Search engine optimisation doesn’t need to be as difficult as some make it out to be. Yes, there are many different so-called ranking factors. So many that most would not be able to recite them all off the top of their heads, not even the SEO agencies. The best strategy and one we’ve deployed is to understand the few SEO optimisation techniques that move the needle the most. These we know from rigorous testing, data collection and consistent optimisation.

We’ve found what has worked in our personal lives over the years, is that the simpler you keep things, the easier the success but more importantly that success can be consistently repeated.

So in todays post we’re going to share some of the basics of SEO that can get you off to a good head start.

Before we begin any optimisation we need an understanding of what our potential customers are searching for. Obviously, the whole purpose of SEO is to get our webpages seen as high on Google page one as possible when a specific search (keyword) is typed into Google. We want our webpage to answer the user’s search query (question).

The first thing to do is to sit in a quiet spot with a pen and a piece of paper, put yourself in your customers or clients shoes. What would you search for if you had the problem that your product or service solves? What do you do? What are you called? This brainstorming session will help you to get started with your keyword research.

Keyword Research Example

Heres an example for a roofing company:

What are you called? Roofer, roofing company, local roofers, roofers in location.

What do you do? Flat roofs, roof repairs, lead work, slate roofing, roofing quotes.

You can take all of those ideas and put them into the Google search box. Here they will give you suggestions for other keywords. Jot them all down or type them up into a spreadsheet.

You can then take your list of keywords and put then into keyword explorer. offers a free 7-day trial which should give you ample enough time for your keyword research.

Using you should also be able to see how many other keywords your competitors are ranking for which will give you further inspiration and ideas. Using this tool you should be able to grade each keyword with how many times it gets searched every month, as well as its difficulty to rank in terms of competitor strength.

Once you have carried out this simple task, you should order your keywords into themes that will match specific pages on your website. Identify your primary and secondary keywords for each page.

Important Note

Make sure your main page is optimised for variations of your keyword. You do not want one page to target “roofing company London” and another page to target “best roofer in London”. Both of those keyword are the same and should be optimised for on the same web page.

Now, you’re ready to start optimising those pages with good on page SEO principles.