On page SEO refers to everything you will be doing to your actual website page content and structure.
There are ideals for over 200 different elements on your website that Google (and the other search engines) use to determine the relevance of your content.
These on page SEO elements include; page URL, page title, meta description tag, content headings, image names, image alternate text, page keyword density, keyword volume, external linking, html5 coding, etc.
Each of these needs to be optimized within Google’s expected ranges for the keywords and search terms that you want the page to rank for.
If you are going to rank well then your page content needs to tick as many quality ‘boxes’ as possible.
Your content needs to be all of the following;
Natural Keyword Density
Natural Keyword Variations (LSI)
Naturally Tagged In Appropriate Places
Generous With Citations And References To Authority Information Sources
Contextually Linked to Related Content On Your Site
Need to write great content? Read more here
If it does all of those, it still needs to:
A fast loading website is critical to good rankings. Test yours here. If your site scores less that 75%
Google has separate algorithms to rank websites for searches performed on PC’s or Mobile devices.
In 2017, the mobile algorithm will take over as the dominant algorithm meaning that if your site isn’t optimized for smartphone and tablet screen sizes & touch screens, you will see a massive drop in rankings across all devices. Check your site for mobile friendliness here (opens in a new tab)
More than half of all Google queries are generated on phones and tablets, so it makes sense to provide content that is easy for those users to engage with.