The mid-morning sun streamed through the small office windows as Claire stared at her laptop, her fingers hovering uncertainly over the keyboard. A solopreneur managing a local baking business, she had recently launched her WordPress website. Despite her best efforts to create engaging content, her website wasn’t showing up in search results.
Her friend Marco, a digital marketing consultant, leaned over her desk. “You’re missing out on potential customers, Claire. Your website needs on-page SEO.”
“On-page SEO?” Claire asked, sounding wary. “Isn’t that just for big companies with tech teams?”
Marco chuckled. “Not at all! On-page SEO is like organising your bakery. If your customers can’t find the cakes because they’re hidden behind racks, they’ll leave empty-handed. Search engines are your online customers, and on-page SEO helps them find what they’re looking for.”
What is On-Page SEO, and Why Does It Matter?
On-page SEO refers to optimising the elements on your website to make it easier for search engines like Google to understand what each page is about. This helps your website rank higher and attracts the right audience.
For small businesses and solopreneurs, on-page SEO can level the playing field. You don’t need a massive budget to make improvements that bring in more traffic, inquiries, and sales.
The Core Components of On-Page SEO
Let’s break down the essential elements of on-page SEO into manageable steps you can implement in WordPress.
1. Title Tags: Your First Impression
The title tag is the clickable headline users see on search engine results pages (SERPs). It’s the first thing they notice, and it needs to grab attention. Think of it like the sign outside your shop, it should clearly state what’s inside.
Example: Instead of “Home Page,” write “Delicious Cakes in London | Claire’s Bakery.”
How to Update in WordPress: Look for the “SEO Title” field in your SEO plugin settings for each page or post.
2. Meta Descriptions: The Movie Trailer for Your Content
A meta description is a short summary under the title in search results. While it doesn’t directly impact rankings, it influences whether someone clicks on your link.
Example: “Explore the best cakes in London, freshly baked with love. Visit Claire’s Bakery for a taste you’ll never forget!”
Tip: Include a call to action like “Order now” or “Learn more.”
3. Header Tags: The Chapter Titles of Your Website
Header tags (H1, H2, H3) structure your content, making it easier for both readers and search engines to navigate.
H1: Use for the main title of the page (e.g., “Our Delicious Cakes”).
H2 and H3: Break up sections into logical subheadings (e.g., “Custom Cakes” or “Our Ingredients”).
In WordPress: Use the dropdown menu in the post editor to assign heading levels.
4. Optimise Your URLs
A clean, descriptive URL is more user-friendly than a random string of numbers and letters.
Good Example: clairebakery.com/custom-cakes
Bad Example: clairebakery.com/?p=123
Update in WordPress: Go to Settings > Permalinks, then select “Post Name.”
5. Keywords: What Your Customers Are Searching For
Keywords are the words and phrases people type into search engines to find information. For Claire, this could include “best bakery in London” or “custom birthday cakes.”
- Use tools like Google’s autocomplete or free keyword research tools to find popular terms.
- Place your chosen keyword naturally in the title, headers, and throughout the content, but avoid overstuffing, it should always read naturally.
Easy Wins for Beginners
Image Optimisation
Search engines can’t “see” images, but they can read descriptions. When you upload an image:
- Fill in the Alt Text with a short, descriptive phrase like “Chocolate cake with sprinkles.”
Compress images to reduce load times, use tools like TinyPNG for this.
Mobile Friendliness
With more than half of all web traffic coming from mobile devices, having a responsive design is critical. Most modern WordPress themes are mobile-friendly, but always preview your site on a smartphone to be sure.
The Secret Sauce: Internal Linking
Internal linking means linking one page of your website to another. For example, Claire might link her “About Us” page to her “Order Now” page with anchor text like “Learn more about our story and place your order today!”
This keeps visitors exploring your site longer, which can improve rankings.
Common Mistakes to Avoid
- Ignoring Meta Descriptions: Leaving them blank means Google will auto-generate one, which might not be compelling.
- Duplicate Content: Repeating content across pages confuses search engines and can hurt rankings.
- Forgetting Regular Updates: SEO isn’t a one-and-done task. Keep your content fresh and relevant.
What If You Don’t Have the Time?
As Claire discovered, running a business and managing a website can feel overwhelming. This is where professional support comes in.
At R the Company, we specialise in helping solopreneurs and small businesses optimise their websites for search engines. From keyword research to mobile optimisation, we handle the technical details so you can focus on your passion.
With our expertise, you can:
- Increase website visibility
- Attract more customers
- Drive meaningful growth
Ready to take your website to the next level? Contact us today and watch your business grow!
