In brief: On-page factors are elements of a specific page and its HTML that affect clarity, discoverability and usability, such as content, headings, links and metadata.
How I use On-page factors in practice
With On-page factors I first determine which decision the term should clarify. I record the current state, intended customer, available alternatives and company constraints. Then I look for one change that can be implemented and verified. Theory is useful only when it helps choose a priority, owner and something we consciously will not do now.
What to watch out for
Beware of trying to cover every customer and every channel. On-page factors should help select something and reject something. Without boundaries, generic communication results that anyone can use. The second mistake is changing direction after every weak week instead of checking the original hypothesis.
Questions for a decision
- Which specific decision should the term clarify?
- What supports our claim, and what is still only a hypothesis?
- What will we do differently because of this decision?
- Who owns the change and when will we evaluate its impact?