Launching a new website is only the first stage of establishing an online presence. If you want your website to appear in search engine results, it is important to ensure that the technical setup, content and structure are correct from the outset. While search engine optimisation (SEO) is an ongoing process rather than a one-off task, carrying out the following checks before and after your website goes live will provide a sound foundation.
Choose Appropriate Keywords
Before creating any content, consider the search terms that potential customers are likely to use when looking for your products or services. Each page should be written around a single primary keyword or key phrase, with related terms used naturally throughout the content.
It is generally advisable to avoid creating multiple pages that target exactly the same keyword. This can make it difficult for search engines to determine which page is the most relevant, potentially reducing the visibility of both pages. Instead, ensure that each page has a distinct purpose and addresses a specific topic.
Produce Original, Useful Content
Search engines aim to provide users with useful and relevant information. For this reason, each page on your website should contain original content written specifically for your business.
Avoid copying text from other websites or repeating the same wording across several pages. Instead, explain clearly what your business does, the services or products you provide, the areas you cover where relevant, and why a customer may choose your business over another.
Content should be written for your visitors first, rather than simply trying to include as many keywords as possible.
Create Unique Page Titles and Meta Descriptions
Every page should have its own unique page title and meta description.
The page title is one of the most important on-page SEO elements and should accurately describe the page whilst including the primary keyword where appropriate. It is also the text that commonly appears as the clickable link within Google search results.
The meta description is a short summary of the page. Although it is not a direct ranking factor, a well-written description can encourage more people to click through to your website by explaining what information or services the page provides.
Avoid using the same title or description on multiple pages.
Structure Content Using Headings
Headings make content easier to read and help search engines understand the subject of each section.
Each page should contain one H1 heading that clearly describes the page. Additional sections should use H2 headings, with H3 headings where further sub-sections are required.
A logical heading structure improves accessibility and makes longer pages easier to navigate.
Optimise Images
Images should be prepared before being uploaded to your website.
Large image files can significantly increase page loading times, particularly on mobile devices. Images should therefore be compressed without reducing quality unnecessarily.
Image file names should describe the content of the image rather than using default camera or stock file names such as IMG12345.jpg. Alternative text (alt text) should also be added to describe the image accurately. This assists users who rely on screen readers and provides additional context for search engines.
Ensure the Website is Mobile Friendly
A significant proportion of website traffic now comes from mobile devices. Your website should therefore function correctly on phones and tablets as well as desktop computers.
Text should be readable without zooming, buttons should be easy to select, navigation should remain simple, and all page elements should display correctly regardless of screen size.
Testing the website on several different devices and browsers before launch can help identify any problems.
Improve Website Speed
Website speed affects both user experience and search engine performance.
Slow-loading websites are more likely to lose visitors before pages have finished loading. Improvements can often be made by compressing images, reducing unnecessary scripts, enabling browser caching where possible, and selecting reliable web hosting.
Website performance should be reviewed periodically, particularly after adding new functionality or large amounts of content.
Use HTTPS
Websites should use HTTPS rather than HTTP.
HTTPS encrypts information transferred between the visitor’s browser and the website, helping to protect personal information and improve security. Modern web browsers may warn users when visiting websites that do not use HTTPS, which can reduce confidence in the website.
An SSL certificate should therefore be installed before the website is made publicly available.
Create Clear Navigation
Website navigation should allow visitors to locate information quickly and easily.
The main menu should contain the most important pages and should be organised logically. Visitors should normally be able to reach key information within a small number of clicks from the homepage.
Complex or confusing navigation can make it difficult for both users and search engines to understand the structure of the website.
Use Internal Links
Internal links connect related pages within your own website.
These links help search engines understand how pages relate to one another whilst also encouraging visitors to continue browsing. For example, a service page may link to relevant case studies, frequently asked questions, or blog articles that provide additional information.
Internal linking should occur naturally where it improves the user experience rather than simply adding links for SEO purposes.
Create an XML Sitemap
An XML sitemap is a file that lists the pages on your website for search engines.
Although search engines can often discover pages through internal links, a sitemap makes it easier for them to find new or updated content.
Once the website has been published, the sitemap should be submitted through Google Search Console.
Check the robots.txt File
The robots.txt file provides instructions to search engine crawlers about which parts of the website may or may not be accessed.
During website development it is common to prevent search engines from indexing the site. Before launch, check that these restrictions have been removed where appropriate. Accidentally blocking search engines can prevent your website appearing in search results altogether.
Set Up Google Search Console
Google Search Console is a free service provided by Google that allows website owners to monitor how their website performs within Google Search.
It can be used to submit XML sitemaps, identify indexing issues, review search performance, monitor technical problems and receive notifications if Google encounters difficulties accessing your website.
It is one of the most useful tools available for monitoring SEO performance.
Install Google Analytics
Google Analytics provides information about how visitors use your website.
It records data such as the number of visitors, how they arrived at the website, which pages they viewed, how long they remained on the site and whether they completed important actions such as submitting an enquiry form.
This information can help identify opportunities for improving both the website and its search performance.
Identify and Correct Broken Links
Broken links occur when visitors or search engines attempt to access a page that no longer exists.
These links create a poor user experience and may reduce the efficiency with which search engines crawl your website.
Regularly checking for broken links and creating appropriate redirects where pages have been moved will help maintain the quality of the website.
Avoid Duplicate Content
Each important page should provide unique information.
Creating several pages that contain substantially the same content in an attempt to target slight variations of a keyword rarely provides value to users and can make it more difficult for search engines to determine which page should rank.
Where similar topics need to be covered, ensure each page has a clearly defined purpose.
Include Trust Information
Visitors are generally more likely to engage with websites that provide clear information about the business behind them.
Include accurate contact details, an About page, privacy and cookie policies, terms and conditions where applicable, and genuine customer reviews or testimonials. These pages help establish credibility and demonstrate that the website represents a legitimate business.
Keep Your Content Up to Date
SEO should be viewed as an ongoing process.
Websites should be reviewed regularly to ensure information remains accurate and relevant. New content can be added where appropriate, existing pages updated, and outdated information removed.
Maintaining an active website demonstrates that the information provided remains current.
Review Performance Regularly
Regular monitoring allows problems to be identified before they affect website performance.
Review Google Search Console for indexing errors, monitor changes in search visibility, check page loading speeds and assess whether important pages continue to perform as expected.
Making small improvements on a regular basis is often more effective than making major changes infrequently.
Follow Search Engine Guidelines
Long-term SEO is achieved by providing useful information, maintaining a technically sound website and offering a positive user experience.
Attempts to manipulate search rankings through keyword stuffing, hidden text, purchased links or other artificial methods may lead to poor results and, in some cases, search engine penalties.
The most effective approach is to create a well-structured website containing accurate, helpful information that satisfies the needs of its visitors. By establishing good practices from the beginning and maintaining them over time, a website is more likely to achieve sustainable search visibility.
