How To Do SEO For Your Website

Use Keyword Research Tools

Tools like Google Keyword Planner, Google Search Console, and third-party platforms such as SEMrush or Ahrefs can help identify high-volume, low-competition keywords. These tools provide valuable insights into search volume, competition, and related terms.

Focus on Long-Tail Keywords

While broad keywords like “SEO” or “keyword research” have high competition, long-tail keywords like “how to optimise a new website for SEO” are more specific and easier to rank for. Long-tail keywords also attract users with a clear intent, increasing the chances of conversion.

Map Keywords to Pages

Assign specific keywords to relevant pages on your website. For example:

• Home page: “SEO services for small businesses”
• Blog post: “Guide to SEO for beginners”
• Product page: “Best tools for keyword research”

This helps create a structured content plan and ensures your site is relevant to search engines.

Look at Your Competitors

Analyse the keywords your competitors rank for. Identify gaps in their strategy and uncover opportunities to target underserved terms. Tools like SEMrush or SpyFu can reveal which search queries they’re dominating.

Prioritise Relevance and Feasibility

Choose keywords that are not only relevant to your audience but also realistic to rank for. Consider a mix of high-traffic and niche terms to balance short-term wins with long-term gains.

With your keyword research complete, you’re ready to start implementing these terms across your website. In the next section, we’ll dive into on-page SEO techniques to optimise your content and improve visibility in search engine results.

On-Page SEO: Strategies to Optimise Your Website

On-page SEO focuses on optimising individual pages on your website to improve their visibility in search engine results. By fine-tuning your content, structure, and design, you can help search engines like Google understand your site while delivering a seamless experience for users.

1. Craft SEO-Friendly Titles and Meta Descriptions

Your page title and meta description are the first things users see in search results. Ensure they are engaging, informative, and include your target keywords. For example:

• Title: “How to Optimise Your Website for SEO Success”
• Meta Description: “Learn the best on-page SEO techniques to rank high on Google and attract traffic to your website.”

2. Use Headers to Structure Your Content

Organise your content with clear headings (H1, H2, H3) to make it easier for users and search engines to navigate. Place your primary keywords in headers naturally to signal relevance.

3. Optimise Your Content for Keywords

Incorporate your target keywords strategically throughout the content, including in the introduction, subheadings, and conclusion. Avoid keyword stuffing, which can harm your SEO performance—focus on relevance and readability.

4. Optimise Images and Media

Images play a vital role in user experience, but they need to be optimised for SEO:

• Use descriptive file names (e.g., “on-page-seo-tips.jpg”).
• Add alt text that includes keywords and describes the image.
• Compress images to reduce page load times.

5. Improve Internal Linking

Internal links connect related pages on your site, helping search engines understand your site’s structure and hierarchy. For example, link blog posts about SEO strategies to your main guide on SEO for beginners.

6. Prioritise User Experience

Search engines value pages that provide a great user experience. Make sure your site is:

• Fast: Minimise load times.
• Mobile-Responsive: Ensure your content adapts to all screen sizes.
• Engaging: Write compelling, easy-to-read content that keeps visitors on your page longer.

7. Include Clear Calls-to-Action (CTAs)

Encourage users to take the next step, whether it’s reading another article, signing up for a newsletter, or contacting you. Optimised CTAs can improve conversions and reduce bounce rates.

By implementing these on-page SEO techniques, you’ll make your site more relevant and accessible to users and search engines. Next, we’ll explore content creation and how to produce optimised content that ranks higher in search engine results.

Content Creation: Optimised for Search Results

Creating high-quality, relevant content is at the heart of any successful SEO strategy. Search engines like Google prioritise pages that answer user queries, provide value, and are well-structured. By focusing on SEO-optimised content, you can improve your search engine rankings and attract more traffic.

Understand Your Audience and Their Needs

Start by identifying what your audience is searching for. Use keyword research tools to uncover trending topics and search terms that align with their interests. This ensures your content is relevant and tailored to their intent.

