How to create an SEO strategy

If you want more people to find your website, you need a clear SEO strategy. Not a checklist. Not a buzzword-filled plan. Just a simple, focused approach that helps the right people find you online.

Here’s a comprehensive guide to doing it right.

Key takeaways

• Keyword research helps you understand what your ideal customers are searching for.

• Competitor analysis shows what works (and what doesn’t) in your niche.

• Clear goals and metrics keep your strategy focused and measurable.

• Quality content and strong site structure improve rankings and user experience.

• Local SEO boosts visibility among nearby customers.

• SEO isn’t a one-time task — it’s ongoing.

Start with keyword research

The foundation of any SEO strategy is understanding how your potential customers search online. Keyword research helps you identify the words and phrases they use when looking for your products, services, or information related to your industry.

You don’t want to guess. Use keyword tools like:

• Google Keyword Planner — great for volume estimates and discovering related terms.

• Semrush or Ahrefs — offer insights on keyword difficulty, trends, and competitor rankings.

• Ubersuggest — a budget-friendly tool with helpful keyword suggestions and metrics.

When evaluating keywords, focus on three things:

1. Relevance: Do these keywords align with your services? Would someone using this term be a good potential customer?

2. Search volume: How many people are searching for this term each month? High-volume terms bring more traffic.

3. Competition: How hard will it be to rank? High-competition keywords may be unrealistic for new or small sites.

For small businesses, long-tail keywords are gold. These are longer, more specific phrases like “best accountant for small business Dublin” rather than just “accountant.” They attract more qualified traffic and are often easier to rank for.

Also think about search intent. Is the user looking for information, a specific service, or ready to make a purchase? Matching your content to the right intent boosts conversions.

Group your keywords by:

• Theme: e.g. bookkeeping, tax returns, business advice

• Intent: informational, navigational, transactional

• Location: relevant towns, counties, or service areas

Build a working list of 50–100 target keywords. Prioritise based on opportunity and relevance. Then map them to specific pages on your site. Each core page (like service pages or blog posts) should target a primary keyword and a few related ones.

Use your keywords naturally in:

• Page titles and headers

• Meta descriptions

• Body content

• Alt text on images

• URL slugs

Avoid keyword stuffing. Your content should read naturally and provide real value.

Over time, track which keywords are driving traffic and adjust your strategy accordingly.

Check what your competitors are doing

Competitor analysis gives you valuable insight into what’s already working in your market — and where you can do better. It helps you avoid guesswork and focus on proven strategies.

Start by identifying your main online competitors. These aren’t always the businesses you think of locally — they’re the ones ranking ahead of you on Google for your key search terms.

Identify competitors

Search your target keywords in Google and note who shows up in the top results. Look for:

• Direct competitors (offering the same service)

• Indirect competitors (publishing similar content for the same audience)

Make a shortlist of 5–10 key competitors.

Analyse their content

Visit their websites and assess:

• Topics they cover: What do they write about? Do they answer common questions?

• Content quality: Is their content in-depth, well-structured, and up to date?

• Content formats: Do they use blogs, guides, videos, or FAQs?

Use tools like BuzzSumo or Semrush to find their top-performing content. See what gets the most shares, links, or traffic.

Evaluate keyword targeting

Look at the keywords your competitors are ranking for. You can use:

• