How To SEO Your Website: Our Not So Brief Guide

How to SEO your website


Brief overview of the importance of SEO

Search Engine Optimisation, or SEO, is a vital component of any digital marketing strategy. In the modern digital landscape, a significant proportion of online experiences begin with a search engine. With millions of websites competing for attention, it’s crucial for your website to stand out in the crowd. SEO is the process that allows you to achieve this.

By optimising your website for search engines, you increase your chances of ranking higher on Search Engine Results Pages (SERPs). A higher ranking translates to greater visibility, attracting more organic, non-paid traffic to your website. Not only does this improve your online presence, but it can also lead to higher customer engagement, increased conversions and improved return on investment (ROI).

Moreover, SEO is not just about search engines but about understanding what your users are looking for and providing it in the most effective way. An effective SEO strategy ensures your website is user-friendly, relevant, and trustworthy, which improves the overall user experience and builds long-term credibility.

In essence, the importance of SEO cannot be overstated. In an increasingly competitive online world, SEO is the key to ensuring your website is visible, accessible, and attractive to both search engines and users.

The potential benefits of efficient SEO on your website

The potential benefits of effectively implementing SEO on your website are manifold and can significantly contribute to your business’s digital success.

  1. Increased Visibility: One of the primary benefits of SEO is increased visibility on search engines. The higher your website ranks on SERPs, the more it will be seen by users. This increased visibility can lead to more clicks and traffic to your website.
  2. Improved User Experience: SEO isn’t just about search engines; it’s also about users. A good SEO strategy includes improving the website’s usability and user experience, which can lead to higher engagement rates, longer dwell times, and lower bounce rates.
  3. Increased Trust and Credibility: Websites that appear higher in search results are often seen as more trustworthy and credible by users. By achieving a high rank, you can enhance your business’s reputation online.
  4. Greater Traffic and Conversions: With increased visibility and trust comes more traffic. And with the right SEO techniques, you can attract high-quality traffic, i.e., visitors who are more likely to be interested in your products or services. This can lead to higher conversion rates, boosting your sales and revenue.
  5. Cost-Effective Marketing: Compared to paid advertising, SEO is quite cost-effective. Once your website ranks high, you don’t need to pay for clicks or impressions. Plus, with SEO, you’re attracting users who are actively looking for information related to your business, making it an efficient marketing strategy.
  6. Competitive Advantage: Many businesses are yet to fully leverage SEO, giving you an opportunity to gain a competitive edge. By investing in SEO, you can outperform your competitors in search results and capture a larger share of your target market.
  7. Long-Term Results: Unlike paid advertising, which stops generating results as soon as you stop paying, the results of SEO are long-lasting. While it takes time to start seeing results from SEO, once you do, they tend to last over time, ensuring a continuous stream of traffic and leads.

By harnessing the power of SEO, you can make your website a potent tool for growing your online presence, reaching out to your target audience, and driving your business growth.

Understanding SEO

Detailed explanation of what SEO is, including its main components

Search Engine Optimisation, or SEO, is the process of optimising a website to increase its visibility and ranking on Search Engine Results Pages (SERPs). It is a critical digital marketing strategy that enables websites to attract more organic, or non-paid, traffic. SEO isn’t a single, static process, but rather a collection of several interrelated practices that work together to improve a website’s visibility in search engines.

There are three main components of SEO: on-page SEO, off-page SEO and technical SEO.

  1. On-Page SEO: This involves optimising the content and elements on your website pages. It includes practices like keyword optimisation, where you ensure that your content includes relevant keywords that people are likely to use when searching for the kind of products, services, or information you offer. Other aspects of on-page SEO include creating high-quality, engaging content; optimising title tags, meta descriptions, and headers; and ensuring a good user experience.
  2. Off-Page SEO: This focuses on actions taken outside of your own website to impact your rankings within SERPs. The most significant part of off-page SEO is link building, which is the process of getting other websites to link back to your site, demonstrating its credibility and trustworthiness to search engines. Social media marketing and influencer marketing can also contribute to off-page SEO.
  3. Technical SEO: This involves the optimisation of the backend of your website. It includes aspects like site speed, mobile-friendliness, crawlability, security (SSL certificates), structured data, and XML sitemaps. The goal of technical SEO is to improve the website’s infrastructure so search engines can easily crawl and index the site, providing a better user experience.

In essence, SEO is about making a website easy to find, easy to crawl, and easy to categorise. It is about helping your customers find out about your business from among thousands of other companies. And the cornerstone of effective SEO is to give your users a better experience, with relevant and high-quality content that satisfies their information needs.

Why SEO is Important for Your Website: Statistics and Facts

Search Engine Optimisation (SEO) plays a pivotal role in the success of any website. Here’s why:

  1. User Behaviour and Search Engine Usage: Studies show that 93% of online experiences begin with a search engine, demonstrating the importance of having a strong presence on search engine results pages (SERPs). Additionally, Google dominates the search engine market, accounting for 92.18% of all desktop search traffic worldwide. With billions of searches being conducted on Google each day, the potential to reach a wide audience through effective SEO is immense.
  2. Visibility and Credibility: SEO helps improve the visibility of your website on SERPs. Higher visibility leads to more organic traffic, as users are more likely to click on the top-ranking search results. In fact, the first five organic search results on Google account for 67.60% of all clicks. A high ranking on SERPs not only attracts more traffic but also enhances the credibility of your website, as users often perceive top-ranking sites as more trustworthy.
  3. User Experience: Google’s ranking algorithms take into account the user experience on your website. Factors such as site speed, mobile-friendliness, and high-quality, relevant content are all crucial for providing a positive user experience and, consequently, for improving your site’s SEO.
  4. Conversion Rates: SEO also contributes to higher conversion rates. According to a study by BrightEdge, organic search delivers 20 times more traffic opportunities than PPC advertising on both mobile and desktop.
  5. Cost-Effectiveness: Unlike paid advertising, SEO focuses on attracting organic traffic. This makes SEO a cost-effective strategy in the long run, as you don’t have to pay for every click or impression.
  6. Competitive Edge: In a crowded digital marketplace, SEO provides a way to stand out from your competitors. If two websites are selling the same product or service, the website that is optimised for search engines is likely to attract more customers and make more sales.

