Standard operating procedure
SOP: On-Page Optimization
The step-by-step routine for optimizing a single page, from title tag to internal links.
Objective
Make one page as clear as possible to searchers and search engines for its single target keyword.
When to use
- Optimizing an existing page that underperforms.
- Publishing a new service, product or blog page.
Prerequisites
- The page’s target keyword and intent.
- Editor access to the page (or a developer who will apply changes).
- The On-Page SEO Template for proposed changes.
Steps
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Confirm the target keyword
One primary keyword per page; check that no other page targets it.
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Rewrite the title tag
Lead with the keyword, add a benefit or location, end with the brand; aim for 50–60 characters.
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Write the meta description
Summarize the page and give a reason to click in about 150–155 characters.
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Check headings
One H1 that matches the topic, H2s for main sections, no skipped levels.
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Improve the content
Answer the searcher’s main question early and cover what the top results cover.
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Add internal links
Link from two or three related pages using descriptive anchor text.
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Fix images
Add descriptive alt text and compress large files.
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Record changes
Note the date and what changed so results can be measured.
Quality checklist
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Tips and context
Before you start
- Confirm the target keyword and search intent with the client.
- Take a screenshot of the current page.
Checklist
- Title tag under 60 characters, keyword near the start.
- One H1 that matches the page topic.
- Meta description under 155 characters.
- Descriptive image alt text.
- At least two relevant internal links.
Download
A plain-text Markdown copy (.md) that opens in any editor and pastes cleanly into Google Docs, Notion or ClickUp.
Download SOP (Markdown)Templates for this SOP
- Template On-Page SEO Template Plan page-level fixes side by side: current and new titles, meta descriptions, headings, internal links and…
Practice it
- Assignment Write meta titles and descriptions for a dental clinic Rewrite the title tags and meta descriptions for three service pages so they match search intent…
- Assignment Fix the heading structure on a service page A cleaning company’s service page uses headings for styling. Restructure them so they make sense to…
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