SEO Basics for New Websites

Search engine optimisation can seem overwhelming—an ever-shifting landscape of algorithms, penalties, and technical requirements. But the fundamentals are more stable than the noise suggests. Getting the basics right when you launch a new website establishes a foundation that serves you for years.

This guide covers essential SEO practices to implement from day one.

Understanding How Search Works

Before optimising, understand what you're optimising for. Search engines aim to deliver the most relevant, useful results for any given query. They evaluate relevance (does this page match what the user is looking for?) and quality (is this a trustworthy source with valuable content?).

The process involves:

Crawling: Search engine bots visit web pages and follow links to discover content.

Indexing: Discovered content is analysed and stored in the search engine's index—a massive database of web content.

Ranking: When someone searches, the engine retrieves relevant pages from the index and ranks them based on hundreds of factors.

Your job is to ensure your content can be crawled and indexed effectively, and that it demonstrates relevance and quality for terms your audience searches.

Technical Foundations

Technical SEO ensures search engines can access and understand your content:

SSL Certificate

Your site should load over HTTPS, not HTTP. This is a ranking factor, and browsers increasingly warn users about non-secure sites. Most hosting providers offer free SSL certificates through Let's Encrypt.

Mobile-Friendly Design

Google uses mobile-first indexing—it primarily uses the mobile version of your site for ranking. If your site isn't fully responsive and usable on mobile devices, you'll struggle to rank.

Site Speed

Page speed is a ranking factor, and slow sites have higher bounce rates. Core Web Vitals (LCP, INP, CLS) are now directly used in ranking. Aim for scores in the "good" range for all three metrics.

XML Sitemap

Create an XML sitemap listing all pages you want indexed. Submit it to Google Search Console and Bing Webmaster Tools. This helps search engines discover your content, especially for new sites without many incoming links.

Robots.txt

This file tells search engines which parts of your site to crawl. Ensure it's not accidentally blocking important content. A common mistake is leaving development "noindex" directives in place after launch.

Clean URL Structure

URLs should be readable and descriptive: /services/ecommerce-development rather than /page.php?id=47. Include relevant keywords but keep URLs concise.

On-Page Optimisation

On-page SEO is about optimising individual pages for specific topics:

Title Tags

The title tag appears in search results and browser tabs. It's one of the strongest on-page ranking signals.

• Include your primary keyword near the beginning
• Keep under 60 characters to avoid truncation
• Make each page's title unique and descriptive
• Write for humans—it needs to encourage clicks

Meta Descriptions

Meta descriptions don't directly affect rankings, but they influence click-through rates from search results. Write compelling descriptions that accurately summarise page content and encourage clicks. Keep under 155 characters.

Heading Structure

Use a logical heading hierarchy: one H1 per page containing the main topic, H2s for major sections, H3s for subsections. This helps both search engines and users understand content structure.

Content Quality

The most important factor: create genuinely valuable content. Ask:

• Does this page thoroughly cover its topic?
• Would someone searching for this topic find their answer here?
• Is the information accurate and up to date?
• Is it better than what competitors offer?

Thin content—pages with little substance—struggles to rank. Invest in creating comprehensive, useful content.

Keyword Usage

Include target keywords naturally in your content—in the title, headings, opening paragraphs, and throughout the text. But write for humans first. Awkward keyword stuffing hurts more than it helps.

Also consider related terms and synonyms. Search engines understand semantic relationships and expect comprehensive content to cover related concepts.

Image Optimisation

Images need:

• Descriptive file names (not IMG_3847.jpg)
• Alt text describing the image content
• Appropriate file sizes (compressed, properly sized)

Internal Linking

Link between related pages on your site. This helps search engines understand site structure and distributes ranking authority. Use descriptive anchor text rather than "click here."

Content Strategy

SEO success requires ongoing content development:

Keyword Research

Understand what your audience searches for. Tools like Ubersuggest, Ahrefs, or even Google's autocomplete reveal search terms and their volume.

Consider search intent—what is someone trying to accomplish with this search? Informational queries seek answers; commercial queries indicate buying intent. Match content to intent.

Content Planning

Develop a content calendar targeting topics your audience cares about. Each piece of content should target specific keywords while providing genuine value.

Don't chase every keyword. Focus on topics relevant to your business where you can create genuinely useful content.

Regular Publishing

Consistent publishing signals an active, maintained site. Quality matters more than quantity—better to publish one excellent piece monthly than weekly mediocre content.

Off-Page Factors

Signals from outside your website also affect rankings:

Backlinks

Links from other websites to yours are votes of confidence. Quality matters more than quantity—one link from a respected industry publication is worth more than dozens from obscure directories.

Earn links by:

• Creating content worth linking to (original research, comprehensive guides)
• Guest posting on relevant industry sites
• Building relationships in your industry
• Getting mentioned in press coverage

Avoid buying links or participating in link schemes—these violate guidelines and risk penalties.

Local SEO

If you serve a local area, optimise for local search:

• Claim and optimise your Google Business Profile
• Ensure consistent name, address, phone (NAP) across the web
• Get listed in relevant local directories
• Encourage customer reviews

Brand Signals

Establish presence across platforms—social media, industry directories, review sites. Consistent branding and mentions help search engines understand your entity.

Measuring Success

SEO is a long-term investment. Track progress with:

Google Search Console: Shows how your site appears in search, which queries drive impressions and clicks, and any technical issues Google detects.

Google Analytics: Tracks traffic, user behaviour, and conversions from organic search.

Rank tracking: Monitor positions for target keywords over time (though rankings vary by location and personalisation).

Expect SEO to take months, not weeks. A new site needs time to build authority. Focus on consistent execution of fundamentals rather than chasing quick wins.

Common Mistakes

Avoid these frequent errors:

• Ignoring technical basics—you can't rank if search engines can't properly access your content
• Thin content—pages with little substance won't rank
• Keyword stuffing—unnatural repetition hurts user experience and triggers spam filters
• Duplicate content—the same content accessible at multiple URLs confuses search engines
• Ignoring mobile—mobile-first indexing makes mobile experience critical
• Expecting instant results—SEO compounds over time; patience is required

Getting Started

If you're launching a new website and want SEO built in from the start, or if you have an existing site that isn't performing in search, get in touch. We build SEO-friendly websites by default and can advise on strategy for improving organic visibility.