On-page SEO has a bad name because of what it used to mean: a keyword repeated until the page read like a hostage note. What it actually means now is whether the page answers the thing somebody searched for, quickly, in the words they used, and whether a search engine can tell that it does.
Up and Running Physical Therapy, Mar 2023 to Mar 2024, from their own Search Console.
The work is unglamorous and it is where the fastest gains usually sit, because most sites already have pages earning impressions on searches they only half answer. Those pages do not need to be written again. They need the question they are ranking for to be answered properly, near the top, in the words the searcher used.
Search Console shows which pages are shown for which searches and where they sit. A page appearing for a query at position eleven is a page Google already considers relevant and is not quite convinced by. That is a cheaper win than a new page and it is where we start on nearly every site.
A title that matches the search wins the click from the results that outrank it. We write them to earn the click rather than to hold a keyword, and the difference shows in click-through rate within weeks.
Two pages half-covering the same subject compete with each other and neither wins. Merging them into one page that fully answers it is frequently the single biggest on-page gain available on a site, and it removes pages rather than adding them.
Links from the pages that already have authority to the pages that need it, with anchor text that says what the destination is. It is the cheapest ranking work there is and almost nobody does it deliberately.
The search the page is meant to answer and whether the first screen answers it. The title, the description and the one h1. The headings underneath, read as an outline. The URL, the canonical and whether the page is indexable at all. Images: file size, dimensions and alt text that describes them. Links in from the rest of the site and links out to what a reader needs next. Structured data that matches what is on the page. Each finding comes with the fix written out, so it can be done by us or by your developer.
First, the pages Search Console shows at positions five to twenty, sorted by impressions. Then the current first page of results for each one is read, to see what the pages above it cover that it does not. Then the rewrite: title, opening, headings, the missing sections, the internal links. Then the change ships and is requested for indexing. Four weeks later click-through rate and position are compared with the four weeks before, and the next batch is chosen from what moved.
Every check on a page, in the order a page is built, with the page drawn so the list has a picture. Run it on the ten pages that already get the most impressions; that is where a better title turns into a visit soonest.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
No, and a proposal that starts by rewriting everything is usually selling volume. We start with the pages already earning impressions, because those are the ones a change can move quickly.
On-page work improves pages that exist. Content writing adds pages that do not. Most sites need the first before the second, and doing them the other way round is how a site ends up with two hundred pages and no enquiries.
Yes. On-page work is the same on any platform; what changes is where each setting lives and what the theme will let you change without a developer. We either make the changes in the CMS ourselves or hand over a list written for whoever edits the site.
Title and description changes often show in click-through rate within two to four weeks. Content and structure changes usually take four to eight weeks to settle.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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