SEO discipline
On-Page SEO
On-page is the most over-taught and least differentiating part of SEO. It matters, and it is table stakes — every competent competitor has already done it. What follows is what still carries weight and what stopped mattering years ago.
What actually moves the needle
The title element
Still the strongest single on-page signal of what a page is about. One page, one primary intent — a title trying to serve two queries serves neither.
Heading hierarchy
Structural, not decorative. A generative engine uses it to locate the passage that answers a question, which makes it a retrieval signal as well as an accessibility one.
Internal links
The most underused lever on most sites. Links from your strongest pages toward your commercial pages pass authority where it converts, and almost nobody does this deliberately.
Meta descriptions
No ranking effect, real click-through effect. Write them as ad copy rather than as summaries.
Extractable passages
Retrieval works at passage level. A section that only makes sense after reading the two above it cannot be lifted as an answer.
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Accessibility first, retrieval second. Both are reasons to write it properly rather than stuffing it.
Widely taught, and wrong
Each of these is still repeated in guides and sold in packages.
“Keyword density targets”
Not a thing, and actively harmful. The founding GEO study measured a negative effect for keyword stuffing.
“Exact-match keyword in the first 100 words”
A folk rule with no supporting evidence. Write the sentence that reads best.
“LSI keywords”
Not a mechanism any search engine has confirmed. The underlying advice — cover the topic properly — is sound; the terminology is invented.
“Word-count minimums”
Length correlates with depth, and correlation is not the mechanism. A 600-word page that answers fully beats 2,000 words of padding.
How this site does it
Every page on this site declares one primary intent, and a CI check fails the build if two pages claim the same one. That is 689 indexable pages with 689 distinct intents — you can verify it by comparing any two titles.
We publish the craft because knowing what to do and having the systems to do it consistently are different problems. If you would rather have it executed than implemented in-house, that is what Search Dominance is for.
Strategy Call
See Exactly Where You Stand.
Every relationship starts with intelligence, not a proposal. A strategy call gives you a clear picture of your AI visibility, search authority, and competitive gaps — and a realistic view of what is achievable.