On-page optimisation
On-page optimisation makes a page match search intent and earn the click. Titles, headings, internal links and images are the levers.
Title and meta description
The title tag is a central on-page signal and usually the headline in search results. The meta description shapes click-through rate, not rankings. If either misses the content, Google rewrites it. For products or locations, the CMS builds titles from fixed patterns.
Headings and content
One H1 names the topic, while H2 and H3 structure the content. That helps users, screen readers and search engines alike. The text answers the question behind the search early on.
Internal linking
Internal links distribute relevance and signal which pages matter. Related pages link to each other with meaningful anchor text. Key pages sit a few clicks from the home page, and orphaned pages are linked back in.
Images and structured data
Alt text that describes the image in context
Current image formats at a suitable size
Structured data for organisation, articles, products or breadcrumbs
The CMS generates structured data, so it always matches the visible content.
Approach
A crawl shows how titles, headings, links and images are handled for each page type. Fixes go into the CMS templates where possible and apply site-wide. Editorial teams get clear rules for new content.