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Optimisation for Bots & Users

On-Page SEO

Improve the elements of your page to deliver better signals to search engines to crawl and index the page.

Fully optimising a page correctly on your website will require text and HTML-based changes.

keyword results smile gallery
On-Page SEO Techniques for Your Website

Be higher in Google by the end of the week with on-page SEO

Writing a page and making it live is not enough to take your website to number one. On-page SEO, or on-site SEO, involves optimising the front and back-end components and elements of your website, like code , site architecture and image optimisation, to help it rank better in search engines. 

But it’s not as simple as adding a few internal links or improving your metadata. Google considers more than 200 on-page factors to sort through the vast amount of information available online, which is why you need an SEO company to ensure you tick every box.

Using these factors, Google’s automatic ranking systems sort through hundreds of billions of web pages and other content in the Search index to deliver the most relevant, useful results in under a second.  

Key factors in results

Search algorithms will consider many factors and signals, including the keywords of your query, the relevance and usability of pages, the expertise of sources, and your location and settings. The weight of each factor will depend on the query; for example, the freshness of content will often show up higher for queries around current news topics than dictionary definitions. 

veronica tribolati
veronica tribolati
Thanks Ben and Libby for your great work and efforts to improve our SEO position and increase our sales, big noticeable difference since we started working with you, we are very grateful and happy to recommend to other companies looking for your services.
Tobiasku France
Tobiasku France
We have been working with Vanilla Circus, Ben, and Libby for a while now with great results so far, our rank on top keywords has improved along with an increase in traffic and qualified leads which is most critical to our business. Always friendly, professional, and responsive. Good content generation and flexible for any requests we have made. Enjoy working with them. Thank you!
Rachel Derby
Rachel Derby
I’ve been working with Ben for a few months now to help create my website, content and start my SEO journey. Ben has been a delight to work with, his work is excellent and he is incredibly knowledgable which he is happy to impart to newbies like me. I find him very trustworthy and reliable and am happy to have found him.
Raj Patel
Raj Patel
Delight to work with. They have a comprehensive strategy and regular meetings to discuss progress. Could not be more happy with the team
Victoria M
Victoria M
We got great results working with Ben at Vanilla Circus - they managed the SEO for three of our healthcare websites, all which saw a very good growth in traffic and conversions over that period. They were also very proactive in setting up Live Chat for us and getting to know our hospital, the treatment involved, how we work and what services we offer so that they could offer valuable strategic website navigation guidance to maximise sales.
Stuart Patterson
Stuart Patterson
Vanilla Circus provide a fully compressive and detailed service , i cannot recommend them enough. Rubbish Clearance Limited.
Rosa Bennings
Rosa Bennings
They are an excellent team at VC espcially Libby. I am leaving my current marketing role but will hopefully convinve my new Head Of to use you guys. Thank you for making my life easy
Emma Norton
Emma Norton
If I could add 6 stars I would. Vanilla's ethos and approach to SEO are totally unique. It was such a relief to speak to a company that puts everything in plain English. After 4 SEO companies in London and in Manchester, we finally feel that we are not being taken for a ride and that we can clearly see things improving month on month. We are now into our 14 month and we are delighted with the results and have no hesitation recommending Ben and his team to anyone (except our competitors) Em
Brenda Roberts
Brenda Roberts
Excellent SEO, what can I say. We have now been working with Vanilla for over 24 months and all I can say is they quietly get on with it. Our traffic is up, are content is much better and our telephone is ringing with new patients making appointments. Ben, Libby and Martha has been amazing!
Content Is & Always Will Be King

Relevance and quality of content

Google’s ranking system will analyse the content to assess whether it contains relevant information related to the search query. The most basic signal that shows your content is relevant is the placement of keywords in headings, the body of the text and in other important areas.

Beyond keywords, Google’s systems will also analyse if the content is relevant to the query. For example, if you search for cats, the first page of Google will display several types of relevant content beyond the keyword, such as showing pictures and videos of cats or even a list of breeds.


Once Google has identified relevant content, their systems will prioritise those that seem the most helpful through content that demonstrates expertise, authoritativeness and trustworthiness.

We’ve included a list of basic signals below, which any business can implement. SEOs are usually engaged when these basic elements have been placed, but the website is still not being picked up well by search engines.

Basic on-page SEO checklist
  • Make sure your keyword is in your URL.
  • Optimise your page title with the keyword.
  • Use headers, often in sequential order.
  • Include keywords in your body copy, headers, bullet points, first paragraph and other keyword variations.
  • Incorporate images, graphics, and other visuals, which are titled and optimised with links and alt tags.
  • Fill out the meta data, including keywords in the title and description.
  • Add internal links that make sense and through informative anchor text.
  • Add external links, which preferably include the keyword in their URL.
  • Crawl and audit your website regularly for any issues.
  • Clearly define your site architecture.
  • Track your keyword movement.
  • Review and edit page content as needed.
  • Use infographics, graphics and images with faces.
example of seo content

Together, we can do it all

It’s our job to help websites that are often sitting on page two or three of Google or are nowhere to be found at all. 

Most websites we work with have had some on-page SEO performed, but it’s not been enough to take them all the way, or in some cases, it’s harmed their digital marketing efforts – and that’s where we come in. 

On-page SEO is second nature to us, and we carry it out daily. Often, when businesses submit their websites to us, we can find out within five minutes the problems preventing them from ranking. In some cases, it’s a simple solution, and in others, it’s more complicated, as we have to undo the SEO that came before us before we can implement the SEO we know works. 

More often than not, it’s the quality of content presented on your website, which you might think is incredible, but to search engines and bots, it’s not. So much of our time is devoted to rewriting your website, removing duplicate content, and writing new pages in a new structure that’s understood not just by search engines but by users, too. 

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