What are the principles of good SEO?

Search Engine Optimisation (SEO) is important in managing and promoting a website. For beginners, understanding the principles of good SEO can seem daunting—but it doesn’t have to be. Here’s our guide on what good SEO looks like so you know what to focus on. We aim to give you a solid understanding of how you can make your website more attractive to search engines. In doing so, you’ll reach your target audience more effectively.

Make it easy for search engines

The first thing you need to consider for good SEO is to make it easy for search engines to understand your website. Search engines themselves compete with one another, aiming to provide the best search results for users. To do this, they match users’ queries to relevant websites as accurately as possible. To rank higher, you need to make it easier for them to match your content to search queries. This helps your site reach the right audience.

Make it clear what keywords your pages are targeting

To improve your SEO, you’ll need to make it clear to search engines what keywords your pages are targeting. Start by featuring the primary target keyword for each landing page prominently. This should include:

• H1 Tags: Make sure your primary keyword is included in the H1 tag, which is the main heading for your page. This signals to search engines that this keyword is central to the page’s content.
• Title tags: Use the primary keyword in the title tag of each page. The title tag is one of the first things search engines and users see, so it’s crucial to both SEO and click-through rates.
• URLs: Include the primary keyword in the page’s URL. A keyword-rich URL helps search engines understand the page’s content and improves its relevancy for the targeted search terms.

With clear primary keywords, you make it easier for search engines to match your content to user queries. As a result, you improve your website’s visibility on search engine results pages (SERPs).

Make it easy for search engines to crawl your website

Search engines rely on crawling to discover and index websites. Here’s how you can make it easier for them:

Internal linking

Internal links help search engines navigate and understand your website’s structure. Make sure your pages are interconnected through relevant internal links. When you create content, incorporate links to other relevant pages on your site, particularly when they reference a target keyword for another page. This practice helps SEO but also makes it easier for users to navigate your site by guiding them to related content.

Strategic placement of landing pages

Your important landing pages are best placed prominently in your website navigation menu and footer. This strategic placement makes it easier for users, but also for search engine crawlers. As a result, they’re more likely to be indexed and ranked for search queries.

Make your content useful and valuable

Creating high-quality content is one of the best things you can do for your audience and for search engines. When your content provides value to your audience, your SEO is more successful too. Here’s how to make it stand out:

• Offer useful and valuable information

Focus on delivering content that addresses the needs and interests of your target audience. Provide information that is relevant and solves their problems. When you offer valuable insights, tips or solutions, you establish credibility and encourage users to engage with your content.

• Benchmark against top-ranking pages

Research and analyse the content of the top-ranking pages for target keywords. Understand why they’re successful and aim to match (or exceed) their quality. Seek to identify gaps or areas where your website could provide additional value or unique perspectives that differentiate your content.

• Go beyond basic information

Although you do need to cover the fundamental aspects of the topic, you should aim to go beyond the basics. Explore advanced topics, provide in-depth analyses or offer unique insights that set your content apart. This not only attracts more engaged visitors but also enhances your authority in the eyes of search engines.

Provide a good experience

Naturally, you want your visitors to have a good experience on your website and search engines do too. Ask yourself the following questions and look at your site through fresh eyes:

Is it easy to navigate?

Evaluate the navigational structure of your site. Make sure users can find everything they need easily. Make menus clear and intuitive so that visitors can navigate through your content seamlessly.

Does the site load quickly?

Page speed is critical for both user experience and SEO. Optimise your website’s performance to ensure fast loading times. Minimise large images, use browser caching and consider using a content delivery network (CDN) to improve loading speeds across different geographical locations.

How does it look on mobile?

Most people these days will be accessing your website on their phones. Make sure your website is fully responsive. Check how it appears and functions with a range of mobile devices and screen sizes. A responsive mobile website improves user experience and boosts the SEO performance of your site.

Are there broken links?

Monitor your site and check regularly for broken links and images. Users will find broken links frustrating, and they harm your site’s credibility. Broken images also detract from the overall user experience and show a lack of professionalism. Make sure you fix these issues promptly.

Develop a strong backlink profile

Backlinks are crucial for SEO because they show search engines the credibility and authority of your website. Here’s how you can strengthen your backlink profile:

• Understand what backlinks are: These act as endorsements from other websites. When a reputable site links to yours, it tells search engines that your content is trustworthy and valuable. You should aim to acquire backlinks from authoritative sites within your niche or industry.
• Build a strong profile: You should focus on quality not quantity when you’re building backlinks. Seek links from relevant and reputable websites. Natural and organic links are more valuable than paid or spammy ones.
• Domain age and trust: The age of your domain can influence its perceived trustworthiness by search engines. Older domains can benefit from historical authority. However, newer domains can still build credibility over time with consistent, high-quality content and ethical SEO practices.