What is ON PAGE SEO ?

SEO on page is a word that we use to refer to all those SEO optimization actions that depend on us, that is, those that we can do from our website.

How is SEO done on page?

Remember that as we saw in the class on how search engines work , nobody knows the formula of the Google algorithm. The ingredients are known but not the composition. We wanted to summarize some of the ingredients that we can control in this post, especially those that refer to each URL of our web page. For a more general view of a complete SEO project, we recommend reviewing the course documentation:


For best performance in search engine listings, the text format of your most important content should be in HTML. The way to ensure that the words and phrases you display to your visitors are visible to any search engines is to place them in the HTML text of your web page.

What is HTML?

HTML stands for HyperText Markup Language and refers to the standard used to create Web pages in its different versions. HTML defines a basic structure and a code (called HTML code) for defining the content of a Web page, such as text, images, videos, among others. It is a standard in charge of the W3C, an organization dedicated to the standardization of almost all the technologies linked to the Internet, especially in relation to its writing and interpretation.



Titles are also known as headers or H tags. They help us organize and structure information to improve the user experience when reading our content. The SEO trick is to use the main keyword in the H1 (title of the post or page) and then use other synonyms or keywords in the H2, H3, H4 tags…

In HTML Code the titles appear as follows:

<h1>Title with keyword</h1>

<h2>Subtitle with keyword variation</h2>

<h3>Subtitle with synonym</h3>


The ordered and unordered lists again help us to order the information that will appear on the web page. It is not exactly that they are relevant to search engines, but again they help the user to better understand the content of the web, so we also recommend their use. These lists can be ordered or unorganized.

Ordered list example:


    <li>Item 1</li>

    <li>Item 2</li>

    <li>Item 3</li>


  1. element 1
  2. element 2
  3. element 3

Unordered list example:


    <li>Item 1</li>

    <li>Item 2</li>

    <li>Item 3</li>


  • element 1
  • element 2
  • element 3

Bold and italics

Again, they are not elements that are relevant to search engines, but they can help the user to understand the information.

<i>This is how to make text italic</i>

<b>This is how to make text bold</b>


The meta-titles must have between 50 and 70 characters and it is recommended to include the keyword assigned to that post or page. Each title should be unique.


The meta description works as a short description or summary of the content of the page. Search engines do not use the keywords or phrases in these types of tags for ranking, but users read the meta descriptions and decide to click based on their content.

There are times that Google takes the meta-descriptions and other times that it does not.

Meta descriptions can be any length, but search engines generally cut off highlighted text after 155 characters, so stay within those limits.

In the absence of meta descriptions, search engines will automatically create the highlighted text by collecting data from other elements on your page.


Some time ago they had more value, but nowadays they are no longer important for search engine optimization, mainly due to their over-use.


We have already seen in the class of SEO keywords and web architecture that links are really essential for any SEO project. The link structure of our website should reflect a certain hierarchy, be consistent and help the user experience. We go on to describe the most important types of links with which we can optimize our SEO on page.

What are internal links?

Internal links link the pages of our website to each other. Search engines are going to look at the number of internal links that point to each page of your website.

SEO Tips for Internal Links

Create a consistent and user-centric web architecture.

If you have achieved good SEO results on a certain page of your site, you can link to others that you want to enhance to improve your results.

Always link using keywords in the anchor text

What are external links?

External links are also known as outgoing links. These types of links are the ones that take the user out of your website to take him to a different one.

When it comes to SEO, industry professionals still disagree on whether adding external links is bad. Some say that putting too many can penalize. Others say that if they complement the information and help the user, they can improve positioning.

An external link is a very sweet thing. If we position a web page well for a certain keyword and send part of our users to another page, we will be improving the project of another SEO.

However, sometimes it is good that we send the user to another URL if it reaffirms our content or helps the user in a specific task.


Nofollow links have a history. At the beginning of SEO, many cheated by adding links to their page from other disreputable websites to position themselves. This was part of a link building strategy to trick search engines.

Of course, Google took notice and in 2005 the rel=“nofollow” tag began to be used to explain to search engines that these links should not be followed.

When to use the nofollow tag?

  • If you have a website that advertises affiliates.
  • If you have a network of blogs with the same IP.
  • If you make websites with a theme unrelated to yours or that do not have much reputation (we do not recommend doing this if you are doing SEO).

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