Every page, written for two readers.

The title tag is the line a person reads in a search result before they decide to click — and one of the strongest on-page ranking signals Google evaluates. We write title tags to do two jobs at once: contain the primary keyword in a natural position near the start, and read like an editorial headline a person would actually want to read. Length is calibrated to roughly 50–60 characters so the line is not truncated in desktop or mobile results. Brand placement, separator choice, and modifiers like location, year, or category are decided per page rather than templated. The result is a title bar that earns the click and the position.

Meta descriptions are not a direct ranking factor, but they are the two lines beneath the title that determine whether a person clicks your result instead of the one above it. We write descriptions with a specific job — restate the promise of the page, name the benefit a reader will get from clicking, and include the keyword in a way that gets bolded by Google when the query matches. Length sits around 150–160 characters so the snippet survives Google’s truncation, and we revisit descriptions when click-through data shows a page is ranking but not earning the visit.

A page has one H1 — the article’s title — and a clean tree of H2 and H3 subheadings beneath it. Headings are how a crawler builds its understanding of what a page is about, and how a reader skims to find the part they need. We audit existing pages for missing H1 tags, duplicate H1s, skipped levels (H2 jumping straight to H4), and headings that have been styled into existence using bolded paragraph tags rather than real heading elements. Then we rewrite headings so they describe the section, contain natural keyword variations, and read as a coherent outline if you read only the headings on the page.

Internal links route a crawler through your site, distribute authority from your strongest pages to your weakest, and tell Google which pages are most important by virtue of being most linked-to. We build internal linking deliberately — anchor text that uses natural, varied phrases rather than the same keyword every time, links that lead from supporting blog content up to commercial pages, links that connect related pages laterally so a reader who finishes one article finds the next without going back to a menu. We also surface and fix orphan pages — pages with no internal links pointing at them, which Google may rank but rarely highly.

Images are where most sites quietly lose page-speed score and accessibility points at the same time. Our image work is unglamorous and consistent: descriptive file names that contain the page’s topic, alt text written for a screen-reader user (which is also exactly what Google reads), modern formats like WebP or AVIF for the browser-supported fallback chain, lazy loading on anything below the fold, and explicit width and height attributes so the layout does not shift while the image loads. The same pass usually takes a Lighthouse score from yellow into green and adds a few percent of organic traffic from image search.

A URL is permanent in a way most other on-page elements are not — once a page is indexed and linked from elsewhere on the web, changing its URL has consequences. We design URL structures to be short, lowercase, hyphen-separated, free of stop words and numerical IDs, and arranged in a folder hierarchy that mirrors the site’s information architecture. New pages get the URL right the first time. Existing pages with poor URLs are evaluated case by case — sometimes the search equity of the current URL outweighs the benefit of a cleaner structure, in which case we leave it. When we do change a URL, we plan the redirect carefully and monitor for 90 days.

Modern keyword placement is not about density — it is about presence in the few high-signal locations a crawler weights most. The primary keyword belongs in the title tag, the URL slug, the H1, the first 100 words of body copy, at least one H2, the alt text of a relevant image, and the meta description. Around it, we use a vocabulary of related terms and entities that Google associates with the topic — what was once called LSI and is now better understood as topical depth. The work is editorial, not mechanical: each page reads like prose, but a crawler that scans it understands exactly what it is about.

Every other technique on this page is downstream of one question: what is the person who searched this term actually looking for? A query like “best running shoes” wants a comparison and a recommendation. A query like “running shoes near me” wants a map. A query like “how to clean white running shoes” wants steps. We classify each target keyword by intent — informational, navigational, commercial, transactional — and shape the page accordingly. Format, length, internal links, and call-to-action placement all follow from that one decision. A page that ignores intent will never rank no matter how clean the title tag is.