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On-page SEO refers to the strategies and tactics used by webmasters on their own website in order to increase its visibility and ranking in major search engines. It includes optimizing content for keywords, creating titles, descriptions and alt tags for images, making sure incoming links come from reputable sources and ensuring that internal linking is working properly. Additionally, on-page optimization requires a focus on improving page speed, as well as providing an optimal user experience through design elements such as navigation menus that are easy to use or visuals that add value. On-page SEO can be time consuming but it is essential for gaining organic visitors who will ultimately become customers.