The importance of SEO for your website cannot be overstated. It directly influences your site’s visibility, user experience, and conversion rates, and can be a determining factor in your online success.

Overview of how search engines work and how SEO interacts with this process

To fully appreciate the role of SEO, it’s important to first understand how search engines work. The process typically involves three main steps: crawling, indexing, and ranking.


Search engines have automated bots known as spiders or crawlers that scour the Internet to find content. These bots navigate through billions of interconnected documents, files, news, videos, and media on the web. They use links to move from one web page to another, gathering and cataloging information.


Once the crawlers have found content, the search engine processes and stores it in a giant database known as an index. The index is like the search engine’s library of the Internet, storing vast amounts of information that the search engine can retrieve when a user conducts a search.


When a user types a query into a search engine, the search engine sifts through its index to provide the most relevant results. It uses a complex algorithm to rank these results based on numerous factors such as relevance, quality of content, and number of backlinks. The goal is to provide the user with the most useful and accurate information for their query.

So, how does SEO interact with this process?

SEO is a set of strategies designed to make a website more appealing to search engines. It’s all about understanding what search engines are looking for when they crawl, index, and rank websites, and then making sure your website meets these criteria.

For example, when it comes to crawling, SEO ensures that search engine bots can easily access and navigate your website. This might involve creating a sitemap, using a logical link structure, and avoiding broken links.

In terms of indexing, SEO focuses on making your website’s content visible and understandable to search engines. This could mean using appropriate keywords, structuring your content with HTML tags, and providing meta tags that describe what your content is about.

Finally, for ranking, SEO involves strategies to demonstrate the relevance and quality of your website to search engines. This could include creating high-quality, original content, ensuring your website loads quickly, is mobile-friendly, and has high-quality backlinks.

In essence, SEO is about aligning your website with the way search engines work. By doing this, you can improve your website’s visibility on SERPs, attract more organic traffic, and ultimately achieve your online goals.

Conducting Keyword Research

Explanation of what keyword research is and why it’s critical for SEO

Keyword research is a fundamental aspect of Search Engine Optimisation (SEO). It is the process of identifying and analysing the terms or phrases (known as “keywords”) that people enter into search engines when they’re looking for information, products, or services that relate to your website’s content. The goal of keyword research is to gain a deeper understanding of the language your target audience uses when they’re searching online, and to incorporate these keywords into your website in a meaningful and effective way.

The significance of keyword research in SEO is multifaceted. Here are a few reasons why it’s critically important:

  1. Understanding Your Audience: Keyword research allows you to tap into your audience’s language and understand how they search for information related to your business or industry. This understanding can then inform your content creation strategy, ensuring you produce content that meets your audience’s needs and aligns with how they’re searching.
  2. Improving Search Visibility: By incorporating the right keywords into your website’s content, meta tags, URLs, and other elements, you can help search engines understand what your pages are about. This can improve your site’s relevance in the eyes of search engines, potentially leading to higher rankings on SERPs for those keywords.
  3. Driving Quality Traffic: Not all website traffic is created equal. Keyword research helps you attract “quality” traffic — that is, visitors who are actively interested in what you offer. By targeting keywords that are relevant to your products or services, you can increase the likelihood that your site’s visitors will be interested in what you have to offer and more likely to convert.
  4. Informing Content Strategy: Your keyword research can also help inform your overall content strategy. By identifying the topics and questions that your audience is interested in (as reflected in their search queries), you can create content that answers these questions and meets these needs, positioning your site as a valuable resource in your field.
  5. Outperforming Competition: By understanding and targeting the right keywords, you can compete more effectively with other websites in your niche. This can give you an edge in the SERPs and help you capture more organic traffic.

In short, keyword research is a critical first step in any SEO strategy, laying the foundation for your website’s visibility in search engines, the relevance of your content to your audience, and ultimately, your website’s success.

A step-by-step guide on how to conduct keyword research, including tools to use and strategies to employ

Step 1: Understand Your Niche

Before you start keyword research, it’s crucial to have a deep understanding of your niche. Know what topics are relevant to your business, what your audience is interested in, and what kind of language they use. This will help guide your keyword research and ensure the keywords you target are relevant to your audience.

Step 2: Make a List of Relevant Topics

Based on your understanding of your niche, create a list of general topics that are important to your business. These topics will eventually guide you to specific keywords. For instance, if you run an online vegan bakery, your topics might include “vegan baking recipes”, “vegan bakery”, “gluten-free vegan desserts”, etc.

Step 3: Use Keyword Research Tools

There are many tools available that can help you find keywords related to your topics. Some of the most popular ones include Google Keyword Planner, SEMrush, UberSuggest and Ahrefs. These tools can show you how often people search for a particular keyword (search volume), how competitive the keyword is, and even suggest related keywords you might not have thought of.

Step 4: Find Long-Tail Keywords

While it might be tempting to target high-volume keywords, these are often very competitive and can be difficult to rank for. Instead, look for long-tail keywords – these are more specific phrases that are less competitive, but can add up to significant traffic over time. For instance, instead of targeting “vegan bakery”, you might target “best vegan chocolate cake recipe”.

Step 5: Check Out the Competition

Look at the keywords your competitors are targeting. This can give you ideas for keywords you might have missed, and give you a sense of how competitive your chosen keywords are. Tools like SEMrush and Ahrefs can help with this – they allow you to enter a competitor’s website and see what keywords they’re ranking for.

