The basics of SEO

Understanding the basics of SEO – customers come first, create interesting content and keep it simple

Basics of SEO

As a business owner, you’ve probably heard of the words ‘SEO’ and ‘KEYWORDS’ but not sure what it is and how it can benefit your business? Getting it right means valuable gains and it is easy to get started. Really, it is. You don’t have to spend loads of time on it but it is worth doing so customers can better find you online.

Firstly, what is it? SEO stands for ‘Search Engine Optimisation’ and it’s ‘the keywords and phrases in your web content that make it possible for people to find your site via search engines...’

If you search in Google, the subject you’re searching for appears in your search results. In order to attract your perfect customer to your website you need to ensure you have those keywords present in your content.

For example, if you are a boutique specialising in vintage shoes, you could use the keywords ‘vintage’, ‘shoes’, ‘boutique’, ‘specialist’.

Keep your customers in mind - ALWAYS

When you’re developing a product, writing sales scripts or creating ads, customers are always top of mind. Creating content is no different, put yourself in your customers shoes, how would you feel about seeing it? Whilst you’re writing your content, keep this question in mind. You should include your keywords into your content where there is a NATURAL fit. There’s nothing more off putting as a reader when you see repeated words or phrases which don’t make sense and so has a detrimental effect on the content and the message you’re trying to convey.

Keep it simple

Your content is an opportunity for you to shout about you and your business. If you can build a desire for people to come onto your website time and time again then that will contribute greatly to your websites ‘authority’ and how search engines will perceive your website. It is your websites content which is the reason why people will link to your website so keep it simple, jargon-free, informative and interesting.

Start from the top

Title tags are one of the most, if not the most important place to add your key words because it’s one of the first places that the search engines will scan and which appears on the search results page. As you can see from the example below the title tag should include your keywords but it should also make sense and describe what your webpage is about.

For your reference this is what a title tag looks like: 

Be upfront

Include your keywords up front for example in your META description tag which is the description underneath your link (see example above). Search engines will display roughly 160 characters so it’s worth spending time to create a description with the keywords upfront.

Adding keywords to headings and subheadings also means that people can scan the webpage quickly to determine whether the page has the information they’re searching for.

Take up cycling

Keyword optimisation is a cycle of testing and learning. Once you’ve started creating search engine friendly content and have implemented the relevant tags you need to maintain all of your good work. Analyse which keywords are or aren’t working for you. If you find that you’re not getting much traffic to your website evaluate your keywords. Are they reflecting your business and the content of your web pages? Set aside some time regularly to evaluate their performance.


Once you have all this great content you’ve created, socialise. Tell people about you, your business and promote your content in social media.  You want to encourage people linking to your site to help improve how the search engines perceive your site so what better way than giving them a reason to link to you – with your great content!

Lastly, be patient. Getting your website on the first page of the search engines will not happen overnight so don’t worry if you don’t see it there straightaway. Just remember to create interesting, informative content. Keep your keywords and customers in mind and you will certainly get closer to where you want to be.

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