Getting your website found online can feel like a mystery, especially when people start throwing around terms like “search engine optimisation” or “SEO.” But it doesn’t need to be complicated, and you don’t need to be a tech expert to get the basics right.
This guide will walk you through the key things you can do to improve your site’s visibility on search engines like Google, without needing to write a single line of code.
What Is SEO?
SEO stands for search engine optimisation. It’s all about making small, smart changes to your website to help search engines understand what your site is about and show it to the right people.
Think of it like putting up signs and labels on a shop so customers know what’s inside before they walk in. When done well, SEO helps your site appear higher up in search results, so more people can find you.
Why SEO Matters
Imagine building a lovely shop on a quiet street with no signs, no name on the door, and no directions to get there. Even if your products are brilliant, no one will know you exist.
That’s what it’s like having a website without SEO.
SEO helps bring people to your site, whether you’re a local business, a blogger, or a service provider. More visitors means more chances to grow your audience, sell your services, or share your message.
Start With the Basics: What Are You Offering?
Before you get into the nitty-gritty, go back to your content plan. (If you haven’t done one yet, check out our post on creating a simple content plan).
Ask yourself:
What do I want people to find me for?
What pages do I have that answer their questions?
Let’s say you’re a dog groomer in Leeds. People might search for things like “dog grooming Leeds” or “how often should I groom my dog?” Your website should have clear, helpful content that answers those questions.
Use Keywords Naturally
A keyword is simply the word or phrase someone types into Google. If you want your site to show up for those searches, you’ll need to use similar words on your pages.
You don’t need to cram them in everywhere. Instead:
Use them in your page titles (like “Dog Grooming in Leeds”)
Include them in your headings (H1, H2, etc.)
Mention them naturally in your writing
Each page should have a clear focus. For example, your “Services” page might focus on “dog grooming packages” while your blog post might focus on “how to choose the right dog shampoo.”
If you’re not sure what keywords to use, try free tools like Google Keyword Planner or just type a phrase into Google and see what comes up in the suggestions.
Write Helpful Page Titles and Descriptions
Your page title is what shows up in the search results as the big clickable link. The meta description is the short bit underneath it.
Every page should have its own unique title and description. For example:
Title: Dog Grooming Services in Leeds | Daisy’s Dogs
Meta Description: Discover expert dog grooming in Leeds. Flexible packages, friendly service, and happy pets. Book online today.
Tip: Use your main keyword in both the title and description to help search engines (and people) know what the page is about.
Make the Most of Headings
We covered heading tags in our design post on H1 to H6, and they’re also useful for SEO. Use only one H1 (your main title) per page, and then break things up with H2s and H3s for subheadings.
Search engines use these to understand your content. People use them to scan your page. Good headings help both.
Add Alt Text to Images
Images don’t just make your site look nice, they’re another chance to tell search engines what your page is about.
Use alt text (short for alternative text) to describe each image in a way that helps both search engines and people using screen readers.
For example: Image: A photo of a dog being groomed
Alt text: Small white poodle being trimmed by a professional groomer
This ties in with what we covered in our accessibility article, accessible websites are good for everyone, including search engines.
Use Internal Links
Internal links are links between your own pages. These help people navigate your site, and they show search engines how your content is connected.
For example, from your homepage you might link to:
Your services page
A blog post
A contact form
From a blog post about choosing the right dog shampoo, you might link back to your grooming packages.
Tip: Use clear anchor text (the clickable bit). Instead of “click here,” say something like “learn more about our dog grooming services.”
Keep Things Mobile-Friendly
Search engines like Google care about mobile access. If your site doesn’t work well on phones or tablets, it might not rank as well.
Make sure:
Text is readable without zooming
Buttons are easy to tap
The layout adjusts to screen size
This ties in with the post we’ll be writing soon on designing for mobile devices.
Speed and Performance
A slow site can frustrate visitors, and search engines. Use lightweight images, avoid cluttered design, and make sure your site hosting is reliable.
Site speed can be tested with tools like Google PageSpeed Insights, which will also offer tips to make improvements.
SEO Takes Time (And That’s OK)
You won’t see results overnight. SEO is more like gardening than magic, it takes time, care, and a bit of patience. But every small step helps.
The good news is, if you’re already following the steps in this series, writing clear content, designing for accessibility, and organising your pages well, you’re already doing a lot right.
🧠 Final Thought
SEO doesn’t need to be scary. You can start with simple steps: write clear page titles, add relevant keywords, and keep your content useful and well-structured.
Keep learning, keep tweaking, and keep things human. SEO works best when your website is built with people in mind, search engines will follow.
