How To Improve Your Website’s SEO

Guide on how to improve website SEO

It’s common to get stuck in the process of improving the SEO ranking of your website. Generally, the experience of many years working in Search Engine Optimisation, gives you a broader vision, in addition to allowing you to structure your work tasks and create strategic plannings.

That is why throughout the article; you will learn how to detect Google SEO ranking opportunities for your website. Besides, you will be able to conduct a competitive benchmark analysis which will help you achieve the main positions for the desired keywords.

Detect On-Page SEO Improvements

The first step is to analyse how your website ranks at an On-Page level and what key elements are needed to optimise it for a specific keyword.

There are many criteria and checklists that you can use to analyse the On-Page SEO of a site. Luckily, we’ve made it easier for you by listing these steps to analyse your web in a quicker and more precise way.

SEO On-Page Checker

It is difficult to find free tools that give you accurate and useful information on what to improve. However, the SEO checker of provides you with a keyword-based SEO score, a checklist for On-Page optimisation and the possibility to compare your web with the competition. And here comes the best part – it’s easy to use and completely free!

The only thing you have to do is enter the URL of the page, the keyword you want to analyse and an email address to receive the results. The option to compare your website with the competition is not mandatory but highly recommended as it will provide you with even more useful data and insights.

As mentioned earlier, the report you’ll receive includes an ultimate checklist to better position your page for the particular keyword you’ve entered. This way, you won’t have to spend hours searching on the internet for info on how to improve your SEO ranking in Google.

Internal links

Another fundamental aspect to improve the SEO of your page is the internal linking and web architecture. Why? Because the more links are pointing to a webpage, the easier it is for search engine robots to find them. These pages are often considered as ones with a high level of “strength”.

How to organize keywords according to internal linking

Pages that are the most linked to are easier to position for competitive keywords or for keywords with a higher search volume. In general, the internal pages with more links are aimed to be positioned with short tail keywords or money keywords.

On the other hand, pages with fewer links and less strength are mostly orientated to longer keywords, with less competition and fewer searches. Nonetheless, these pages are still important as they help strengthen the most vital pages by linking to them.

Applying link sculpting

Link sculpting is the technique that lets you decide if a search engine robot should follow the link to a webpage or not. Once you’ve found the keywords for all the pages of your website, you can place the links according to the importance of the page and the difficulty of the keyword.

Nevertheless, there will always have to be links included in your webpage that you don’t want to pass strength to. Luckily, it’s possible to make the robot crawl that URL less, or not at all by including the tag rel=”nofollow” to the link. By doing this, you will focus the robots’ tracking on the pages that are most important.

Strategy and content planning

Besides detecting opportunities to improve your On-Page SEO and analysing the competition, it’s advisable to create a parallel content strategy.

Usually, the main pages of a website are not all positioned for the keywords you are aiming for. A single page simply can’t position itself for an infinite number of keywords. Likewise, there surely are additional keywords that you can use for your blog to attract new clients.

Imagine you offer hosting services, and you want to attract new customers. You are not going to create a services page where you explain how to create a web in WordPress. Instead, you can create a blog article or a help page that is oriented to position this term, since it is a user who is going to need to hire hosting services.

Planning and keywords

Before starting to create content for your blog, it’s crucial to do an extensive keyword research. This is basically a list of focus words you can use for creating and planning new articles. The Google Ads Keyword Planner is a great tool to find the right keywords for your website.

Depending on the time you have, I would recommend publishing 2 articles a week from a minimum length of both 800 words. The longer the article, the higher the quality according to the search engines.

External links

Another fundamental part of SEO is external link building, which means getting other websites to point to yours. Like explained before, the more internal links are pointing to your page, the easier they can be found by search engines. This works the same for external links.

If another website includes a link in its blog article that leads to one of your articles, it means that it is relevant to the topic and adds extra information.

However, not every website is useful to be backlinked from. Pages from a low quality that are pointing to your domain can lead to being penalised by search engines. Therefore, the links should be as natural and relevant as possible.

Nowadays, it has become relatively easy to set up a network of free blogs and create links automatically. Although if you want to go for a high-quality link building strategy I would not recommend to trust on automatic low-quality link building tools.

Aspects to take into account

Among the links to obtain, you should be critical and analyse the competition. Doing this can provide you with information on where to obtain links, detect backlink patterns and even what type of links they are.

The type of links to obtain

There are various types of links: from articles, advertising banners, forums, directories, comments, and so on. In general, it’s recommended to have a variety of links which are not showing a clear pattern. Although in reality, the best and most difficult links to get are those located in the articles.

Anchor text, dofollow and nofollow

Another very important thing is the use of the anchor text for the links, as well as the dofollow and nofollow.

The anchor text must be chosen carefully, as search engines easily detect the over-optimisation of links when re-using the same anchor text.

Before positioning a keyword, it is recommendable to write down the different anchor texts, how many times they can be used and when they are going to be created.

In addition, it’s essential to analyse the number of dofollow and nofollow links that the exact page has, as well as the web in general.


We have looked at different general points to improve the SEO of a website and its pages. Let’s summarize the most important findings:

  • Define the keywords for the pages you want to position.
  • Determine the structure of the website according to the competition and relevance of keywords and pages.
  • Analyse each page on an On-Page level with the keyword and competition. With this, you will obtain the list of tasks to improve each page.
  • Create a content strategy, based on a list of keywords and publish them regularly.
  • Design a strategy to obtain links, based on information gathered from the competition.

Carrying out these steps will help you to detect SEO mistakes and improve your site ranking.

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