On-page optimisation refers to all the elements on your website that affect how well it ranks in search engines. These include:
Title tags, Meta descriptions, and Headings
Internal linking structure
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The term “On-Page” comes from the fact that these are all things you can control directly through your site’s content or code. You can’t change them by changing your business name or moving offices (off-page).
The importance of good on-page optimisation cannot be overstated. Google says that 60% of their organic traffic is driven by on-site factors. That means that only 40% is driven by off-site factors such as backlinks and citations.