Write Content That Solves Problems

Your content should address user queries and provide actionable solutions. For example, if someone searches for “How to set up Google Search Console,” create a detailed, step-by-step guide that walks them through the process. The more value you offer, the more likely your content will rank well in search results.

Optimise Content for Keywords

Incorporate your target keywords naturally into your headings, subheadings, and body text. Avoid overloading your content with keywords—focus on creating a smooth, readable experience. For instance:

• Primary Keyword: “SEO optimisation”
• Secondary Keywords: “optimise your content,” “improve search rankings”

Create Different Types of Content

Diversify your content to cater to different preferences and formats, such as:

• Blog Posts: Informative articles that target specific search queries.
• Videos: Tutorials or explainer videos that engage users visually.
• Infographics: Quick, shareable visuals that summarise key information.

Update Existing Content Regularly

Don’t let your content go stale. Review and update older posts to keep them accurate and relevant. Add new data, insights, or SEO optimisation to ensure they remain competitive in search results.

Include Rich Media and Multimedia

Add images, videos, and other rich media to make your content engaging. Optimise these elements by using descriptive file names and adding alt text with relevant keywords. This not only improves the user experience but also enhances your page’s visibility in search engines.

Add Internal and External Links

• Internal Links: Connect your content to other relevant pages on your site to improve navigation and boost your site’s structure.
• External Links: Link to reputable sources to back up claims and build trust with readers and search engines.

By creating content that’s not only engaging but also optimised for SEO, you can attract and retain more visitors while improving your search engine rankings. In the next section, we’ll dive into technical SEO and how to ensure your website is performing at its best.

Technical SEO: Making Your Site Search-Friendly

Technical SEO focuses on optimising your website’s infrastructure to ensure it’s easily crawled, indexed, and ranked by search engines like Google. A well-structured, fast, and secure site not only improves your search engine rankings but also enhances the overall user experience.

Optimise Your Website for Speed

Site speed is a critical ranking factor. A slow-loading website frustrates visitors and signals to search engines that your site isn’t user-friendly. To improve speed:

• Minimise file sizes by compressing images and videos.
• Use a content delivery network (CDN) to reduce server load times.
• Enable browser caching to improve repeat visits.

Ensure Mobile-Friendliness

With the majority of searches happening on mobile devices, mobile optimisation is essential. Your website must adapt seamlessly to different screen sizes and offer intuitive navigation on all devices. Use Google’s Mobile-Friendly Test tool to ensure your site meets these standards.

Set Up Google Search Console

Google Search Console is an indispensable tool for tracking your site’s performance and identifying technical issues. Use it to:

• Submit a sitemap to help search engines index your pages.
• Monitor crawl errors and fix broken links.
• Analyse which search terms bring visitors to your site.

Secure Your Website with HTTPS

Switching to HTTPS ensures your website is secure, which is a must for SEO optimisation. Search engines prioritise secure sites, and users are more likely to trust and interact with them. Make sure your SSL certificate is installed and active.

Fix Crawl Errors

Crawl errors occur when search engines cannot access certain pages on your website. Use tools like Google Search Console to detect and resolve these issues. Common fixes include:

• Redirecting broken links to relevant pages.
• Ensuring all important pages are linked internally.
• Updating your sitemap to reflect current site content.

Use Structured Data

Structured data (Schema markup) helps search engines understand your content better. For example, adding schema to a product page can display ratings, prices, and availability directly in search results, increasing click-through rates.

Monitor and Improve Your Core Web Vitals

Core Web Vitals are metrics that measure your site’s loading speed, interactivity, and visual stability. Use tools like Google PageSpeed Insights to evaluate and optimise these aspects, ensuring your site meets SEO best practices.

By addressing technical SEO, you create a solid foundation for your SEO efforts, making it easier for search engines to index your site and for users to navigate it. Next, we’ll explore local SEO and how to optimise your site for nearby searches.

Local SEO: Optimising for Nearby Searches

If your business serves a specific geographic area, local SEO is vital to connect with nearby customers. By optimising for local search results, you can help search engines like Google understand your location and the services you offer, making it easier for users to find you.

