• Fit Web Design

SEO Tips For Your Website

Updated: Sep 18

Just designed a stunning website? Great. But who cares if no one sees it? Follow these simple SEO tips to increase your visibility in Google, Bing, and other search engines and generate more organic traffic.

SEO - Search engine optimisation
SEO - Search engine optimisation

SEO - (Search Engine Optimization) is the process of optimizing your website to increase its visibility in organic search results for specific keywords. Good SEO translates into increased traffic and conversion on the website.

  1. What is SEO - Definition According to Fit Web Design

  2. SEO and positioning - are they the same?

  3. How the Google search engine works

  4. What do SEO activities involve?

  5. On-page SEO

  6. Off-site SEO

  7. Internet Analytics

  8. SEO tools

  9. SEO audit - What is it

  10. White hat SEO vs black hat SEO

  11. SEO and positioning is usually a long-term proces

  12. Fit Web Design – effectively SEO agency

What is SEO - definition according to Fit Web Design

SEO, also known as page positioning, includes website optimization and other marketing activities related to adapting to Google's guidelines and factors that affect your website positions in SERP (Search Engine Result Page). It is a process aimed at improving the website visibility, so that it generates valuable organic traffic based on the best key phrases for a given industry. It is now standard that SEO services are combined with UX to achieve a dual goal: to satisfy both users and search engine algorithms. SXO (Search Experience Optimization) is a new way of work of marketers, it focuses on improving the position and increasing conversion at the same time by adjusting the website to the user's preferences and increasing their engagement.

SEO and positioning - are they the same?

SEO and positioning are the same concepts, so you can treat them as synonyms (although not all industry experts think so). ... Both SEO, described as technical page optimization, and positioning aim at the same goal, which is to improve the website's position in search results.

SEO and SEM, on the other hand, are two different concepts. SEM is a broader term. Search Engine Marketing means marketing in search engines. SEM includes activities aimed at acquiring traffic from free and paid (Google Ads advertising) search results.

How the Google search engine works

Internet search engines work around the clock, collecting information from websites around the world and organizing it. It is a three-step process that involves searching web pages, indexing them, and then ranking them for specific keywords using search algorithms.


Search engines use automated scripts to search the web for information. Crawlers systematically visit each site on the list, navigating to internal and external links. They pay close attention to new sites and existing content that has changed. Robots create a constantly expanding map of related pages.


After finding a page, the bot downloads (and / or renders) it. Algorithms automatically decide which of those sites to index. The bot organizes this content into categories including images, CSS and HTML, text and keywords etc., which allows it to understand the content of the website. It then stores this information in the index.


In the last step, search engines search the index and return the most relevant search results for each query. Google uses a whole series of algorithms to determine your position in search results. Knowing how search engines work allows you to effectively implement SEO activities.

What do SEO activities involve?

Website optimization (SEO) includes a number of activities (on-site and off-site) that make the website more visible on Google and useful for recipients. On-page SEO is something you have full and total control over, while this is not always the case with off-page SEO. First things first...

On-page SEO
Some examples of on-site ranking factors.

On-page SEO

On-page SEO (also known as on-site SEO) is the process of customizing a website for the search engines. On-page activities include optimization of the content, improvement of the structure and technical aspects, i.e. optimization of the HTML source code (and not only in HTML :-)) of the page. On-page SEO is a key element of positioning as it helps search engines to index and understand the content and structure of a website, and consequently display it in the search results displayed by the search engine for the most popular queries.

Optimizing the content on the website

The texts on the website have a direct impact on positioning and are a ranking factor. What's more, professionally implemented content marketing is about creating valuable content and has a positive effect on user behavior, determines the time spent on the website and reduces the bounce rate. The length of your visit is one of the factors that determine whether Google considers the content on your website valuable.

The content on the website should both respond to user inquiries and provide comprehensive information about the offer and be presented in a clear, easy-to-understand form. Good content is one that search engines rank highly for popular key phrases.

On-page SEO Surfer
On-page SEO Surfer

In addition to interesting information, content optimization is important:

  • Uniqueness - the content on the website cannot be a duplicate of content from other sources, e.g. the producer's website. If you want to check if the text on your website is unique, use Plagiarism Checker or Copyscape.

  • Content architecture - the use of HTML tags in the form of H1, H2, H3…. Headers allows to define their structure.

  • Keyword density - the number of exact and partial matches of keywords is one of the main ranking factors that influence your rankings.

  • Common words - it is important not only to use key phrases in the content. The content of the service or store website should also include words strongly related to a given topic, which appear on the ranking pages in TOP10. You can find a list of these words for any phrase in the Audit in Surfer.​

Site structure

The structure of the website is one of the things you should think about even before launching your website. Editing the structure later can be difficult.

A good, easy-to-understand site architecture is important for two reasons:

  • Helps robots to index the page,

  • Makes it easier for users to navigate the site.

  • Remember, the page structure should not be too deep.

