On-Page SEO Optimization

Implementation of Website SEO Optimization (On-Page)

On-Page SEO is a set of technical and content optimizations directly on website pages. Unlike off-page (link profile), on-page is entirely under developers' control.

Technical Part

Correct URL structure:

• Human-readable URLs: /catalog/mens-shoes/sneakers instead of /index.php?cat=15&sub=3
• Underscores vs dashes: Google recommends dashes (smart-phone, not smart_phone)
• Transliteration for Cyrillic or semantic English URLs

Meta tags:

<title>Buy men's sneakers — low prices, fast delivery | MyStore</title>
<meta name="description" content="Wide selection of men's sneakers from leading brands. Over 500 models. Delivery in 1-2 days across the country.">

Headings H1–H6:

• One H1 per page, contains the main keyword
• H2–H4 — logical hierarchy, don't duplicate H1
• Don't use headings for styling — only for structure

Images:

<img src="/images/nike-air-max-sneakers.webp"
     alt="Nike Air Max 90 white men's sneakers"
     width="800" height="600"
     loading="lazy">

Structured Data JSON-LD

<script type="application/ld+json">
{
    "@context": "https://schema.org",
    "@type": "Product",
    "name": "Nike Air Max 90 Sneakers",
    "image": "https://example.ru/images/nike-air-max.webp",
    "description": "Classic Nike Air Max 90 sneakers...",
    "brand": { "@type": "Brand", "name": "Nike" },
    "offers": {
        "@type": "Offer",
        "price": "8990",
        "priceCurrency": "RUB",
        "availability": "https://schema.org/InStock"
    },
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.7",
        "reviewCount": "143"
    }
}
</script>

Internal Linking

Systematic linking — not manually placed links, but automatic:

• "Similar products" on product pages
• "Frequently bought together" based on order data
• "Read also" in blog — related articles by tags
• Breadcrumbs on all pages

Page Load Speed as a Ranking Factor

Core Web Vitals directly affect positions:

• LCP (Largest Contentful Paint) < 2.5s — main image optimization
• INP (Interaction to Next Paint) < 200ms — minimize JS blocking
• CLS (Cumulative Layout Shift) < 0.1 — reserve space for images

Mobile Version

Google uses mobile-first indexing — indexes the mobile version. Requirements:

• Viewport meta tag: <meta name="viewport" content="width=device-width, initial-scale=1">
• Text readable without zooming
• Clickable elements at least 48×48px
• No horizontal scrolling

Duplicate Content

Sources of duplicates:

• http:// vs https:// — 301 redirect to HTTPS
• www. vs without www. — choose one variant, use canonical
• /page/ vs /page (trailing slash) — standardize
• Pagination — canonical to first page or rel="next/prev"

Project timeline: 1–2 weeks for technical audit and implementation of basic on-page optimizations.