Onsite SEO

Start with one target keyword per page. I pick a primary keyword and, if helpful, one secondary. For a guide on 'how to prune a fig tree', the primary is 'prune fig tree' – 3.4k monthly searches per Ahrefs. Before I write a single word, I check the current top 3 results to see what format works – listicles, step-by-step, video. For fig tree pruning, the top results were all step-by-step guides, so I followed suit. I write the content first: 800–1000 words covering why, when, how, and what tools. Only after the [SEO copywriting](/seo-copywriting/) draft is solid do I optimise the HTML elements. I write the [title tag](/title-tag/): 'How to Prune a Fig Tree: A Step-by-Step Guide' (53 characters, keyword front-loaded). The [meta description](/meta-description/) follows: 'Learn how to prune a fig tree to get more fruit. This guide covers the best time, tools, and three pruning methods' (153 characters). The URL slug I set to /prune-fig-tree/ – short, one keyword. Headings get a clear hierarchy: H1 is the title, H2s cover each step, H3s handle optional details. Alt text on an image: 'Pruning shears cutting a fig tree branch' – describes the image and includes a related term. I add internal links to two other guides: /fig-tree-fertilising/ and /pruning-tools/. Each anchor text matches the linked page's topic. Finally, I add Article schema and submit the URL to Google Search Console. After publishing, I monitor impressions for the primary keyword. If it doesn't improve in two weeks, I revisit the title and meta description. One time, changing the meta description from a description to a promise ('Get more fruit with these 3 pruning mistakes to avoid') increased CTR from 12% to 18%. That's my process for every page. If the content is under 300 words, I don't bother with optimising meta tags until I expand it. Decision rule: if you can't cover the topic in 600+ words, either narrow the focus or merge with another page. I've found this sequence – content first, then structure, then meta tags – leads to better rankings and higher click-through rates than the reverse.

Keyword stuffing is the most common mistake. You see it when the same phrase appears in every heading and in the first sentence of every paragraph. Google reads naturally written content better – and penalises keyword repetition. I use synonyms and related terms instead. For fig tree pruning, I use 'trim', 'cut back', 'remove branches', 'shape the tree'. Another watch-out: duplicate title tags. Every page needs a unique title. If two pages target 'fig tree care', one should become 'Fig Tree Pruning Guide' and the other 'Fig Tree Watering Schedule'. I check this quarterly with a site: search. Mobile is non-negotiable. If your page doesn't render well on a phone, you lose traffic. I test with Google's mobile-friendly test and also manually scroll on my phone. Missing [alt text](/alt-text/) is another trap. I once skipped it for ten images on a gardening site; Google's crawl budget was wasted. Now every image has descriptive alt text. Edge case: what if you have a page that covers two distinct topics, like 'pruning and fertilising'? I split it into two pages. The decision rule is: if the search intent for 'pruning fig tree' differs from 'fertilising fig tree' (one is about cutting, the other about feeding), they deserve separate pages. Also watch the first paragraph. I ensure the primary keyword appears naturally within the first 100 words. If it doesn't, I rewrite. Finally, avoid long, keyword-stuffed URLs. Keep them short, lowercase, and include only the primary keyword. I once had a URL that was fig-tree-pruning-guide-for-beginners-tools-timing-techniques – 8 words. I shortened it to /prune-fig-tree/ and saw a small ranking improvement within a month. Don't forget [internal links SEO](/internal-links-seo/): linking to related pages helps both users and search engines understand site structure, but avoid over-optimising anchor text – vary it naturally.

I used to think onsite SEO was a keyword density game. I once wrote a page on 'SEO tips' and repeated the exact phrase 14 times in 400 words. It didn't rank. Google wants answers, not keyword salad. I now focus on covering the topic completely. Another mistake: I ignored internal linking for years. I had a page about pruning tools that never linked to my main pruning guide. Once I added a link, the tool page started getting traffic, and the main guide saw a 5% lift in organic sessions. I also wrote meta descriptions that were just the first sentence of the article – they read as boring. Now I treat each meta description as a mini-ad, including a benefit and sometimes a promise. Schema felt too technical – I avoided it for months. When I finally added Article schema to my blog posts, click-through rate improved by 8% (measured over three months). That was enough to convince me. [Image SEO](/image-seo/) I also ignored – all my images had no alt text and were 2 MB. After compressing them and adding alt text, impressions from Google Images increased by 15%. I also learned the hard way that onsite SEO is not a one-off. I used to optimise a page and never touch it again. Now I set a six-month reminder to update content, refresh meta tags, and check for new internal linking opportunities. Search behaviour changes; your pages must change too. Finally, I used to waste time optimising for keywords with no search volume. Now I only target phrases that have at least 100 monthly searches unless the page serves a specific niche need. That saved me months of effort.