Structuring an SEO-optimised page correctly is critical to thriving online

Structuring an SEO-optimised page correctly is critical to thriving online

SEO (search engine optimisation) can be seriously confusing for small businesses that have no past experience of digital. With so much techy jargon it’s very easy to get overwhelmed by merely thinking about it. Here we strip it back and look at the five main points to consider to get your site performing as it should, as outlined in a new SEO ebook by

Before we begin, let’s get back to basics and look at what organic search is. Organic search (SEO) optimisation refers to the methods, markups and technology used to achieve a high position in search engine results pages (SERPs) or to improve ranking across a number of algorithmically-driven search engines.

There are five key areas which you need to cover in order to improve your SEO:


The first, and possibly most important element to work on is the technical on-page optimisation of your website. You must ensure you are correctly managing content updates, redirects and domain migrations. Your site’s navigation must be clear and hierarchical, and there must be no duplicated content.


Without a strategy, your efforts will most likely be in vain. To successfully market your site and products to your consumers, and prospective consumers, you must first think like that consumer. Without first understanding what your customers are searching for, you won’t be able to effectively target them.


Although SEO, at it’s core, is data driven and techy there is still an element of creativity which is often overlooked. No matter how good your technical on-page optimisation is, without creative content your site won’t attract or retain visitors. You need to create high quality, unique content which will keep your audience engaged.. Each industry has a different voice/tone so the content you produce will be tailored to your audience, not generic.


As with all forms of marketing, relationships are key. Search marketing is no exception, and forging meaningful relationships with your customers and other relevant domains is crucial. You need to develop relationships with writers and publishers so that they can place relevant links to your site – inbound links are a direct SEO linking factor.


Constant analysis of your activities’ successes and failures will enable you to make on-the-go changes to your strategy to ensure that you are as successful as possible. The best way to track your progress is through Google Analytics. By gaining a basic understanding of this vital tool you will be able to determine what is working, what isn’t, where your traffic is coming from and where you should invest more effort. By adapting your strategy and workflow to your customers, you will be able to actively meet their needs.

To learn more about each pillar of SEO you can view the SEO Uncovered e-book in its entirety on Click Consult’s blog.

Further reading on SEO

Does your business turn over between £50,000 and £500,000? If so, you are eligible for the new Small Business Grants initiative from We’re giving away £5,000 every month in a free-to-enter competition. Apply now by clicking here. Good luck!


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