Guide - How to optimise a website for SEO?

In a nutshell:

1. introduction to SEO

1.1 What is SEO?

1.2 Why is SEO important?

1.3 What are the benefits of SEO?

2. How do I optimise my website for SEO?

3. summary

In the following guide, we will discuss what exactly SEO is, why it is important, the benefits it brings and how to optimise your website effectively. You will learn how to improve your website's visibility in search results and increase its effectiveness.

Introduction to SEO

Nowadays, with most customers starting their search online, Search engine optimisation (SEO) has become a key element of any marketing strategy. SEO allows for better visibility of the website in search results, which translates into increased traffic, building brand trust and, ultimately, increased sales. 

What is SEO?

SEO, or Search Engine Optimisation, is the process of adapting a website to make it as visible as possible in organic search results, especially on Google.

Optimisation includes various measures such as improving the quality of content, increasing page load speed, building valuable links and adjusting the structure of the website. The aim of SEO is to ensure that your website is easy to find by potential customerswhen they are looking for products, services or information related to your industry.

Why is SEO important?

Key statistics

• Google dominates the search engine market, controlling more than 85% of the global market. What's more, 75% users never makes it to the second page of search results, which means that being at the top of the results is extremely important.
• Organic results (i.e. those not paid for) generate 53% of total website traffic, making SEO far more influential in attracting customers than social media or paid advertising.
• A website that is ranked first in Google's search results can achieve a click-through rate (CTR) of 28,5%.

Is your website not generating the expected profits?

Have an SEO audit carried out.

Free audit

What are the benefits of SEO?

Increased traffic and visibility

SEO allows you to increase the visibility of your website in search results, which leads to more visitors. The more people who visit your site, the better your chances of conversion - that is, converting visitors into customers.

Building trust and credibility

High positions in search results are often seen as proof of a website's credibility and quality. Sites that are in the top positions gain the trust of users, which is crucial for building long-term relationships with customers.

Improving user experience (UX)

Technical optimisation of the website, including loading speed, responsiveness and ease of navigation, makes users more likely to stay on the site. A well-designed website also improves the conversion rate, as it makes it easier for users to get to the content they are interested in.

Increasing competitive advantage

Investing in SEO allows you to stay ahead of the competition, especially if your efforts are more effective and better planned. A good SEO strategy can help your business rank higher in search results and attract more customers than your competitors.

How do I optimise my website for SEO?

1. Conduct an SEO audit

Start with a thorough analysis of your site to identify areas for improvement. Use tools such as Google Analytics and SEMrush to diagnose potential problems such as slow loading pages, indexing errors or poor quality content.

2. Optimise the technical aspects of the website

Make sure your website is fast, responsive and easy to navigate. Focus on optimising images, minifying CSS and JavaScript files and using CDNs to speed up page loading. Check that the URL structure is clear and includes keywords.

3. Work on your keyword strategy

Conduct keyword research to identify the phrases that are most relevant to your business. Choose the keywords that best suit your offer and create content that is optimised for them. Focus on long tail phrases that can attract more targeted traffic.

Wondering how to match keywords to your business?

Read this article:

[SEO] 4 rules for choosing keywords for your business

4. Create valuable content

Publish content that answers your customers' questions and problems. Make sure your content is clear, well-organised and contains keywords in a natural way. Optimise meta titles and descriptions to increase appeal and clickability.

5. Build links

Take care of internal links that improve your site's navigation, and acquire valuable external links from other sites. External links increase the authority of your site and improve its position in search results.

6. Monitor and adjust strategy

Regularly monitor the effects of your SEO efforts using tools such as Google Search Console and Google Analytics. Based on the data collected, adjust your strategy to respond to changing market conditions and stay competitive.

Summary

SEO is a long-term strategy that brings real benefits in the form of increased traffic, better visibility and higher conversions. Successfully optimising your website for SEO requires constant monitoring, adjusting your strategy and attention to every aspect, from content to technical details. An investment in SEO can make a significant contribution to the success of your business in the online world.