Optimising a website for better search engine ranking
Search engine optimisation is the process of improving your website’s visibility in search engine results, helping potential customers find you more easily online. At our design agency, we approach SEO with clarity, strategy, and real results.
You’ve probably received emails or calls from so-called SEO “experts” claiming they can get your website to the first page of Google overnight. But ranking on page one only matters if it’s for the right search terms – ones that are relevant to your business and audience.
Let’s break down what search engine optimisation really involves, and how we can help your business get discovered by the right people.
What is Search Engine Optimisation?
Search engine optimisation (SEO) includes a variety of techniques aimed at improving your website’s performance in search engine rankings. These include:
- Technical SEO
- Local SEO
- On-page SEO
- Keyword research
- Link building
- And more
In this guide, we’ll focus on on-page SEO, one of the most effective and accessible areas of search engine optimisation.
On-page SEO: The foundation of Search Engine Optimisation
Content is king
Content is the most important element of on-page SEO. Google and other search engines prioritise content that is:
- Useful
- Original
- Well-structured
- Linkable
To be effective, your content must be visible to search engines – meaning it shouldn’t be hidden behind login forms or pop-ups. Great content earns backlinks and satisfies user intent, a major factor in search engine optimisation.
Be useful and relevant
Google’s algorithms are designed to deliver content that best matches the intent of the searcher. So, your website’s content should:
- Answer real questions
- Provide value
- Demonstrate expertise
- Be tailored to your audience
High-quality content is the cornerstone of effective search engine optimisation.
Structure matters
Well-structured pages help search engines understand the hierarchy of your content. Key elements include:
- Page titles that reflect the main topic
- H1 tags for main headings (only one per page)
- H2, H3, H4 tags for subheadings
- Clear and logical organisation
Proper use of heading tags and structure improves readability — for both users and search engines.
Content length and keywords
Search engines favour pages with depth. Aim for at least 300 words per page, though longer, informative content typically performs better.
Incorporate your primary keywords — like “search engine optimisation” — early in the content and naturally throughout. Avoid keyword stuffing, and instead use synonyms and related terms to support your topic.
Use subheadings to break content into digestible sections, which also helps search engines understand your content.
Visual content and SEO
Images, videos, and infographics enhance your content and can improve engagement — a positive signal to search engines. To optimise visuals:
- Use web-friendly file sizes
- Add descriptive alt tags with relevant keywords
- Include captions and image filenames that support your SEO goals
Multimedia content can significantly boost your search engine optimisation efforts when used correctly.
Beyond on-page SEO: Other key factors
Internal and external linking
Linking within your website helps search engines crawl and understand your site structure. Link to:
- Relevant pages on your site (internal links)
- Trusted, authoritative sources (external links)
Both practices support your SEO strategy and improve topical relevance.
Page load speed
Fast-loading pages improve user experience and are favoured by search engines. Slow websites can harm your SEO rankings. Optimise by:
- Compressing images
- Minimising scripts
- Using fast, reliable hosting
- Keeping your CMS and plugins updated
Mobile friendliness
More than half of all web traffic comes from mobile devices. If your site isn’t mobile-friendly, your search engine rankings will suffer. Make sure your design is:
- Responsive
- Easy to navigate on small screens
- Tested across multiple devices
Social media signals
While social media isn’t a direct ranking factor, it plays a role in visibility and engagement. Encourage visitors to share your content by adding social sharing buttons to your pages. Strong social engagement supports overall search engine optimisation.
Why SEO matters for your business
Search engine optimisation is not a one-size-fits-all service. It’s an ongoing process that evolves with your business and your customers’ needs.
At our design agency, we integrate SEO into every website we build. From technical setup to content strategy, we make sure your site is built to be found.
Ready to improve your Search Engine Optimisation?
Whether you’re launching a new website or looking to enhance your current one, we can help you implement effective search engine optimisation strategies that deliver long-term value.
Get in touch to learn how we can improve your visibility online.
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