SEO techniques that still work
Search engines change their systems constantly, but the fundamentals of good SEO have stayed remarkably stable.
Search engine optimisation has a reputation for tricks and shortcuts. Most of them stopped working long ago, and some can get a site penalised. The techniques below are the ones that hold up because they make a site more useful to people, which is what search engines try to reward.
1. Research what people actually search for
Keyword research shows the words people use and how often. Start with the questions customers ask, then use free tools such as Google's search suggestions, the "People also ask" box and Google Search Console to find variations. Group related keywords by intent: someone searching "how to fix a leaking tap" wants instructions, while "plumber near me" wants a service.
2. Match each page to one main topic
Give each important page a clear focus. Use the main keyword naturally in the title tag, the main heading, the opening paragraph and the URL. Do not stuff it in; write for people first.
3. Write titles and descriptions that earn the click
The title tag and meta description are what people see in search results. Keep titles specific and under about 60 characters, and write descriptions that explain what the page offers. They do not guarantee rankings, but they affect how many people click.
4. Fix the technical basics
Search engines need to crawl and index your pages. Check that important pages are not blocked by robots.txt or a noindex tag, submit an XML sitemap, use HTTPS, fix broken links and redirect old URLs to their new equivalents. Page speed and mobile usability also count.
5. Use internal links
Links between your own pages help visitors and search engines find related content. Link from popular pages to important ones using descriptive anchor text rather than "click here".
6. Publish genuinely useful content
Pages that answer a question thoroughly, with examples, clear structure and accurate information, tend to perform better over time than thin pages written for keywords. Update content when it goes out of date.
7. Earn links, do not buy them
Links from other relevant websites remain an important signal. Good ways to earn them include publishing original guides or data, working with local organisations, appearing in industry directories that real people use and building relationships with writers in your field. Paid link schemes break search engine guidelines and carry real risk.
8. Do not forget local SEO
If you serve a local area, claim and complete your Google Business Profile, keep your name, address and phone number consistent across the web and encourage genuine reviews.
9. Measure and be patient
Use Google Search Console and an analytics tool to track impressions, clicks and the pages that bring visitors. SEO changes often take weeks or months to show results, so judge them over a sensible period.
If you want to check where an existing site stands, our guide to SEO audits walks through the process. For a quick primer on rankings, see Get your Google page rankings up.