SEO that works for search engines and humans

You’ve built a user-friendly website that performs on desktop and mobile, added eye-catching designs and started populating it with great content.

But how do you ensure it gets seen by the right people? With over a billion websites online today, getting your site noticed can feel like an impossible task – that’s where your SEO comes in.

SEO can seem complex and daunting at first, but you don’t have to be a guru to start getting your site noticed. By following a few simple but essential guidelines, your website can be well on its way to ranking on SERPs (Search Engine Results Pages) and attracting visits from your target audience.

Let’s dive into the essential elements of SEO, including how to balance search engine algorithms with user intent, and a few effective, practical tips to help you get started.

SEO: the essentials

At its core, SEO is all about making your website rank highly on SERPs while also being engaging and readable for your target audience. It’s easiest to start with on-page SEO (the stuff that actually affects the content of your pages). Some of the most essential elements to consider when it comes to on-page SEO include:

1. E-A-T
   Google uses a system it calls E-A-T (Experience, Authoritativeness, and Trustworthiness) to assess the quality of content. To rank highly, that means ensuring your content is accurate and well-written while publishing consistently and sharing useful insights. Following these rules also means your users can enjoy high-quality content.

2. Title tags
   This is the text that will appear as your page’s title on SERPs. Your title tag should briefly and clearly explain your page’s topic while including your primary keyword. Keep it under 60 characters for the best results.

3. Header tags
   Your header tags (H1, H2, H3, etc.) help search engines to understand how your page is structured and break your content up for your users – nobody wants to read a wall of text! Keep your header tags descriptive and include your primary and secondary keywords.

4. Keyword optimisation
   Think about the phrases your target audience are likely typing into search engines – these are the keywords you should be targeting in your content. To find your keywords, use tools like Semrush or Google Search Console to find out what people are searching for. Then, weave your primary and secondary keywords naturally throughout your content.

5. Internal linking
   Remember to include links to other relevant pages on your site. This helps users to discover more of your site’s content, decreasing your bounce rate and boosting your page views.

• Speaking of internal linking, check out our 9 key elements to build trust on your B2B website here.

SEO that works for search engines

Search engines look for several key elements when determining how to rank your content. Here are a few quick tips you can follow to ensure your pages are SEO-optimised:

Optimise page load speed

Did you know that if your page doesn’t load within 3 seconds, over 50% of users will leave? Slow-loading pages can hurt your rankings, so use compressed images and remove unnecessary scripts to help your site load faster.

Add image alt text

Adding descriptive alt text to your images helps search engines understand what’s included in your visuals and improves accessibility.

Write compelling meta descriptions

Meta descriptions are the short snippets of text that appear underneath your title on SERPs. Include your primary keyword and keep them between 150–160 characters.

• Bonus tip: recent research has found that around 70% of Google’s search results now include auto-generated meta descriptions. If you find that your meta descriptions aren’t showing up on SERPs, it may be worth considering leaving them blank.

SEO that works for humans

Ranking on SERPs is important, but don’t forget the real people behind those searches. Here’s how to use SEO to benefit your audience too:

Keep content readable

Break up your text with headers, bullet points or shorter paragraphs.

Consider user intent

Your content should be genuinely useful for your audience – does it answer their questions or solve their problems?

Add engaging visuals

Include images, videos or diagrams to keep your content visually appealing.

Include clear calls-to-action

Remind users to download a guide, place an order or get in touch.

Summary

Great SEO boosts your SERP rankings and improves your user experience. Start with these small, actionable steps, and remember that SEO is an iterative process. Consistently optimising your website’s content will help search engines understand your site while ensuring your audience finds it useful and engaging.

Is your website and SEO where it needs to be? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. Email hello@weareembrace.com for an initial chat.

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