Making your website work for your business.
Our world is moving more and more online, and though we are ‘of the earth’ kinda people we have to live in the world as it is. That means ensuring your digital presence isn’t letting you down – just having a website isn’t enough, people need to be able to find it. That’s where SEO, or Search Engine Optimisation, comes into play. If you’ve heard of SEO but are unsure what it is or how to use it, you’re not alone! In this blog post, we’ll break down SEO in simple terms and show you how to incorporate it into your website to increase visibility, drive traffic, and ultimately, grow your business.
What Is SEO and Why Does It Matter?
SEO is the process of optimising your website so that it ranks higher in search engine results, like Google, when people search for relevant keywords. Think of it like this: when someone searches for a topic related to your business (say, “eco-friendly marketing agency” or “sustainable business branding”), SEO helps your website show up on the first page of search results. The higher your website ranks, the more likely people are to click through and visit.
When done right, SEO can help drive organic (unpaid) traffic to your website, build trust with your audience, and increase your visibility without relying on paid ads. For heart-led businesses focused on social impact, SEO also means getting your message and mission in front of the people who care about what you do.
How SEO Works
Search engines like Google use complex algorithms to decide which websites are most relevant to a user’s search query. These algorithms take into account various factors to rank websites, including:
Keywords: The words and phrases people type into search engines.
Content Quality: Well-written, relevant, and valuable content that answers a user’s query.
Backlinks: Links from other websites that point to your site—essentially a vote of confidence in your content.
User Experience: How easy and enjoyable it is for visitors to navigate your site.
Page Speed: How quickly your website loads.
By optimising these elements on your website, you increase the chances of ranking higher and attracting the right visitors.
How to Incorporate SEO into Your Website
Now that you understand the basics of SEO, let’s look at how to actually implement it on your website. Here are some essential steps to help you get started:
1. Conduct Keyword Research
Keywords are the foundation of SEO. These are the terms people are typing into search engines when they look for products, services, or information related to your business. The first step is to identify the right keywords for your industry.
Use keyword research tools like Google Keyword Planner, Ubersuggest, or Moz to find keywords related to your business that have a good search volume and low competition. For example, if you're a marketing agency with a focus on sustainability, you might target keywords like "sustainable marketing agency," "eco-friendly branding," or "social impact marketing."
Once you have your list of keywords, incorporate them naturally into your website content, including:
Page titles
Headings
Meta descriptions
Image alt text
Body copy
But remember: avoid keyword stuffing. Your content should still be written for humans, not just search engines.
2. Optimise Your Website’s Content
Content is king in the world of SEO. Search engines prioritise websites that offer valuable, relevant, and well-written content. To optimise your content:
Create high-quality, engaging content: Your content should be valuable to your audience, solving their problems or answering their questions. Whether it’s a blog post, product description, or service page, make sure it’s clear, informative, and easy to read.
Use keywords strategically: As mentioned, sprinkle your target keywords naturally throughout your content. Aim for a balance—don’t force them in, but ensure your content reflects what people are searching for.
Update your content regularly: Search engines love fresh content. Keep your website up to date with blog posts, case studies, client success stories, and more. This not only helps your SEO but keeps your audience engaged.
3. Make Your Website Mobile-Friendly
With the rise of smartphones and tablets, mobile optimisation is a must. In fact, Google uses mobile-first indexing, which means it prioritises the mobile version of your site over the desktop version for ranking purposes.
Ensure your website is responsive, meaning it adjusts automatically to different screen sizes. This improves user experience (and boosts SEO), making it easier for visitors to navigate your site on mobile devices.
4. Improve Page Load Speed
Website speed is a crucial ranking factor for SEO. If your website takes too long to load, visitors may bounce before they even see your content, which can hurt your rankings.
Here are some tips to improve page speed:
Compress images: Large image files can slow down your website. Use image optimisation tools to compress them without losing quality.
Minimise code: Remove unnecessary code from your website (e.g., unused CSS or JavaScript files).
Use a Content Delivery Network (CDN): A CDN helps distribute your website’s content across multiple servers, improving load time for visitors around the world.
You can test your website speed using tools like Google PageSpeed Insights or GTmetrix to identify areas for improvement.
5. Build Backlinks
Backlinks are links from other websites that point to your pages. Search engines see these as a vote of confidence in your content, which can help boost your rankings.
To build backlinks:
Create shareable content: Produce valuable blog posts, guides, or resources that others will want to link to.
Guest post on other blogs: Write guest posts for websites in your industry and include links back to your own site.
Collaborate with others: Work with influencers, collaborators, or organisations aligned with your mission to increase your website’s exposure.
6. Focus on User Experience (UX)
Google values websites that offer a great user experience. This includes having an easy-to-navigate site structure, fast loading times, and content that’s easy to read on any device.
Ensure your website’s navigation is simple and intuitive. Organise your content in a logical manner so visitors can find what they need quickly. Use clear calls-to-action (CTAs) and a simple, consistent layout across your site.
7. Track Your SEO Performance
Once you’ve optimised your website, it’s important to track your SEO performance to see what’s working and where you can improve. Tools like Google Analytics and Google Search Console can give you valuable insights into how your site is performing in search results.
Pay attention to metrics such as:
Organic traffic (how many people are finding you through search engines)
Bounce rate (how quickly people leave your site)
Conversion rate (how many visitors take the desired action, like filling out a form or making a purchase)
Regularly reviewing these metrics will help you adjust your SEO strategy and continually improve your site’s performance.
The Take Home
Incorporating SEO into your website isn’t a one-time task—it’s an ongoing process that helps increase your visibility, build trust with your audience, and ultimately, grow your business. By focusing on quality content, strategic keyword usage, user experience, and website optimisation, you can create an SEO-friendly website that reflects your values and attracts the right audience.
If you’re ready to improve your website’s SEO but aren’t sure where to start, let us help! Our team specialises in helping heart-led businesses build online presences that are both impactful and sustainable. Get in touch with us today to learn how we can help you grow your brand through SEO.