Step 6: Prioritise Your Keywords

Once you have a list of potential keywords, you need to decide which ones to target first. Consider factors like search volume, relevance to your business, and competitiveness. It’s often a good idea to start with less competitive, long-tail keywords, as these can be easier to rank for.

Step 7: Implement Your Keywords

After you’ve chosen your keywords, it’s time to implement them in your website. This includes incorporating them into your content, meta tags, URL structure, and more. Remember, it’s important to use keywords naturally – don’t force them into your content if they don’t fit. See our article: on optimal keyword density.

Step 8: Monitor Your Results

Finally, remember that keyword research is an ongoing process. Monitor your results to see how well your chosen keywords are performing, and don’t be afraid to adjust your strategy if necessary. Tools like Google Analytics can be incredibly helpful for this.

This is a simplified guide to keyword research, but it should give you a solid foundation to start with. Remember, the goal of keyword research is not just to increase traffic, but to attract the right kind of traffic – visitors who are likely to convert into customers.

Tips on how to choose the right keywords and incorporate them into your website content

Choosing the right keywords and incorporating them effectively into your website content is a critical aspect of SEO. Here are some tips to guide you in this process:

  1. Understand Your Target Audience: Before you begin keyword research, it’s important to understand your target audience and what they might be searching for. Consider their interests, needs, and the language they use. This understanding will guide you in identifying relevant keywords.
  2. Use Keyword Research Tools: Tools such as Google Keyword Planner, SEMrush, UberSuggest and Ahrefs can help you discover new keyword ideas, see how competitive they are, and understand their search volume.
  3. Focus on Long-Tail Keywords: While it can be tempting to target broad, popular keywords, it’s often more effective to focus on long-tail keywords. These are longer, more specific phrases that may have lower search volumes but are typically less competitive and more targeted. For example, instead of “shoes,” a long-tail keyword could be “women’s running shoes for flat feet.”
  4. Consider User Intent: User intent refers to what the searcher is looking to achieve with their search. Keywords can generally be categorised into navigational (searching for a specific website), informational (searching for answers or information), or transactional (searching to make a purchase). Understand the intent behind your keywords and ensure your content fulfils this intent.
  5. Incorporate Keywords Naturally: Once you’ve identified your keywords, it’s time to incorporate them into your content. This should be done naturally and in a way that adds value to the reader. Include your keywords in critical areas such as the title, headers, and first paragraph, but avoid keyword stuffing, which can harm your SEO.
  6. Use Keywords in Meta Descriptions and URLs: Don’t forget to use your keywords in meta descriptions and URLs as well. This can help search engines understand what your page is about, and can also make your page more appealing in search results.
  7. Monitor Keyword Performance: SEO is an ongoing process, and it’s important to monitor your keyword performance over time. Use tools like Google Analytics to see which keywords are driving traffic to your site, and consider adjusting your strategy based on these insights.

Remember, the goal of SEO isn’t just to rank for any keywords, but to rank for the right keywords that will bring relevant traffic to your site. By choosing your keywords carefully and incorporating them effectively into your content, you can improve your site’s visibility and reach your target audience more effectively.

On-Page SEO

Explanation of what on-page SEO is

On-page SEO, also known as on-site SEO, refers to the practice of optimising individual webpages on your site to rank higher and attract more relevant traffic in search engines. It involves both the content of individual pages and the HTML source code of those pages. Unlike off-page SEO, which focuses on links and other external signals, on-page SEO looks at how well your website’s pages are optimised for the keywords you want to rank for.

The core elements of on-page SEO include:

  1. Content: The quality, relevancy, and structure of the content on your pages is a significant factor. Content should be unique, well-written, and provide valuable information to the reader that matches their search intent. It should also be structured effectively with the use of headers and sub-headers (H1, H2, etc.) to make it easy for both search engines and users to understand the content’s topic and main points.
  2. Keywords: On-page SEO involves researching relevant keywords and incorporating them naturally into your content, title tags, URL, and meta descriptions. This helps search engines understand the topic of your content and when it should be shown in response to a search query.
  3. Title Tags: These are the titles of your pages that appear in search engine results. They should be descriptive, compelling, and include relevant keywords to improve your page’s visibility in search results.
  4. Meta Descriptions: These are brief descriptions of your pages that appear in search engine results. They should accurately summarise the page content and include relevant keywords. A well-written meta description can improve click-through rates.
  5. URL Structure: URLs should be SEO-friendly, meaning they should be as simple and understandable as possible, ideally including keywords related to the page’s content.
  6. Internal and Outbound Links: Including relevant internal links (links to other pages on your website) helps search engines understand the structure of your site and can also keep visitors on your site longer. Outbound links (links to relevant content on other websites) can provide additional value to your users and help search engines understand your content’s context and relevance.
  7. Image Optimisation: Images on your page should have descriptive file names and alt text to help search engines understand what the image is about. This is particularly important for image search.
  8. Page Load Speed: Search engines favour sites that load quickly, as this contributes to a better user experience. This can be influenced by factors such as image size, server speed, and site code.

By effectively managing these aspects of on-page SEO, you can help search engines understand, index, and rank your web pages, thereby improving their visibility in search engine results pages.

Optimising Elements of Your Webpage for SEO

To successfully optimise your webpage for SEO, you’ll need to pay attention to several key elements. These include title tags, meta descriptions, headers, and images. Below, you’ll find a detailed guide on how to optimise these elements to improve your website’s SEO.

Title Tags

The title tag is an HTML element that specifies the title of a web page. This is typically the first thing users see in the search engine results page (SERPs), and it’s also displayed in the browser tab.

  1. Make it Relevant and Descriptive: Your title tag should accurately describe the content of the page. It should include keywords that your audience is likely to search for.
  2. Keep it Concise: Title tags should be concise yet descriptive. Google typically displays the first 50–60 characters of a title tag, so try to keep your titles within this range.
  3. Avoid Keyword Stuffing: While it’s important to include keywords in your title tag, avoid keyword stuffing. This can lead to a poor user experience and potentially harm your site’s ranking.

