Search Engine Optimisation

I used to hate Search Engine Optimisation. It was a dark art that other people got but I didn’t.

I avoided it like the plague until, eventually, I couldn’t. I was required to teach it to others to others as part of my job.

That changed quite quickly, and I’ll go through the basics here so that you too can start to get comfortable with it.

After finding the right resources I learned that SEO was about:

  • Improving content quality
  • Tagging pages correctly
  • Being mindful of images
  • Getting backlinks
  • Keeping pages updated
  • Adding interesting things to the site

It dawned on me that SEO is really logical and once you get the basics, it soon becomes second-nature.

As a small businesses in Cumbria you need to be found online. Being visible will allow you to thrive beyond what the local market will support. It will also expose you to more customers in your immediate vicinity through local search too.

In order to reach suitable and relevant customers, you have to make sure your website provides the right information. It needs to be understood well by the search engines so that it can be more accurately matched with someone doing a Google search.

Your clients and customers:

Get a thorough understanding of who your target audience is. It will mean that you understand their needs better, and can supply better content on your website pages to meet their needs.

Once you know what information is likely to be useful or interesting, you can then begin to give them the best possible content that you can.

Make sure, as part of this, that you tag or complete the important areas that search engines look at in order to understand each page.

What makes a good website page:

The best experience for your visitors is created by making sure:

  • Your site loads quickly
  • Is mobile friendly
  • Is easy to navigate and get around
  • Has enough, decent text
  • Uses relevant images
  • Has video if possible
  • Even a pdf download


Page Titles

If you’re using WordPress, your Page Title usually matches your main page heading.

It should summarise what the page is about.

Meta Descriptions
  • An important part of SEO
  • Seen in the results pages of a Google Search. These are written for humans.
  • Should be unique to each page
  • Must describe what people will find on the page
  • Must be compelling

Robots.txt tells crawler bots what files and folders not to bother indexing. These are usually admin or system folders that contain no info useful to your visitors.

Your robots.txt file should contain a link to your Sitemap.xml: e.g.

This will help the crawlers reach your sitemap and index the pages listed within it.