What is on-page SEO?

On-page SEO is the set of changes you make to a web page itself that help a search engine understand what the page is about and surface it for the right queries:

• the title tag
• headings
• image alt text
• internal links
• the content body
• the meta description

It is the opposite of off-page SEO, which covers backlinks and brand mentions on other sites. For a small business website, on-page SEO is the higher-leverage half because it is under the owner's control. A well-optimised page about a single specific service usually outranks a generic home page mentioning the same service among five others.