How To Optimise Your Website
Ruth Graham


SEO Advice. I never cease to be amazed by how many people don’t understand the importance of optimising a website so it can be found. This is called SEO (Search Engine Optimisation). After all – what’s the point of having a website if it’s hidden under thousands of others?

If you skip the groundwork and choose to spend your money and time on the ‘extras’ like fancy social media, rather than the basics, this is like missing your shower, but slathering on the aftershave to cover it up. You haven’t done the groundwork.

If you really don’t know what you are doing, then it’s best to seek out an expert to do it for you. You can find people who deal in SEO that won’t charge the earth. But even then – having a basic understanding will help you monitor what they are charging you for, and what they are achieving.


First things first: Keywords.

These are the key words or phrases that people will search you out for. Test example:
Think of a product or service you need. You don’t know where to find it – so you Google. For example – you may need someone to re-cane some wicker chairs. So you write into Google something like:

Re-cane wicker chairs

Where can I find someone to re-cane my wicker chairs?

Wicker chair re-caning Birmingham

These are what’s known as search terms. Google will then set its robots on a search for these terms, and the corresponding websites will come up.

Top of the listings will be ‘paid for’ advertising.
Then underneath that will be the ‘organic’ results – the websites with the search terms most closely related to what you are looking for.


In order to be found, your website must contain as many relevant search terms as possible BUT the skill is getting these ‘woven into’ your site so they sit there naturally and read properly. 

Step 1: Check out Google Adwords for your research. This will give you an overview of the amount of searches happening for your particular product or service. And the kinds of terms people are looking at. But be warned – make the keywords sit naturally in the website – an ‘overstuffed’ site will work against you, not for you.


As well as keywords and phrases, make sure your page titles are working for you.
And keep copy (the writing/the words) refreshed regularly . Google loves fresh content. It helps it to see the site as current and active.
Regularly add content (in the form of blogs perhaps). Even if you haven’t got much to say, or don’t have a whole host of followers, from an SEO perspective – this will work for you.

Next blog we’ll look at optimising your site across several (multi) channels to make it really effective.