SEO Strategy
Published: 2 January 2025 | Last Updated: 2 January 2025
On-page SEO best practices in 2026 focus on satisfying user intent through comprehensive content, fast-loading pages with Core Web Vitals compliance, strategic internal linking, and optimisation for AI search visibility. Research shows pages ranking first on Google capture between 22% and 40% of clicks, with content depth now mattering more than keyword density. Whitehat SEO helps UK businesses implement these evidence-based techniques to improve organic rankings and generate qualified leads.
On-page SEO remains the foundation of organic search success because it directly communicates your content's relevance to both search engines and users. Google's March 2024 Core Update ran for 45 days and reduced low-quality content in search results by 45%, demonstrating the search engine's continued commitment to rewarding well-optimised, valuable pages.
For UK businesses, the stakes are significant. Google commands 93.6% of the UK search market, and the UK SEO services industry is valued at £19.2 billion. Research indicates every £1 invested in SEO generates an average return of £22, making on-page optimisation one of the highest-ROI marketing activities available.
What has changed is how Google evaluates on-page factors. The 2025 algorithm updates have intensified focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trust), with expert Marie Haynes noting that "E-E-A-T signals now outweigh traditional link metrics for many query types." This shift means on-page content quality directly influences rankings in ways it hasn't before.
Core Web Vitals measure real-world page performance and directly influence search rankings. In March 2024, Google replaced First Input Delay (FID) with Interaction to Next Paint (INP), requiring pages to respond to user interactions within 200 milliseconds. Currently, 47% of websites fail this new INP threshold.
The three metrics every UK business must monitor are:
Only 49.7% of mobile sites and 57.1% of desktop sites currently pass all three Core Web Vitals thresholds. This represents both a challenge and an opportunity—meeting these benchmarks puts your site ahead of nearly half your competitors. A comprehensive website audit identifies specific performance issues affecting your Core Web Vitals scores.
Title tags and meta descriptions remain crucial for click-through rates, though Google frequently rewrites them. Research shows Google modifies 33.4% of title tags and 62.78% of meta descriptions in search results. Writing these elements well reduces the likelihood of Google intervention whilst maximising clicks.
Keep title tags between 50-60 characters to prevent truncation. Position your primary keyword near the beginning, include your brand name for recognition, and create compelling copy that accurately reflects page content. Google is more likely to rewrite titles that don't match user search intent or that appear manipulative.
Optimal meta descriptions are 150-160 characters. Include a clear value proposition, incorporate relevant keywords naturally, and add a call-to-action where appropriate. Position 1 in Google captures between 22.4% and 39.8% of clicks depending on the query type—but a compelling meta description can significantly increase your click-through rate even from lower positions.
Content depth matters more than word count alone, but data shows a clear correlation between comprehensive content and rankings. The average word count for first-page Google results ranges from 1,447 to 1,500 words, though this varies significantly by topic and search intent.
More importantly, long-form content earns substantially more backlinks. Articles exceeding 3,000 words generate 77.2% more referring domain links than shorter pieces. This isn't because length itself is a ranking factor—it's because comprehensive content more thoroughly addresses user questions, earning both engagement and links.
The key principle is topic coverage rather than arbitrary word targets. Google's helpful content system evaluates whether your page provides a satisfying experience for someone seeking information on that topic. For UK B2B companies with complex offerings, this typically means creating detailed guides that address multiple related questions within a single, well-structured page.
Whitehat SEO's SEO services include content strategy development that identifies the optimal depth and structure for your target keywords based on competitive analysis and search intent research.
Internal linking is one of the most underutilised on-page SEO techniques, yet the data is compelling. Pages with exact-match anchor text internal links receive five times more organic traffic than those with generic anchors like "click here" or "learn more."
Case studies demonstrate remarkable results from internal linking improvements alone. One analysis showed a single strategic internal link change increased page views by 88%, whilst other pages saw traffic increases of 570% following internal link optimisation. These gains come from helping Google discover, crawl, and understand the relationship between your pages.
Effective internal linking follows several principles:
Schema markup is not a direct ranking factor—Google's John Mueller has confirmed this repeatedly. However, structured data significantly improves click-through rates and can increase visibility by up to 40% through rich snippets in search results. This indirect benefit makes schema implementation worthwhile for most sites.
