Mastering On-Page

A brand new publication, released in February 2021, introducing you to the concept of On-Page SEO and it's importance in helping your website achieve better rankings in Google.

Discover the On-Page SEO ranking factors you need to know, and how to apply them to your own site.

Mastering On-Page SEO

Available Now on Amazon

Kindle Version Available Now | Paperback Version Coming Soon

Why On-Page SEO is Important

If you are reading this, then you hopefully have an interest in SEO (search engine optimization), and are looking to get your website ranking better in Google and the other search engines.

If you have a website, then you know that having it ranking well for your keywords and search terms is very important. After all, if no one can find your website, then no one is going to be visiting it.

This book covers one of the three main types of SEO, that of on-page SEO. The other two types, off-page and technical SEO are worthy of their own books, though I do cover some of the basics of technical SEO in the last chapter of this book.

On-page SEO is focused on the elements on your pages, such as the content, media, meta tags, Schema and much more that you have full control over. These are all things that you should be optimizing to ensure that your site is just what your target audience is looking for, as well as making it easier for Google to crawl and index your pages, as well as better understand them.

This book has broken down the main sections of on-page SEO and goes through each one explaining the various ranking factors, and what you need to do to make sure that your web pages are all properly optimized.

The Fundamentals of On-Page SEO

Learn the fundamentals of on-page SEO and begin applying them to your own website. In the book we at various aspects of on-page optimization including content, media, meta tags, schema and much more

Meta Tags

Meta Tags

Meta tags play an important role in your on-page optimization, with the title and description tags being very powerful



Schema markup is an important aspect of on-page SEO. Discover what it is, how it works and how to write it

Image Optimization

Image Optimization

Properly optimized images in the correct format can play an important role in the loading speed of your pages

Technical SEO

Technical SEO

Introduction to some of the technical aspects of SEO that play an important role in the performance of your site

Website Content

Website Content

Learn about the importance keyword research, URL structures, cannibalization, internal linking and many other factors



A closer look at some of the useful tools that can help with the on-page optimization of your website

The Story Behind the Book

I developed my first website back in 2002 using notepad and following instructions to code the HTML from a book I borrowed from my local library. The site was very basic, consisting of just a few pages, and from what I remember, looked absolutely awful.

Alex DounavisI’ve gotten a lot better (I hope) since then, and during the past 19 years or so have built hundreds of websites for all types of businesses, with the main industry being travel. You will notice that when I include samples of code, I often do so based on that of a hotel website.

After a year or so of coding my own HTML with notepad and using tables to structure my pages (anyone else remember doing that?), I discovered WYSIWYG (What You See Is What You Get) editors. I started with Microsoft FrontPage, which turned out to be a complete nightmare to use. The amount of code bloat was the stuff of nightmares, especially if you were copy and pasting content you had written in Word.

From there I was introduced to Macromedia (now Adobe) Dreamweaver, which has become my tool of choice ever since. I was so hooked on using Dreamweaver 4 that it took me about five or so years to update the version I was using to one of the latest ones.

Over the past 10 years or so, I have built many sites using WordPress and I can fully understand and appreciate just why it is so popular. I guess if I hadn’t learnt HTML back when I started, then WordPress would probably be my choice of tool. When it comes to on-page SEO, it’s the ideal platform on which to work.

However, I much prefer the freedom that hand coding my sites gives me, where I can everything exactly how I want it down to the last pixel. One downside is the inability to use plugins as you would with WordPress, where doing something such as changing the URL structure of your pages can be taken care of in a few seconds, while making such changes manually can be a real pain the backside, and take hours depending on the size of the website.

At the end of the day, it’s all about what’s best for the individual and though I probably spend more time on certain tasks with my sites coding by hand, I could still get some things fixed and done quicker than I would if using WordPress.

Throughout the years I have been building websites, I’ve always been taking care of most of the on-page SEO elements, without even realizing at first.

I’ve always known the importance of the title and description meta tags, using headers and good page structure, resizing and optimizing images and using alt tags. This is stuff that I learnt when I first started - it’s just become second nature to me over the years, and is something that I apply to all websites I build.

Though there have been several new factors that have appeared over recent years relating to on-page SEO such as Open Graph tags and Schema, a lot of it is still the same as it was close to 20 years ago.

Once you have an understanding of the fundamentals of on-page SEO, and are in a position to apply them to your website, you are on a very good path. I’ve always been a believer in the power of on-page optimization, as it is really the foundations for all of your SEO efforts. Before you start with your off-page SEO, it’s vital that your on-page has been taken care of properly.

I hope that in this book, you’ll be able to get a better understanding of the on-page ranking factors and can start applying them to your own websites.

This book hasn’t been written to contain the most technical explanations of all things on-page. It doesn’t go into very specific details about all of the factors, as I simply wanted to write it in a way that most people would understand, rather than be baffled and confused with technical jargon.

Some elements of on-page SEO are basic common sense, such as image optimization. For example, you should know that uploading an image that is 4000x2500 pixels in size, but which would only be displayed at 600x400 is not good practice.

It’s also obvious (I hope) that placing emphasis on creating unique, helpful and well-structured and insightful content is something that plays an important role in how your website will rank.

I’ve wanted to write a guide to on-page SEO for several years now, but was never able to find the opportunity to do so. However, I set myself a number of challenges this year, and one of them was to complete this book.

I’ll admit that I didn’t expect to get it done so early in the year, but I’m glad I have been able to. A lot of thanks goes to Jarvis - a new, very powerful AI tool that helped me to organize and structure the information that has been floating around inside my head for years.

Mastering On-Page SEO

The book is now available to purchase at all Amazon stores around the world.

Mastering On-Page SEO

This website has been developed to accompany the “Mastering On-Page SEO” book, and looks at the main factors involved in on-page SEO and guides you through why they are important, and what you need to do on your own site to make sure it is properly optimized.

Available Now at Amazon

The “Mastering On-Page SEO” book is available from all Amazon stores worldwide.


Everyone who has purchased the book is eligible to register as a member and access the on-page SEO information online, as well as various extras that, for obvious reasons, couldn’t be included in the book.

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