Meta Descriptions

Meta descriptions are HTML attributes that provide a concise summary of a web page. They appear under the title tag in SERPs and play a crucial role in enticing users to click on your page.

  1. Write a Compelling Summary: Your meta description should effectively summarise the content of the page and motivate users to click.
  2. Include Relevant Keywords: Like title tags, meta descriptions should include relevant keywords. However, the focus should be on providing valuable information to the user, not just keyword stuffing.
  3. Stay Within the Character Limit: Google generally truncates meta descriptions to 160 characters, so it’s best to keep your descriptions within this limit.


Headers (H1, H2, H3, etc.) are important for both SEO and readability. They help search engines understand the content of your page and make your content easier to read for users.

  1. Use Keywords in Your Headers: Including keywords in your headers can help search engines understand what your content is about. However, make sure your headers are still descriptive and useful for readers.
  2. Use Headers to Structure Your Content: Headers should be used to structure your content and make it easier to read. Each page should have one H1 tag (usually the page title), followed by H2s and H3s as subheadings to break up the content.


Images can significantly enhance user experience, but they also need to be optimised for SEO.

  1. Use Descriptive File Names: Search engines can’t “see” images the way humans do, so the file name provides important information about the image.
  2. Optimise Image Alt Text: Alt text is a description of an image that helps search engines understand what the image is about. It’s also used for accessibility purposes, to describe images to those who can’t see them.
  3. Compress Your Images: Large image files can slow down your website, which can harm your SEO. Use image compression tools to reduce the file size of your images without compromising their quality.

By paying close attention to these elements and optimising them effectively, you can significantly improve your website’s SEO, making it more visible and attractive to your target audience.

The Importance of Quality Content for On-Page SEO

Quality content plays a pivotal role in on-page Search Engine Optimisation (SEO). When we discuss ‘content’, we are referring to the text, images, videos, and any other material that provides information on your website. This can include blog posts, product descriptions, company information, infographics, and more.

There are a number of reasons why quality content is so crucial for on-page SEO:

  1. Search Engine Rankings: Search engines like Google are in the business of delivering the most relevant and valuable content to their users. To do this, they crawl and index web pages, analysing the content to understand what the page is about. Websites that consistently produce high-quality content are likely to be viewed as authoritative and relevant by search engines, leading to higher rankings in search engine results pages (SERPs).
  2. Keyword Integration: Quality content allows for the integration of relevant keywords that your audience is likely to search for. This doesn’t mean stuffing your content with as many keywords as possible, which can lead to penalties from search engines. Instead, it involves naturally incorporating keywords into well-written, useful content. This helps search engines understand the context of your page, increasing the likelihood that it will rank for those keywords.
  3. User Engagement: High-quality content also helps to keep users on your website for longer periods of time. When visitors find your content useful and engaging, they are more likely to stay on your site, click through to other pages, and even share your content on social media. These are all positive signals to search engines and can help to improve your site’s SEO performance.
  4. Link Building: Quality content can attract inbound links (backlinks) from other websites. These backlinks are crucial for SEO as they are seen by search engines as a vote of confidence in your content. Websites with a large number of high-quality backlinks are likely to rank higher in SERPs. By creating content that is informative, unique, and valuable, you increase the chances of other sites linking back to yours.

Quality content forms the backbone of your on-page SEO efforts. By focusing on creating content that is valuable to your audience and optimised for search engines, you can improve your site’s visibility, increase user engagement, and boost your SEO rankings.

How to structure your content for optimal readability and SEO benefits

Structuring your content effectively is not only essential for enhancing readability but also plays a crucial role in improving your SEO. Here’s a guide on how you can structure your content for optimal readability and SEO benefits:

  1. Use Clear and Descriptive Headings: Headings are essential as they provide a roadmap of your content for both your readers and search engines. Use your H1 tag for the main title of your page (which should include your main keyword), and then use H2, H3, and so on for subheadings. Make sure your headings are descriptive and give a good idea of what the corresponding section is about.
  1. Break Up Text with Subheadings: Large blocks of text can be daunting and hard to digest. Break up your content with relevant subheadings. This makes it easier for readers to scan your content and understand the main points. From an SEO perspective, subheadings also provide an opportunity to use your keywords and related terms.
  1. Use Short Paragraphs and Sentences: Shorter paragraphs and sentences are easier to read, especially on mobile devices. Aim for 2-3 sentences per paragraph and keep your sentences concise. This can greatly enhance the readability of your content.
  1. Include Bulleted or Numbered Lists: Lists are an effective way to present information in a digestible format. They’re great for summarising points, presenting step-by-step instructions, or listing features or benefits.
  1. Use Images and Other Visual Elements: Images, infographics, charts, and videos can break up text and make your content more engaging. They can also help to explain complex points in a more digestible way. Remember to use alt text for images to ensure they contribute to your SEO.
  1. Internal and External Linking: Links to relevant content can provide additional value for your readers and also contribute to your SEO. Internal links help to guide users to other useful content on your site, while also helping search engines to understand the structure and hierarchy of your website. External links to high-quality, authoritative sites can also boost your SEO by showing that your content is well-researched and reliable.
  1. Use a Clear Call-to-Action (CTA): A clear CTA guides your readers on what they should do next, whether it’s to read another article, sign up for a newsletter, or make a purchase. This can improve user engagement and also contribute to your site’s conversion rate.
  1. Make Use of White Space: Don’t be afraid of white space. It gives your content room to breathe and helps to improve readability. It makes your content look cleaner and more inviting, encouraging users to spend more time on your page.
  1. Conclusion or Summary: A conclusion or summary at the end of your content provides a wrap-up of your main points. It reinforces the key information and gives your readers a sense of closure.

By structuring your content in this way, you can make your content more appealing and easier to understand for both your readers and search engines.

