For many people, this is what they think of when someone mentions SEO. Classic examples of on-page optimization are adding keywords to titles, descriptions, and URLs. While proper keyword targeting and implementation are crucial parts of on-page SEO, there’s a lot more to on-page SEO than just plugging keywords and praying that your rankings increase. Your user experience and the quality of your content are both huge drivers. This includes the functionality of your page, the overall feel, its relevancy and the usefulness of the information you are providing. Making sure that you have a responsive design that works on both mobile devices and desktops is no longer optional but a strict requirement.
On-page SEO is crucial because it is one of the aspects of SEO that is the most under your control. If you’re already implementing best practices for web design and development there’s a good chance that you already have a good start on on-page SEO. It’s easy for a great website to start ranking because people want to link to awesome websites and search engines want to display them in search results. Even if you have no SEO expertise it never will never hurt your rankings to build the best website you can.