The biggest on page issues we are seeing with our new SEO clients are URL structure and content.
URL structure is usually a problem in one of two ways: they are trying to keyword stuff it, or it is just gibberish that does not help the SERPs understand what the site it about. Think about the URL structure as the pairing to the title of the page. If the page is about blue widgets with a title such as all about blue widgets and your URL is website.com/cat&1234/glkjaglkj/, it doesn’t really correlate for the SERPs when they crawl your site. At the same time if your page is everythingwidgets.com/widgets/bluewidgets/lightbluewidgets it looks like you are trying to stuff your keyword in the URL string and you can get hit for over optimization. Make it reasonable but supportive and it will help.
Content is another animal altogether and one we discuss in the next post.