Technical SEO

Introduction to technical SEO

Technical SEO is a critical component of the broader Search Engine Optimisation strategy. It focuses on the optimisation of the technical aspects of a website to facilitate better crawling and indexing by search engines. The term ‘technical’ is used as it deals with the website’s infrastructure rather than its content or promotion.

The primary objective of technical SEO is to enhance the backend structure of your website to help search engines understand, crawl, index, and interpret your site more effectively, thereby improving its organic rankings. The smoother the search engine bots can crawl and index your site, the better your chances of ranking higher in the search engine results pages (SERPs).

Here are some key elements involved in technical SEO:

  1. Website Speed: The loading speed of your website plays a pivotal role in your SEO. Search engines favour websites that load quickly because they provide a better user experience. A slow-loading website not only hampers user experience but also discourages search engine spiders from crawling your site, which can harm your rankings. Therefore, ensuring your website loads quickly is paramount.
  2. Mobile-Friendliness: With the exponential growth in mobile device usage, mobile-friendliness has become an essential component of technical SEO. In fact, Google has implemented a mobile-first indexing policy, which means it predominantly uses the mobile version of a website for indexing and ranking. Therefore, having a mobile-optimised website is not just an option but a necessity.
  3. XML Sitemap: An XML sitemap is essentially a roadmap of your website that helps search engines navigate your site. It lists all the important pages on your website and informs search engines about the structure of your site content, making it easier for them to crawl and index your pages.
  4. Robots.txt: The Robots.txt file is a directive that tells search engine spiders which parts of your site to crawl or not to crawl. It’s a way of controlling which pages you want to be indexed and which ones you don’t.
  5. HTTPS (SSL): HTTPS is a protocol for secure communication over a computer network. It involves the use of an SSL (Secure Sockets Layer) certificate, which secures the connection between a user’s browser and your website. Search engines, particularly Google, prioritise secure websites, so having HTTPS is beneficial for your site’s SEO.
  6. URL Structure: An optimised URL structure is another critical factor in technical SEO. Clean, concise, and understandable URLs are preferred by search engines and users alike. An ideal URL should accurately reflect the content of the page and should be easy to read for both search engines and humans.
  7. Structured Data: Structured data is a specific form of HTML coding that uses a particular vocabulary. It tells search engines how to interpret content and how to display it in the SERPs. It can help search engines understand your content better, leading to improved SERP rankings and visibility.
  8. 404 Errors: Broken links or dead-end pages can negatively impact your website’s SEO as they provide a poor user experience. Regularly checking for and fixing 404 errors is a crucial part of maintaining a healthy, search-engine-friendly website.

Technical SEO involves a wide range of optimisation strategies that aim to improve the backend structure of a website. By ensuring that these technical elements are correctly set up and regularly updated, you can make it easier for search engines to crawl and index your website, thereby enhancing your organic visibility and driving more traffic to your site.

Practical steps on how to improve these technical aspects of your website

Let’s delve deeper into the technical aspects of improving your website’s SEO:

1. Improve Website Speed

  • Image Compression: Use tools like TinyPNG or ImageOptim to compress your images without losing too much quality. This reduces the file size that has to be loaded, improving speed.
  • Minify Code: Use minification tools to remove unnecessary characters (like whitespace) from your CSS, JavaScript, and HTML. This can be achieved using tools like UglifyJS (for JavaScript) and CSSNano (for CSS).
  • Content Delivery Network (CDN): Implementing a CDN (like Cloudflare or Akamai) can significantly improve your site’s loading speed. A CDN distributes your content across multiple geographically dispersed servers, reducing the time it takes for data to travel from the server to the user.

2. Make Your Website Mobile-Friendly

  • Responsive Design: Implement responsive design principles in your CSS to ensure your website layout adapts to different screen sizes. You can use CSS media queries to adjust design elements for different devices.
  • Avoid Flash: Flash is a deprecated technology that’s not supported on many mobile devices. Instead, use technologies like HTML5 for interactive elements.
  • Ensure Readability and Usability: Make sure your text size is legible on mobile devices, and ensure clickable elements (like buttons and links) are large enough to interact with on a smaller screen.

3. Create and Submit an XML Sitemap

  • Generate a Sitemap: Use a tool like Google’s Sitemap Generator or a plugin like Yoast SEO (if you’re using WordPress) to create an XML sitemap.
  • Submit Sitemap to Search Engines: Once your sitemap is created, submit it to search engines. In Google Search Console, you can do this in the ‘Sitemaps’ section.

4. Configure Robots.txt

  • Create a Robots.txt File: Create a text file named ‘robots.txt’ and place it in the root directory of your site. This file is used to instruct web robots which pages on your site to crawl.
  • Direct Search Engine Crawlers: The robots.txt file can be used to disallow certain paths on your site from being crawled. For example, you might include Disallow: /private/ to prevent search engines from crawling your ‘private’ directory.

5. Switch to HTTPS (SSL)

  • Purchase an SSL Certificate: SSL certificates can be purchased from many providers, including Let’s Encrypt (which offers free certificates).
  • Install the SSL Certificate: After purchasing, the SSL certificate must be installed on your server. The process varies depending on your web host, but many hosts offer one-click installations.
  • Update Your Site to Use HTTPS: After installing the SSL certificate, ensure your website is configured to use HTTPS by default. This may involve updating your .htaccess file (on an Apache server) or your nginx.conf file (on an Nginx server) to redirect HTTP traffic to HTTPS.

6. Optimise URL Structure

  • Consistent URL Structure: Your URLs should follow a consistent structure. For example, if you’re using dates in your blog post URLs, this format should be used consistently across all blog posts.
  • Keyword Inclusion: Including your primary keyword in the URL can signal to search engines what the page is about. However, avoid keyword stuffing in URLs as this can have a negative impact.
  • Word Separators: Use hyphens to separate words in URLs. Spaces are typically encoded as %20, making the URL harder to read, while underscores can be interpreted as word joiners.

