If you want your website to appear on Google, attract more visitors, and convert traffic into customers, Search Engine Optimisation (SEO) is essential. But where do you start? Read our blog to learn more about SEO and how to optimise your website.
Step 1: Conduct an SEO Audit
Before you make changes, you need to know what’s working and what’s not.
An SEO audit helps you:
- Identify technical issues
- Spot missing or poorly optimised content
- Evaluate site speed and mobile usability
- Review your current keyword performance
Tools to use:
- Google Search Console
- SEMrush Site Audit
- Ahrefs Site Audit
Step 2: Improve On-Page SEO
On-page SEO refers to the elements you can control directly on your website.
Key areas to optimise:
- Title tags: Include your primary keyword and keep it under 60 characters
- Meta descriptions: Write compelling summaries with keywords (under 160 characters)
- Headings (H1–H3): Use structured headings with relevant keywords
- Keyword placement: Use keywords naturally in the first 100 words, headings, and throughout the content
- Image alt text: Describe images using relevant keywords
- URL structure: Keep URLs short, descriptive, and keyword-rich
👉 Related: What is on-page SEO?
Step 3: Boost Site Speed and Mobile Friendliness
Google prioritises websites that load quickly and work well on mobile devices.
Tips to improve speed:
- Compress images
- Minify CSS, JavaScript, and HTML
- Use a fast, reliable hosting provider
- Enable browser caching
Tools to test performance:
- Google PageSpeed Insights
- GTmetrix
- WebPageTest
Mobile optimisation:
- Use responsive design
- Avoid intrusive pop-ups
- Test your site on multiple devices
Step 4: Strengthen Internal Linking
Internal links help search engines understand your site structure and keep users engaged.
- Link to related blog posts, product pages, or service pages
- Use descriptive anchor text (e.g. “learn more about SEO audits” instead of “click here”)
- Avoid orphan pages (pages with no internal links pointing to them)
This improves crawlability and distributes page authority across your site.
Step 5: Build Backlinks
Backlinks, links from other websites to yours, are one of the most important ranking factors.
How to earn backlinks:
- Create high-quality, shareable content (guides, infographics, tools)
- Write guest posts for reputable blogs
- Reach out to industry influencers or partners
- Submit your site to relevant directories
- Fix broken links on other sites by offering your content as a replacement
👉 Related: What is off-page SEO?
Step 6: Track and Measure Results
SEO is an ongoing process. Use analytics to monitor your progress and refine your strategy.
Key metrics to track:
- Organic traffic
- Keyword rankings
- Bounce rate
- Conversion rate
- Backlink profile
Tools to use:
- Google Analytics
- Google Search Console
- Ahrefs
- SEMrush
Set monthly goals and review performance regularly to stay on track.
Final Thoughts
Optimising your website for SEO doesn’t have to be overwhelming. By following these steps, starting with an audit and focusing on both on-page and off-page elements, you’ll build a stronger foundation for long-term visibility and growth.