Keyword Research:

  • Understanding User Intent: Instead of just focusing on high-volume keywords, delve into the intent behind those searches. Are users looking for information, products, or services? Tailor your content to match their intent.
  • Long-Tail Keywords: These are longer, more specific phrases that typically have lower search volume but higher conversion rates. They can help you target niche audiences and capture more qualified traffic.
  • Competitor Analysis: Analyse what keywords your competitors are targeting and identify gaps or opportunities that you can capitalise on.

Content Quality and Relevance:

  • E-A-T: Expertise, Authoritativeness, and Trustworthiness are crucial for ranking well in Google's search results. Ensure your content reflects these qualities, especially for topics where expertise matters, such as health or finance.
  • User Engagement Signals: Google increasingly factors in user engagement metrics like bounce rate, time on page, and click-through rate in its rankings. Engaging, valuable content tends to perform better in these metrics.
  • Content Depth and Breadth: Aim to cover topics comprehensively, providing thorough information that satisfies user queries. This can help increase dwell time and reduce bounce rates.

On-Page Optimisation:

  • Title Tags: Craft compelling, keyword-rich titles that accurately reflect the content of your pages. Keep them within the recommended length to ensure they display properly in search results.
  • Meta Descriptions: While meta descriptions don't directly impact rankings, they can influence click-through rates. Write descriptive, persuasive meta descriptions that entice users to click on your link.
  • Header Tags: Use header tags (H1, H2, H3, etc.) to structure your content logically and make it easier for both users and search engines to understand.


  • Responsive Design: Ensure your website design is responsive, meaning it adapts to different screen sizes and devices. This provides a seamless user experience across desktops, tablets, and smartphones.
  • Mobile Page Speed: Mobile users expect fast-loading pages. Optimise images, minimise unnecessary code, and leverage browser caching to improve mobile page speed.
  • Mobile Usability: Check for mobile usability issues using tools like Google's Mobile-Friendly Test. Ensure buttons and links are easily tappable, and text is legible without zooming.

Page Speed:

  • Loading Time: Aim for fast loading times, ideally under three seconds. Users are impatient, and slow-loading pages can lead to high bounce rates.
  • Image Optimisation: Compress images without sacrificing quality to reduce file size. Consider lazy loading images to prioritise the loading of visible content first.
  • Caching and Compression: Leverage browser caching and enable compression (e.g., GZIP compression) to reduce the amount of data transferred between the server and the user's browser.

Technical SEO:

  • Crawlability: Ensure search engine bots can crawl and index your website effectively. Fix crawl errors, ensure proper use of robots.txt, and check for issues with URL structures.
  • Site Speed and Performance: Beyond optimising page speed, address broader performance issues such as server response times, resource loading, and server-side rendering.
  • Structured Data Markup: Implement structured data markup (e.g., to provide search engines with additional context about your content, which can lead to rich snippets in search results.

Backlink Quality and Diversity:

  • Natural Link Building: Focus on earning backlinks organically through the creation of high-quality content, outreach, and relationship-building with influencers and industry peers.
  • Link Relevance and Authority: Seek backlinks from websites that are relevant to your industry or niche and have a high domain authority. A few high-quality backlinks can be more valuable than many low-quality ones.
  • Anchor Text Diversity: Diversify your anchor text profile to include variations of your target keywords, branded terms, and generic anchors to appear more natural to search engines.

User Experience (UX):

  • Navigation and Site Structure: Make it easy for users to find what they're looking for by organising your site's navigation logically and implementing breadcrumb navigation where applicable.
  • Readability and Accessibility: Use clear, concise language and formatting to improve readability. Ensure your website is accessible to users with disabilities by following accessibility best practices.
  • Interactive Elements: Incorporate interactive elements like quizzes, calculators, or interactive infographics to engage users and encourage longer dwell times.

Local SEO:

  • Google My Business Optimisation: Claim and optimise your Google My Business listing with accurate business information, photos, and reviews.
  • Local Citations: Ensure your business information is consistent across online directories, citation sites, and social media platforms. This helps improve your local search visibility and credibility.
  • Localised Content: Create content that is tailored to your local audience's interests and needs. This can include locally-focused blog posts, event promotions, or special offers.

Analytics and Monitoring:

  • Key Performance Indicators (KPIs): Define relevant KPIs based on your business goals, such as organic traffic, keyword rankings, conversion rates, and revenue generated from organic search.
  • Regular Reporting: Generate regular reports to track your SEO performance over time and identify trends, successes, and areas for improvement.
  • Continuous Optimisation: Use data insights to refine your SEO strategy, experiment with new tactics, and adapt to changes in search engine algorithms and user behavior.