Getting on top of search engine results continues to be competitive as technology and algorithms evolve. It is already way more complex and involved than how it was a decade ago.

While off-page and technical factors such as link building and minifying code still affect your ranking, you should not ignore on-page factors such as web design and SEO either. You can optimize these factors to get better search engine rankings.

This article will run through the on-page elements you can customize in your site to improve your rankings.

Google E-A-T

It is essential to familiarize yourself with Google’s E-A-T or “expertise, authority, and trustworthiness.” This is the concept that Google uses to filter search results for quality and content.

You will need to convince Google that your website offers trustworthy and high-quality content for your site to rank higher on the search results.

To do this, you need to publish original content that is unique and useful to your target market. 

Relevant Title Tags

Optimizing your title tags for SEO is vital for Google to understand the topic or context of your page.  

Title tags are integrated into your HTML code for every page on your website. It signals search engines and users what your page is about.

Be sure to include keywords in your title tags but do this naturally, not in an obvious way. Here are some tips to making relevant title tags:

  • Check the character count of your title tags and make sure it is not too long or too short
  • Include the main keyword or topic the page is meant to be ranked for
  • Don’t use the same title tag through multiple pages

For pages you are optimizing to show the location of your business, it’s best to include the city of that location so it can appear in local searches. For pages used to sell a product, include the product’s name in the title tag.

Elaborate Meta Descriptions

Meta descriptions are the snippets of text that appear in Google search results. These work with the title tags in telling the users and search engines what your page is about. It is crucial to make them compelling and unique.

While it is essential to make this as long as possible and to include the target keywords, try to avoid overdoing it. Google may rank you lower for keyword stuffing.

The best way to include a keyword in a meta description is to make it look natural.

Good URL Structure

The URL structure of your site can also play a role in how it is ranked via search engines. URLs should be clean and easy to read, as well as descriptive. 

You shouldn’t use gibberish numbers and letters for your URLs or any other words that may confuse search engines about what your page is all about.

For example, instead of using, you can use Unlike the first URL, the second URL tells your users that the page is under the category “services” and the specific page is about “SEO.”


SEO is a never-ending process of optimization and improving your website to rank higher in search engines. It is more than just creating engaging content. You will have to create a website that both your audience and the search engines can understand.

If you are looking for ways to optimize your website for search engines, ensure you get the best SEO agency in Tulsa, OK. Symmetric Design offers high-quality design and SEO at an affordable price. Schedule your free consultation today!