Your Essential Guide to Dos and Don’ts for Search Success

Trying to get your website noticed in the crowded online world? Search Engine Optimisation (SEO) is key, but it’s a field that’s always changing. What worked a few years back might not cut it anymore – and could even hold you back. Indeed, some of the foundational SEO best practices have evolved, while others have become even more critical.

To really connect with your audience and see your website climb the rankings, you need to be on top of what works right now. It’s less about quick tricks and more about providing real value, making sure your site works brilliantly for visitors, and building a trustworthy presence. The journey of SEO can sometimes feel complex, leading some to wonder if SEO is rocket science or not, but understanding the core principles is key.

Let’s get straight to the practical stuff: the essential dos and don’ts that will make a real difference to your SEO efforts.

I. Content & Keyword Strategy: The Cornerstone of Modern SEO

Content remains king, but the kingdom has expanded. It’s no longer just about keywords; it’s about comprehensive, high-quality content that genuinely serves user intent, and understanding the many ways to master keyword research is fundamental.

DO: Embrace E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

• DO focus on creating content that showcases your first-hand experience, deep expertise in your industry, the overall authority of your brand and website, and the trustworthiness of your information. Google prioritises content that demonstrates these qualities.
• DO include author bios, cite credible sources, and ensure your content is accurate and up-to-date.

DO: Master Semantic Search & Topic Clusters

• DO move beyond single keywords. Understand the intent behind user queries and create comprehensive content around broader topics (topic clusters).
• DO use related keywords and phrases naturally within your content to help search engines understand its depth and relevance. Think about concepts, not just keywords.

DO: Prioritise User Intent Above All Else

• DO create content that directly answers your audience’s questions and solves their problems. Is the searcher looking to learn, buy, or find a specific website? Tailor your content accordingly.
• DO refresh and repurpose existing content to keep it relevant, accurate, and aligned with current user needs.

DO: Leverage AI for Content Ideation & Optimisation (Wisely)

• DO explore using AI tools for keyword research, content brief generation, and identifying content gaps. The impact of AI on SEO strategies is undeniable and growing.
• DON’T rely solely on AI to write your content. Use it as an assistant to enhance human-created content, ensuring authenticity, originality, and your brand’s unique voice. Always edit and fact-check AI-generated suggestions.

DON’T: Stuff Keywords or Write for Search Engines

• DON’T cram keywords unnaturally into your content. This “keyword stuffing” is a relic of the past and will harm your rankings and user experience.
• DON’T write robotic content aimed solely at algorithms. Remember, you’re writing for people. Engaging, well-written content will naturally perform better.

DON’T: Neglect Long-Tail Keywords

• DO continue to investigate long-tail keyword opportunities. These longer, more specific phrases often have lower competition and higher conversion rates because they target users with very specific intent. Various SEO tools can help optimise your website for success in this area.

DO: Create Content Around Current Events & Industry Developments

• DO continue to produce timely content related to recent events, trends, and innovations within your industry. This demonstrates relevance and can attract significant organic traffic. This also ties into how users discover information, which is evolving with concepts like social search and what it means for SEO.

II. On-Page & Technical SEO: Building a Solid Foundation

Your website’s technical health and on-page optimisation are critical for search engines to crawl, index, and understand your content effectively.

DO: Optimise for Core Web Vitals & Page Experience

• DO ensure your website loads quickly, is interactive, and visually stable. Google’s Core Web Vitals (Largest Contentful Paint, First Input Delay/Interaction to Next Paint, and Cumulative Layout Shift) are key metrics for user experience, similar to how previous updates focused on UI making U and I work better.
• DO ensure your site is mobile-first, secure (HTTPS), and free from intrusive interstitials.

DO: Craft Compelling & Optimised Meta Descriptions & Title Tags

• DO write unique, engaging title tags and meta descriptions for every important page. While meta descriptions aren’t a direct ranking factor, they significantly impact click-through rates from search results.
• DO include your primary keyword where it makes sense, but prioritise clarity and user appeal.

DO: Utilise Header Tags Effectively

• DO structure your content logically using header tags (H1, H2, H3, etc.). Your H1 tag should generally be your main page title or primary keyword focus. Subsequent headers should break down content for readability and SEO.

DO: Implement Structured Data (Schema Markup)

• DO use schema markup to provide search engines with explicit information about your page’s content (e.g., articles, products, events, FAQs). This can lead to rich snippets in search results, improving visibility and click-through rates.

