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Module 05

On-page SEO

Improve titles, headings, snippets, body content, images, links, and valid structured data around a clear user task.

  • Business owners
  • Writers
  • SEO specialists
  • Agencies
Module case file

The Austin service page needs a clearer promise

Horizon Legal ranks for Austin injury queries, but the page must satisfy a person comparing local counsel, support a useful snippet, and use schema only where visible content supports it.

Page
/personal-injury/austin/
Primary task
Evaluate an Austin personal injury lawyer
Evidence needed
Local process, case fit, proof, fees, next step
QA sources
Rendered page, Site Health, Search Console
Your finished deliverable

Produce a page brief, title and snippet candidate, content/link changes, schema decision, and release checklist tied to this URL.

Lesson 5.1

Define the page promise

State who the page serves, what it helps them do, and what evidence it must provide.

Why this matters

A title and headings cannot rescue a page with no distinct purpose. Start with the task, decision, and proof the page must support.

Build yours

  1. Write the audience and task.
  2. State the page's unique value or evidence.
  3. Name the intended next action.
  4. List claims requiring support or expert review.
Completed example: Horizon Legal

Austin page promise

The promise defines what the page must help a visitor accomplish.

Finished output

Visitor
Austin resident evaluating a personal injury claim
Question
Can this firm handle my case, locally and credibly?
Evidence
Case types, Austin process, fee model, proof, attorney access
Next step
Request a confidential consultation
Decision

Every section must support evaluation or the next step; remove generic firm copy that does neither.

Save this in

Content Plan brief for /personal-injury/austin/.

Before you move on

  • The page serves one primary task.
  • Claims have evidence owners.
  • The next action follows naturally.
Lesson 5.2

Write titles and snippet candidates

Help users recognize a relevant result without promising a fixed search appearance.

Why this matters

Search systems can generate title links and snippets from multiple page signals. Write clear, unique metadata and align it with visible headings and content.

Build yours

  1. Write a concise, specific title.
  2. Align the visible heading and page promise.
  3. Write a unique meta description that summarizes the useful content.
  4. Check duplicates, truncation risk, and unsupported claims.
Completed example: Horizon Legal

Search presentation draft

The title and description make a clear promise without guaranteeing a rewrite-free snippet.

Finished output

Title
Austin Personal Injury Lawyers | Horizon Legal
Description
Understand your options after an Austin injury. Review case types, fees, timelines, and how to request a confidential consultation.
Primary H1
Austin personal injury lawyers
Validation
Unique, accurate, visible promise; monitor actual query snippets
Decision

Publish the accurate candidate, then review Search Console CTR by the affected query cohort.

Save this in

Content brief and release note for the Austin page.

Before you move on

  • The title identifies this page.
  • Description matches visible content.
  • No length score is treated as a ranking rule.
Lesson 5.3

Improve content, links, and images

Make the page understandable, navigable, and useful to its intended audience.

Why this matters

Use natural language, descriptive headings, original examples, contextual links, and images that add information. Exact-match repetition is not a substitute for coverage or clarity.

Build yours

  1. Answer the primary task early enough for the user.
  2. Organize supporting decisions under descriptive headings.
  3. Add original evidence, examples, or demonstrations.
  4. Link to relevant internal and trusted external resources.
  5. Add useful image dimensions, filenames, captions, and alt text.
Completed example: Horizon Legal

Page improvement specification

The change list is concrete enough for a writer and developer to ship.

Finished output

Add
Case-fit checklist, fee explanation, Austin process, attorney proof
Internal links in
Austin location hub; relevant case-result pages
Internal links out
Truck accidents; settlement calculator; contact
Images
Descriptive alt only where the image conveys information
Decision

Improve the existing URL; do not create a second Austin injury page.

Save this in

Content Plan task with section-level acceptance criteria.

Before you move on

  • Every section advances the task.
  • Links have descriptive context.
  • Alt text explains the image's role rather than stuffing terms.
Lesson 5.4

Use structured data within documented boundaries

Add eligible markup that matches the page instead of treating schema as an AEO switch.

Why this matters

Structured data helps systems understand eligible content and may enable documented appearances. It must match visible content and does not guarantee a rich result, ranking, or AI citation.

Build yours

  1. Choose a type supported for the page and feature.
  2. Include required and relevant recommended properties.
  3. Match visible page content exactly in meaning.
  4. Validate syntax and monitor Search Console enhancements.
Completed example: Horizon Legal

Structured-data decision

Markup is selected from visible page content and documented eligibility.

Finished output

Organization
Use shared firm identity where accurate
BreadcrumbList
Use the visible Personal Injury > Austin path
FAQ
Do not add solely for rich-result promises
Validation
Syntax, required properties, visible-content agreement
Decision

Ship Organization and BreadcrumbList markup; omit unsupported legal-service claims.

Save this in

Release checklist and Site Health Structured Data tab.

Actual product

Audit structured data beside the page

PageOptimized keeps schema findings attached to crawled URLs, visible content, and other page controls.

Full sizeOpen product
PageOptimized structured data audit showing detected schema types, validation status, and affected pages.Open full size
  1. Choose an eligible feature.
  2. Inspect detected markup.
  3. Compare it with visible content.
  4. Validate and monitor after release.

Before you move on

  • The feature is documented.
  • Markup matches visible content.
  • The expected outcome is phrased as eligibility, not a guarantee.
Primary references

Verify the practice at the source.

Practices and source links reviewed August 2026.