When it comes to getting your trade business noticed online, on-page SEO is one of the most important tools in your kit.
Taking care of on-page SEO ensures your website is set up to be easily found and understood by search engines—and, more importantly, by potential clients. From the words you use to the way your site is structured, on-page SEO helps make sure you’re showing up when people search for services like yours.
In this post, we’ll break down the key elements of on-page SEO in a way that’s simple and practical. Whether you’re just starting out or looking to improve your existing site, you’ll find plenty of tips to help you optimise your website and get more eyes on your business.
Ready to get on with on-page optimisation? Let’s do this thing!
What is On-Page SEO?

On-page SEO is all about making sure your website is set up in a way that helps search engines—and your potential customers—find and understand it. It covers everything you control on your site, from the content you write to the technical bits that keep it running smoothly.
For tradespeople, on-page SEO is like prepping for a job.
If your tools aren’t organised, your van’s cluttered, or your paperwork’s a mess, it’s harder to get things done efficiently. On-page SEO works the same way. By optimising your site, you make it easier for search engines to figure out what services you offer and for potential clients to find exactly what they need.
Whether it’s making sure your website loads quickly or using the right keywords in your content, on-page SEO is the foundation that ensures everything else you do online works better.
It’s the first step in getting your business noticed.
The Role of Keywords in On-Page SEO

Keywords are the phrases your potential clients type into Google when they’re looking for services like yours.
If you’re a plumber in Manchester, you’ll want to show up when someone types ‘Manchester plumber’ or ‘emergency plumbing services’.
Think of them as the way search engines connect the dots between what someone’s searching for and what your website offers.
Getting found is the name of the game
For tradespeople, choosing the right keywords is key to getting found by the right customers.
And we’re not just guessing here. You need to understand what your clients are likely to search for. Local keywords, like your town or service area, are especially important. So, if you’re an electrician in Bristol, ‘Bristol electrician’ or ‘electrical repair Bristol’ should be part of your content.
Placement, Purpose, and Proportion
Once you’ve got your keywords, use them naturally throughout your website—especially in your headings, body text, and meta descriptions.
Just don’t overdo it.
Think of keywords as guideposts, helping both search engines and your clients find what they need without being bombarded with the same words over and over.
Optimising Content for SEO

When it comes to on-page SEO, your content is one of the most powerful tools you have.
But it goes beyond banging on about what you’re offering. You need to create content that’s both relevant and easy to understand. That way, you increase your chances of getting found and hired.
It’s all about how you communicate what you do to both your potential customers and search engines
Answering Your Customers’ Questions
Think about the most common questions you get from clients.
It doesn’t matter if they are about pricing, your services, or how quickly you can get the job done. Answering key questions is the thing your content should address.
When you provide clear, straightforward answers in your website copy, you’ll show visitors that you understand their needs—and this helps search engines match your site with relevant searches.
Structuring Your Content with Headings
Headings are like signposts for both readers and search engines.
Using proper heading tags (H1, H2, H3, etc.) not only makes your content easier to scan but also helps Google understand what your page is about. For example, your main service pages should have a clear H1 tag (like ‘Plumbing Services in Sheffield’) and subheadings (H2, H3) that break down different services or FAQs.
Keeping It Simple and Relevant
No one likes reading long, complicated paragraphs—especially busy homeowners needing quick services. Keep your content simple, clear, and focused on what your customers are searching for.
Whether it’s a short blog post about fixing a leaky tap or a detailed page on your roofing services, make sure every word counts.
Technical SEO: Behind-the-Scenes Optimisation

Technical SEO is the behind-the-scenes work that keeps your website running smoothly.
It’s like maintaining your tools or van—clients don’t always see it, but it’s essential for making sure everything functions as it should. Without the technical stuff in order, even the best content won’t perform well in search results.
Page Speed: Fast and Efficient
No one likes waiting for a slow website to load, and search engines feel the same.
If your site takes too long, potential customers may leave before it even fully loads. Use free tools like Google’s PageSpeed Insights to check how quickly your site runs. Simple fixes like compressing images and reducing unnecessary code can significantly speed things up, giving visitors a better experience.
Mobile-Friendliness: Reach Customers on the Go
More and more people are using their phones to find local services, so your site needs to look and work great on mobile devices.
If your site isn’t mobile-friendly, Google will rank it lower, and you’ll miss out on potential leads. Make sure your site automatically adjusts to different screen sizes and functions smoothly on mobile devices.
Internal Linking: Guiding Visitors and Search Engines
Internal links are links that guide users from one page on your site to another. They help visitors navigate your site easily and show search engines how your pages are connected.
For example, you can link from your homepage to service pages or from a blog post to your contact page.
This not only improves user experience but also helps Google crawl your site more effectively.
Fixing Errors: Cleaning Up the Mess
Just like you wouldn’t leave a job site with tools scattered everywhere, you don’t want errors like broken links or duplicate content cluttering your website. These can really hurt your SEO performance.
Regularly check for broken links and use tools like Google Search Console to spot and fix any issues.
Meta Tags and Descriptions: The First Thing Searchers See

