SEO Tips

I start with keyword research. Not the kind that ends in a spreadsheet collecting dust. I open Google Trends or an SEO tool and search for the questions my audience actually asks. For a client in the running shoe niche, I found 'best running shoes for flat feet' had 1,200 monthly searches but relatively weak competition. I matched that page to one primary intent: someone researching which shoe to buy. Then I optimised the title tag to include the phrase but also a click hook, like '8 Picks Tested After 50 Miles'. That title alone improved click-through rate from 2.1% to 4.3% over three months, according to Google Search Console data. I check the [search context](/semantic-search/) to ensure the page matches what Google expects for that query.

Next, I create content that fully answers the intent. For that running shoe page, I wrote a 1,800-word guide covering what flat feet are, how to choose stability shoes, and my personal testing notes. I included a table comparing arch support across eight models. Internal linking matters here: I linked from the guide to my [category page](/seo-strategy/) and to a [guide on shoe sizing](/seo-basics/). I also checked that the page was crawlable — no accidental noindex directives, and I submitted the URL in my sitemap. After publishing, I monitor performance weekly in Google Search Console, looking for clicks vs impressions trends. If a page gains impressions but not clicks, I rewrite the title tag. If it gets clicks but drops in ranking, I check whether a competitor has out-contented me. This path sounds linear, but it loops: each new page teaches me something about keyword clustering and content gaps.

For example, I also prioritise site speed because I've seen a 0.5 second delay correlate with a 10% drop in organic traffic for a client in the travel niche. I use Lighthouse to identify render-blocking resources, then defer JavaScript and optimise images. That is not a glamorous tip, but it consistently pays off. I've learned that on-page optimisation is not a one-time task — it is a cycle based on performance data and changing search behaviour.

The biggest mistake I see is keyword stuffing. People cram the same phrase into every heading, paragraph, and image alt text. It reads like a robot wrote it, and Google's algorithms penalise that. I once inherited a site that used 'plumber London' in every H2. The bounce rate was 74%. I rewrote the headings to answer questions like 'How to find a reliable plumber in London?' and the bounce rate dropped to 52% within two months. The [ranking](/seo-ranking/) improved for related terms too.

Another watch-out is publishing thin content. I used to think 300 words was enough. I tested this on a site about dog breeds: a 350-word page versus a 1,200-word page on the same breed. The longer one ranked for 47 additional keywords and drove three times the organic traffic. If you cannot answer the user's question fully, do not publish the page yet. Also, ignore mobile optimisation at your peril. Over 60% of searches are on mobile. I check every page on a real phone, not just the emulator. If the font is too small or buttons too close, I fix it.

Another trap: chasing algorithm updates. When Google releases a core update, some SEOs panic and change everything. I have learned to wait, analyse the actual ranking changes in my data, and only adjust if there is a clear pattern. For example, after the 2024 reviews update, I noticed that pages with genuine user reviews outperformed those with templated testimonials. I shifted my content strategy to include real customer quotes and case studies. I also watch out for ignoring trust signals beyond links. Brand mentions, reviews, and citations matter, especially for local SEO. I now audit citations before building links, and I view on-page work as one part of a broader [organic strategy](/organic-seo/).

I spent my first year as an SEO practitioner thinking meta descriptions were the most important on-page element. I rewrote them weekly, testing different hooks. Then I realised Google replaces them about 60% of the time anyway, pulling a snippet from the page content. The effort would have been better spent on improving the content itself.

I also believed backlinks were the only trust signal that mattered. I ignored brand mentions and citations. When a client in the legal niche saw a ranking boost after fixing inconsistent NAP citations across directories, I changed my mind. Now I consider [brand signals](/white-hat-seo/) as part of any new [SEO strategy](/seo-updates/). Another mistake: I used to treat SEO as a one-time setup. I would optimise a page, submit it, and never revisit. But search intent shifts, and competitors improve. I now review my top 20 landing pages every quarter, looking for opportunities to add depth or update examples.

I also misunderstood the role of topic clusters. I thought linking pages together was enough. But without a clear pillar page and supporting articles, the cluster lacked authority. I fixed that by creating a full walkthrough (the pillar) and linking each related post to it. That structure improved the ranking of both the pillar and the supporting pieces. Finally, I ignored search intent nuance. I would optimise for a keyword without checking if the user wanted information, a product, or a local service. That led to high bounce rates. Now I categorise every keyword by intent before I write a single sentence.