SEO basics: how to improve your site ranking

Why does SEO matter?

What exactly is SEO, and why should you care? SEO, or search engine optimisation, helps boost your site’s visibility in organic search results on platforms like Google and Bing. When done right, SEO drives more visitors to your site, and more importantly, attracts visitors who are genuinely interested in your content or services. For example, if you run a blog about gardening, SEO helps your posts show up when people search for gardening tips, tools, or plant care.

Is SEO about tricking search engines? Not quite. The main goal is to create content that’s useful and clear for people first. Search engines then reward this by displaying your pages when users look for relevant information. Imagine a library: your content must be easy to find and helpful, or no one will read it.

What is important for your website?

Where should you start with SEO basics for your website? A clear structure is key. The Moz SEO pyramid offers an excellent framework for understanding SEO priorities. It emphasises technical settings, quality content, and user experience as core pillars.

For example, technical SEO ensures your website is crawlable by search engines. Content quality means writing pages visitors want to read. User experience means your site loads quickly and is easy to use.

What is robots.txt and why is it important?

Have you heard of robots.txt? It’s a simple text file that tells search engines which parts of your site they can or cannot crawl. Without it, search engines might waste time on pages you don’t want seen, such as admin pages or duplicate content.

For example, if you run an online store, you might want to block search engines from viewing your checkout pages. This keeps your site focused on the pages that matter most. Without a properly configured robots.txt, you risk poor SEO results because your valuable pages might get overlooked.

What is a sitemap and how can it help?

What about sitemaps? Think of a sitemap as a roadmap for search engines. It shows them all the important pages on your website and helps them discover new or updated content quickly.

For instance, if you just launched a new blog post or product page, adding it to your sitemap speeds up how soon Google can index it. You can submit your sitemap through Google Search Console. This simple step improves crawl efficiency and helps boost your site’s presence.

Why is content based on search intent important?

What does it mean to create content based on search intent? Search intent is the reason behind someone's search query. Understanding this can help you attract the right visitors who will engage with your content or services.

Ahrefs divides search intent into four types:

1. informational: The searcher wants information. Examples: "What is SEO?" or "SEO tips for beginners."
2. navigational: The searcher knows where to go. Examples: "Facebook login" or "BBC news website."
3. transactional: The searcher wants to buy. Examples: "Buy running shoes online" or "Cheap DSLR cameras."
4. commercial investigation: The searcher compares options before buying. Examples: "Best smartphones 2024" or "Netflix vs Amazon Prime."

By shaping your content to match these intents, you better meet visitor needs. For example, if your blog targets informational searches, your posts should focus on clear, detailed explanations rather than sales pitches.

How to optimise your content?

Once you know the topics and intent, how do you make your content stand out? Here are some vital tips:

1. Use headings properly. Headings like H1, H2, and H3 organise your page and guide readers. Use one H1 per page (e.g., "SEO basics"), several H2s for main sections (e.g., "Why SEO matters"), and H3s for details under those sections (e.g., "Robots.txt"). These should include keywords but remain natural and clear.
2. Write meaningful internal links. Instead of "click here," use descriptive text like "Learn more about career counselling services." This helps both users and search engines understand the link destination.
3. Add alt text to images. Alt tags describe images for screen readers, improve accessibility, and aid search engines in indexing your images. For example, instead of "image1.jpg," use "Moz SEO pyramid diagram."
4. Craft effective title tags. Title tags are the clickable headlines seen on search result pages. Include your main keyword and usually your company name at the end for branding. For example, "SEO basics: improve your ranking - YourCompany."
5. Write clear meta descriptions. These summaries appear below the title tag in search results. Keep them under 156 characters, make them enticing and informative, and include relevant keywords.

‍

Why is user experience (UX) crucial in SEO?

User experience plays a big role in SEO. If your site is slow or confusing, visitors leave quickly, increasing your bounce rate. Google notices this behaviour and may rank your site lower.

How fast should your website load?

Users expect pages to load in under three seconds. Every second of delay causes visitors to drop off. You can measure your site's speed using Google PageSpeed Insights. Fast-loading pages improve user satisfaction and SEO.

Is your site easy to navigate?

Visitors should find important pages within a few clicks. Clear menus, logical page hierarchy, and a search bar all help. For instance, an online shop might have categories like "Men's clothing," "Women's shoes," and "Sale," making browsing simple.

What about making pages scannable?

Most people scan rather than read full web pages. Use short paragraphs, bullet points, descriptive headings, and images with captions. This helps visitors quickly spot key points and decide to read more.

Do you have clear calls to action (CTAs)?

CTAs guide visitors towards your goals, like signing up for a newsletter or making a purchase. Place clear buttons or links on your homepage and blog posts, labelled with action phrases: "Contact us today," "Download your free guide," or "Shop now." 

Is your mobile experience optimised?

Since March 2021, Google indexes sites based on their mobile versions. That means your site must work well on smartphones and tablets. Check your mobile score in Google Search Console and fix any issues. Responsive design, thumb-friendly buttons, and fast loading on mobile are essential.