I know this is a pretty obvious one - on page SEO is very important and as everyone always says - if you havn't got your on-page SEO perfect then you are going to struggle with ranking your site regardless of how many links you build. Well I just got some first hand proof of how much of a difference it can make - through a stupid mistake that I made. I posted a thread here about change of URL and loss of ranking as a result - https://www.blackhatworld.com/seo/is-that-how-youre-going-on-google.888641/#post-9406594 When I looked into it further I realized that I did get all of my rankings back except for two keywords (My two primary keywords actually). Each one has a search volume of around 4000/month and the competition is also quite high. On my original URL I was ranking #27 and #23 respectively for those two terms but on the new domain I was not ranked anywhere in the top 100 for either term. I had put this down to the domain change but then I realized two things - 1.The old domain was exact match for one and partial match for the other 2.The new domain came with new branding, a new theme and a new homepage structure and stupidly I forgot to mention the two main keywords anywhere on the page (Previously it was mentioned in all of the parts I had removed). Anyway to cut a long story short those changes and the loss of on-page optimization has completely wiped out my two main terms which to me shows just how important on-page is. I have rectified everything now and I optimized the page for the primary keyword and also set up density as follows - primary keyword - 1.47% secondary keyword - 0.59% I am hoping that doing so is going to push those terms back to where they were on the old domain, or higher. Lets see.