Hugues Audouard Freelance web designer and wordpress consultant

Key steps for better Search Engine Optimisation (SEO)

In today’s digital landscape, the importance of search engine optimisation (SEO) cannot be overstated. Whether you’re a seasoned webmaster or just beginning your journey online, the visibility of your website on search engines like Google plays a pivotal role in your online success. An SEO audit is the foundational step to enhancing your website’s performance in search engine rankings.

This article attempts to provide a general framework and some key factors to consider when considering the optimisation of your website for search engines.

On-Page SEO

Title Tags: Check if each page has unique and descriptive title tags.

Meta Descriptions: Ensure meta descriptions are informative and relevant.

Header Tags: Confirm the use of proper header tags (H1, H2, H3, etc.).

Keyword Usage: Assess the use of keywords on pages, ensuring they’re relevant and not overused.

URL Structure: Ensure clean, descriptive URLs.

Image Optimisation: Check alt attributes and image file names.

Internal Linking: Review internal linking structure for relevance and proper anchor text usage.

Content Quality: Evaluate the overall quality and uniqueness of the content.

Technical SEO

Site Speed: Check page load times and optimise for faster loading.

Mobile-Friendliness: Ensure the website is responsive and mobile-friendly.

SSL Certificate: Verify that the site uses HTTPS for security.

XML Sitemap: Confirm the presence and accuracy of the XML sitemap.

Robots.txt: Review the robots.txt file for proper instructions to search engines.

Canonical Tags: Check for proper canonicalisation of URLs.

404 Errors: Identify and fix broken links and 404 errors.

Redirects: Ensure proper use of 301 redirects for moved or renamed pages.

Structured Data: Implement structured data markup where relevant ( for enhanced search results. For example for products, reviews, FAQs…

Content Quality and Relevance

Content Strategy: Evaluate the overall content strategy and its alignment with target keywords and user intent.

Duplicate Content: Check for duplicate content issues.

Thin Content: Identify and improve pages with low-quality or thin content.

Freshness: Ensure the website is regularly updated with fresh content.


Backlink Profile: Assess the quality and diversity of backlinks.

Disavow Spammy Backlinks: Identify and disavow low-quality or spammy backlinks.

User Experience

User-Friendly Design: Ensure a clean and intuitive design for users.

Mobile Optimisation: Optimise for mobile devices.

Page Layout: Ensure the content is presented clearly with proper formatting.

Local SEO (if applicable)

Google My Business: Optimise and maintain a Google My Business profile.

NAP Consistency: Ensure consistent Name, Address, and Phone number information across the web.

Local Citations: Build and maintain local citations in relevant directories.

Remember that SEO is an ongoing process, and regular audits are essential to maintain and improve a website’s search engine visibility.

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I'm a freelance web designer & developer, as well as a bit of a digital marketing expert. I love all things WordPress and helping people make the most of their website and digital marketing presence. You'll sometimes find me lurking at various WordPress meet-ups, Facebook groups or the support forum...


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