On Page SEO

ON-PAGE SEO is a fundamental search engine optimisation strategy that works on the elements included on each page, which you have direct control over. These changes are generally easy to make without having to wait for Google algorithm updates – tying your content together with the online attention you want.

Trusted by Local Business

Over the years, we have had the privilege of helping some of Edinburgh’s most beloved brands grow their search presence. Here are some of those brands.

How can On-Page SEO help you dominate your niche?

By focusing on on-page SEO, you can make your page more relevant and tailored towards specific keywords.

This increases the ranking in search engines. It also produces better quality content, leading to an engaged audience which is associated with higher rankings over time.

Our On-Page SEO Process

A focus on on-page SEO increases the ranking of your web pages in search engines – a process which we have mastered over the last 6 years.

Meta Tags

Meta tags are tools you can use on your website to give Google and other search engines more information about the topics covered. When written well, these invisible summarising tags will give Google what it needs to show searchers what they can expect to see if they click on your web page.

Title Tags

Good headlines are imperative! The title tags are displayed on the Google search results page above your description. Remember the importance of headings in any piece of communication, just as David Ogilvy once famously said: “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” 

Granted you aren’t spending money to show listings in Google, but we all know how powerful and valuable headlines can be and certainly wouldn’t want to miss out by not using the right titles or not using them to their full potential.

Description Tags

Description tags are the text that displays below your heading or title tag. These should entice people to click on your listing by including a strong and relevant call-to-action sentence over and above the right keywords. For example, instead of “Grab this deal now!”, specify something like “Grab this deal for incredible SEO results now!”

It is important to include keywords in the descriptions because they help Google to prioritise sites with similar content and direct users towards valuable information within websites – which can mean better rankings for you if your content is valuable!


Google uses the types of headings you use to help it decide on how in-depth your knowledge of the relevant information is. This refers to the H1 (first heading) and the subheadings thereunder.  

Your First Heading

The first H1 on your website is extremely important as it categorises and contextualises everything that comes after – the keywords used in this heading can make or break Google’s impression of your page.

Page Hierarchy

Google’s algorithm prefers page titles that include keywords and subheadings that can work to create page hierarchy and cover specific topics. Out of every search on the internet, 15% OF ARE YET TO BE SEARCHED FOR – and this means that using the right page hierarchy to divide your page to cover specific topics, you stand to rank for keywords that your competitors may never know about! This allows you to outrank them in any given niche and capture more traffic from potential customers who need what you offer without spending hours scouring Google.


Images are important because they help to break up the text on websites and pages. When it comes to SEO, a picture says more than a thousand words, and Google likes this! You must make sure that your images are relevant for both people and search engines, like Google, and ensure that the pictures are associated with the website content in some form or another.

Making an image compressible will also do wonders when ranking higher by allowing pages to load quicker, thus helping people find relevant information quicker – which everyone wants nowadays, right?

Image Names

To make sure your images are easily identifiable by Google and stand out to its bots, it’s best to give them names or titles. It can also help to use relevant keywords in these names. 

Alt Tags

Alt-tags are the big one for search engines. Alt text provides something that Google can read and assign value to. Google and web browser readers for the visually impaired read this text, so it adds extra information about what is seen in the image on-screen.

Word count

Word count varies dramatically amongst search terms. You can rank well with shorter-form articles, while for most informational searches, longer-form content tends to do better and is recommended by our team at A1 SEO Edinburgh. This counts as anything with more than 300 words per page, as it provides more information per page.

Anything less than this is categorized as thin content in Google’s eyes. Sense checking must still take place before adding extra sections or making other drastic changes without adjusting accordingly – so it is best to make sure your site complies the first time around.

We use a tool called Surfer SEO to determine what type of content will be most successful for new and current pieces of text. It takes into account the average word count length on the top 10 ranking pages for your chosen keyword, as well as other relevant data points. It’s important to know how many words there are, but also where they’re located and their relevance within an overall page count. This will allow you to get closer to creating high-quality web pages without any guesswork when looking at numbers.

Internal Link Architecture

Internal Link Architecture is a fancy way of assessing how search engines can access other content on your site. Generally speaking, having easy-to-use top-level navigation and using internal links efficiently creates a sufficient link graph for Google and other search engine crawlers to follow.

A well-designed website has many significant pages with relevant information that should be linked from each page as it becomes necessary. The purpose is to appear more often in search results when people look up specific topics or related keywords (this technique also helps keep web visitors engaged and on your site for longer).


A1 SEO Edinburgh can help you create universal navigation for your website. It ensures that both users and search engines can easily navigate through all of the significant information on every page, making it more likely they’ll easily find what they’re looking for.

Internal Linking

Internal linking is the ideal way of increasing your crawl rate and granting pages more ranking power for specific keywords. 

For example, if we wanted to rank a page on A1 SEO Edinburgh’s website, we could use anchor text such as “SEO EDINBURGH”. This, along with links from the site’s natural flow will help boost this particular page’s ranking for that keyword.

Keyword Research

Keyword research is the key to any good SEO campaign. Without it, you could be writing every piece of content possible in your niche until your fingers are bleeding, and maybe just about make an inch of progress! 

We have a far more effective approach to keyword research. Unlike most agencies, we focus on targeting specific pages with a cluster of keywords rather than targeting individual keywords. This allows for more content with less investment in new material (and often higher rankings). 

We mainly use Ahrefs or SEMrush for our keywords research, depending on the day of the week and various other factors. 

This gives us insight into how difficult certain keywords might be to rank for based on the current top 10 ranking pages.

Keyword Density

Your page must mention your target keyword a select number of times. However, trying to stuff keywords in places they don’t belong affects user experience (one of Google’s top priorities) negatively and this will outweigh any small benefit this lazy strategy aims to yield.

True Density

One of the most common SEO tools for determining keyword density is Yoast. However, this tool reports a flat percentage for all websites, even when they vary in importance and type (from SERP to SERP). In reality, this can be swayed by each important word and phrase in the context of an analysed keyword.

For example, if one keyword has twice as much weight as a similar term, this could create greater contrast with the surrounding text around it and the result could be a lower ranking. That’s where true keyword density comes into play. True Density takes into consideration how saturated each important phrase or keywording really feels when your page gets ranked at higher positions on the search engine result pages (SERPs) by Google.

Relevant Secondary Keywords

By aggregating other pages ranking in the search engine results page, we discover common secondary keywords to use in the page content. This is a powerful strategy as it allows you to take advantage of topical relevance on any webpage by using words and phrases related directly or indirectly to those being sought-after by Google’s algorithm for those particular terms.

Trusted by Local Business

Over the years, we have had the privilege of helping some of Edinburgh’s most beloved brands grow their search presence. Here are some of those brands.


Why Choose Us

Hi, I’m Graham Grieve, the lead SEO consultant at A1 SEO Edinburgh! A1 SEO Edinburgh is a small but efficient team of 11 search engine optimisation specialists. We offer full transparency on our SEO campaigns so that you can see exactly what works for you at any time – no surprises or hidden costs. We have over 7 years of experience in ranking sites higher up on the Google search results pages, so we are more than qualified (and so excited) about giving your company the best chance at standing out from competitors online. 

We also go the extra mile to educate our clients about how search engines really work to rank websites by explaining things in a simple, no-nonsense way, and I’ll be right there on the other end of the line whenever you have any questions! It usually takes only one phone call for us to solve a problem, so give us a shout today – we’d love nothing more than to help put your website and business on the top.

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