Set Up and Optimise Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is a cornerstone of local SEO. Here’s how to optimise it:

• Provide accurate and complete information, including your address, phone number, and business hours.
• Select relevant categories for your business.
• Add high-quality images of your location, products, or services.
• Encourage and respond to customer reviews to build trust and credibility.

Target Local Keywords

Use keywords that include your location, such as “SEO services in London” or “best pizza near me.” These terms help your site rank in local search results and attract customers in your area. Include these keywords naturally in your:

• Website content
• Meta titles and descriptions
• Blog posts

Create Location-Specific Content

Write blog posts or landing pages tailored to your local audience. For example:

• “How to Choose the Best Architect in Manchester”
• “Top 10 Things to Do Near Our Café in Brighton”

This helps establish your authority in the area while improving your relevance in local searches.

Build Local Backlinks

Links from local websites, directories, or news outlets can boost your SEO performance. Reach out to local organisations, collaborate with nearby businesses, or sponsor events to earn backlinks that enhance your local SEO.

Optimise for Mobile

Most local searches happen on mobile devices, so ensure your website is mobile-friendly. Use responsive design, fast-loading pages, and clear navigation to improve the user experience for mobile visitors.

Use Local Structured Data Markup

Add structured data (Schema markup) to your site to help search engines identify your business’s name, address, phone number (NAP), and operating hours. This enhances your visibility in local search results.

Leverage Online Reviews

Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, or TripAdvisor. Reviews not only influence user decisions but also signal trust and authority to search engines.

By implementing these local SEO best practices, you can ensure your business stands out in local search results, attracts nearby customers, and strengthens your presence in your community. Next, we’ll dive into off-page SEO and how to build authority for your website.

Off-Page SEO: Building Authority and Promoting Your Website

Off-page SEO focuses on activities outside your website that enhance its credibility and authority, signalling to search engines that your site is trustworthy and relevant. By building a strong off-page presence, you can improve your rankings in search engine results and drive more traffic to your website.

Build High-Quality Backlinks

Backlinks are a critical ranking factor for search engines like Google. Links from reputable websites signal that your site is trustworthy and valuable. Here’s how to earn quality backlinks:

• Create high-value content that others want to link to, such as guides, infographics, or research.
• Reach out to relevant websites or blogs for guest posting opportunities.
• Use tools like Ahrefs or SEMrush to identify where your competitors are earning backlinks and target similar sources.

Utilise Social Media

Although social media links aren’t direct ranking factors, they amplify your content’s reach and drive traffic to your site. Share your blog posts, videos, and promotions on platforms where your audience is active. The more your content is shared and engaged with, the more likely it is to attract backlinks and improve your SEO performance.  

People searching for your company name or brands (known as brand searches) is a key ranking factor, and social media activity can create brand awareness and thereby increase the volume of branded searches.

Engage with Online Communities

Participate in forums, industry groups, or Q&A platforms like Reddit and Quora. Share insights and link to relevant pages on your website when appropriate. Ensure these contributions add value to the conversation rather than appearing as spam.

Submit to Local and Niche Directories

Listing your business in local directories and niche websites can help with local SEO and generate backlinks. Examples include:

• Industry-specific directories.
• Local business directories like Yelp or TripAdvisor.
• Organisation memberships or partnerships.

Promote Your Website Through Outreach

Proactively reach out to influencers, bloggers, or journalists in your industry. Share your latest content, product launches, or case studies, and encourage them to mention or link back to your site. Personalised outreach increases the likelihood of earning valuable backlinks.

Monitor Your Backlink Profile

Not all backlinks are beneficial—low-quality links can harm your site’s reputation. Use tools like Google Search Console to monitor your backlink profile and disavow harmful or irrelevant links.

Encourage User-Generated Content

User-generated content, such as testimonials, reviews, and social media mentions, can amplify your off-page presence. For example:

• Ask customers to share photos of your products on Instagram.
• Create hashtags for campaigns to increase brand engagement.
• Highlight user content on your site or social media.

