How to Improve Search Engine Ranking on Google With On-Page SEO Content Writing

Understanding how on-page SEO content writing works is your first step to learning how to improve search engine ranking on Google. Here are seven easy things you can do right now to kickstart your on-page optimisation!

 In this article: 

  1. Put Your Main Keywords in the First Paragraph
  2. Chunk Your Content With Heading Tags
  3. Use Keywords Frequently, Naturally, and Strategically
  4. Publish Original Content (Don’t Plagiarise!)
  5. Place Internal and External Links in Your Content
  6. Add Relevant Images or Videos to Your Content
  7. Make the Most Out of Meta Descriptions and Alt Tags

Too many words? Watch this video instead:

7 On-Page SEO Content Writing Tips on How to Improve Search Engine Ranking on Google

What is on-page SEO content writing? It’s an SEO strategy that makes web pages and the content on it that much easier for search engines like Google to find and rank. It also goes by the name of on-site SEO.

1. Put Your Main Keyword in the First Paragraph

Better yet, make sure it appears within the first 100 words of your content.

Fronting your main keyword makes it easy for Google to do these three things:

  • Crawl through your content
  • Understand what it’s about
  • Determine whether it matches a person’s search query

Think about it. Let’s say you wrote a 1,500-word blog post about Urban Gardening for Beginners. The term “urban gardening” should be at the top of your page. 

You’d lose a lot of readers if you waited until the second half of the article to mention that keyword!

2. Chunk Your Content With Heading Tags (like this one)

H1, H2, and H3 tags make it easier for web visitors to read your content.

They give structure to your articles. Heading tags act as signposts that break up large walls of text and chunk your content into specific points. 

Headings also make your articles skimmable. They help readers find what they’re looking for in a snap. This one's important because when readers can’t find the information they need, they’ll leave! 

Here’s a guide on how to use heading tags effectively for on-page SEO content writing: 

  • H1 tags are for main titles. There is only one H1 tag for every article.
  • H2 tags are for secondary titles. Use these to reinforce the point of your H1 or title. Add at most two H2 tags in your content.
  • H3 tags are for subheadings. They’re for points that help you elaborate on a topic. You can have as many of these in your content—as long as they’re relevant to your title.

Hold on! Does using H1, H2, and H3 tags help with my SEO ranking? 

SEO experts agree that heading tags don’t significantly boost your search engine rankings.

However, they do agree on one thing—heading tags make for a stress-free reading experience

And when readers like what they read from your page, they’ll come back for more. It’s this indirect effect that makes heading tags a crucial part of on-page SEO content writing.

3. Use Keywords Frequently, Naturally, and Strategically

There are three points to this. We’ll break it down for you one by one. 

The first point asks you to use keywords frequently. It’s how it sounds—use the keywords as many times in your content. 

Doing so helps convince Google and your reader that your content really is about the keyword you’re ranking for. 

Be warned: don’t go overboard! Google knows when you’re keyword stuffing. Limit your keyword frequency to around 3-5 times per article

The second point asks you to use keywords naturally. Don’t force a keyword into a sentence if it doesn’t make sense to do so! 

Instead of repeating words over and over, try looking for synonyms in place of them.

Better yet, run your keywords through LSI tools like LSI Graph and KeySearch. These programs can help you find terms related to your keywords. 

The third (and last) point asks you to use keywords strategically. Refrain from mentioning the keywords in the same paragraph. Spread them out! 

Here are places in your content that you should definitely put your keyword in: 

  • Title
  • Subheading
  • First paragraph
  • Last paragraph

TIP: Don't worry if you're not yet insanely confident about your on-page SEO skills! Reach out to a local SEO company in Brisbane for professional search optimisation strategies that deliver real results. 

4. Publish Original Content (Don’t Plagiarise!)

Original content is critical when learning how to improve search engine ranking on Google. It’s especially important when working on your on-page SEO.

By publishing original content, you’re able to establish your authority in the industry.

Adding your own insights as an expert beefs up your credibility, too! Crafting content that’s genuinely your own also lands you on Google’s good side.

All these help you gain your readers’ trust, which is always good for business.

Remember, plagiarism is wrong. It’s illegal and bad for business. Both Google and your readers will flag you for it.

With plagiarised content, you’ll attract legal problems to your website instead of high-converting leads.

RELATED: 4 Signs That You Need to Hire Blog Writing Services

5. Place Internal and External Links in Your Content

Adding internal links, or links that direct your viewers to another page on your website, has loads of benefits.

Linking a blog post to one of your other related articles provides readers with more value-adding information. This strategy also encourages your readers to linger on your website.

Internal links, a.k.a. inbound links, also make it easy for Google to crawl through your website and get a sense of what your page is about.

External (or outbound) links are the exact opposite of internal links. They’re links lead readers away from your site.

I know what you’re thinking. Why would I intentionally want to lead people to a competitor’s website?

Thing is, adding external links to your content tells Google that your page is an information hub and will prioritise your page on search.

By how much? According to Reboot Online’s study, adding outbound links to your website has a “positive impact on [your website’s] rankings.

TIP: When placing external links in your content, make sure these links open in a new tab. This allows your readers to view a third-party’s page without leaving your own.

6. Add Relevant Images or Videos to Your Content

Ever heard of the saying, “a picture paints a thousand words?

The right image can make a dull, 1,000-word web content into more appealing to readers.

Accompanying articles with explainer videos or downloadable infographics turn text into words—something that attracts readers to your page.

As we’ve said before—when visitors like what they’re reading from your site, they’ll come back for more. This adds to your website traffic count and boosts your search ranking on Google.

TIP: Optimising your web images and videos for search doesn't have to cost a fortune! At Ape-X, we offer among the most affordable SEO packages in Brisbane. Book a call with us, and let's talk about optimisation strategies that suit your budget.

7. Make the Most Out of Meta Descriptions and Alt Tags

A meta description is a 155-word summary of your content. Here’s what a meta description looks like: 


screencap of a meta description for Planet of the Apes


Adding your keyword in the meta description increases the chances of Google highlighting your page in its search results.

Plus, a keyword in the meta description convinces your readers that the link they’ll be clicking matches their inquiry.

If meta descriptions are summaries of web pages, alt tags help Google interpret images.

You see, Google doesn’t see images the way we humans do. The big search engine can only read text.

That being said, Google relies on an image’s alt tag to read a picture.

Make the most out of alt tags by being descriptive. Let’s say the image you want to add looks like this: 

Fresh purple grapes on the vine

 An example of an effective alt tag would be: <img src= “grapes.jpg” alt= “Fresh purple grapes on the vine “>

Here are examples of alt tags to avoid

  • <img src=“grapes.jpg” alt=“”>
  • <img src=“grapes.jpg” alt=“grapes”>
  • <img src= “grapes.jpg” alt= “grapes grapevine wine fresh purple”> 

Unlike meta descriptions, alt tags shouldn’t be too generic or stuffed with keywords. Here’s a rule of thumb: keep alt tags descriptive yet concise.

As a beginner, learning how to improve search engine ranking on Google through on-page SEO content writing is the easiest step to take. Keep these seven points in mind the next time you publish the next blog post, article, or whitepaper on your website!

Need help fine-tuning your website’s on-page SEO strategy? Ape-X can help! Send us a message, and let’s talk about how we can get more organic traffic to your website today.

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