Jan 17, 2024

7 Strategies for SEO [Guide to analyse your website]

Maria Ruocco

Search Engine Optimization (SEO) is the practice of optimizing a website to improve its visibility in search engine results pages (SERPs).

Proper SEO implementation can lead to more organic traffic, better brand awareness, and higher conversions for a business.

This comprehensive guide covers 7 key strategies to analyse and optimize a website for better SEO performance.

1. Introduction to SEO and Its importance

SEO is the process of improving a website's ranking in search engine results pages through organic, or unpaid, efforts. It focuses on enhancing the visibility of a site in SERPs when people search for related keywords and phrases.

Why is SEO important?

  • Drives qualified traffic to your site without paid advertising

  • Builds brand awareness and establishes authority

  • Generates more leads and sales for higher ROI

  • Puts your business ahead of the competition

  • Provides valuable insights through analytics

In today's digital landscape, SEO is fundamental for any business with an online presence. Without proper SEO implementation, even the best designed websites can fade into obscurity. Investing in solid search engine optimization efforts can pay long-term dividends through increased visibility and website traffic.

Image credits: redlineminds

2. Understanding SEO positioning and Google ranking

As we said, SEO positioning refers to where a web page ranks in SERPs for relevant searches. The higher up a page appears, the more visible it is to searchers.

Google ranking specifically looks at where a web page ranks in Google's search engine results. Top rankings result in exponentially more clicks and traffic, so most SEO efforts aim to improve Google rankings.

For example, the sites ranking 1-3 on Google's first page get over 60% of search traffic for a given query. In contrast, the site ranking 10th on Google's first page only receives around 2% of traffic.
Minor improvements in Google ranking can drastically impact organic visibility and clicks.

Optimizing SEO positioning and Google ranking should be key objectives of any effective search optimization strategy. Little tweaks can make a big difference in how high your pages rank for valuable keywords.

3. Initial website analysis: identifying common mistakes

Before optimizing a website, it is important to thoroughly analyze its current SEO health to identify any issues. Many sites suffer from common problems that significantly hurt search visibility, like:

  • Broken external links: Links pointing to invalid URLs frustrate users and tell search engines that quality control is lacking.

  • Thin content: Pages with little unique text send weak signals about relevancy and authority.

  • Slow load speeds: Long page load times lead to high bounce rates which Google frowns upon.

  • Unoptimized images: Images without alt text or compression increase file size and load times.

  • Lack of mobile responsiveness: Not having a mobile-friendly site design hinders both user experience and search rankings, as over 60% of searches occur on mobile devices.

Identifying these common SEO mistakes is the first step towards correcting them through website updates and optimization efforts. Just a few fixes can lead to noticeable improvements in performance.

4. Crafting an effective SEO strategy from scratch

For sites just starting their SEO journey, developing an effective search optimization strategy is key and should include:

  • Keyword Research
    Identify relevant target keywords and phrases that prospects are likely to search when looking for offerings like yours. Tools like Google Keyword Planner make this process easy.

  • Competitor Analysis
    Research what competitors rank for, what strategies they employ, and gaps you can fill to outperform them.

  • Setting SMART SEO Goals
    Define Specific, Measurable, Achievable, Relevant and Time-bound SEO objectives, like "Improve ranking for core product keyword from #15 to #10 in Google over the next 3 months".

  • Optimizing Site Architecture
    Structure your website effectively through a user-friendly information architecture and internal linking to facilitate crawling.

  • Quality Link Building
    Earn links from relevant external sites through content creation to signal authority to search engines.

By incorporating proven best practices into your strategy, you can set your site up for SEO success from day one. Be patient and focused on continual optimization over quick wins.

5. The role of content quality in SEO success

In SEO, content remains king. Creating compelling, engaging content should be a core focus of any search optimization initiative.

But what constitutes "quality" content?

High-quality content:

  • Clearly satisfies searcher intent

  • Provides value and solves user needs

  • Contains relevant keywords, not just stuffed awkwardly

  • Feels authoritative and trustworthy

  • Is easy to consume on all devices

  • Uses optimized media like images and video

  • Encourages engagement and sharing

Pages with useful content tend to perform better because search engines want to provide the best experience. Crafting quality content also boosts visitor satisfaction, promoting more time on site and social shares which also boost rankings.

6. Optimizing site architecture for better indexing

A website's technical site architecture encompasses elements like:

  • Information hierarchy

  • Page relationships

  • URL structure

  • Internal linking

  • Source code

Optimizing these areas improves the search crawling and indexing process, leading to better SERP rankings.

Some architecture optimization best practices include:

  • Simple, logical URL structures using keywords

  • Effective use of heading tags (H1, H2, etc.)

  • Intuitive internal linking between related site sections

  • Clean page source code

  • Optimized image file names and alt text

  • Smart XML site maps for easy crawling

Enhancing site architecture helps search bots better understand pages to determine relevance. It also facilitates navigation for visitors, reducing bounce rates.

For example, integrating contextual internal links within relevant sections aids both user experience and search engine crawling. Structured data markup also helps search bots interpret pages more intelligently.

By making your site architecture search-friendly, you pave the way for better indexing and rankings.

7. Speed optimization techniques for improved UX and SEO

Site speed is a crucial consideration for SEO in today's mobile world. Slow load times lead to high bounce rates and poor user experience which hurt rankings.

Thankfully, there are many techniques to optimize site performance for faster load speeds, including:


  • Compress image file sizes using TinyPNG or Kraken

  • Use next-gen formats like WebP

  • Add width/height attributes for proper sizing

  • Leverage browser caching


  • Minify CSS, JavaScript and HTML files

  • Eliminate render-blocking resources

  • Compress requests with gzip


  • Implement CDNs and caching plugins like WP Rocket

  • Set proper cache headers


  • Upgrade to optimized web hosting plan

  • Enable GZip compression at the server level

Test your site's speed performance using Google PageSpeed Insights and Lighthouse. Aim for load speeds under 3 seconds on mobile and you'll be in good shape both for UX and SEO.

Remember that every 100ms improvement in site speed increases conversion rates by 1%.
so optimization pays dividends across the board!

Next steps: conduct an SEO Audit

After laying the groundwork for search optimization, the next step is performing an extensive SEO audit.

An SEO audit identifies issues negatively impacting performance in order to correct them through website updates. It provides insights on how to achieve quick wins through fixing common problems.

An effective audit evaluates all on-page and off-page factors to provide data-backed recommendations tailored to your site's needs. Use the audit findings to shape your optimization roadmap.

On-page elements include things directly under your control like URLs, content, and site architecture.

Off-page factors encompass external signals like backlinks, social shares, and local listings.

Let the audit guide your priorities for maximum impact as you work to build an authority site that converts.

Continually monitor and refine your approach

SEO is an ongoing process, not a one-and-done effort. The search landscape evolves constantly, as do the needs of your business.

Set up tracking to monitor your site's performance over time in areas like:

  • Google Analytics for traffic insights

  • Rank tracking tools to follow SERP positions

  • Click-through-rates on listings

  • Engagement metrics like time on site

  • Conversions from organic traffic

Review the data regularly for trends and insights to help shape strategy adjustments. Expand tactics that move the needle while phasing out those that fail to produce results.

Refine keyword targets, refresh content, earn additional links from new sources, and leverage emerging best practices as they arise.

Be ready to change course if progress stalls. SEO requires diligence, patience, and flexibility on the path to search dominance.

⚠️ Don't forget to use all the Editby potential to create great content

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Spanish version 🇪🇸

Maria Ruocco