By focusing on off-page SEO tactics, you can strengthen your site’s authority and improve its visibility across search engines. Next, we’ll explore how to use SEO tools to track performance and refine your strategy.

Using SEO Tools to Improve Rankings

SEO tools are essential for measuring your site’s performance, identifying opportunities for growth, and refining your SEO strategy. By leveraging these tools, you can stay ahead of competitors, track progress, and ensure your efforts are aligned with best practices.

Google Search Console

Google Search Console provides invaluable insights into how search engines like Google view your site. Use it to:

• Submit your sitemap and request indexing for new pages.
• Identify and fix crawl errors or broken links.
• Track which search queries bring users to your site and monitor your rankings.

Google Analytics

Google Analytics tracks user behaviour on your website. Use it to:

• Analyse traffic sources to understand how visitors find your site.
• Monitor bounce rates and time on page to evaluate the user experience.
• Identify high-performing pages and replicate their success across your site.

Keyword Research Tools

Tools like Google Keyword Planner, SEMrush, and Ahrefs help you discover high-value search terms and analyse keyword competition. These tools also provide insights into search volume, helping you target the right audience with your content.

SEO Auditing Tools

Platforms like Screaming Frog and Sitebulb perform comprehensive SEO audits, highlighting issues such as:

• Missing meta tags or duplicate content.
• Broken links and redirect chains.
• Page speed and mobile responsiveness.
  These insights help you fine-tune your site’s technical performance.

Competitor Analysis Tools

Tools like SEMrush and SpyFu allow you to monitor competitor strategies, including:

• Their top-performing keywords.
• The backlinks they’ve acquired.
• Content that drives traffic to their website.
  Understanding your competitors’ strengths and weaknesses can guide your own SEO optimisation efforts.

Rank Tracking Tools

Use rank tracking tools like Serpstat or Ahrefs to monitor your progress in search engine results. Track your rankings for specific search queries and adjust your SEO strategies to maintain or improve your position.

Tools for Local SEO

For businesses targeting specific locations, tools like BrightLocal and Moz Local are essential. They help you:

• Manage your Google Business Profile and other directory listings.
• Track rankings for local keywords.
• Monitor customer reviews and reputation.

Google Ads for SEO Insights

While primarily used for paid search campaigns, Google Ads can provide valuable keyword data. Analyse performance metrics to discover new keywords or test the effectiveness of specific search terms before implementing them in your SEO strategy.

By integrating these tools into your SEO work, you can make data-driven decisions, optimise your site more effectively, and achieve better rankings in search engines. Next, we’ll explore how to optimise a new website for SEO success from the ground up.

SEO for a New Website: Starting From Scratch

Launching a new website is exciting, but without a solid SEO strategy, it might struggle to gain visibility in search engine results. By building your site with SEO best practices from the ground up, you can maximise your chances of attracting traffic and ranking high on Google.

Set Up Google Search Console and Google Analytics

Before anything else, set up Google Search Console and Google Analytics to monitor your site’s performance. These tools will help you:

• Track visitor behaviour and traffic sources.
• Identify any technical issues that could impact your rankings.
• Understand which search queries are bringing visitors to your site.

Conduct Keyword Research

Research the search terms your target audience uses and map them to specific pages on your site. For a new website, focus on:

• Long-tail keywords with lower competition, such as “how to optimise a new website for SEO.”
• Keywords that align with your products, services, or industry.

Use tools like Google Keyword Planner or Ahrefs to uncover opportunities and prioritise relevance.

Structure Your Website for SEO

Create a clear, logical structure that helps search engines and users navigate your site easily. A well-organised site hierarchy improves SEO performance and user experience. Follow these guidelines:

• Use a clean URL structure (e.g., “yourwebsite.com/services/seo-optimisation”).
• Create an XML sitemap and submit it to Google Search Console.
• Ensure every important page is linked internally.

Optimise Your Content from the Start

Build content with SEO in mind right from the start:

• Write engaging, informative copy that incorporates your target keywords naturally.
• Include unique meta titles, descriptions, and headers for each page.
• Optimise images with descriptive file names and alt text.

