On-page SEO is where scope ambiguity hits hardest — because "optimise these pages" can mean anything from updating title tags to rewriting entire pages.
A client signs off on "on-page optimisation for 50 pages." Your team interprets that as metadata updates and heading restructuring. The client expected full content rewrites with keyword integration, internal linking overhaul, and image optimisation. Neither is wrong — but only one was priced.
On-page scope needs explicit definitions: which elements, how many pages, what depth, and where the line sits between optimisation and content creation.
Who this is for
- SEO agencies including on-page optimisation in retainers or project scopes
- Content teams collaborating with SEO on page-level changes
- Account managers who need to price on-page work consistently
- Teams where "on-page SEO" means different things to different people
Variables that drive on-page scope
| Variable | Impact |
|---|---|
| Number of pages | 10 priority pages vs 200 site-wide — fundamentally different |
| Optimisation depth | Metadata only vs full content restructuring |
| Content changes | Copy editing vs rewriting vs net-new content sections |
| Template types | Homepage, category, product, blog — each needs different treatment |
| Implementation model | Agency implements vs agency recommends + client implements |
| CMS constraints | Some platforms limit what can be changed (Shopify, SaaS builders) |
| Approval workflow | Direct publish vs client review per page — affects timeline and effort |
On-page optimisation elements
| Element | Effort per page | Notes |
|---|---|---|
| Title tag | 5–10 min | Keyword placement, character limits, CTR optimisation |
| Meta description | 5–10 min | Compelling copy within character limits |
| H1 tag | 5 min | Keyword alignment, single H1 per page |
| Heading structure (H2–H4) | 15–30 min | Logical hierarchy, keyword integration, readability |
| Body content optimisation | 30–90 min | Keyword density, semantic coverage, readability |
| Internal linking | 15–30 min | Contextual links, anchor text, hub/spoke structure |
| Image optimisation | 10–20 min | Alt text, file names, compression, format |
| Schema markup | 15–45 min | FAQ, article, product — depends on page type |
| URL structure | 5–10 min | Keyword inclusion, length, redirects if changing |
Scope definition
- Pages in scope (list URLs or define selection criteria)
- Maximum page count (e.g., "up to 50 pages")
- Optimisation elements included (metadata, headings, content, links, images, schema)
- Optimisation depth (metadata only / structural / full content)
- Implementation model (agency implements / agency provides recommendations)
Per-page deliverables (recommendation model)
- Current state assessment (title, meta, headings, content gaps)
- Target keyword mapping (primary + secondary per page)
- Optimised title tag and meta description
- Recommended heading structure with keyword placement
- Content recommendations (additions, removals, restructuring)
- Internal linking recommendations (anchor text + target pages)
- Image alt text recommendations
Per-page deliverables (implementation model)
- All recommendation deliverables above
- Direct CMS updates for metadata, headings, and content
- Internal link insertion
- Image alt text updates
- Post-implementation QA check
Exclusions
- Net-new content creation (new pages, new blog posts)
- Content writing beyond optimisation of existing copy
- Technical SEO fixes (crawlability, indexation, site speed)
- Backlink acquisition or outreach
- Design changes or layout modifications
- Ongoing monitoring or re-optimisation after initial delivery
Timeline
- Keyword mapping: [X] business days
- Recommendations delivery: [X] business days per batch of [Y] pages
- Client review period: [X] business days per batch
- Implementation (if included): [X] business days after approval
- QA and sign-off: [X] business days
Scoping by page type
Homepage: Highest stakes, most stakeholders, most revision cycles. Scope 2–3x the effort of a standard page and include explicit revision limits.
Category / hub pages: Focus on heading structure, internal linking, and introductory content. These pages often need content added, not just optimised.
Product pages: Metadata and schema are the primary levers. Content changes are often constrained by product teams or CMS templates.
Blog posts: Highest volume, lowest per-page effort. Batch-process metadata and headings. Reserve deep content optimisation for top-performing posts only.
Landing pages: Conversion-focused — SEO optimisation must not conflict with CRO goals. Scope should note coordination with marketing/design teams.
How RuleDox helps
On-page scope is repetitive but variable. The same elements recur — but page count, depth, and implementation model change per engagement. Manual scoping means inconsistent pricing and missed exclusions.
With RuleDox:
- Page count and depth level set effort — 50 pages at metadata depth is different from 50 pages at full content depth
- Implementation model toggles deliverables — recommendation-only scopes exclude CMS work; implementation scopes include QA
- Exclusions auto-populate — "net-new content creation" and "technical SEO" appear as exclusions consistently
- Per-page effort estimates stay honest — no more pricing 90-minute content work at 15-minute metadata rates
FAQ
How many pages should I include in an on-page scope? Start with the highest-impact pages: top traffic, top revenue, or pages ranking positions 4–20 (striking distance). For most clients, 20–50 priority pages deliver more impact than 200 pages at surface depth.
Should on-page SEO include content writing? Optimising existing content: yes, include it. Writing new sections or pages: scope separately. The distinction matters because writing new content requires briefs, research, and potentially subject-matter expert input — all of which add effort.
What about ongoing on-page optimisation? Scope it as a monthly allocation within a retainer (e.g., "optimise 10 pages per month") rather than an open-ended commitment. This keeps effort predictable and gives you flexibility to prioritise pages based on performance data.