On Page SEO is one form of search engine optimization which pertains to the actual web pages of a website. Someone who practices On Page SEO will modify the web pages directly in order to enhance their rank in search engines like Google. This could mean optimizing the HTML and text content on your web pages so that they are agreeable with the Google algorithm.
For instance, one of the oldest methods of On Page SEO is adding meta tag information to the <HEAD> field of the HTML source code for each web page. Meta tags cannot be seen by visitors, but they are tracked by search engines. Whenever you search a keyword phrase on Google and see a list of web pages, the title and description for each one of those listings come from their respective meta tags. There are also meta keywords in those tags which help rank the web pages when someone searches for those same keywords.
Meta tags are still the first thing you must create for your On Page SEO strategy. However, it is no longer the only method. On Page SEO requires you to also write original web page content which is not plagiarized or copied from other sources. If you use copied content, Google will detect this and punish your web page ranking as a result. Google wants to see only original content on your web pages. Not only that, the content must be updated frequently so that Google knows your web pages are still relevant to people. That is why you never see out of date content anymore on the search engine.
Getting back to keywords, they are not just meant for meta tags anymore. A lot of clever SEO strategists will purposely put high ranking keywords in the content of the web pages. This is even more attractive to Google than the meta keywords. Just be careful not to do something called “keyword stuffing” where you just list all the popular keyword phrases in your content without making them flow naturally in sentences and paragraphs. Keyword stuffing will get you a lower rank if you’re caught.
Don’t just use any keywords either. These need to be keywords which match the content of your web pages. For instance, if you have a web page which is a list of dog collar products, do not put keywords in the content like “kitty litter” or “dress shoes.” These phrases have nothing to do with the web page’s content.
The Google algorithm is updated frequently. This means the rules of On Page SEO are updated too. It is important that you stay informed about these updates so that you don’t accidentally upset Google and get your ranking lowered inadvertently.