Code SEO optimization

Meta title

The title tag is an important ranking factor. This is an HTML element nested under the head section. It defines the title of a given subpage. It is important that each page within the site has a unique title. This tag shows up in search results, so make sure that both include keywords and an incentive to click. In addition, it is displayed in the search engine bar and when you share a link to your website with others.

What affects the effectiveness of the title:

  • Using a keyword - placing a positioned phrase in the title allows users and search engines to indicate and understand what the page is about, it is recommended to put a given keyword at the beginning.

  • Length - the Google search engine displays title tags up to 600 px, which is approximately 60-70 characters.

  • Brand - placing a brand mention at the end of the title tag builds brand awareness and ensures a higher click-through rate, especially in the case of well-known brands.

Sometimes it makes sense to put your business name at the beginning of your title tag next to your keywords.

Meta description

Like the meta title tag, meta description is an HTML element and is nested under the head section. Describing the content of the page on which it is located. Meta descriptions are not a ranking factor in SEO, but their content is displayed in the search engine and has an impact on the click-through rate (CTR).

What affects the effectiveness of meta description:

  • A concise presentation of the offer with the benefits of using it,

  • Length - we can use about 150 characters,

  • CTA (Call To Action) - that is, an invitation to go to your website, usually placed at the end of a tag, eg Buy Now !, Order Online!

Friendly URL addresses

The URL now shows up in the SERP above the meta title, so it's now even more visible than before. When creating URL addresses, make sure that they are as short as possible and contain the keyword for which you position your website. This is a better solution compared to URL addresses with a long string of random numbers and characters.

Graphics optimization

Graphics on a website often have a huge impact on the page loading speed and positioning. It is worth remembering about a few elements, i.e .:

  • Compression

  • Correct format - if you do not need to keep the high resolution image, use jpg or svg, for thumbnails and background images choose png.

  • Show visitors that loading graphics is in progress or apply a lazy load, i.e. delay loading graphics until the user scrolls the website to the place where the graphics appear.

  • Friendly name of the artwork

  • Alternative tests - although search engine bots are able to determine what is in the photo thanks to the use of artificial intelligence, they also index alts, which provides the additional benefit of better image context for search engines. The alternative description (alt) is also intended for blind people who use special readers. Make sure alts are natural for people - avoid keyword stuffing.

Rich Snippets

These are structural data elements that allow the appearance of the website to be distinguished among organic results in the Google search engine by providing users with additional information, i.e. the number of opinions and average ratings, photo, video, knowledge graphs, site links, place and date of the event, publication date, author and others.

They show users even more precisely what they will find on a given page, displaying them increases the click-through rate. Deploying rich snippets as part of SEO does not guarantee that extensions will always appear in the browser.

Internal linking

Well-made internal links make it easier for robots to index, which is important for SEO and page positioning. The internal link structure allows the robots to reach all subpages within the website and keep potential customers on the website for longer. Internal linking consists of: well-designed website menu, schema for robots, site map (in the case of large websites, it is better to divide it into several parts), pagination, similar products section, recently on the blog, other customers also bought and links in the content between blog, categories, products and home page.

Mobile version

Due to the pandemic, Google has decided to postpone the deadline for implementing the Mobile First Index algorithm from September 2020 to March 2021 to give website owners more time to prepare their sites. The website in the mobile version will be indexed first. Therefore, if your website loads fast on computer but slow on mobile, Google will consider it slow. In Search Console, it's a good idea to check your website for usability issues on mobile devices. To see if all assets are loading correctly, use the Google Mobile Optimization Test. On the other hand, the speed of the website in the mobile and desktop versions can be checked using Page Speed ​​Insight.

Page speed

As early as 2010, Google officially announced that page speed is a ranking factor. Moreover, a large proportion of Internet users leave the website if the page loading speed is longer than 3 seconds. If you want to check the speed, please use PageSpeed ​​Insights to check the speed, the tool will provide you with personalized recommendations to speed up your website. It is also worth changing hosting to faster and following several best practices regarding page speed, such as compressing images, eliminating redundant code, removing unused scripts. Check out our guide on how to speed up your website and make your website load faster.

Off-Page SEO
Off-Page SEO

Off-page SEO

While on-page SEO focuses on website optimization, i.e. improving the quality of websites, off-page SEO focuses on using other factors that affect search rankings.

We include here:

  • link building - acquiring links directly to a positioned website from other websites on the web

  • social signals and user behavior on the website - action in social media, use of CTA messages

  • trust in the domain - building a brand image and taking care of opinions on the Internet.

You can influence some of them, e.g. if you get many valuable backlinks. However, you're limited influence on how users behave on your website and whether they link to it. While Google's algorithms and key ranking factors are constantly changing, there is consensus in the SEO community that in most link building industries, they still play an important role in SEO. Backlinko's 2020 Ranking Factors Study found a clear correlation between total backlinks and page ranking on Google.

In conclusion, remember that SEO factors work in synergy. Well-optimized title tags won't make up for the lack of SEO optimization of your content. Good site speed won't help if search engines can't index your pages with ease. That is why a comprehensive approach to SEO is so important.

