In a competitive digital landscape, a well-optimized webpage can be the difference between business obscurity and visibility. Search Engine Optimization (SEO) is no longer just about keywords. For companies and content creators alike, understanding the key factors that impact SEO is essential for driving traffic, improving rankings, and reaching target audiences. In this article, we'll explore the top elements of a webpage that influence SEO success and provide actionable insights to help you stay ahead in the search engine game.
A title tag is a short description that appears at the top of a webpage, summarizing the overall vision of the page. It assists search engines in understanding the information on that certain portal/webpage and influences internet users' clicking behavior when appearing in search results. This is the highest-ranking factor when looking at on-page SEO.
Ensure your primary keyword is included at the beginning of your website's title tags. Be concise (50–60 characters) and accurately reflect the page's content. Avoid keyword stuffing (which can result in search engine penalties), and focus on creating compelling, descriptive titles that encourage clicks. Additionally, incorporating your brand name at the end of the title can enhance recognition and trust. For example, if a technology company were looking to market their software tool that helps Customer Success Managers do their job more effectively, a good title tag could be “Best Customer Success Software | LH and Company.”
An H1 tag is a webpage's headline. It's the most important heading, used to indicate the main topic or focus of the content. Properly using it helps users and search engines understand the topic of your page.
An H1 must be unique to the page, and generally, you do not want more than one H1 tag per page. Like title tags, you will want your keywords incorporated naturally at the front of the H1 tag. The tag should clearly describe the page's main topic, keeping it concise and engaging to capture readers' attention while signaling relevance to search engines. H1 tags should complement the title tag without duplicating it. To complement the title tag example, the H1 tag for CSM software might be “Top Tools for CSMs in 2025.” Intercom, another CSM tool, published a complementary blog recommending software with an H1 tag of “14 Customer Success Tools to Support Your Customers’ Journey”, as seen below.
A meta description is a short overview of what to expect on a webpage when it appears in search engine results. This summary offers a glimpse into what users will find on the page, giving them a reason to click on your link instead of others. As usual, include keywords (which Google will bold) toward the front to grab attention, accompanied by the page's value proposition. Aim to keep it to 120-160 characters.
While meta descriptions themselves are not a ranking factor, they're like mini ads that can improve your CTR (click-through rate) on the Search Engine Results Page (SERP). For example, when creating one of our glossary webpages for the role Customer Success Manager, we're able to provide a short, handy definition of the position that immediately provides value when doing a Google search about CSM roles and tools.
H2, H3, H4, etc. headings are also not technically an SEO ranking factor but do help structure website content by creating a clear hierarchy and breaking information into digestible sections, which makes it easier for users and Google to understand and potentially helps with ranking for more long-tail keywords. User interface (UI) is still a highly valuable aspect of any web page design.
Text and content spacing are essential for web page readability. Most users scan rather than read online content, so shorter paragraphs, bullet points, and subheadings make it easier to digest information quickly. Proper text segmentation also reduces cognitive overload, keeping visitors on the page longer. With this in mind, keep large blocks of text to a minimum. Paragraphs should only have 2-3 sentences, with page breaks, to visually organize content for readers.
Interlink your web pages to provide users with a complete understanding of all the content and expertise available on the site. When possible, use internal links in your backend to avoid links going dead, and do regular hygiene to maintain those links. In the example below, our example blog is linked to four other related pages in just the first section.
Since you're already doing keyword research and have included those words at the beginning of all the SEO elements so far, you want to integrate them as highly noticeable visuals on the webpage. Use callouts, boxes, headers, etc., to draw the user's eye to the most important aspects. For example, Apple might be doing a push for their newest watch, with webpages focused on customers needing health, fitness, or connectivity solutions, as seen below:
On-page SEO factors are crucial in determining your website's visibility, usability, and overall success. Each element contributes to better search engine rankings and an improved user experience, from optimizing title tags and headings to structuring content for readability. By prioritizing these factors, you attract more traffic and ensure visitors stay engaged with your content, ultimately driving long-term growth and success for your website.
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