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The Ultimate Guide to SEO: How to Boost Your Business’s Online Presence and Reach

Get seen by the right people at the right time with Search Engine Optimisation


In today’s digital landscape, having a strong online presence is nothing short of vital in order to stay afloat and at the same time crank up the engine and sail off into the horizon of success. Search Engine Optimisation – SEO for short – plays a vital role in improving a website’s visibility, attracting organic traffic and ultimately driving business growth. In fact, the majority of online experiences involve search:

  • 68% of online experiences start with a search engine
  • 53% of all website traffic comes from organic search
  • 93% of global traffic comes from Google search, Google Images, and Google Maps

So, you can say that SEO is kind of a big deal for brands who want to scale. In this guide, we’ll delve into the world of SEO, demystify its key concepts, and provide actionable tips to help you optimise your website for search engines and boost your business.

So, what actually is SEO?

SEO is the process of optimising your website to increase its visibility and rankings on search engine results pages (SERPs). By aligning your website with search engine algorithms and best practices, you can improve your chances of appearing higher in relevant search queries. 

There are considered to be three main pillars of SEO which, if each given some TLC, will increase your site value by both search engines and users, open up opportunities for your content, and give organic traffic the green light to rush on in. The first is authority, which essentially refers to the importance or weight given to a page relative to a given search query. The second is relevance – you have to be relevant to a given topic. Google realised that these were not the only things users were looking for when searching online. They also wanted a good experience, satisfying the query and making users’ lives as easy as possible to find exactly what they want.

There are many jigsaw pieces of SEO that come under these three pillars and all fit together to form one perfect – and profitable – picture. Let’s get into it.

Keywords: what are they and why are they so important? 

Keywords are key to any SEO strategy – it’s in the name, after all. SEO keywords refer to the words and phrases in your web content that make it possible for people to find your site via search engines. The aim of the game is to speak the same language as those searching for you,  connecting them with your site and leaving them no choice but to click.

Conducting thorough keyword research helps to identify the terms and phrases your target audience is using to search for information related to what you have to offer. Tools like Google Keyword Planner, SEMrush and MOZ Keyword Explorer can help you find relevant keywords with high search volume and low competition. 

You’ll want to target head terms, which are usually singular keywords which have a high search volume such as ‘bananas’ and ‘pyjamas’, as well as longtail keywords which are usually more specific and have a lower search volume, such as ‘buy bananas near me’ or ‘best pyjamas under £20’.

There are some key places on your site where you should make sure to place your keywords:

  1. URL
  2. Title tags
  3. Meta description
  4. Page title (H1)
  5. Subheadings (H2)
  6. Body of your content
  7. Image Alt attributes

This links to the next piece of the SEO puzzle…

On-page optimisation:

On-page optimisation involves optimising elements on your website to improve its relevance and visibility to search engines. Key on-page factors include optimising title tags, meta descriptions, URL structure, headings, and incorporating relevant keywords naturally within your content. Also, be selective with the keywords you use, targeting only one keyword or keyphrase per page.

Here’s a quick rundown of how to optimise your title tags, a HTML element which indicates the title of a web page and appears in SERPs:

  • Include your primary keyword in your title tag
  • Keep your title under 60 characters, if possible
  • Make sure both your page title and heading answer the searcher’s primary question

How about optimising meta descriptions?

  • Writing compelling content which grabs attention should be the focus
  • Include one or two keywords
  • Aim for 155-160 characters
  • Avoid non-alphanumeric characters  such as brackets, commas, and asterisk
Provide high-quality content, always

High-quality content remains king in the world of SEO. Crafting unique, valuable, and engaging content not only attracts visitors but also encourages them to stay longer on your website, in turn reducing bounce rates. Invest in producing high-quality blog posts, articles, videos, and other forms of content that cater to your target audience’s needs.

Link-building is your friend

Earning high-quality backlinks from reputable websites is a critical aspect of SEO. Backlinks act as ‘votes of confidence’ for your website, signalling its authority and relevance. Focus on building relationships, creating valuable content that naturally attracts links, and leveraging guest blogging opportunities to acquire quality backlinks.

Prioritise User Experience and Engagement

User experience (UX) also plays a significant role in SEO. Search engines consider factors such as page load times, mobile-friendliness, ease of navigation, and dwell time (how long visitors spend on your site) when ranking websites. Look at each element of your site under a microscope. Is the navigation as intuitive as it could be? Do certain images not work too well when your site is viewed on mobile? Ironing out these creases minimises frustration and gives your potential customer a glowing first impression of your site. If you’re speaking to their wants and needs with your site, it’s more likely they will feel that your products will have the same effect.

Don’t forget technical SEO

Technical SEO focuses on improving the technical aspects of your website to enhance its crawlability, indexing, and overall performance. Optimising website speed, mobile-friendliness, URL structure, and implementing structured data markup are crucial technical factors that affect search rankings.


Then it’s time for analytics and tracking

Once you’ve put some time into giving your site the SEO makeover of its dreams, it’s time to get tracking. Measuring your SEO efforts is essential to gauge success and identify areas for improvement. Be sure to use tools like Google Analytics and Google Search Console to track key metrics such as organic traffic, bounce rates, click-through rates, and keyword rankings. Use this data to refine your SEO strategy.

Mastering the art of SEO is an ongoing process that requires some ongoing learning, adaptation, and tracking. By implementing the strategies outlined in this guide, you can significantly improve your website’s visibility, attract relevant organic traffic, and grow your online presence. Remember, SEO is a long-term investment, and consistency is key to achieving sustainable results. 

Start implementing these SEO techniques today and watch your website rise through the ranks of search engine results. And if you need some guidance, get in touch with the growth marketing team at Gloss who are dedicated to getting you seen by the right people at just the right time – without you needing to lift a finger. 

Get in touch with the team today.

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