How to Search Engine Optimise Your Website

In today’s digital landscape, your website is essentially your storefront. It’s the place where potential clients or customers will first meet you, assess your offerings, and hopefully become loyal patrons. Therefore, it’s crucial that your website is easily discoverable in the maze of online content. This is where Search Engine Optimisation (SEO) comes into play. Indeed, mastering SEO is pivotal for achieving online success, and this guide aims to offer actionable advice for both beginners and those looking to refine their techniques.


The Foundations of SEO

Firstly, what exactly is SEO? SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In simpler terms, it’s about making your website more visible when people search for products or services related to your business. Consequently, a strong SEO strategy is indispensable for any business or individual who wants to gain traction online.


The Importance of Keywords

A vital first step in SEO is understanding the importance of keywords. These are the terms or phrases that people type into search engines when looking for information or services. Identifying the right keywords for your website is essential for targeting your audience. Accordingly, use tools like Google Keyword Planner to find keywords that are relevant to your content and have high search volume.


Content is King

Another crucial element is the content you create. It’s not just about filling your website with random posts and articles. Rather, the content should be high-quality, relevant, and add value to your audience. Furthermore, it should include your target keywords naturally and contextually. A well-structured, reader-friendly layout also goes a long way in keeping visitors engaged.


Meta Tags and Descriptions

Meta tags are snippets of text that describe a page’s content but don’t appear on the page itself. Similarly, meta descriptions summarise the content on a page and appear under the title in search engine results. Both should be optimised to include relevant keywords. Also, they should be compelling enough to prompt users to click on your link rather than someone else’s.


On-Page SEO Techniques

On-page SEO refers to optimising individual web pages in order to rank higher in search engines. Besides keywords and meta tags, there are several other factors to consider. Below, we explore some of these key elements.


Internal Linking

Firstly, internal linking is the practice of linking one page of your website to another page on the same website. This serves a dual purpose: it not only helps in website navigation but also boosts page authority. Therefore, strategically place internal links in your content to guide visitors towards other relevant pages. For example, here is a link to our SEO services page.


Image Optimisation

Equally important is image optimisation. A picture is worth a thousand words, but search engines can’t interpret images the same way humans do. Thus, include descriptive alt text for each image on your website. Also, make sure your image file sizes are optimised to avoid slowing down your site’s loading speed.


Header Tags and Structure

Another critical element is using header tags (H1, H2, H3, etc.) to break down your content into easily digestible sections. Typically, your H1 tag should encapsulate what the page is about and contain your primary keyword. Subsequent tags, like H2 and H3, can serve to further delineate subsections. This not only enhances readability but also helps search engines understand the structure and relevance of your content.


Off-Page SEO Techniques

Moving beyond your website, off-page SEO focuses on external ranking factors that aren’t directly under your control. Yet, these elements are equally crucial for a well-rounded SEO strategy.


Backlink Building

First and foremost, building high-quality backlinks is an essential off-page SEO strategy. A backlink is essentially a vote of confidence from another website. The more quality backlinks you have, the more authoritative your site appears to search engines. So, strive to create content that is not only informative but also shareable. Moreover, consider guest blogging or collaborating with influencers in your industry to gain more backlinks.


Social Media Signals

In a similar vein, social signals such as likes, shares, and follows can also impact your SEO. Although the direct correlation is often debated, there’s no denying that social engagement can drive traffic and increase brand awareness. Therefore, make sure to maintain an active social media presence and regularly share content that resonates with your target audience.


Technical SEO: Behind the Scenes

Technical SEO might not be the first thing that comes to mind when you think about SEO, but it’s a cornerstone for a successful strategy. Unlike on-page and off-page SEO, technical SEO doesn’t deal with content; instead, it focuses on improving your site’s backend structure. Let’s dive into some key factors.


Site Speed

First off, site speed is critical. If your site takes too long to load, you risk losing visitors before they’ve even had a chance to see your content. Thus, minimise your code, compress your images, and leverage browser caching to speed things up. Tools like Google PageSpeed Insights can provide actionable tips for improving your site’s speed.


Mobile Responsiveness

Equally significant is how your site performs on mobile devices. Google has adopted a mobile-first indexing strategy, which means it primarily uses the mobile version of a site for ranking and indexing. Therefore, ensure your site is mobile-friendly by opting for a responsive design that adapts to various screen sizes.


XML Sitemaps

Moreover, consider creating an XML sitemap. This is essentially a roadmap of your website that helps search engines navigate your content. Most content management systems, such as WordPress, offer easy ways to generate these sitemaps.


