One page, one job
Each important page should target one primary intent and answer it thoroughly. Trying to rank one page for everything usually ranks it for nothing.
The on-page checklist
- A clear, specific title and H1 that include the topic naturally
- An intro that answers the core question right away
- Logical H2/H3 sections that match how people ask
- Genuine depth — cover the subtopics a reader (and an AI) would expect
- Internal links to and from related pages
- Descriptive image alt text
- A clear call to action
A quick before / after
Take a bakery's wedding-cake page. Weak version:
- Title: Home
- Meta description: (missing)
- H1: Welcome to our website
Strong version, same page:
- Title: Custom Wedding Cakes in Portland | Rose & Crumb Bakery
- Meta description: Handmade custom wedding cakes in Portland, from 4 dollars a slice. Free tasting and delivery included — book a consultation today.
- H1: Custom Wedding Cakes in Portland
Why it's better: the strong version names *what* you do, *for whom*, and *where*, so it matches the searches real customers type and gives them a reason to click. "Home" and "Welcome" tell a searcher (and Google) nothing. (Details here are illustrative — use your own.)
Write for humans first
Keyword stuffing is obvious and counterproductive. Write naturally, include the terms where they fit, and focus on actually being the most useful page on the topic. Usefulness is the strategy; the keywords just describe it.