7. Implement Structured Data

  • Choose Appropriate Schema: Structured data is any data that is organised, usually implemented as some type of markup on a webpage to provide additional detail around the page’s content. This markup improves search engines’ understanding of the content, which can help with relevancy signals and enables a site to benefit from enhanced results in SERPs, such as rich snippets, rich cards, carousels, knowledge boxes, and more. There are three syntaxes which search engines typically support: Microdata, JSON-LD, and microformats, with two common vocabularies that can be used with these syntaxes: Schema.org and Microformats.org.

When implementing structured data for SEO, these are the steps to follow:

  1. Choose your page: Before you start adding any structured data, you need to decide which pages could benefit from it.
  2. Select your structured data: Next, you want to choose your structured data. You can view all the structured data types available in Google’s search gallery.
  3. Use Google’s Structured Data Markup Helper: With this tool, you can begin coding your structured data. You need to follow a few steps, such as selecting your preferred data type, adding your page URL or page HTML, highlighting the appropriate text, selecting a relevant tag from the drop-down menu, and creating HTML. Google will then load your schema markup in one of two formats: JSON-LD, a JavaScript notation which is recommended by Google for structured data and can be embedded into the <head> or <body> of your page, or Microdata, an open-community HTML specification that can also be used in either the <head> or <body> of your page. However, it is best to stick with Google’s preference and default option: JSON-LD.
  4. Test your structured data: If you format or copy your structured data incorrectly, Google will struggle to understand that additional information, which can result in ranking decreases. Google makes checking your schema markup simple with its Testing Tool, which can provide a side-by-side comparison of your page and a list of errors, warnings, and items. If you spot errors, you can return to the Structured Data Markup Helper Tool and make changes, or you can reference schema.org, an industry resource for structured data. Once you update your markup (if needed), you want to repeat the testing process.

When using structured data, remember these critical rules:

  1. Use structured data when it represents the main content, versus only part of it.
  2. Make all the schema markup like the cooking times, visible to the user.
  3. Add structured data in JSON-LD, Microdata, or RDFa format.
  4. Skip using any access control methods, like noindex, on pages with schema markup.
  5. Apply structured data to appropriate content, like recipes for recipes versus recipes for how-tos.

Off-Page SEO

Explanation of what off-page SEO is, focusing on the importance of backlinks

Off-page SEO refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). It involves techniques that improve a website’s reputation and authority on the internet. While there are several off-page SEO strategies, backlinks form the core of this approach.

Backlinks, also known as inbound links or incoming links, are created when one website links to another. They are essentially “votes of confidence” from one site to another. From a search engine’s perspective, the more high-quality backlinks a website has, the more likely it is to be relevant and valuable, leading to higher rankings in search results.

The importance of backlinks in off-page SEO cannot be overstated. They serve several crucial roles in your website’s visibility and ranking:

  1. Authority: Backlinks from reputable, high-authority sites can improve your own website’s authority in the eyes of search engines. A site with a high number of quality backlinks is often seen as a leader or valuable resource in its field.
  2. Relevance: Backlinks from websites in the same or related industry can suggest to search engines that your content is relevant to the keywords it is ranking for. This relevance can boost your site’s SEO performance.
  3. Traffic: Aside from SEO benefits, backlinks can also drive direct traffic to your site. When users click on a link on another website, they could be directed to your site, increasing your overall traffic.
  4. Indexing: Backlinks help search engine bots discover and index your pages more quickly. This faster indexing can help your site get ranked sooner.

However, it’s important to note that not all backlinks are equal in the eyes of search engines. Quality matters more than quantity. Links from high-authority, reputable websites in your niche are more valuable than links from low-quality or unrelated sites. Furthermore, earned links (those given naturally by other sites because of your high-quality content) are more valued than self-created links (those you might add to a directory, forum, or comment section as part of your SEO strategy).

Off-page SEO, particularly the creation and management of backlinks, is a critical aspect of SEO. It helps improve your website’s authority, relevance, and visibility, which in turn leads to higher rankings in search results.

Strategies for building high-quality backlinks to improve your website’s SEO

Building high-quality backlinks is a crucial aspect of off-page SEO and can significantly improve your website’s visibility and ranking on search engines. Here are some effective strategies to consider:

1. Create High-Quality Content

Arguably the most effective way to earn backlinks is by creating high-quality, unique, and relevant content that others naturally want to link to. This can be in the form of in-depth blog posts, industry reports, infographics, or engaging videos. The key is to offer value that makes others see your content as a useful resource.

2. Guest Blogging

Guest blogging is another excellent strategy for building backlinks. It involves writing high-quality articles for other websites or blogs in your niche. In return, you usually get a link back to your website. Remember, the focus should be on contributing valuable content to high-authority websites that are relevant to your industry.

3. Broken Link Building

This method involves finding broken links on other websites that are relevant to your content, then contacting the website owner to suggest replacing the broken link with a link to your website. It’s a win-win situation as it helps the website owner fix a problem and gives you a backlink.

4. Skyscraper Technique

The skyscraper technique, coined by Brian Dean, involves finding high-performing content in your niche, creating something even better, and then reaching out to the right people who are likely to link to your content. It’s a proactive way to earn high-quality backlinks.

5. Utilise Social Media

Social media platforms can also be used to earn backlinks. By sharing your content on these platforms, you increase its visibility, which can lead to other websites linking to it.

6. Influencer Outreach

If you have created a piece of content which could be useful for influencers in your industry, don’t hesitate to reach out to them directly. If they find your content valuable, they might link to it from their website or share it with their audience.

7. Participate in Relevant Online Communities

Participating in online communities such as forums, Q&A websites (like Quora), and industry-specific groups can provide opportunities for backlinking. However, it’s crucial to provide value first and foremost, not just drop your links, as this can be seen as spammy.

