Yes he is right. These are all On-page techniques.
Quote:
1. Title
2. Meta description
3. Meta tags
4. Content
5. Keyword Density
6. Interlinking structure
7. Easy Navigation
8. Sitemaps (HTML, XML or some use ROR also)
9. Web page speed (Loading time)
10. Redirection(From non-www to www or vice versa)
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