How to optimise your website for SEO

Why do I need to optimise my website for SEO? #

We have all heard of SEO by now and I guess those working in digital marketing have a general understanding of what it is. Search Engine Optimisation, also known as SEO, is the process of optimising your website in order to appear in search engines and depending on the domain authority your website has, it may appear on the first page. The importance of optimising your website is crucial because even if it does not bring traffic immediately to your site, it will do so in the long run. Besides, having an SEO optimised website is good practice and will only work in your favour in the eyes of Google, which currently is the dominant search engine and any changes that Google bring, the other search engines will follow. For example, in 2013, Google’s project named Hummingbird changed its algorithm in a way that it was advised developers use longtail keywords written in contextual way as opposed to using forced keywords. As technology improves, the gap between humans and technology is significantly reduced, as GPT3 has shown us.

How does Google determine which website is properly optimised? #

Mobile Optimised Websites #

A few years ago, Google announced that it started working on mobile-first indexing – Google’s crawling of the web using a smartphone Googlebot. From their analysis, most sites shown in search results were good to go for mobile-first indexing, and 70% of those shown in their search results had already shifted over. In other words, they switched to mobile-first indexing for all websites starting September 2020.

This means that if in 2022 your website is not mobile ready, it may not be first of their list to be indexed. Furthermore, not only does your website needs to be responsive, it also needs to load up fairly quick when being accessed from a mobile device. If you are not sure what your website’s mobile loading speed is, use Page Speed Insights (recommended by Google), it will provide you with useful data, insights and tips on how to optimise your website for mobile loading.

How to optimise my website using SEO? #

  1. Research your keywords using the Google keywords planner.
  2. Use google trends to know approximately when those keywords were used more the previous year so you can plan your campaigns ahead.
  3. Once you have your lists of longtail keywords, include them in a contextual way in your page’s elements :
    • URLs
    • Titles
    • Meta descriptions
    • Headlines and sub-headings
    • Contents
    • Hyperlinks
    • Images
    • Create an FAQs section including your longtail keywords

1. Research your keywords using the Google keywords planner #

The Google Keyword Planner is a great tool to find out which keywords to use. For example, if you do not know where to start, you could just enter your website’s URL in the keywords planner, which in turn will pull keywords from it.

To show you how it works, as an example I entered my friend’s website,, which is a cryptocurrency related website, in the Google Keywords planner for Switzerland and the below list of keywords came up, providing me with keywords ideas, some of which were already on his website.

1 February 2021 – 31 January 2022
KeywordCurrencyAvg. monthly searches3-month changeYoY changeCompetitionCompetition (indexed value)Top of page bid (low range)Top of page bid (high range)
bitcoins cryptoAUD5000%0%Medium431.306.24
bitcoins newsAUD500000%0%Low40.905.94
crypto news schweizAUD500%0%Low16
crypto portalAUD500%0%Low14
crypto schweizAUD5000%0%Medium611.7711.93
crypto valleyAUD5000%0%Low21.497.45
crypto valley schweizAUD500%0%Low12
news cryptoAUD5000%0%Low61.115.03
schweiz crypto valleyAUD500%0%Low0
schweizer cryptoAUD500%Medium581.2311.36

Alternatively, if you have not written any contents on your website yet, you can enter, for the purpose of this example, the words “Crypto in Switzerland” and that will generate a list of related searched keywords.

If you want your website to eventually appear on the google first search results page/s, I would recommend using keywords with low competition for your SEO implementation and also for any google ads that you may launch to drive more traffic to your website. Also keep in mind that low competition keywords are cheaper than high competition keywords when running ads. 

FYI - The currency in the above table is set to Australia Dollars as my google account was created in Australia, but you can change it to your desired currency.

Using longtail keywords #

When it comes to keywords, I would suggest using what is called long-tail keywords, which are basically small sentences or questions typed in the search engines, such as “crypto news schweiz” as opposed to using just individual keywords, such as “crypto”. This is because google users/searchers tend to type small and longer sentences instead of just one word. 

Below are some longtail keywords ideas for the last year that came up when I searched for “crypto schweiz“.

1 February 2021 – 31 January 2022
KeywordCurrencyAvg. monthly searches3-month changeYoY changeCompetition
crypto schweizAUD5000%0%Medium
krypto wallet schweizAUD5000%0%High
crypto bank schweizAUD5000%0%Medium
crypto wallet schweizAUD5000%0%High
crypto trading schweizAUD5000%0%High
krypto kaufen schweizAUD5000%0%High
crypto zugAUD5000%900%Low
krypto schweizAUD5000%900%Medium
krypto kreditkarte schweizAUD5000%900%Low
crypto kaufen schweiz
crypto exchange schweizAUD500%0%Medium
krypto broker schweizAUD500%900%High
krypto handel schweizAUD5000%0%High
krypto app schweizAUD500%High
crypto app schweizAUD500%Medium
krypto banken schweizAUD500%-90%Medium
schweiz kryptoAUD500%0%Low
crypto trader schweizAUD500%0%High
crypto broker schweizAUD500%0%Medium
crypto handeln schweizAUD500%High
bitbox02 schweizAUD500%High
beste crypto trading app schweizAUD500%High
seba bank schweizAUD500%0%Low
cryptocurrency schweizAUD500%0%Low
crypto superstar schweizAUD500%High
crypto atm schweizAUD500%0%Low
bitbox02 kaufen schweizAUD500%High
crypto schweiz kaufenAUD500%High
paypal crypto schweizAUD500%Low
beste crypto trading plattform schweizAUD500%High
crypto firma schweizAUD500%0%Low

