Content revised 20 October 2026.
An on-page SEO review should find specific problems you can fix. Start with the title, summary, indexing instructions, visible wording and images rather than chasing a keyword density target.
1. A title that misrepresents the page
Check that the title identifies the actual topic or offer and helps distinguish this page from others. Avoid a row of service and city variations. Compare the title with the main heading and the answer on the page; they should set a consistent expectation.
2. A vague or inaccurate description
Summarise what someone will find. Confirm any price, claim or qualification in the summary against the visible content. A description may influence the snippet, but the displayed wording can vary by search query.
3. Conflicting technical instructions
Inspect the public canonical and robots output, particularly after a redesign. A duplicated SEO plugin or theme snippet can create conflicting signals. Verify the intended page is available and that an accidental noindex instruction has not been introduced.
4. Wording built around repetition
Keep relevant keywords in natural explanations. Replace repeated claims with information about scope, process or limitations. There is no useful reason to force every page toward the same percentage of keyword mentions; review the meaning and the reader’s task instead.
5. Images without useful context
Check that important images load and that alternative text describes their role. A decorative image may need an empty alternative rather than a keyword list. Test linked images and the page on mobile. Finish the audit by recording the actual fixes and rechecking the rendered output, not just the editing screen.
Official guidance: Google’s SEO starter guide.