.
Structured data where it fits
Structured data (schema markup) helps Google understand things like your business details, FAQs, or articles. It's not required, but it can make you eligible for richer search results. Make sure it matches what's visible on the page.
Things you can skip
The meta keywords tag does nothing for Google. Repeating a keyword over and over (keyword stuffing) hurts more than it helps. Hitting an exact word count isn't a ranking factor.
Run the checklist
Unique title and description, one clear H1, logical subheadings, content that answers the search, descriptive alt text, internal links, readable URLs, and a fast mobile experience. Fix what's missing, one page at a time.
If you'd like us to run this across your whole site, our free audit does exactly that.