Internet Analytics

Web analytics is the process of collecting and analyzing data on traffic sources, visited subpages and user behavior on the website. The analysis of the collected data allows you to get to know the potential customers who can be acquired by your company and determine the activities aimed at improving online visibility and conversion (sales, registration, newsletter subscription, etc.). An SEO specialist should check if Search Console and Analytics have been verified at the beginning of cooperation and create a Data Studio report for the client.

SEO tools

SEO tools make it much easier for specialists to work in the field of diagnostics and optimization of the website, in terms of search engines, they help identify problems and areas of opportunity. There is no one perfect SEO tool, each one has a specific role, so it is worth using many tools when implementing website positioning. Correct analysis and interpretation of the provided data allows you to build an effective positioning plan.

The most important SEO tools:

  • for website optimization based on Data Driven - Surfer,

  • crawley analyzing the structure, images, CSS, script and other elements important from the SEO perspective - Screaming Frog, DeepCrawl, OnCrawl, Audisto,

  • analysis of individual elements of the page code - DevTools,

  • Google services - Search Console, Google Analytics, Google Trends, Google PageSpeed ​​Insights, Google Structured Data Testing Tool, Google Mobile Friendly and others,

  • for link profile analysis - Majestic, Surfer, Ahrefs, Clusteric,

  • for visibility and competition analysis - Semrush, Semstorm, Senuto,

  • plugins for analyzing factors within the website - SEO Quaqe, Lighthouse, Meta SEO Inspektor, MozBar, Tag Assistant, NoFollow, Link checker,

  • others - Pingdom, GTmetrix, Redirect Checker, etc.

SEO audit - What is it?

Preparing an SEO audit is a standard procedure before starting optimization and positioning. First of all, technical analysis allows you to identify the strengths and weaknesses of your website and indicates what needs to be improved. Thanks to a detailed analysis of the website, you will find out whether the previous activities related to positioning have been carried out correctly, effectively and ethically, and whether the website is more visible. The SEO audit should include the analysis of technical factors, content optimization, UX, company and competition link profiles. Its purpose is to identify as many issues as possible on the site (affecting organic search results) and factors that negatively impact the user experience on the site. Improving them is a great way to increase traffic and conversion on the site. An SEO audit also allows you to plan an SEO strategy for effective website positioning.

White hat vs black hat SEO
White hat vs black hat SEO

White hat SEO vs black hat SEO

White hat SEO are techniques and strategies that follow the rules of search engines, including Google search engines whose main goal is to provide users with valuable content in response to their questions. They provide the best and long-term effects. On the other hand, black hat SEO is the so-called spamming techniques that some companies in the SEO industry still use. Unethical techniques mainly include the use of SWL (Link Exchange Systems), i.e. platforms that allow you to quickly obtain a large number of links to the website. Other unethical SEO methods are copying someone else's content and keyword stuffing, i.e. saturating the content on the website with keywords.

Although spamming techniques often work, they are usually short-term, their use as part of the website positioning service is associated with the risk of imposing penalties, the so-called Google filters and / or indexing. Removal from search results for some companies, especially e-commerce companies, may even result in the necessity to close your business. Remember to be careful when choosing an SEO agency. Be wary of long-term non-termination companies.

Good positioning practices:

  • create pages mainly for users, not for search engines,

  • take care of website performance,

  • get valuable links,

  • analyze the activities of the competition,

  • follow Search Console's guidelines and analyze indexing statistics,

  • take care of the security of user data - implement an SSL certificate.

Unethical Practices Better Avoided:

  • automatically generated content,

  • participation in link exchange programs,

  • duplicate content - creating pages with non-unique content,

  • cloaking - showing search engine robots content other than users,

  • hiding the content - e.g. by adding text in the background color,

  • keyword stuffing,

  • doorway pages - creating pages in order to obtain a good ranking for specific searches driving traffic to your website

Factors influencing the SEO results:

  • industry,

  • competition,

  • age and history of the domain,

  • algorithm changes,

  • the popularity of keywords,

  • the current state of the site,

  • link profile.

In the case of small towns and niche industries, it happens that a one-time optimization of content and technical elements is enough for the website to take high positions in search engine rankings. However, in most cases, website positioning is a long-term process that requires constant work, acquiring valuable links, optimizing and adapting the website to the changing Google algorithms. However, in the long term, SEO is the most profitable form of internet marketing. We should also remember that positioning is a cooperation that requires the involvement of both parties - the SEO agency and the client.

SEO Agency - Contact Us

Fit Web Design – effective SEO agency

At Fit Web Design, we have a team of specialists that monitor algorithm changes on an ongoing basis. We know how to position websites in accordance with the current Google guidelines and trends. We operate comprehensively, as part of SEO activities we indicate which phrases are worth positioning the website, we implement various changes in the content and source code of the website on clients' websites, we obtain valuable links and constantly analyze. We offer support in the field of website management and other internet marketing channels.

Performance guarantee or cashback!

As the only SEO agency in Croydon, we offer a trial period for positioning. If we do not achieve the effects agreed at the beginning of cooperation, we will refund you 100% of the invested funds.

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