Meta tags and descriptions are like the first impression your website makes in search results.
They don’t show up on your actual site but are visible in the search engine results page (SERP). Think of them as the short preview that potential customers see before clicking through to your site.
Getting them right can mean the difference between someone clicking your link or scrolling past it.
Title Tags: The Headline of Your Page
The title tag is the main heading that shows up in search results.
It’s also one of the most important factors Google uses to rank your page.
Make sure each page of your site has a unique title tag that includes relevant keywords. For example, instead of just ‘Home’, you could use something like ‘Plumber in London | Emergency Plumbing Services’.
It tells both search engines and users exactly what your page is about (take a look at our comprehensive SEO guide for tradespeople for more on how to keep both happy).
Meta Descriptions: Your Sales Pitch
The meta description is the short blurb that appears under your title in search results.
While it doesn’t directly impact your rankings, it’s crucial for convincing people to click through to your site. Write a clear, engaging description that includes keywords but also speaks directly to what customers are looking for.
For example, if you’re an electrician in Glasgow, a good meta description might be: ‘Need a reliable electrician in Glasgow? We offer fast, affordable electrical repairs and installations. Call today for a free quote.’
Keeping It Relevant and Engaging
Meta tags and descriptions should be concise but informative. Don’t just stuff them with keywords—focus on making them relevant and appealing to your audience.
Don’t forget, this is your chance to grab someone’s attention—and you only have a few seconds.
Image Optimisation for SEO

Images can make your website more engaging and visually appealing, but they can also slow it down if not optimised correctly.
Image optimisation is about making sure your pictures look great without harming your site’s performance. For tradespeople, this could mean ensuring your photos of finished projects or team shots load quickly and contribute to your SEO efforts.
Alt Text: Describing Your Images for SEO
Alt text (alternative text) is a brief description you add to your images, helping search engines understand what the image is about.
This is especially important for people using screen readers, as the alt text describes the image aloud. From an SEO standpoint, adding relevant keywords in your alt text can improve your site’s visibility.
For example, if you’re a roofer, a good alt text for a photo of a new roof could be: ‘Completed slate roof installation in Leeds by experienced roofing contractors.’
Compressing Images: Fast Loading Without Sacrificing Quality
Large images can slow down your website, which can lead to a poor user experience and lower search engine rankings. Compressing images reduces their file size without affecting quality. Tools like TinyPNG or ImageOptim can help with this.
A faster-loading site not only keeps visitors happy but also improves your SEO.
Using Proper File Names
Before uploading an image, give it a descriptive file name.
Instead of uploading a file named ‘IMG_1234.jpg,’ rename it to something like ‘landscaping-project-oxford.jpg’.
This helps search engines understand what the image is about and can even give you a small SEO boost.
Choosing the Right Image Formats
Stick to common formats like JPEG for photos and PNG for graphics with transparent backgrounds. These formats are widely supported and tend to be more efficient for web use.
Pro Tip: Geotagging for Local SEO
For tradespeople, geotagging your images—adding location data to your photos—can give you an extra edge in local SEO.
Geotagging tells search engines where a photo was taken, which can help your business appear in local searches. If you’re working in specific areas, geotagging images from your projects can make it easier for potential customers in that region to find you online.
You can use tools like GeoImgr to add geotags before uploading images to your website.
Getting Started with On-Page SEO: 7 Quick Wins

