On-page SEO: titles, meta descriptions, headings and links
How to write titles, snippets, headings and internal links that match search intent without keyword stuffing.
On-page SEO is the part you control directly on each page. Screenings test it with "which title is best" style questions, so learn the reasoning, not just the rules.
Start with search intent
Before writing anything, decide what the searcher wants. Intent usually falls into four groups:
- Informational: learning something, such as "how to write a cover letter".
- Navigational: reaching a known site or page, such as a brand name plus "login".
- Commercial investigation: comparing options, such as "best budget laptops".
- Transactional: ready to act, such as "buy" or "order".
A product page will struggle to rank for an informational query, and a long guide will struggle for a "buy" query. Match the page type to the intent.
Title tags and meta descriptions
The title tag is often the clickable headline in results. Make it specific, put the main topic near the start and keep it short enough that the key words are not cut off. Each page needs its own title.
Weak: Home | Services
Stuffed: SEO, SEO services, best SEO, cheap SEO
Better: How to write a cover letter for your first jobThe meta description does not directly raise rankings, but it often becomes the snippet. Write one or two sentences that say what the page gives the reader. Search engines may rewrite it if another passage matches the query better.
Headings and content structure
Use one H1 that states the main topic, then H2s for main sections and H3s for points inside them. Headings should read like an outline. Answer the main question early, then add detail, examples and steps.
Internal links
Links between your own pages help crawlers find content and show how topics relate. Use descriptive anchor text such as "cover letter examples" rather than "click here". Link from strong, related pages to new pages that need discovery.
Checklist before publishing
- Does the page type match the intent of the main query?
- Is the title unique, specific and readable?
- Does the meta description explain the benefit in plain words?
- Is there one H1 and a logical heading outline?
- Do at least two related pages link here with descriptive anchors?
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