On-page SEO is the part of search optimisation you fully control. For professional firms, a handful of fixes usually move the needle.
The checklist
- One clear H1 per page that includes the service and the city.
- A unique title tag (under 60 characters) and meta description (under 160).
- Descriptive, keyword-aware URLs — /services/tax-litigation, not /page-23.
- Fast-loading, compressed images with meaningful alt text.
- Internal links from articles to the relevant service pages.
- Schema markup for your organisation and articles.
Publish helpful articles consistently — answers to the questions your clients actually ask — and link them to the service they relate to.