If you're looking to improve your website's SEO without diving into anything too complex, there are a few simple steps you can take today.
These quick wins will help you lay a solid foundation for better search rankings and a more user-friendly site.
1. Optimise Your Title Tags and Meta Descriptions
Make sure each page has a clear, relevant title tag and a compelling meta description. Include your primary keywords and keep the text engaging to encourage users to click through.
For example, instead of just ‘Plumber in Leeds,’ try something like ‘Experienced Plumber in Leeds | 24/7 Emergency Services Available’.
2. Use Keywords in Your Headings
Ensure your headings (H1, H2, etc.) include relevant keywords. This helps search engines understand the structure of your content and makes it easier for users to find what they’re looking for.
For instance, on a service page, use headings like ‘Our Roofing Services in Manchester’ to keep things clear and targeted.
3. Improve Your Page Speed
Slow sites can hurt your SEO and frustrate potential clients. Compress large images, reduce unnecessary plugins, and consider using a caching plugin if your site runs on WordPress.
Tools like Google PageSpeed Insights can help you identify areas where your site is lagging.
4. Create Internal Links
Link to other pages on your site where relevant.
For example, if you mention electrical rewiring on a general electrical services page, link to a more detailed post or service page about rewiring. This helps visitors and search engines navigate your site more easily.
5. Make Sure Your Site is Mobile-Friendly
If your website doesn’t work well on phones, you’re missing out on a big chunk of traffic.
Use a mobile-friendly test tool to check how your site performs on mobile devices. If your site isn’t responsive, consider working with a developer to get it updated.
6. Use Alt Text for Your Images
Every image on your website should have alt text describing what’s in the image. This helps with SEO and accessibility. Make sure your alt text includes relevant keywords but stays natural.
For example, instead of ‘IMG_1234,’ use something like ‘Landscape Garden Design in Bristol by Expert Contractors.’
7. Fix Broken Links
Broken links can frustrate visitors and harm your SEO. Use tools like Screaming Frog or Google Search Console to identify any broken links on your site and fix or remove them.
Keeping your links in good shape helps maintain a smooth user experience and shows search engines that your site is well-maintained.
5 Often-Overlooked On-Page SEO Mistakes to Watch Out For
Some on-page SEO mistakes are easy to spot, but others can fly under the radar and quietly undermine your site’s performance.
Here are a few less obvious but equally important mistakes to watch out for.
Neglecting User Intent
It’s tempting to focus solely on keywords, but if your content doesn’t match the intent behind those searches, you won’t keep visitors on your site.
Think about what your potential clients are really looking for. If someone searches ‘emergency plumber in Birmingham’, they’re not just looking for information—they want a solution fast.
Make sure your content speaks directly to those needs, offering clear and immediate solutions to common customer problems.
Overlooking Structured Data (Schema Markup)
Schema markup is a form of structured data that helps search engines understand your website better.
For example, you can use local business schema to highlight customer reviews, business hours, or contact details in search results. Without it, you could be missing out on those eye-catching rich snippets that improve click-through rates.
Adding schema is a simple way to give your website an extra SEO boost and help search engines pull the right information about your business.
Poor URL Structure
Your page URLs should be short, descriptive, and easy to read. URLs like:
‘yoursite.co.uk/services/plumbing-repairs’
are much better than long, confusing ones like:
‘yoursite.co.uk/p12345?id=abc&category=plumbing-repairs’
Clean URLs not only look more professional, but they also give search engines a clearer idea of what the page is about, helping you rank better.
Thin Content
Having too little content on a page can hurt your rankings. Pages with only a few lines of text don’t provide enough value to visitors or search engines.
For example, a service page with just a short blurb about ‘electrical installations’ isn’t enough. Flesh out your pages with useful, relevant information that answers potential clients’ questions and provides value.
Aim for content that’s both comprehensive and easy to understand.
Missing or Incorrectly Used H1 Tags
The H1 tag is your main page heading, and it should clearly describe what the page is about.
Some websites forget to include H1 tags or have multiple H1s on a single page, which can confuse search engines. Make sure each page has one, properly formatted H1 tag, such as ‘Professional Roofing Services in Sheffield’.
A good page structure helps both users and search engines know exactly what your page offers.
Final Thoughts: Make On-Page SEO Work for You
On-page SEO is the foundation of your website’s visibility and performance.
When you optimise the content, technical elements, and user experience on your site, you make it easier for search engines to understand and rank your pages. For tradespeople, this means more potential clients finding you when they’re searching for your services.
Whether you’re fine-tuning your keywords, improving page speed, or fixing broken links, these small changes add up to make a big difference. Basically, on-page SEO is one of the most effective ways to boost your online presence, and the best part is—you have full control over it.
If all this sounds like too much to handle, we’re here to help. Let us take care of the heavy lifting, so you can focus on what you do best: running your trade business. Get in touch today to see how we can help you optimise your site and take your company to the next level.