Optimize your website for search engines with these five on-page SEO elements. No. 1 Written Content See if your content passes this checklist. Your content should – Provide value to your readers - Be Keyword rich - Engage and compel users to convert - Contain HTML subheadings that give your content structure - Have topical subheadings that give clarity to your content - Be Expertise, Authoritativeness, and Trustworthiness be Google EAT compliant