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The aim is to improve by optimizing the source code and content with the text for the crawlers and the relevance of your website for search engines. While doing on-page optimization, many factors play a role and all of which are judged differently by Google. Only those who know the criteria, in accordance with search engine guidelines, conscientiously implement the basic sets for a good ranking on Google.

The most important things to focus on should be:-

Relevant Content

Without relevant content on a webpage page, no meaningful results on search engines are possible. Your website should carry unique and relevant content. Only unique content is interesting and adds value to the page and to the reader.  
Important: Avoid duplicate content. For Google, it is important not to have the same information twice and three times in the index. This would adversely affect the quality of search results and lead to an exodus of users, to other search engines.

Title

One of the most important on-page ranking factors is the heading - the title - is the single most important element! The page title is displayed in search results as the title of each search result. For this reason, the title should be for both visitors and search engines alike and meaningful for each page of your site individually. Another on-page optimization technique would be to limit the number of character in the title to 70 characters, because otherwise it would exceed the character limit displayed in the Google search results with the excess characters cut-off in the end.

Description

The description is important for the results described in the search engine and should consist of the most important concepts in a concise, short and meaningful manner. Avoid, however, the mere juxtaposition of keywords in the description, which could easily be taken as a bad on-page optimization technique.

Keyword Density

The ranking in search engines with a specific keyword is affected, including by the so-called keyword density, which is very important for on-page SEO.

Make sure to enrich your text with content-specific concepts. Please do not exaggerate and make sure that it is not a string of keywords.

If you are aiming for a specific search for a good ranking in Google, it is worthwhile to examine whether there are already existing texts on the concept. Optimize each page of your site only to a single subject / keyword that belongs to a single family. In addition, the accommodation of key terms associated with longer texts is much easier. The keywords should ideally also be found within the HTML tags used.

HTML Tags

In on-page SEO, when creating the text, you should ensure that the contents using HTML tags will be structured, ie major headings with h1 (only one per page) and relevant words or passages marked with strong, links and graphics, in principle, with title and alt attributes provided.

Graphics

Do not hide relevant texts, particularly important keywords in graphics or Flash files because the search engine's crawlers cannot read flash content.

Give each image a descriptive file name and a meaningful alternative for which reflects the content of the graphic or descriptive. The alt text is important not only for visitors who have disabled the loading of graphics, but is also evaluated by Google and other search engines. So be careful about tagging the images while performing the on-page optimization of your website.

File and Directory Names

Each document of your site should have a meaningful file name. It is of great advantage if one or two of your main keywords are included. An important on-page optimization technique would be to use the file-naming in lowercase letters and numbers. Do it without any spaces or special characters.

If you place your file name next to an important additional keyword, then you have to you separate them with a hyphen. Thematically related pages can be summarized in a directory.

URL Parameters

Search engines still have great problems with sites that draw their content dynamically, for example, a customer request from a database. Especially harmful are dynamic parameters, which are constantly changing and come up with a different URL every time the web-content is changed or added.

Internal Link

Your website must have a clear and intelligent link structure and all pages should be linked with each other to ensure full coverage of your site by search engine crawlers. Each page may in principle be accessible only via a URL.
Do not use the links in JavaScript, Flash, Java applets. Image maps are not included, as these are not read by the search engines and are not counted.
If you still want to control the internal linking of graphical buttons, do not forget to bring the alternative text, to ensure that users who have disabled the loading of images, can still navigate through your pages. 
Avoid excessive cross-linking within your site as it can be seen as spam by many search engines.

Link Placement

Another very important factor in the on-site optimization is the placement of the links on their websites. Links, which are located within a longer text will flow from the search engines much higher than the single links in the footer. An extremely high value link is the one placed in the main navigation. Again, use descriptive text links that are directly related to the linked destination page.

Outgoing Links

Outgoing links on your website are important and are also used by the search engines for evaluation. The effect of the crawler is higher and better when the links come from related topics on your website. Your visitors will benefit from the high-quality outbound links, which is also valued by Google. So you can share without problems, some of your homepage (most related topic) links to external Web sites.
Web sites that have no external links are usually seen as outsiders in the network - even by the search engine.

Redirects

A search engine friendly redirection is successful, if the crawler of the search engine can also follow this (forwarding via PHP or via. Htaccess). This server-side form of transmission can be done, for example by using PHP or via. Htaccess, and the existing PageRank is transferred. This form of client-side meta-refresh or JavaScript redirect is also more frequently used by spammers, so it is possible that your site is written down or eliminated in the worst case from the organic index.

Robots Txt

The robots.txt is a text file in the root directory of your web space and specifies the index which search engines can read to know which links should be followed. Accurate distinctions from page to page should be made without the risk that certain pages do not consist of an error message.

W3C Validation

This is done to make the source code of your web pages is clean and concise. This allows the search engine spiders to move more efficiently through your site. When search engine robots visit the website to add pages to their results, it gets much easier for them to understand the page, if it has been validated.

Creation of Simple Sitemap

A sitemap is a page, which lists all links to the pages of the site organized by category. It is similar to glossary section of a book and thus improves navigation. The sitemap is also useful for a visitor to understand scope/structure of the site.
Build a site map on your site, which serves as a guide for search engines. A site map should be accessible from all web pages and you may also place it in the bottom (footer) of your webpage. For the crawlers of search engine, sitemaps are highly informative.

Creation of Google XML Sitemaps

These files will contain all the URLs of the site just like the simple sitemap. Once these sitemaps and submitted & verified, we get useful data such as exact back-links to the site, number of pages indexed, the date when the site was last crawled, etc which upon analysis assist us review our strategies.