This is where you have the maximum control to build SEO. What you have put on your page is the main reason why people have ended up there. And a great combination of Content optimisation and HTML Optimisation is what has put you in the first page of the Google. On page SEO has a variety of determining practices and factors like HTML best practices, identifying non-performing content, understanding search intent, keyword targeting and our role is not to hit all areas at once, but to apply the right combinations that are relevant to you.