8. Build Relationships

Networking and building relationships with other businesses, bloggers, and influencers in your industry can lead to organic backlink opportunities. This might be a slower process, but it can result in high-quality, long-term backlinks.

Remember, while building backlinks, focus on quality rather than quantity. Earning high-quality backlinks from reputable and relevant websites will do much more for your SEO than a larger number of low-quality links. The process might be time-consuming and require consistent effort, but the potential SEO benefits are well worth it.

The role of social media in off-page SEO

While social media may not directly influence a website’s search engine rankings, it plays a crucial role in off-page SEO strategy and overall digital marketing efforts. Here’s how:

1. Increased Content Visibility

Social media platforms are an excellent place to share and promote your content. By posting your content on social media, you can increase its visibility and reach, thereby increasing the likelihood of it being linked to from other websites, which can improve your SEO.

2. More Traffic to Your Website

Each time you share a link to your website on social media, you’re creating a pathway for users to visit your website. Increased traffic, especially when it’s highly engaged, can signal to search engines that your website provides valuable content, which can positively impact your rankings.

3. Content Indexing

The faster your content gets indexed by search engines, the faster you’ll see rankings for your content. Sharing your content on social media can help speed up the indexing process as search engines know that social media is a place for fresh content.

4. Brand Awareness

Having a strong social media presence can increase your brand’s visibility and reputation online. An increased brand presence can lead to more branded searches on Google over time, which can lead to improved SEO.

5. Local SEO

For businesses with a local presence, social media can help improve local SEO efforts. This can be done by engaging with local customers on social media, encouraging reviews on your social media profiles, and using local hashtags to increase local visibility.

6. Building Relationships

Social media provides an excellent platform for networking and building relationships with others in your industry, including influencers and potential customers. These relationships can lead to link-building opportunities, collaborations, and partnerships that can boost your off-page SEO efforts.

While the direct impact of social media on SEO is often debated, there’s no denying that social media can help improve your off-page SEO by increasing your content’s visibility, driving traffic to your site, and building relationships that can lead to high-quality backlinks. Remember, an effective SEO strategy is holistic and takes into account various digital marketing aspects, including social media.

Local SEO

Overview of what local SEO is and why it’s important for businesses with a physical location or local service area

Local SEO (Search Engine Optimisation) is a subset of SEO that focuses on optimising a website to be found in local search results. Essentially, it’s the process of optimising your online presence to attract more business from relevant local searches on Google and other search engines.

Local searches include the towns, cities, regions, and even landmarks that are close to the person conducting the search. For example, someone searching for “coffee shop near me” or “bookstore in Manchester” is conducting a local search.

Local SEO is particularly crucial for businesses with a physical location or those that offer a service in a specific locality. Here’s why:

  1. Reach Local Customers: Local SEO allows businesses to reach local customers who are actively searching for their products or services. These users are often ready to make a purchase, leading to higher conversion rates.
  2. Increase Visibility: When a business optimises for local SEO, it can increase its visibility in local search results, helping to boost organic traffic to the website or foot traffic to the physical location.
  3. Compete with Larger Businesses: Local SEO can level the playing field between small businesses and larger, more established brands. By focusing on local SEO, a small business can rank higher in local search results.
  4. Build Trust and Credibility: Businesses that appear in local search results can build trust and credibility with customers. This is because many customers trust online reviews and ratings, which often appear in local search results.
  5. Mobile Search: With the growth of mobile search, local SEO has become even more important. Many mobile users search for local businesses while on the go. Local SEO ensures that these potential customers can find your business easily.

In essence, local SEO is a powerful tool for businesses that want to reach customers in their immediate geographic area. It’s an essential strategy for businesses that want to grow and succeed in today’s competitive market.

Tips on how to optimise your website for local SEO, including Google My Business listing, online reviews and local keywords

Local SEO is a strategy that focuses on optimising a website to be found in local search results. It’s crucial for businesses that operate in specific geographic areas or have physical locations. Here are some tips on how to optimise your website for local SEO:

1. Google Business Profile Listing

Claiming and optimising your Google Business Profile listing is a key step in local SEO. This free tool from Google allows businesses to manage their online presence across the search engine, including Search and Maps. Here’s how to optimise your GMB listing:

  • Ensure your business information is accurate and up-to-date, including your business name, address, and phone number (NAP).
  • Choose the right business category and sub-category.
  • Include a detailed business description, incorporating relevant keywords.
  • Regularly post updates and offers.
  • Add high-quality photos of your business.

2. Online Reviews

Encourage your customers to leave online reviews on platforms like Google, Yelp, and TripAdvisor. Positive reviews not only boost your business’s reputation but can also help with local SEO. To optimise the use of reviews:

  • Respond to all reviews, both positive and negative, in a professional manner. This shows that you value customer feedback.
  • Use a review management platform to track, manage, and respond to reviews.
  • Avoid incentivising reviews as it’s against the guidelines of most review sites.

3. Local Keywords

Integrate local keywords into your website’s content. Local keywords refer to search terms that include specific geo-locations, such as “coffee shop in Manchester” or “plumbers in East London”. To optimise for local keywords:

  • Use keyword research tools to find relevant local keywords for your business.
  • Incorporate these keywords naturally into your website content, meta tags, URLs, and alt text.
  • Create location-specific pages if you serve multiple areas.

4. Local Citations

Ensure your business is listed in relevant online directories, also known as local citations. These listings should include your NAP details and a link to your website. Keep your information consistent across all directories.

5. Localised Content

Create content that is relevant to your local audience. This could be blog posts about local events, local industry news, or guides that tie into your business offerings in the area.

6. Mobile Friendliness

With the increasing use of mobile devices for local searches, ensure your website is mobile-friendly. This includes having responsive design, fast loading times, and easy navigation.

7. Schema Markup

Use local business schema markup on your website. This is a type of structured data that helps search engines better understand your business and its location.

