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SEO Basics – building the foundations to attract your target audience in search

SEO 101 - Some key elements to work on to get your site in a good position to perform well in Search Engines

By Ben Robson
Co-founder, GOAT

In the ever-evolving landscape of digital marketing, search engine optimisation (SEO) remains a cornerstone for businesses looking to enhance their online visibility and drive organic traffic. However, with search engine algorithms constantly changing, it’s crucial to adopt strategies that stand the test of time. In this comprehensive guide, we’ll walk you through an actionable step-by-step blueprint for SEO success.

Step 1: Keyword Research and Analysis

The foundation of any effective SEO strategy begins with thorough keyword research. Identify relevant keywords and phrases that align with your business and have a decent search volume. Utilise tools like Google Keyword Planner, SEMrush, or Ahrefs to discover high-potential keywords.

Step 2: On-Page Optimisation

Optimising your website’s on-page elements is critical for search engine rankings. Focus on the following:

  • Title Tags and Meta Descriptions: Craft compelling titles and meta descriptions incorporating target keywords.
  • Header Tags: Use header tags (H1, H2, H3) to structure content and emphasise key points.
  • URL Structure: Create clean, concise, and SEO-friendly URLs.
  • Keyword Placement: Integrate target keywords naturally within your content.

Step 3: High-Quality Content Creation

Content is king in the digital realm. Develop high-quality, valuable content that addresses user intent and provides solutions. Long-form content tends to perform well, so aim for in-depth articles, guides, and multimedia content.

Step 4: Mobile Optimisation

Given the prevalence of mobile device usage, ensuring your website is mobile-friendly is essential. Google prioritises mobile-first indexing, making mobile optimization crucial for SEO success.

Step 5: Link Building

Build a robust backlink profile by acquiring high-quality, relevant links from reputable sources. Focus on useful content on your own site that people will want to link to, guest posting, influencer outreach and partnerships to naturally earn links and enhance your website’s authority.

Step 6: Technical SEO

Address technical aspects to improve the overall health of your website:

  • Use Google Search Console to review Core Web Vitals and indexing issues, from broken links through to duplicate content. 

Step 7: User Experience (UX) Enhancement

Prioritise user experience to reduce bounce rates and increase engagement:

  • Intuitive Navigation: Ensure easy navigation with clear call-to-action elements.
  • Mobile Responsiveness: Provide a seamless experience across devices.

Step 8: Regular Monitoring and Analysis

SEO is an ongoing process. Regularly monitor your website’s performance using tools like Google Analytics and Search Console. Adjust your strategy based on insights, algorithm updates, and industry trends.


Implementing an effective SEO strategy requires dedication and a holistic approach. By following this step-by-step blueprint, you can build a solid foundation for long-term success in the competitive world of online search. Stay adaptable, keep refining your tactics and watch as your website climbs the ranks, attracting more organic traffic and potential customers.

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