Search engine optimization is usually divided into two aspects: on-page and off-page. Off-page SEO involves any optimization methods not used on the page you're trying to optimize. As for on-page SEO, it refers to all the factors on a website that add to its overall SEO efforts. These factors can range anywhere from specific details such as page titles and meta descriptions, or wider objectives such as enhancing a website’s overall performance. If used properly, they can bolster a website, achieving a higher position on popular search engines, thereby earning the website more exposure and subsequently more visitors. There exists several different factors that all have an affect on a website’s SEO standing. If not used correctly a website could see a serious fall in its SEO ranking. Here are some of the most important elements in sustaining and furthering your website’s SEO rank. Page titles: are found at the very top of your browser bar when you surf a webpage. When you punch in a subject of interest on a search engine, these titles are what are shown first. You can locate your page's title by looking in the head of the HTML for a short phrase enclosed in <title> tags. For maximum results, title tags should fall under 70 characters, be sure to use keywords and the name of your website (or brand), and separate keywords by commas. Meta descriptions: are found at the bottom of page titles in search results. They provide a brief depiction of your website’s content. You can find your meta description at the top of your HTML, which usually is something along the lines of : <meta description="description" content="A description of your webpage.">. Meta descriptions aren’t always required; however it would greatly benefit your website if you wrote the description yourself in a clear, succinct manner, tying all pertinent content, in addition to keywords and your brand name, to it. URLs: are essentially the addresses of webpages. Yet, it is worthwhile to know what constitutes as an effective URL for SEO use. The best URL will be short, easy to read, and will fit the content of the page. Separate words by using hyphens and use keywords whenever possible. You want the URL to be memorable and easy to understand, so avoid jumbled characters like percentage signs, numerals, and senseless punctuation. Page content: is the bread and butter of your website. It should always be well-written, specific, relevant, and updated a consistent basis. Solid content will attract and retain more visitors, often leading them to share your content via social media, giving your website more exposure. Images: makes a website more visually stimulating to visitors, but can also serve as a magnet on search engines. Since search engines can’t read your images, it is best to set them in alt text format. Alt text describes your image using pertinent keywords and will help your image show-up on search engine results. Internal linking: helps navigate visitors to other pages on your website. By utilizing internal linking in your content you are promoting overall page views on your website. Again to use them effectively, be sure your lead text is short and to the point, use keywords, and be sure the link is not broken. All these elements fall under on-page SEO and if used wisely/effectively can enhance your website, benefiting you and your audience.