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Search engine optimization (SEO) techniques involve „on-page“ and „off-page“ actions taken by webmasters and SEO specialists with aim to increase the ranking of web pages in search engine results pages (SERP) by following recommendations from major search engine companies. In this paper we explore the possibility of creating a metric for evaluating on-page SEO of a website. A novel „k-rank“ metric is proposed which takes into account not only the presence of certain tags in HTML of a page, but how those tags are used with selected keywords in selected domain. The „k-rank“ is tested in domain of education by ranking and comparing university websites from Croatia and UK. The overview of results showed that „k-rank“ can be used for rank and comparison of how websites utilize on-page SEO.