On-page SEO programme

Why this is a programme and not a project

On-page work has an unglamorous shape: it is the same twenty minutes of research, rewriting and internal linking, repeated across every page that matters, for as long as the site keeps having pages. Done once as a project it produces a spike and then decays. Done monthly it compounds, because each pass improves the pages the previous pass linked to.

We work through an agreed number of pages a month, starting with the ones already ranking between position five and twenty. Those are the cheapest wins on any site: they already have authority and relevance, and they are usually one clear title and three internal links away from the first page.

• One target phrase per page, with overlaps resolved rather than left to fight
• Titles and meta descriptions written for the click, not only the keyword
• Heading structure rebuilt so the page has one subject
• Internal links added from the pages that already have authority
• Schema markup on the worked pages, in the larger sizes

What the monthly report tells you

Every month you get the pages worked, what changed on each, and the position and traffic movement for the pages worked in previous months. That lag is deliberate: judging a page in the month it was changed measures noise.

Where a page does not move after two months we say so and change the approach rather than repeating it. A programme that never reports a failure is a programme nobody is reading.