What's the ideal content length?

It depends on the topic and competition. For competitive keywords, longer comprehensive content (1,500-2,500+ words) often performs better. For simple topics, shorter content can rank fine. Quality and completeness matter more than hitting a word count.

How often should I use keywords?

Use your primary keyword in the title, first paragraph, a subheading, and naturally throughout. There's no magic density—write naturally for humans while ensuring the keyword is present. Keyword stuffing hurts more than helps.

Do meta descriptions affect rankings?

Not directly—meta descriptions aren't a ranking factor. But they influence click-through rates. A compelling description can mean more clicks even at lower ranking positions. Google sometimes generates its own descriptions, but good ones are often used.

Should every page have unique content?

Yes. Duplicate content confuses search engines about which page to rank. Each page should serve a distinct purpose with unique content. If pages are too similar, consider consolidating them.

How do I optimize for featured snippets?

Featured snippets often come from content that directly answers questions. Use clear questions as headings, provide concise answers immediately below, and structure content with lists and tables where appropriate. We can optimize content to target snippet opportunities.

Is it bad to change existing page content?

Improving content is generally good for SEO—updating outdated information, expanding thin content, improving structure. Be careful not to remove content that's ranking well. We analyze before making significant changes to successful pages.

What about keyword cannibalization?

Cannibalization happens when multiple pages compete for the same keyword. It splits your ranking potential. We audit for this and recommend consolidating or differentiating pages that target the same terms.

How important is URL structure?

Moderately important. Clean, descriptive URLs that include keywords are better than long random strings. Once URLs exist, changing them requires redirects, so we're careful about recommending URL changes on established pages.

Can on-page SEO alone get me ranking?

For low-competition keywords, yes. For competitive terms, on-page optimization is necessary but usually not sufficient alone—you'll also need domain authority from backlinks. On-page SEO ensures you're not leaving opportunities on the table.

On-Page SEO Calgary | Content & Website Optimization

What Is On-Page SEO?

On-page SEO is everything you can do directly on your website to improve search rankings. It's how you structure your pages, what words you use, how you organize content, and how you tell search engines what each page is about. Unlike off-page factors (like backlinks), you have complete control over on-page optimization.

Think of each page as an opportunity to rank for specific searches. On-page SEO ensures that opportunity isn't wasted. Without proper optimization, even great content can go undiscovered. With proper optimization, you give every page the best chance of ranking for relevant searches.

The fundamentals are straightforward: use the right keywords in the right places, structure your content logically, make pages easy to read and navigate, and provide the information searchers are looking for. But execution requires understanding both search engine requirements and user experience.

Google has gotten sophisticated. Keyword stuffing doesn't work anymore. Modern on-page SEO balances optimization with readability. Pages need to satisfy both search algorithms and human visitors. Content must be genuinely useful, not just keyword-laden.

At Sunstone Soft, we optimize Calgary business websites for both search engines and users. We ensure your pages are properly structured and targeted while maintaining the quality content that converts visitors into customers.

On-Page SEO Elements

What we optimize on your website pages.

✓Title tag optimization

✓Meta description writing

✓Header tag structure (H1-H6)

✓Keyword research and placement

✓Content optimization and expansion

✓Internal linking strategy

✓Image optimization (alt text, compression)

✓URL structure optimization

✓Schema markup implementation

✓Readability improvements

✓Call-to-action optimization

✓Mobile content optimization

Our On-Page Optimization Process

How we optimize your website pages for search.

01

Keyword Research

We identify the keywords each page should target based on search volume, competition, and relevance.

Every page should have a primary keyword target and related secondary keywords. We find the terms your potential customers actually search for.

02

Content Audit

We review existing content to identify gaps, opportunities, and pages that need improvement.

Which pages are performing? Which are underperforming? What content is missing? We map your content against target keywords and user needs.

03

Title & Meta Optimization

We craft compelling, keyword-optimized title tags and meta descriptions for each page.

Titles tell Google what the page is about and convince searchers to click. Meta descriptions don't directly affect rankings but influence click-through rates.

04

Content Optimization

We improve page content—adding keywords naturally, improving structure, expanding thin content.

Content should thoroughly address the topic, use keywords appropriately, and be structured with clear headings. We enhance without over-optimizing.

05

Technical On-Page Elements

We optimize URLs, headings, images, and internal links.

Proper heading hierarchy, descriptive URLs, optimized images with alt text, and strategic internal linking all contribute to on-page SEO.

06

Schema Implementation

We add structured data markup to help search engines understand your content.

Schema markup enables rich snippets in search results and helps Google understand your business, services, and content.

Content Is Still King

On-page SEO can only work with good content. We can optimize structure and keywords, but if the content doesn't answer searcher questions or provide value, rankings will be limited.

Sometimes optimization means creating new content or substantially expanding existing pages. We'll identify where content improvements are needed alongside technical optimization.

Benefits of On-Page SEO

Why on-page optimization matters for rankings.

Direct Control

Unlike backlinks or brand mentions, on-page factors are entirely under your control. You can optimize immediately.

Foundation for All SEO

On-page optimization is the foundation other SEO builds on. Without it, off-page efforts are less effective.

Improved Relevance

Proper optimization ensures Google understands what each page is about and matches it to relevant searches.

Better User Experience

Good on-page SEO improves user experience too. Clear structure, readable content, and fast loading benefit visitors.

Higher Click-Through Rates

Optimized titles and descriptions are more compelling in search results, improving click-through rates even at the same ranking position.

Compound Results

Each optimized page is another opportunity to rank. Comprehensive on-page optimization multiplies your search visibility.

Key On-Page Elements Explained

Understanding what we optimize and why:

Title Tags: The clickable headline in search results. Each page needs a unique, keyword-optimized title under 60 characters. Titles are one of the strongest on-page ranking signals and directly influence click-through rates.

Meta Descriptions: The snippet below the title in search results. While not a direct ranking factor, compelling descriptions improve clicks. We write descriptions that include keywords and motivate searchers to click—around 155 characters.

Header Tags (H1-H6): Headers structure your content and signal importance to search engines. Each page should have one H1 (usually the page title), with H2s and H3s organizing sections. Proper hierarchy helps both SEO and readability.

Content Optimization: Using target keywords naturally throughout content—in the first paragraph, in subheadings, throughout the body. Content should be comprehensive enough to thoroughly cover the topic. Thin content struggles to rank.

Internal Linking: Links between your own pages distribute authority and help users navigate. Strategic internal linking helps important pages rank better and keeps visitors engaged longer.

Image Optimization: Images need descriptive alt text (for accessibility and SEO), appropriate file sizes (for speed), and relevant file names. Optimized images can rank in image search and support page rankings.

On-Page SEO FAQ

Common questions about on-page optimization.

Generally one primary keyword and a few related secondary keywords per page. Trying to target too many keywords dilutes focus. Different pages should target different keywords—don't have multiple pages competing for the same term.

Have a question that's not answered here?

Call us at (403) 829-1452

On-Page SEOOptimization