Although it does not carry the same weight, or produce the same effects on rankings as Off Page seo, it is still an important factor in any SEO campaign. It is often said that On Page accounts for just 10% of SEO. I think the jury is still out on how accurate that figue is, but don't believe it can be too far from the truth.
Unlike Off Page SEO, On Page consists of the optimisation of many individual factors and each of these has a contribution to a site's overall success in the SERPs. However, the collective power of all these elements combined will still not have the same impact as one good inbound link. In the campaigns we undertake, we would therefore concentrate on On Page SEO as a secondary consideration and prioritise our efforts towards link building.
The following are some On Page elements which can be utilised:
The title element is the single strongest factor in On Page optimisation. A well written Title Element alone can actually have a big impact in the SERPs for a term which is not particularly competitive. The Title Element is used by Google and other search engines to display as the blue link on the results pages.
Heading tags are used On Page to assign and style particular words as headings. These range from 'H1' to 'H6' in order of importance. A well coded site will pay attention to the use and order of these. These are used in On Page optimisation by including keywords within them.
Images on web pages have the ability to provide a text description for accessibility reasons i.e. people using a screen reader for example. Depending on which browser you are using, this text is displayed when you hover over an image using the mouse cursor. Images are optimised by using keywords within the Alt Text.