DON’T: Ignore Internal Linking

• DON’T underestimate the power of internal linking.
• DO link relevant pages on your website together. This helps distribute link equity, improves site navigation, and helps search engines understand the relationship between your content.¹⁵

DON’T: Have a Slow or Clunky Website

• DON’T let poor site speed or a confusing user interface drive visitors away. This negatively impacts your bounce rate and signals to Google that your site isn’t user-friendly.

III. Off-Page SEO & Authority Building: Earning Trust and Recognition

Off-page SEO primarily involves building your website’s authority and reputation through external signals, most notably backlinks. Effective backlink outreach is vital for SEO success.

DO: Focus on Earning High-Quality Backlinks

• DO earn backlinks from reputable, relevant websites within your industry. Quality trumps quantity. Think digital PR, guest blogging on authoritative sites, and creating link-worthy content.
• DO build relationships with other industry players, journalists, and bloggers.

DON’T: Buy Backlinks or Engage in Link Schemes

• DON’T ever buy backlinks or participate in artificial link-building schemes. This is a classic “Black Hat” SEO tactic that Google actively penalises. The risk of a manual action and a severe drop in rankings is very real and can be devastating.
• DON’T be tempted by offers of “guaranteed top 10 listings” or packages of paid-for links, likes, or followers. Sustainable SEO is built on merit.

DO: Leverage Digital PR & Brand Mentions

• DO invest in digital PR to get your brand mentioned on authoritative news sites and industry publications. Even unlinked brand mentions can contribute to your online authority. The results can be impressive, as seen in examples like the ServiceMaster Manchester case study where strategic efforts yielded significant gains.

DON’T: Ignore Your Online Reputation

• DON’T neglect online reviews and mentions. Monitor your brand’s reputation and engage with feedback constructively.

IV. User Experience (UX) & Engagement: Keeping Visitors Happy

Google increasingly prioritises sites that offer a positive user experience. If users enjoy your site, stay longer, and engage with your content, Google takes notice.

DO: Design for Your Users First

• DO ensure your website is easy to navigate, visually appealing, and provides a seamless experience across all devices (desktop, tablet, mobile).
• DO make it easy for users to find what they’re looking for with clear calls to action and intuitive site architecture. For businesses targeting specific geographical areas, robust localised SEO targeting is also a key part of the user journey.

DO: Analyse User Behaviour Metrics

• DO pay attention to metrics like bounce rate, time on page, and pages per session in Google Analytics 4 (GA4). These can provide insights into how users are interacting with your site and where improvements can be made. Understanding these SEO stats that are hard to ignore can drive meaningful changes.

DON’T: Overlook Accessibility

• DON’T forget about web accessibility. Ensure your website is usable by people with disabilities. This is not only ethical but also broadens your potential audience and is viewed positively by search engines.

V. Staying Updated & Ethical Practices: The Long Game of SEO

SEO is not a set-it-and-forget-it task. It requires ongoing learning and adaptation, especially when you consider that you shouldn’t invest in SEO unless you’re in it for the long haul.

DO: Stay Informed About Algorithm Updates & SEO Trends

• DO make an effort to learn the evolving terminology and concepts in SEO.
• DO follow reputable SEO news sources and be aware of major Google algorithm updates. Understanding what a Google Core Update is can significantly impact how you adapt your strategy.

DO: Invest in a Well-Structured, Ethical Digital Marketing Strategy

• DO ensure your SEO budget is part of a comprehensive digital marketing plan that prioritises ethical, sustainable (“White Hat”) tactics. Honesty and transparency build long-term trust and results.

DON’T: Resort to Black Hat SEO Tactics

• DON’T get drawn into deceptive practices like cloaking, hidden text, doorway pages, or negative SEO. These can lead to severe penalties, including removal from search results, and go against the grain of proper dos and don’ts of SEO.

DO: Consider a Reputable SEO Agency for Expertise

• DO consider partnering with a knowledgeable SEO agency. A good agency stays ahead of the curve, understands the nuances of what works (and what doesn’t), and can prioritise strategies for the best results. There are many advantages of hiring an SEO agency to save you time and costly mistakes.

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Ready to Elevate Your SEO?

The SEO landscape demands a holistic, user-centric approach. By focusing on high-quality content, a technically sound website, a stellar user experience, and ethical authority-building practices, you can achieve sustainable growth in search rankings and connect meaningfully with your target audience.

If you’re looking for a trusted partner to navigate the complexities of modern SEO and implement a strategy that delivers real results, the SEO experts at Platform81 are here to help. Get in touch with us today to discuss how we can elevate your online presence!