2.Google Trends #

Why use Google Trends #

Google Trends is a tool that allows you to see when some keywords or searches were used the previous year. Despite the past not being an accurate representation of the future, it can however provide you with an indication of when these searches may occur and when you should be launching your marketing campaigns.

How to interpret Google Trends graphs #

In relation to my friend’s website, further research using the keywords planner showed that users searched for keywords “crypto news deutsch” and as per google trends, they were used in searches in Zurich, in the last12 months. The below graph will give you a rough idea of when people searched for “crypto news deutsch”. The spikes means that those searches were made the most around April, June and November/December last year.

How to implement Google Trends in your planning #

The way to implement the data from Google Trends is to create your contents beforehand by including the mentioned keywords in your contents, blogs, ads etc, in advance and when users will be searching for“crypto news deutsch” in April, June and December 2022, as long as your contents and website have been properly SEO-optimised, they should see your ads/blog contents or snippets of your website appear in the search results.

3. Once you have your lists of longtail keywords, include them in a contextual way in your page’s elements #

Once you have assessed the keywords and decided which ones to use, I would suggest creating a landing page where google users/searchers will be directed to, after they click on the link from the Google Search Results page. Having a landing page will save you from having to optimise your whole website. Besides, a landing page is, if you are selling products, where the sales happen.

How to place your keywords in a structured manner #

The page URL #

Start with the page URL. Having the landing page’s URL named using a longtail keyword will increase the relevancy of your website and the google algorithm will detect the relevancy of the page. For example, if your want to teach people about crypto, your landing page’s URL could be “learn-crypto-in-10-easy-steps”.

Page meta description #

Your page meta description is very important as it will provide a description of your services or of what your page is about. The meta description will not appear on your published page, but it will appear in the source code of that page and may appear in search results as snippets depending on the browsers and devices used.

Page title #

Relevancy is the word. Make sure that everything is relevant, from your URL title to your images’ labels. This means that your titles should also be relevant to your website and page contents. For example, if your website is about crypto learning, DO NOT name your page Title “How to make cupcakes”. Instead, you could title your page ” How to learn Crypto in 10 days”.

Main headline #

There is no rule that says you cannot use the same title for your page title and your main headline. You just have to ensure that the main headline summarises your contents in an attractive and engaging way.

Page sub-headlines #

Page sub-headlines are basically your main headline broken down in smaller and more descriptive sections. Keep it relevant to your page and include longtail keywords as well. If you have more than one sub-headlines, you can distribute the keywords in the other ones. DO NOT repeat the same keywords everywhere, diversify the keywords in a relevant manner.

Contents  #

Your contents may include texts, images/videos and links. All of these elements have to flow and be relevant. The Google algorithm will assess your all the elements of your contents and assess their relevancy. We all have different skills and limitations and if writing is not one of them, don’t stress, you can either take a copywriting course or hirer someone online to do it.

Images #

As for all the images used on your website, make sure that you label them appropriately. For example, if you are using a picture of the bitcoin logo, rename the picture to “bitcoin” or “bitcoin-logo” to keep your contents relevant to your business/website. This will help when searchers do images searches. Additionally, I would suggest adding alt texts/attributes to your images in case they do not load, for whichever reason. The alt texts/attributes are short descriptions of non-loading pictures that users are be able to read.

Hyperlinks #

When it comes to inserting hyperlinks in your contents, make sure that you DO NOT use “more information” or “Click here”

An example of that will be: 
“It can be daunting to learn about crypto-currency if you have never been exposed to it, having said that, there is nothing to be scared of as our crypto online course will take you through it every step of the way…”

As you can see above, I have used “crypto online course” as a hyperlink instead of “click here” . This means that when searchers look for the “crypto online courses” ,  there might be a probability that a snippet of that paragraph from your website would appear in the search results page, of course this would also depend on whether “crypto online courses” are high or low competition keywords. 

FAQs #

Before learning about its importance for SEO purposes, I was already a big fan of having FAQs on websites. I use them a lot because they save me time and effort as opposed to being on the phone for hours. An FAQs sections is basically a section with answered questions that your users may have. You could either put yourself in their shoes and imagine the questions that they might have. Alternatively, use some of the longtail keywords and shape them as questions. Again, this will help in bringing more traffic to your site even if it is via your FAQs sections. Do make sure that the contents of your FAQs are properly linked to the relevant pages.

Conclusion #

This is a quick rundown on how to implement SEO optimisation for your website and if it seems a bit overwhelming, it really is not, as long we do it in a structured way and step-by-step. There is a lot more to and it all tie together.


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