Google recommends JSON-LD format for structured data implementation. The most impactful schema types for UK B2B companies include Article schema for blog posts, Organisation schema for your homepage, and FAQ schema where appropriate. Note that Google restricted FAQ rich results in August 2023 to government and health websites only, though the schema itself can still help search engines understand your content structure.
Research shows pages with schema markup achieve a 36.6% increase in search visibility compared to unmarked pages. For local businesses, LocalBusiness schema is particularly important for appearing in map results and knowledge panels.
AI Overviews now appear in 15-30% of Google searches, with mobile AI Overview presence increasing 475% year-over-year. This fundamental shift in how search results appear makes AI optimisation essential for on-page SEO in 2025. For comprehensive guidance on this emerging discipline, see our article on SEO in the AI era.
The good news for UK businesses already investing in quality content: 92-99% of AI Overview citations come from pages ranking in the top 10 organic results. This means traditional SEO success correlates strongly with AI visibility.
Key on-page factors for AI citation include:
UK businesses face specific on-page SEO considerations beyond general best practices. With 54.7% of UK web traffic now coming from mobile devices, mobile-first design isn't optional—it's essential for reaching your audience effectively.
Language consistency matters for UK audiences. Use British English spelling throughout (optimise, not optimize; colour, not color) and maintain consistent terminology. This builds trust with UK readers and helps search engines correctly identify your target geographic market.
For UK B2B companies, understanding buyer behaviour shapes content strategy. Research shows 57% of UK B2B buyers are already 57% through their purchasing decision before contacting suppliers. The typical B2B buying cycle lasts 11 months and involves 9 or more decision-makers. Buyers conduct an average of 12 searches before engaging with a brand's website, and 90% research between 2-7 vendor websites during evaluation.
This means your on-page content must address questions buyers ask throughout their entire decision journey—from problem awareness through to vendor evaluation—rather than focusing solely on bottom-funnel conversion content.
Most on-page SEO improvements take 4-12 weeks to impact rankings noticeably. Technical fixes like Core Web Vitals improvements can show faster results, whilst content optimisation typically requires several months for Google to reassess your pages. Consistent implementation delivers compounding benefits over time.
Keyword density as a metric is outdated. Google's algorithms understand semantic relationships and context rather than counting keyword occurrences. Focus on naturally covering your topic comprehensively, using varied terminology, and satisfying search intent rather than targeting specific keyword percentages.
Content quality that satisfies search intent is the single most important on-page factor. Google's helpful content system evaluates whether your page provides genuine value to searchers. Technical factors like page speed and mobile-friendliness are prerequisites, but content relevance and depth ultimately determine rankings.
AI Overviews primarily cite pages already ranking well organically, so traditional on-page SEO remains essential. Additional optimisation includes structuring content with clear, extractable answer paragraphs, using tables for comparative data, and keeping publication dates current. Pages meeting AI citation criteria often perform well in both traditional and AI search.
Review and update high-priority pages every 6-12 months, or sooner if information becomes outdated. Research shows recently updated content is 2.5 times more likely to appear in AI Overviews. Prioritise pages targeting competitive keywords, those experiencing traffic declines, and content in rapidly changing industries.
Effective on-page SEO in 2025 requires balancing technical performance, content quality, and emerging AI visibility factors. For UK B2B companies, the opportunity is substantial—with an average £22 return for every £1 invested in SEO, systematic on-page optimisation delivers measurable business results.
Start with a technical audit to identify Core Web Vitals issues, then review your most important pages for content depth and internal linking opportunities. Ensure your content addresses the questions your buyers ask throughout their 11-month decision journey, and format key information for AI extraction.
Whitehat SEO specialises in evidence-based SEO services for UK B2B companies. Our team combines technical expertise with strategic content development to improve organic visibility and generate qualified leads. Contact us to discuss how on-page optimisation can support your business growth.
About Whitehat SEO
Whitehat SEO is a London-based HubSpot Diamond Solutions Partner specialising in SEO, inbound marketing, and marketing automation for UK B2B companies. We lead the world's largest HubSpot User Group and help businesses grow through ethical, evidence-based digital marketing strategies.