SEO isn't magic and it isn't something you "do once". It's a checklist of things Google expects, plus content that answers your customers' questions. You can check most of this list yourself over one afternoon coffee.
The basics you can't skip
1. Google Search Console
A free tool that shows which search terms you appear for, how many clicks you get and whether Google has problems with your site. If you don't have it, this is step one.
2. Sitemap and robots.txt
A sitemap is a list of all your pages for Google. Check that yourdomain.com/sitemap.xml exists and that it's submitted in Search Console.
3. Every page has its own title and description
The title is the blue link in Google, the description is the text below it. Every page needs a unique one. The title should contain the main keyword and your brand; the description should say why to click.
4. One main heading (H1) per page
The H1 says what the page is about. One per page, with a clear keyword.
5. HTTPS and one canonical domain
Your site must run on https://, and the versions with and without www must redirect to a single one.
Local SEO
6. Google Business Profile
For local businesses, this is often more important than the website itself. Fill in everything: category, opening hours, photos, services and a link to your site.
7. Consistent details everywhere
Your name, address and phone number must be identical on your site, your Google profile and in directories.
8. Structured data
With schema.org markup (LocalBusiness, FAQ, Product) we tell Google who you are, where you are and what you offer. The reward can be richer results in search.
Speed and usability
9. Mobile speed
Test your site with PageSpeed Insights. The biggest culprits are oversized images, too many scripts and heavy themes.
10. Modern image formats
WebP or AVIF instead of large JPGs, with correct dimensions and alt text that describes what's in the image.
11. It works on a phone
Most visits come from phones. Buttons must be big enough and text readable without zooming.
Content that brings customers
12. One page per service
If you offer five services, have five pages. A single "Services" page with five paragraphs struggles to rank for all of them.
13. Answer your customers' questions
What do customers ask you on the phone? How much, how long, how does it work? Every question is a potential article or FAQ.
14. Internal links
Link articles to services and services to case studies. This helps Google understand what matters on your site and helps visitors find their way to contact you.
15. Measure and improve
Once a month, check Search Console: which terms are you on page 2 for? Improve those pages and they often move to page 1.
How long it takes
SEO is a marathon. The first movements often show after a few weeks, serious results after a few months of steady work. That's why it pays to start as early as possible.
Need help?
Technical SEO is included in every website I build. If you'd like a review of your current site, get in touch and I'll show you where you're losing visitors.