Prioritise Technical SEO

A new website should meet technical SEO best practices to ensure it’s crawlable and indexable:

• Use HTTPS to secure your site.
• Ensure your site is mobile-friendly and responsive.
• Optimise page speed by compressing images and using a content delivery network (CDN).

Create Location-Specific Pages (If Applicable)

For businesses targeting specific regions, include location-based landing pages optimised for local SEO. For example:

• “Plumbing Services in Manchester”
• “SEO Optimisation for Small Businesses in London”

Start Building Backlinks

Begin earning backlinks early by:

• Reaching out to local directories and industry-specific sites.
• Publishing valuable blog content that others will want to share and link to.

Monitor and Adjust

As your site grows, regularly review your analytics and performance data. Adjust your strategy based on what works, ensuring you remain competitive in search engine results.

By implementing these steps, you’ll create a new website that’s optimised for SEO success from the very beginning. Next, we’ll discuss how to measure and improve your SEO efforts for long-term growth.

Measuring and Improving Your SEO Strategy

SEO is not a one-time effort—it’s an ongoing process of analysing, refining, and adapting. By measuring your SEO performance, you can identify what’s working, address weaknesses, and uncover opportunities to improve your search engine rankings.

Monitor Your Key Metrics

Use tools like Google Analytics and Google Search Console to track essential metrics, including:

• Organic Traffic: Measure the number of visitors arriving from search engine results.
• Keyword Rankings: Track how your targeted search terms perform over time.
• Click-Through Rate (CTR): Analyse how many users click on your links in search results.
• Bounce Rate: Identify pages where visitors leave quickly, which may indicate issues with content or user experience.

Review Search Queries and Content Relevance

Google Search Console provides insights into the search queries that bring users to your site. Use this data to:

• Optimise content that’s already attracting traffic.
• Identify new keywords and topics to target.
• Ensure your content aligns with user intent for better engagement.

Conduct Regular SEO Audits

Perform comprehensive SEO audits to uncover technical issues that may be holding your site back. Tools like Screaming Frog or Sitebulb can help identify:

• Broken links or redirect errors.
• Missing meta tags or duplicate content.
• Slow-loading pages or mobile-friendliness issues.

Update and Improve Content

SEO isn’t static—content must evolve to stay competitive. Regularly update pages to:

• Reflect new trends or information.
• Improve SEO optimisation by adding new keywords or enhancing readability.
• Replace outdated or underperforming elements, such as broken links or old images.

Analyse Backlink Performance

Strong backlinks are vital for SEO success. Use tools like Ahrefs or SEMrush to:

• Monitor your backlink profile for quality and relevance.
• Disavow harmful links that could damage your SEO performance.
• Identify new opportunities for link building.

Test and Refine Your Strategy

SEO is about experimentation and adaptation. Test different approaches, such as:

• Adjusting title tags to increase CTR.
• Creating new landing pages targeting specific search terms.
• Expanding on high-performing content to attract more traffic.

Track Core Web Vitals

Google’s Core Web Vitals measure loading speed, interactivity, and visual stability. Regularly evaluate these metrics using Google PageSpeed Insights and make necessary improvements to ensure your site meets SEO best practices.

Benchmark Against Competitors

Analyse your competitors’ performance to understand where they excel and where you can outperform them. Tools like SEMrush can reveal their top-ranking keywords, backlink sources, and content strategies.

By consistently measuring and refining your SEO efforts, you can stay ahead of the competition, maintain strong rankings, and continue to drive traffic to your website. Next, we’ll explore common SEO mistakes and how to avoid them to ensure sustained success.

Common SEO Mistakes and How to Avoid Them

Even the best-planned SEO strategies can falter if common mistakes aren’t addressed. Avoiding these pitfalls ensures your SEO efforts yield consistent results and prevent setbacks in search engine rankings.

1. Keyword Stuffing

Cramming too many keywords into your content not only frustrates readers but also triggers penalties from search engines. Instead:

• Use keywords naturally within the content.
• Focus on relevance and readability rather than keyword density.

