Creating a new website for your business is an exciting opportunity to establish your online presence and reach a wider audience. However, to ensure that your website gets seen by your target market, it’s crucial to consider Search Engine Optimisation (SEO) from the very beginning. In this comprehensive guide, we’ll explore the importance of SEO, how to conduct keyword research, create an SEO-friendly website architecture, and the essential aspects of on-page optimisation to consider while building your website.
The Importance of SEO in Website Building
SEO is the process of optimising your website to rank higher in search engine results pages (SERPs), such as Google, Bing, and Yahoo. A well-optimised website can significantly improve your online visibility, driving more organic traffic to your site and increasing the likelihood of attracting new customers.
By considering SEO before you begin building your website, you can lay the groundwork for a solid foundation, making it easier to implement further optimisations in the future. Additionally, building your site with SEO in mind can help you save time and resources that might be spent on retrofitting your site for better search engine performance later on.
Conducting Keyword Research
Keyword research is an essential aspect of SEO, as it helps you identify the terms and phrases your target audience is likely to use when searching for products, services, or information related to your industry or niche. By understanding the keywords your audience is searching for, you can create content and optimise your website to rank for those terms.
To conduct keyword research, follow these steps:
Identify your target audience: Determine who your ideal customers are and what their needs, preferences, and online behaviours are.
Brainstorm potential keywords: Make a list of relevant terms and phrases that your audience might search for, based on your understanding of their needs and preferences.
Use keyword research tools: Tools such as Google Ads Keyword Planner, SEMrush, and Ahrefs can help you identify popular keywords and phrases, along with data on search volume, competition, and more.
Analyse your competitors: Look at the keywords your competitors are targeting and identify opportunities to target similar or alternative keywords that may be less competitive.
Creating an SEO-Optimal Website Architecture and Site Structure
An SEO-friendly website architecture and site structure make it easier for search engines to crawl, index, and understand the content on your site. A well-organised site structure also provides a better user experience, making it easier for visitors to navigate and find the information they’re looking for.
To create an SEO-optimal website architecture, consider the following tips:
Plan your site hierarchy: Organise your website’s pages into a clear and logical hierarchy, with top-level pages (such as home, about, and contact) and sub-pages (such as product categories and blog posts) nested underneath them.
Use descriptive URLs: Create URLs that include relevant keywords and accurately describe the content on each page. For example, instead of using a generic URL like “example.com/page1”, use a descriptive URL like “example.com/best-running-shoes”.
Implement breadcrumb navigation: Breadcrumbs are a secondary navigation element that shows users their current location on your site and provides a quick way to navigate back to higher-level pages. Breadcrumbs can also help search engines understand your site’s structure and hierarchy.
Use internal linking: Include internal links throughout your content to connect related pages and improve the overall navigability of your site. This can also help search engines discover and index new pages more quickly.
On-Page Optimisation for a New Website
On-page optimisation refers to the process of optimising individual web pages to rank higher in SERPs and attract more relevant traffic. By addressing on-page SEO factors while building your website, you can maximise your site’s potential to rank for relevant keywords and attract your target audience.
Here are some essential aspects of on-page optimisation to consider when creating your website:
Title tags: The title tag is an HTML element that specifies the title of a web page. It’s displayed as the clickable headline in SERPs and should accurately describe the content of the page. Be sure to include relevant keywords in your title tags and keep them within 60-70 characters to avoid truncation in SERPs.
Meta descriptions: The meta description is a brief summary of a web page’s content, which appears below the title tag in SERPs. Although meta descriptions don’t directly impact your search rankings, they can influence click-through rates by providing a compelling snapshot of your content. Aim to write unique, engaging meta descriptions for each page, incorporating relevant keywords and keeping them within 150-160 characters.
Header tags (H1, H2, H3, etc.): Header tags are used to structure your content and indicate the hierarchy of sections within a web page. Use H1 tags for your main page titles, followed by H2, H3, and so on for subheadings. Incorporate relevant keywords in your header tags and ensure that they accurately represent the content in each section.
Image optimisation: Optimise images on your website by compressing them to reduce file sizes and specifying descriptive alt text for each image. The alt text should accurately describe the content of the image and include relevant keywords where appropriate. This not only helps search engines understand the context of your images but also improves accessibility for users with visual impairments.
Content quality and relevance: Create high-quality, engaging, and informative content that addresses the needs and preferences of your target audience. Focus on providing valuable information, answering common questions, and addressing pain points related to your industry or niche. Be sure to incorporate your target keywords naturally throughout your content, without resorting to keyword stuffing.
Internal and external links: As mentioned earlier, internal linking can improve your site’s navigability and help search engines discover and index new pages. Additionally, including external links to authoritative sources within your content can help to build credibility and provide additional value to your readers.
By considering Search Engine Optimisation (SEO) from the very beginning of your website-building process, you can create a strong foundation for online visibility and success. Conducting keyword research, creating an SEO-friendly site structure, and implementing on-page optimisation strategies are essential steps in building a website that ranks well in search engine results and effectively reaches your target audience.
By focusing on SEO before you begin building your website, you can save time, resources, and potential headaches down the line. With a well-optimised website, you’ll be better equipped to attract organic traffic, engage your audience, and ultimately grow your business in the digital age.
Chris Barnard has spent over 15 years delivering exceptional digital marketing performance for leading businesses in the UK, Europe and North America as an independent business consultant.
FeedbackFans provides a unique next-generation managed technology and marketing platform that delivers outstanding and outsized results for businesses in sectors such as finance, retail, leisure, and professional services.
With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive in the digital age.
Chris Barnard is Managing Director of FeedbackFans.
