5 Vital On-page SEO Factors (+Tips to Optimize Them)

Proficiency in the following on-page SEO aspects will play an important role in getting your website ranked higher.

On-page SEO is an extremely important aspect that businesses should care about.

And that’s even more so when you’re thinking of engaging SEO services in Singapore – or even working on your website’s on-page SEO yourself.

As we’ve mentioned in this article, it’s essential to engage a professional digital marketing agency to plan out a holistic SEO strategy.

On-page SEO may be an often neglected topic of discussion, but proficiency in the following aspects will play an important role in getting your website ranked higher.

1. Providing valuable content

Quality content will always take priority over everything else, and here are some tips on creating SEO-friendly content.

Understanding the intricacies of user intent

Search engine algorithms are continuously being fine tuned to better understand the user intent behind searches. In fact, Google’s Hummingbird is one such algorithm that’s focused on mastering user intent. 

This basically means that if your content isn’t relevant to a user’s search query, it will be devalued and lose out in terms of rankings. 

Of course, there are ways to increase your content relevance to the keywords that you’d like to rank for.


  • Classify user intent behind your desired keywords into the following categories: Informational, shopping, or navigational – so you know which keywords to focus on.
  • See what kind of content is ranking on Page 1 of the SERP (search engine results page) when you search for your desired keywords.
  • Optimize the content on your website accordingly. 

Delivering content with substance

People don’t necessarily want to read novels while perusing your website – but they still crave for content that’s more than a tidbit. In fact, studies show that organic traffic peaks for content around 2,500 words.

These deeper dives to offer new perspectives or address user concerns will establish you as an industry expert and help foster relationships with your audience.

Tip: Google for a topic that’s related to your industry, and answer the questions that people have about it.

Don’t forget the tags

Even as SEO best practices keep evolving, it’s still necessary to optimize your title tags and header tags.

Taking the time to fill in these tags communicates the purpose of your webpage and leads to a more scannable layout.


  • Place relevant keywords into title tags, URL slugs, and page titles. 
  • Insert these relevant keywords into the various H2, H3, and H4 headers on your website.

2. Providing a good experience to users

Users need to engage with your content if it’s to have any lasting effect. When someone visits your site and leaves immediately because a foray onto your homepage was akin to watching paint dry, it’s time to make changes.

Below are some crucial components of user engagement:

Avoid the one-page wonder

Google Analytics shows how many pages someone visited before exiting your website – this is known as the Pages per Session (PPS) metric.

With PPS, you’ll obtain keen insights one what’s preventing sales and conversions. PPS is useful for blog articles too – when readers read several posts in one session, you’ll have proof that you’re creating valuable content.


  • Improve pages with high bounce rates – the percentage of your traffic that navigates away from the site after viewing only one page.
  • Assess how you can lengthen sessions, whether it’s through adding calls-to-action or creating interlinks. 
  • Improve your website’s page speed.

The value of a click-through

If people aren’t clicking through to your website after seeing your SERP listing, it could mean your messaging isn’t working, or you haven’t provided a good meta description.


  • Add exact match keywords into your website title tag and meta descriptions – this action bolds the key phrases when users search for them.
  • Throwing in an incentive to your meta description may also entice some clicks.

3. The nuts & bolts of on-page SEO

A firm handle on technical SEO ensures the rest of your efforts don’t go to waste. It’s on these various nuts and bolts where solid SEO foundations rest.

Let’s take a closer look at the requirements for optimized technical SEO:

Crawler-friendly layouts

Search engines use crawlers to index your website – which is basically the practice of adding your webpage’s content into the search engine. 

The links in your sitemap and those available on your homepage are the only ones that these crawlers can access during the process of indexing.

This is where Crawl Budget comes into play.

“Crawl budget determines how many pages search engines will crawl during a crawl session. This is determined by your crawl rate and crawl demand.

Crawl rate is a measurement of how many requests per second a search engine spider makes to your site, while crawl demand determines how often search engine spiders will crawl your site (depending on how popular it is).”

Source: Search Engine Journal


  • If you’re undergoing a web revamp or creating a new website, get your web design and development agency to create a sitemap and submit it via Google Search Console, so that Googlebot can index your page more quickly.
  • For pages that you do not want crawled or indexed (e.g. pages with thin content or private pages), have your web design and development agency include them under the disallow file of your robots.txt file. This will ensure that those pages do not appear on the search engines.
  • If these are not within the agency’s capabilities, then you might want to consider a digital marketing agency with SEO capabilities to fulfil those tasks.

Staying safe & secure

HTTPS secure websites both ensure secure transactions on your website and contribute to your search rankings.


  • If you don’t already have an SSL certificate installed, decide whether you need a single, multi-domain, or a wildcard certificate.
  • If you’ve performed an SSL migration, always check if your webpages redirect correctly to their HTTPS counterparts.

Tidying up URLs

Content that links to broken or redirected pages slows loading speeds and adversely impacts indexing and crawl budgets. As a general rule of thumb, you should have URL structures with status 200 codes.


  • Crawl your website to catch 4xx and 5xx status codes.
  • Redirect users who land on broken pages to more relevant pages, using the 301 redirect.
  • Create 404 error pages that redirect users to a more relevant page.

4. Interlinking is a game changer

Since interlinking bolsters overall crawlability, content, and link building, keep reading to learn more about the intricacies of internal links:

Go for deep linking

Linking orphaned pages (essentially a page that has no links to it) from a higher level category page ensures the page gets indexed.

This works because of the passing of authority between pages – higher level category pages will pass authority to your orphaned pages.

Furthermore, users benefit from additional actions to take on your site (e.g. learning more about a sub-topic or visiting a new section of your website).

Tip: Run a crawl to find orphaned pages.

Maintaining order

There’s a distinct topic hierarchy on all websites that clearly illustrates the purpose of each site section to both users and search engines.

Your hierarchy must take a top-down approach with its design, so search engines can crawl and index individual pages under buckets or clusters.


  • Add breadcrumbs (a type of navigation that shows users where they are on your website).
  • Create links in your website footers that help users to navigate to a certain page.

5. Cater to the mobile-first index

Google’s mobile-first index means that having your website load and perform well on a mobile device is more important than ever.

This means that if your site isn’t mobile-friendly, you have a lot to lose out. And it’s not just in terms of rankings, a poor experience will lead to further user drop-offs or higher bounce rates.


  • Use responsive web design, so that your content shows up properly on mobile devices.
  • Run this mobile site speed test by Google and find out about possible fixes you can do.

On-page SEO services for businesses

Need on-page technical help? Reach out to us! We’re digital marketing and SEO geeks who are always happy to share more 🙂

Joey Wang

Joey Wang

Joey is captain of Appiloque's spaceship. He spends his time charting the company's future and spearheading innovation projects that make business sense. Occasionally, he gets mistaken for a computer since he doesn't need a calculator and overheats when running too many processes.

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