How to Do SEO for Your Website
That's the short version. Here's how to actually do each step.
1. Research the keywords your customers use
Before you touch your website, find out what people are actually typing into Google when they're looking for what you offer. Don't guess — use a keyword tool (Google Keyword Planner is free; Ahrefs or Semrush give more detail) to find search terms by volume and competition.
Look for a mix of:
- High-intent terms close to a sale (“seo services derby”)
- Informational terms that build trust earlier in the journey (“how to do seo”)
- Long-tail terms with lower competition that are easier to rank for quickly
2. Optimise your on-page elements
Once you know your target keywords, make sure each page is built around one primary keyword:
- Title tag: include the keyword, keep it under 60 characters
- H1 and subheadings: structure your content logically, with the keyword naturally included
- Meta description: a compelling 1-2 sentence summary that earns the click
- Body content: write for the person searching first, not the algorithm — but make sure the keyword and its natural variations appear
- Internal links: link to other relevant pages on your site using descriptive anchor text
3. Fix the technical issues holding you back
Search engines can only rank pages they can crawl, load quickly, and trust. Common issues worth checking:
- Page speed (use Google PageSpeed Insights)
- Mobile usability — most searches now happen on mobile
- Broken links and 404 errors
- Duplicate content
- A clean XML sitemap submitted to Google Search Console
4. Create content that actually answers questions
Google increasingly rewards pages that genuinely answer what someone searched for — not pages stuffed with keywords. Build content around the real questions your customers ask, structured so the answer is easy to find (this is also what gets your content picked up and cited by AI tools like ChatGPT and Google AI Overviews).
5. Build backlinks from relevant sites
Links from other reputable websites remain one of the strongest ranking signals. Focus on:
- Digital PR — getting featured in relevant press or industry publications
- Guest posting on sites your customers already read
- Creating content genuinely useful enough that other sites want to link to it
- Local directories and partnerships, if you serve a local market
Avoid buying links or using link farms — Google penalises this, and it can do more harm than good.
6. Track, measure, and keep improving
SEO isn't a one-off task. Set up Google Search Console and Google Analytics (free), track your rankings for your priority keywords monthly, and watch which pages are gaining or losing traffic. Use that data to decide what to fix or expand next.
Frequently asked questions
How long does SEO take to show results?
Typically 3-6 months for meaningful movement, depending on your competition and how much work your site currently needs.
Can I do SEO myself, or do I need an agency?
You can absolutely do the basics yourself, especially keyword research and on-page optimisation. Technical SEO and link building usually benefit from experience, since mistakes here can be costly to undo.
What's the difference between SEO and paid ads?
Paid ads (PPC) get you instant visibility but stop the moment you stop paying. SEO takes longer to build but keeps generating traffic without an ongoing cost per click.
Last updated: June 2026.
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