SEO 6 Way

I structure my SEO work using a six-way checklist: crawlability, search intent, on-page content, on-page markup, technical performance and authority signals. I work through them in that order because each layer depends on the one before.

First, I confirm crawlability. I open [Google Search Console](/google-search/) and check the coverage report for errors. If a page that matters is not indexed, I fix the cause — often a blocked robots.txt or a misconfigured canonical. I also submit a [sitemap](/seo-checklist/) to speed up discovery. I make sure the page returns a 200 status and is not stuck in a redirect chain. I once found a client's key landing page had three redirect hops; after cleaning it up, impressions doubled in a week.

Second, I define search intent. For each page, I write the exact query I want it to rank for and decide whether the user wants to buy, learn, compare or navigate. I check the current top results to see what format they use: a listicle, a product page, a video. I match that format.

Third, I build content around that intent. I keep the page focused on answering the query, not on covering tangents. I group related ideas under descriptive headings. I avoid fluff paragraphs.

Fourth, I optimise on-page elements. I write one clear title tag that includes the target phrase naturally. I write a meta description that summarises the page's value. I use one H1 that matches the page's core topic. I add structured data for the content type — I use [Article schema](/semantic-search/) for blog posts or Product schema for shops.

Fifth, I check technical performance: load speed, mobile-friendliness, Core Web Vitals, HTTPS, and intrusive interstitials. I use PageSpeed Insights and look at the field data, not just lab data.

Finally, I work on authority. I only build links after the page is useful and accessible. I focus on earning links through outreach to relevant sites, not mass directory submissions.

I measure everything with Search Console and adjust based on click-through rate and average position.

The biggest watch-out is treating SEO as a one-time setup. I revisit each of the six areas every quarter because search behaviour and Google's criteria change. Another watch-out is copying a competitor's on-page strategy without understanding their domain authority. They might rank with thin content because of strong links; I cannot replicate that. I instead focus on making my page more thorough.

Avoid over-optimising title tags. I see a lot of "Cheap Widgets | Buy Cheap Widgets | Widgets for Sale" — that looks like spam. I prefer a title that describes the page accurately: "Widgets – Affordable, Durable, and In Stock | Brand Name". Similarly, meta descriptions should be written for click-through, not keyword density.

Do not ignore user experience. Google uses Core Web Vitals as a ranking signal, but more importantly, users bounce from slow or cluttered pages. If my page loads in three seconds but shows a pop-up covering the content, I lose the visitor. I test on a mobile device with 3G throttling.

Do not rely solely on average position in Search Console. That metric averages impressions across many queries. A page might have a high average position for rare queries and a low position for the one that matters. I look at individual query data.

Edge case: if I am launching a brand new site, I cannot compete on head terms immediately. I pick long-tail queries with clear intent and build content around them. I also ensure the site is technically sound from day one.

Another watch-out: ignoring internal link structure. I link between related pages to pass authority and help users navigate. I use descriptive anchor text but not too many exact-match links. I follow [SEO best practices](/seo-best-practices/) for internal linking density.

I made several mistakes over the years. The first was believing that content quality alone would guarantee rankings. I spent months writing thorough guides but never checked if the pages were indexable. One site had a noindex tag on the whole blog because of a theme setting. That taught me to always verify crawlability before content.

I also got wrong the role of link building. Early in my career, I thought it was a numbers game. I bought cheap links from link farms and submitted to directories. That resulted in a manual action. I lost months recovering. Now I focus on earning links by creating genuinely useful assets and promoting them through outreach. I also realise that internal linking and on-page authority signals matter more than external link count for many queries.

I underestimated the impact of page speed. I had a site that ranked well for a high-value term but lost traffic after a Core Web Vitals update. I fixed the CLS issue caused by a dynamic ad insertion script, and organic traffic increased by 15% within two months. That changed how I prioritise technical debt.

I also used to stuff keywords into headings and alt text. I thought that was on-page optimisation. After reading Google's guidance on user-focused content, I changed to natural, descriptive language. My click-through rates improved because my titles and headings actually matched what users wanted.

Finally, I used to ignore search intent. I wrote a comparison page for a transactional keyword, but I used a long-form guide format. The bounce rate was high. I restructured it as a comparison table with concise pros and cons, and conversions doubled.

In short, I now see [SEO](/seo/) as a system of interdependent parts. Ignoring one area weakens the whole. I change my mind on something new every year.