Just type away and hit enter

Technical on-page optimisation can be one of the more intimidating elements of SEO to tackle alone, dealing with coding and content to deliver the best possible results

What is technical on-page optimisation?

Technical on-page optimisation (through JSON semantic mark-up, correct use of HTML, redirects etc.) is one of the key techniques that allows your brand to feature higher in SERPs, it’s the element of coding that ensures your page authority is transferred between old and new URLs, that your Domain Authority isn’t diluted by canonical issues stemming from multiple homepage URLs and improves user experience (UX) by improving navigation.

While content may be king, video on the rise, while there are studies showing both that short listicles and long-form content work better than all other forms of blog post, there is one part of search marketing that is an absolutely vital part of any successful digital brand’s strategy – and that is technical on-page optimisation.

Why technical on-page optimisation matters

Simply put, technical on-page optimisation is the foundation upon which all online success is built. It is the process through which your brand will appear in local search results, it’s the process that ensures your search results display properly, that consumers are able to properly navigate your site and that domain authority and link juice is not diluted from top to bottom of your XML sitemap.

Fill any gaps in your technical on-page optimisation knowledge with the help of our cheat sheet.

  • Learn how to use the right HTML tags
  • How best to organise your pages
  • How and what to canonicalise and more.


The most obvious of the on-page elements, correct use of HTML can make or break content – whether it is a misspelling leading to Google failing to index an entire website, or a simple missing parenthesis causing style spills between sections – it is the frame around which is built the entire website.

Simple HTML snippet

Basic HTML errors

HTTP status codes

Status codes are, generally speaking, seldom seen by site visitors – which is all the more reason to make sure those HTTP pages they do see are unlikely to inspire panic or discontent (by ensuring they are ‘on-brand’. In addition to this they are also important signposts for Google’s site-crawlers, ensuring authority isn’t shared between pages with duplicate content.

BBC 404 Page

URL best practice

Generally speaking, the shorter the URL the better and more memorable. Think of it like drawers within drawers – if your consumer has to access ten different drawers to get what they want, the chances are they’ll quickly lose their taste for that drawer’s content.


Canonicalisation is the process of identifying the page which you want both search engines and site traffic to see and marking it as such using a canonical tag. This ensures your site visitors always access the best content while making sure you don’t suffer the negative effects of split authority between pages.

canonicalisation with halo

This is just a quick overview of what we have in store for you in the new cheat sheet guide, hopefully it will have convinced you that technical on-page optimisation is not as scary as it sounds and is something which, if you haven’t done it already, is something you’ll be able to tackle at least at this basic level.

We use cookies to give you the best experience on our website. If you continue without changing your cookie settings, we assume that you consent to our use of cookies on this device. You can change your cookie settings at any time but if you do, you may lose some functionality on our website. More information can be found in our Cookie Info and Privacy Policy.