Secure and Accessible Website

Last but not least, an SSL certificate for your website is no longer optional; it’s a necessity. An SSL certificate not only secures the data exchanged between your website and its visitors but also positively influences your search rankings.


Monitoring and Analytics

Finally, what gets measured gets managed. You can’t improve your SEO without knowing what’s working and what needs tweaking. Therefore, utilising tracking and analytics tools is imperative.


Google Analytics

Firstly, Google Analytics is your best friend when it comes to monitoring traffic and user behaviour. It provides invaluable insights into which pages are performing well, how visitors are navigating through your site, and what content is most engaging.


Keyword Ranking Tools

Furthermore, keep an eye on how your keywords are ranking over time. Tools like SEMrush and Moz can provide detailed analytics on keyword performance, allowing you to adjust your strategy accordingly.


Regular Audits

Additionally, regular SEO audits are essential for diagnosing issues and opportunities. These audits can uncover technical glitches, assess the quality of your backlinks, and identify areas for on-page optimisation.


Ongoing SEO Maintenance

SEO is not a “set it and forget it” endeavour; it’s an ongoing process that requires regular updates and tweaks. Let’s explore how you can sustain your efforts for long-term success.


Content Updates

Firstly, keep your content fresh and updated. The digital landscape is ever-changing, and so are consumer needs. Therefore, revisit your older posts to ensure they remain accurate and continue to offer value. Furthermore, consistently add new content that speaks to current trends and user queries.


User Experience

In a similar vein, user experience (UX) has increasingly become a ranking factor. Hence, focus on creating an intuitive site layout, easy navigation, and high-quality content. Additionally, consider factors like page speed and mobile-friendliness, which also contribute to a good UX.


Algorithm Changes

Moreover, be alert to changes in search engine algorithms. Search engines like Google often update their algorithms, and these changes can impact your website’s ranking. Consequently, staying abreast of these updates will allow you to adapt your SEO strategy as needed.


Local SEO

Also, don’t underestimate the power of local SEO if your business has a physical location or serves a specific geographic area. Utilise Google My Business to claim your location and encourage satisfied customers to leave reviews.


What is Local SEO?

Local SEO focuses on optimising your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines, and yes, that includes ‘near me’ queries that have become increasingly popular. So for us, our local area is Norwich and we are a Norwich SEO Agency.


Google My Business (GMB)

Firstly, if you haven’t set up or claimed your Google My Business listing, do so immediately. Google My Business is a free tool that allows you to promote your Business Profile and business website on Google Search and Maps. Consequently, it’s a critical tool for any local business looking to attract new customers.


Reviews and Ratings

Moreover, customer reviews and star ratings play a significant role in local SEO. Encourage satisfied customers to leave positive reviews. Respond to these reviews in a timely and professional manner, whether they are positive or negative. This not only helps in improving your ratings but also shows potential customers that you care.


Local Keywords

Furthermore, optimise your website and content with local keywords. This should include your city, local landmarks, and ‘near me’ phrases that people might use in search. For example, if you own a bakery in Bristol, phrases like ‘best bakery in Bristol’ or ‘cakes near Clifton Suspension Bridge’ could be beneficial.


Local Citations

Another critical aspect of local SEO is ensuring that your business details like name, address, and phone number (NAP) are consistent across all platforms. This is commonly referred to as a ‘local citation.’ Local citations come from websites such as local business directories, websites, and social platforms. Consistency in your business information across the web boosts your site’s credibility and, subsequently, its SEO ranking.


Community Engagement

Also, engage with your local community both online and offline. Sponsor local events, join local business organisations, and share this involvement on your social media platforms. Local engagement not only builds your brand but also enhances local search ranking.


Mobile Optimisation

Lastly, given the growing number of mobile searches for local businesses, ensure that your website is mobile-friendly. A mobile-responsive site is not just crucial for general SEO but is an absolute must for local SEO.



In summary, Search Engine Optimisation is a multi-faceted discipline that involves a variety of techniques and ongoing efforts. From understanding the importance of keywords to mastering on-page, off-page, and technical SEO aspects, every element plays a role in your website’s overall performance. Additionally, monitoring and analytics are key to understanding your successes and identifying areas for improvement.

SEO is indeed a marathon, not a sprint. However, the benefits of higher visibility, increased traffic, and greater user engagement are well worth the investment of time and resources. By adhering to the best practices outlined in this guide, you position yourself for sustained online success. Therefore, the investment you make in SEO today will continue to pay dividends in the future.