2. Ignoring Mobile-Friendliness

With most searches happening on mobile devices, failing to make your website mobile-responsive can hurt your rankings. Ensure your site adapts seamlessly to different screen sizes and offers a smooth user experience.

3. Slow Page Load Times

A slow-loading website frustrates visitors and negatively impacts your rankings. To avoid this:

• Compress images and videos.
• Use caching and a content delivery network (CDN).
• Minimise unnecessary code or plugins.

4. Neglecting Technical SEO

Overlooking technical issues can make it difficult for search engines to crawl and index your site. Regularly check for:

• Broken links and crawl errors.
• Duplicate content.
• Missing or incorrect meta tags.

5. Overlooking Local SEO

For businesses with a physical location, neglecting local SEO can mean missing out on potential customers. Avoid this by:

• Setting up and optimising your Google Business Profile.
• Targeting location-specific search terms in your content.
• Encouraging customer reviews.

6. Poor Internal Linking Structure

Without effective internal linking, search engines and users may struggle to navigate your site. Build a strong structure by:

• Linking related pages together naturally.
• Using descriptive anchor text that incorporates keywords.

7. Failing to Update Content

Outdated content can lose its relevance and rankings. Regularly review and refresh your:

• Blog posts and landing pages.
• Keywords based on new trends or search behaviours.
• Broken links or missing media.

8. Neglecting Analytics and Data

Skipping performance analysis leads to missed opportunities for improvement. Use tools like Google Analytics and Google Search Console to monitor:

• Traffic patterns and visitor behaviour.
• Performance of specific pages and search terms.
• Metrics like bounce rate, CTR, and conversions.

9. Building Low-Quality Backlinks

Backlinks from irrelevant or spammy sites can harm your rankings. Focus on earning high-quality links by:

• Creating valuable, shareable content.
• Collaborating with reputable sites in your niche.

10. Unrealistic Expectations

SEO is a long-term strategy, not a quick fix. Avoid expecting instant results and instead focus on consistent, sustainable growth.

By addressing these common mistakes and adhering to SEO best practices, you can improve your website’s performance and avoid setbacks. In the final section, we’ll discuss why SEO is a continuous journey and provide actionable tips to stay on track.

SEO is a Journey: Next Steps for Success

SEO isn’t a one-time task—it’s an ongoing process that evolves with search algorithms, user behaviours, and industry trends. To stay competitive and maintain your search engine rankings, it’s important to approach SEO as a long-term commitment.

Keep Learning and Adapting

The world of SEO is constantly changing, with search engines like Google updating their algorithms frequently. Stay informed about the latest developments through reputable blogs, webinars, and tools to ensure your strategy remains effective.

Review and Refine Your SEO Efforts Regularly

• Analyse your website’s performance using tools like Google Analytics and Google Search Console.
• Identify what’s working and what needs improvement.
• Continuously optimise content, keywords, and technical elements.

Prioritise User Experience

As SEO evolves, user experience remains at its core. Focus on creating a fast, mobile-friendly, and easy-to-navigate website that keeps visitors engaged and satisfied.

Stay Competitive with Fresh Content

• Publish new, relevant content regularly to meet the needs of your audience.
• Update older posts to keep them competitive in search engine results.
• Experiment with new formats like videos, infographics, and interactive content.

Embrace Emerging Trends

Stay ahead by adopting new technologies and techniques. For example:

• Optimise for voice search with conversational keywords.
• Use structured data to enhance your visibility in search results.
• Explore the impact of AI and machine learning on search.

Be Patient and Persistent

SEO success doesn’t happen overnight. Rankings improve gradually as you build authority, optimise your site, and create valuable content. Consistency and patience are key to achieving long-term results.

By treating SEO as a journey rather than a destination, you can adapt to changes, seize new opportunities, and ensure your website remains competitive in the ever-evolving digital landscape. Ready to start? Take the first step today and unlock the full potential of your website through effective SEO strategies.