By implementing these local SEO tips, you can improve your website’s visibility in local search results, attract more customers, and ultimately grow your business.

SEO Tools and Resources

Introduction to some key tools and resources that can help with your SEO

When it comes to optimising your website for search engines, several tools and resources can greatly assist you in your SEO efforts. Here are some key ones to consider:

1. Google Analytics

Google Analytics is a powerful and widely used web analytics tool that provides valuable insights into your website’s performance. It offers a wealth of data, including visitor demographics, traffic sources, user behaviour, and conversions. With this information, you can measure the effectiveness of your SEO strategies, track keyword performance, identify areas for improvement, and make data-driven decisions to enhance your website’s SEO performance.

2. Google Search Console

Google Search Console (formerly known as Google Webmaster Tools) is a free service provided by Google. It offers a range of tools and reports that help you monitor and maintain your website’s presence in Google Search results. With Google Search Console, you can submit your sitemap, monitor your site’s indexing status, identify and fix crawling errors, view search analytics data, and receive important notifications from Google regarding your website’s performance.

3. SEO Plugins for Website Builders

Website builders like WordPress often offer SEO plugins that can simplify the process of implementing SEO best practices. These plugins provide features such as XML sitemap generation, meta tag optimization, canonical URL management, and content analysis. Popular SEO plugins include Yoast SEO and All in One SEO Pack. They offer user-friendly interfaces, on-page SEO recommendations, and tools to optimise your content for search engines.

4. Keyword Research Tools

Keyword research is a crucial aspect of SEO, and various tools can assist you in finding the right keywords to target. Tools like Google Keyword Planner, SEMrush, Moz Keywords Explorer, UberSuggest and Ahrefs can provide valuable insights into search volume, keyword difficulty, and related keyword suggestions. These tools help you discover relevant keywords to optimise your content and drive targeted organic traffic to your website.

5. Backlink Analysis Tools

Backlinks are essential for SEO, and analysing your backlink profile can help you understand your website’s link profile and identify opportunities for improvement. Tools like Ahrefs, Moz Link Explorer, and Majestic SEO provide detailed backlink analysis, including metrics such as the number of backlinks, referring domains, anchor text analysis, and link quality assessment. These tools can assist you in monitoring your backlink profile, identifying toxic or spammy links, and conducting competitor research.

6. Page Speed Insights Tools

Page speed is a critical factor in SEO and user experience. Slow-loading websites can negatively impact search engine rankings and user satisfaction. Tools like Google PageSpeed Insights and GTmetrix allow you to assess your website’s loading speed and provide recommendations for improving performance. By optimising your website’s speed, you can enhance user experience, reduce bounce rates, and improve your chances of ranking higher in search results.

Remember, these tools are powerful resources that can provide valuable insights and data to enhance your SEO strategy. Regularly monitor and adjust your approach based on the information they provide to achieve optimal results.

SEO as an Ongoing Process

Emphasise that SEO is not a one-time task but an ongoing process that requires regular review and adjustments

It is essential to understand that SEO is not a one-time task or a quick fix. It is an ongoing process that requires regular review and adjustments to stay competitive in search engine rankings. Here are some key points to emphasise the continuous nature of SEO:

  1. Changing Algorithms: Search engines constantly update and refine their algorithms to provide the best possible results to users. These algorithm updates can impact your website’s visibility and ranking. Therefore, it is crucial to stay informed about algorithm changes and adapt your SEO strategies accordingly.
  2. Competitive Landscape: Your competitors are also actively working on their SEO strategies. They may implement new tactics or improve their existing ones, which can affect your website’s ranking. Regularly monitoring and adjusting your SEO efforts will help you stay ahead of the competition.
  3. Evolving User Behaviour: User behaviour and search patterns evolve over time. People’s search queries, preferences, and expectations change, and search engines adapt to meet these evolving demands. By continuously reviewing and adjusting your SEO strategies, you can align your website with the latest user trends and search engine requirements.
  4. Content Freshness: Search engines value fresh and up-to-date content. Regularly updating your website with new and relevant content can positively impact your search rankings. A consistent content creation and optimization strategy is necessary to maintain your website’s relevance and visibility.
  5. Technical Updates: Technology and web standards evolve, and search engines adapt to these changes. Keeping up with technical SEO best practices, such as mobile-friendliness, site speed, and security, is crucial for maintaining and improving your website’s performance in search results.
  6. Analytics and Data Analysis: Regularly reviewing analytics data, such as traffic sources, user engagement, and conversion rates, helps you identify areas for improvement and make data-driven decisions. By monitoring and analysing data, you can uncover insights, spot trends, and fine-tune your SEO strategies for better results.
  7. Link Building and Outreach: Building high-quality backlinks and establishing relationships with relevant websites and influencers require ongoing effort. It is essential to consistently seek opportunities for link building, outreach, and collaboration to strengthen your website’s authority and visibility.

By recognising that SEO is an ongoing process, you can establish a long-term SEO strategy that involves regular review, adjustment, and adaptation. Staying proactive and continuously optimising your website will ensure that you maintain and improve your search engine rankings, attract organic traffic, and stay ahead of the ever-changing digital landscape.

Need a partner?

Not everyone has the time to put into their SEO strategy. If you need assistance, so that you can focus on your core strengths, take a look at our SEO services.

Picture of Cairn Emmerson

Cairn Emmerson

Cairn is an award-winning filmmaker and marketing director with experience working with major UK channels like BBC, ITV, Channel 4, and Channel 5. He was named Yorkshire Filmmaker of the Year in 2021.

Cairn loves telling stories through brand narratives, documentaries, ads and corporate films. With skills as a Director of Photography, Steadicam Operator, and Camera Operator, he brings creative visions to life.

Outside of work, he enjoys scuba diving and kayaking. He is also knowledgeable in SEO, marketing strategy, soundscapes and food/commercial photography.

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