The Basics of SEO & How to Optimise Your Content

If you want your website or blog to be discovered online, mastering the basics of SEO (Search Engine Optimisation) is essential. SEO helps improve your site’s visibility on search engines like Google, making it easier for potential customers to find you. In this guide, we’ll cover the fundamentals of SEO and practical steps to optimise your content.

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Image by Kevin Young/Squarespace.

What is SEO?

SEO (Search Engine Optimisation) is the process of optimising your website and content to rank higher in search engine results. The better your SEO, the more organic (free) traffic you can attract.

There are three main types of SEO:

• On-page SEO — Optimising individual pages for keywords, readability, and user experience.

• Off-page SEO — Building backlinks and improving your site’s authority.

• Technical SEO — Enhancing website speed, mobile-friendliness, and overall structure.

How to Optimise Your Content for SEO?

1. Do Keyword Research

Keywords are the words or phrases people type into search engines. Finding the right keywords helps you target what your audience is searching for.

• Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs to find relevant keywords.

• Focus on long-tail keywords (e.g., "how to optimise a blog post for SEO") for less competition.

• Naturally integrate these keywords into your content.

2. Write High-Quality, Valuable Content

Search engines prioritise content that is valuable, relevant, and well-written. Ensure your content:

• Answers common questions or solves problems.

• Is at least 1,000 words (longer content tends to rank better).

• Uses subheadings, bullet points, and short paragraphs for readability.

3. Optimise Title Tags & Meta Descriptions

• Title tag — This is the title of your webpage that appears in search results. Keep it under 60 characters and include your target keyword.

• Meta description — A short summary (under 160 characters) that encourages users to click your link.

4. Use Headings & Structure Your Content Properly

• Use H1 for the main title.

• Use H2, H3, and H4 for subheadings to break up content and improve readability.

• Include keywords naturally in your headings.

5. Optimise Images

Images can enhance your content, but they should be optimised for SEO:

• Use descriptive file names (e.g., "seo-tips-guide.jpg").

• Add alt text to describe the image (helps with accessibility and search ranking).

• Compress images to improve page speed.

6. Improve Internal & External Links

• Internal links — Link to other pages or posts on your site to keep visitors engaged.

• External links — Link to authoritative sources to support your content.

• Ensure all links are relevant and add value.

7. Make Your Content Mobile-Friendly

Google prioritises mobile-friendly websites, so ensure:

• Your site is responsive (adjusts to different screen sizes).

• Fonts are readable on mobile devices.

• Pages load quickly (use tools like Google PageSpeed Insights to check speed).

8. Focus on User Experience (UX)

• Reduce clutter and unnecessary pop-ups.

• Make navigation intuitive.

• Ensure fast loading of pages to reduce bounce rates.

Final Steps: Monitor & Improve Your SEO

SEO is an ongoing process. Use tools like Google Analytics and Google Search Console to track performance and make necessary adjustments. Regularly updating and optimising your content will help maintain and improve your rankings.

By applying these basic SEO strategies, you can increase your website’s visibility and attract more visitors. Ready to take action? Start by optimising one of your existing blog posts today!

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