If you’re running a business—whether you offer services or sell products—a blog is a game-changer. It’s a powerful way to connect with your audience, share your expertise, and, most importantly, help people find you. But here’s the thing: writing great blog posts isn’t enough. If no one can find them, they won’t make an impact.
That’s where on-page SEO comes in. It’s the behind-the-scenes magic that helps search engines like Google understand your content and decide where to rank it.
Just like a well-placed signpost leads customers to a store, optimising your blog pages helps search engines and readers find your content more easily. This means better rankings, increased visibility, and ultimately, a greater reach and impact.
So, let’s jump into some key strategies every business owner/blogger should use to optimise their posts, improve their rankings, and attract more readers.
Why Does On-Page SEO Matter?
SEO stands for Search Engine Optimisation, and it’s all about making your content easy for search engines (like Google) to understand and rank higher in search results. Before we get to the checklist, let’s talk about why on-page SEO is a game-changer for eco-conscious business owners like you:
Increases Visibility – Your sustainability message reaches more people searching for ethical and eco-friendly solutions.
Drives Organic Traffic – The more optimised your blog pages, the more visitors you attract.
Improves User Experience – SEO isn’t just about Google; it’s about making your blog easy to navigate for real humans.
Supports Brand Credibility – Showing up on the first page of Google builds trust with potential readers who value transparency and ethical business practices.
What is On-Page SEO?
On-page SEO refers to all the elements you can control within your blog content to make it more search-engine friendly. These include things like keyword usage, header tags, image optimisation, and making sure your content is easy to read and mobile-friendly. Simply put, it’s about making sure Google and your readers can find, understand, and enjoy your content.
Keyword Research: Find the Right Terms
Why it works: Keywords are the foundation of SEO. They help search engines understand what your blog post is about and match it with the right audience.
How to do it:
- Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs to find low-competition, high-search-volume keywords.
- Focus on long-tail keywords like “best organic skincare brands” instead of just “skincare.”
- Look for question-based keywords (e.g., “What are sustainable fabrics?”) to create helpful blog content. Think about what questions people are putting into Google that could lead them to your blog post
- Search engines and readers alike appreciate content that gets to the point quickly. Ensure that your primary keyword is mentioned naturally within the first 100 words of your post. This gives both Google and your readers an immediate understanding of what the post is about.
- Avoid Keyword cannibalisation, this happens when you target the same keyword across multiple pages on your website.
Checklist:
- Choose 1 primary keyword per blog post.
- Find 3-5 related keywords to use naturally in your content.
- Check search intent: Are users looking for info, guides, or solutions?
- Place Your Keyword Early in the Post
- Avoid Keyword Cannibalisation
- Use Your Keyword 3-5 Times in the Body
- Add the primary keyword naturally within the first 100 words
Optimise Your Title & Meta Description
Why it works: Titles and meta descriptions are the first things people see on Google. A compelling one can increase your click-through rate (CTR) and get more eyes on your blog post.
How to do it:
- Keep your title under 60 characters and include your main keyword.
- Write a meta description (150-160 characters) that summarises the blog and encouraages readers to click.
Checklist:
- Include your main keyword in the title and meta description.
- Keep it clear, engaging, and under the character limit.
- Make it sound human, not robotic.
Use Header Tags Properly (H1, H2, H3)
Why it works: Header tags structure your blog, making it easier to read (both for search engines and readers!).
How to do it:
- Your H1 must be the blog post title.
- Use H2 for main sections and H3 for sub-sections.
- Naturally include keywords and your alternative keywords in your headers.
Checklist:
- Only one H1 per blog post (your title).
- Structure your H1 as a statement, question or list or how to statement
- Use H2s & H3s to break up content.
- Include keywords in at least one H2 or H3.
Write Engaging & Valuable Blog Content
Why it works: Google loves helpful, well-structured content. If people stay longer on your blog page, it shows it that your content is valuable, boosting your rankings.
How to do it:
- Answer user questions directly. Answer some FAQs
- Use short paragraphs & bullet points (like this post!).
- Write in a friendly, conversational tone—SEO doesn’t mean boring!
Checklist:
- Cover topics your audience cares about.
- Write in a natural, engaging way.
- Avoid keyword stuffing—Google hates it! (That means adding in the keyword too many times where it doesn’t flow naturally)
Add Internal & External Links
Why it works: Links create a network of trust. Internal links improve site navigation, while external links show Google you’re connecting to reputable sources.
How to do it:
- Link to your other blog posts or service pages (internal links) to keep readers engaged.
- Cite credible sources (external links) to build trust.
Checklist:
- Add at least 2-3 internal links per blog.
- Link to authoritative external sources.
- Make sure all links open in a new tab (so readers stay on your site!).
- Be careful to only link evergreen links. You want to avoid linking to sites or pages that may only be up temporarily such as event pages as when these links are archived it becomes a broken link on your site and Google does not like that
Optimise Your Images & Use Alt Text
Why it works: Large images slow down your blog, and alt text helps visually impaired users and search engines understand what your images are about.
How to do it:
- Name your image files as the keyword and alt keywords, before you upload them. For example, instead of naming an image “IMG123.jpg,” name it “sustainablehaircare.jpg.”
- Compress images using tools like TinyPNG or Squoosh. They should be smaller than 1MB
- Use descriptive alt text with keywords.
Checklist:
- Resize and compress images.
- Use alt text with relevant keywords.
- Use web-friendly formats (e.g., WebP, JPEG).
Create a Clean and Simple URL
Why it works: A well-structured URL helps search engines and readers understand what your blog post is about at a glance.
How to do it:
- Keep URLs concise and relevant to the blog topic.
- Remove unnecessary words like “and,” “the,” or “of.”
- Use hyphens (-) to separate words, not underscores (_).
- Avoid changing URLs for older posts, as it can lead to broken links and impact SEO.
Checklist:
- Include your primary keyword in the URL.
- Keep it short and easy to read.
- Avoid unnecessary words and special characters.
- Don’t EVER change URLs of published posts unless absolutely necessary or you have just published it.
Improve Page Speed & Mobile-Friendliness
Why it works: A slow blog page loses readers fast. Google prioritises mobile-friendly, fast-loading websites.
How to do it:
- Test your blog speed with Google PageSpeed Insights.
- Optimise images, enable browser caching, and minimise code.
Checklist:
- Test blog page speed & fix slow-loading pages.
- Use a responsive design (mobile-friendly!).
- Reduce unnecessary plugins & scripts.
Time to Take Action!
SEO doesn’t have to be complicated, but it does require consistency. By following this checklist, you can
- Rank higher in search results
- Reach more readers
- Build credibility & trust with your audience
By following these key tips, you’ll set yourself up for success and start seeing more traffic from search engines. Remember: SEO isn’t a one-time thing—keep optimising and updating your content regularly to stay ahead in the ranking game.
Written by Emma Lundaahl
About Emma, the founder of The Eco Collab
Emma provides virtual assistant services tailored for purpose-driven businesses, helping founders streamline operations, automate processes, manage admin, and free up time to focus on growth and impact. From blog management and course creation assistance to research and general admin, Emma helps take care of the details so you can focus on making an impact. Need support in your sustainable business? Visit The Eco Collab to learn more.
