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How to Optimise Your Website SEO for Organic Traffic

How to Optimise Your Website SEO for Organic Traffic featured image

Start with an SEO Audit

Not sure where to begin with SEO? Start by figuring out what’s working and what’s not. An audit gives you the full picture so you can stop guessing and start improving.

SEO basics

Set up the right accounts

Let’s establish the foundations. These are the essential tools that tell you what’s going on behind the scenes and help you stay on track.

 

Google Search Console

Monitor performance, submit your sitemap and see how your site is doing in search. The Performance section shows clicks, impressions and average positions.

Bing Webmaster Tools

Bing still matters. Set it up, verify your site and submit your sitemap.

Google Analytics

Track where your visitors come from and what they do on your site. Make sure the tracking code is installed across every page.

 

Improve site speed

PageSpeed Insights

Run your site through this tool and get clear, actionable advice on how to make it faster.

 

Centralise your data

Looker Studio

Pull all your data into one place. Connect Google Analytics, Search Console and more for a full view of performance.

 

Technical SEO checks 

Screaming Frog

Crawl your site to find broken links, redirect chains, duplicate content and other issues.

Core Web Vitals

Use Google Search Console to track your site’s performance on mobile and desktop. Fix what’s dragging your scores down and aim to get all your URLs in the green.

 

Content optimisation

Your content needs to match search intent. That means headings, subheadings, copy and metadata all need to align.

  • Use clear headers to break content into chunks

  • Compress images with tools like Kraken.io

  • Match page copy with meta tags

  • Remove any off-topic filler

Keep it simple, relevant and readable

 

Keep content fresh

If your website’s sitting still, you’re giving Google no reason to care about it. Sites that stay active, the ones updating old posts, adding fresh internal links, clearing out broken or dodgy backlinks, and publishing new content regularly, are the ones that get rewarded. It’s not about flooding your blog with fluff. It’s about showing signs of life. Keep things moving and search engines (and users) will follow.

 

Make sure search engines can still read your site

If your site isn’t being indexed properly, it won’t matter how good your content is - no one will find it. Start with the URL Inspection Tool in Search Console to see how Google views your pages. Fix any accidental ‘noindex’ tags that are hiding important content, and double-check your robots.txt file to make sure you’re not blocking pages you want seen. And don’t ignore crawl errors - they’re not just technical blips, they’re warning signs. Tidy them up before they start causing bigger issues.

 

Eliminate duplicate content

When you’ve got multiple pages saying the same thing, you’re not helping yourself, you’re confusing search engines and splitting your traffic. Find the strongest, most relevant URL and make it your go-to. Redirect any duplicates to that page, then once things have settled and traffic’s flowing properly, clear out the clutter. Less duplication, more impact.

 

Title tags that work

Keep them clear, relevant and under 60 characters. Include target keywords and make sure each one is unique.

 

Meta descriptions

Keep them under 160 characters. Make it obvious what the page is about and give people a reason to click.

 

Alt tags

Describe your images properly. No keyword stuffing, just accurate descriptions in under 125 characters. Never use images as a substitute for actual text.

Need help making your site fully accessible? We offer full WCAG audits.

 

Mobile matters

Most of your traffic is coming from mobile, but too many sites are still stuck in a desktop-first mindset. That means slow load times, clunky layouts, and frustrated users. Run your site through PageSpeed Insights to see how it performs on mobile, and use Search Console to flag any mobile-specific issues. Then fix them. Prioritise mobile UX from top to bottom, because if it doesn’t work on a phone, it doesn’t work.

 

Secure your site

Make sure your URLs use HTTPS. No one wants to visit a site flagged as insecure, and Google takes this into account.

 

Check for redirect loops

Too many redirects or circular chains hurt performance and confuse users. Audit your 3xx status codes and fix issues early.

 

We can help

We run every SEO audit against a 120-point checklist. If you want a full breakdown of what your site needs, we offer free SEO audits that show exactly where you stand.

 

What are SEO checks?

They review site structure, content, keywords and links to see how search-friendly your site is.

What are the four stages of SEO?

Research, on-page optimisation, off-page optimisation and ongoing analysis.

What is an on-page SEO checklist?

It covers keyword placement, metadata, internal links, image tags, speed, mobile responsiveness and content quality.

What are the 4 Ps of SEO?

Product, Price, Place and Promotion. It’s about value, structure, access and visibility.

What if you have more keywords than pages?

Group similar ones or split into new pages by topic. Avoid keyword cannibalisation.

Where do you find keywords?

Use tools like Keyword Planner, Ahrefs and SEMrush. Also check Google Autocomplete, Reddit, Quora and social media.

How often should you do SEO?

Keep it going. Audit quarterly at a minimum. Update content and do new keyword research more frequently.

How do you rank a new site?

Start with keyword research and create pages around it. Build links, optimise each page, submit your sitemap and monitor everything.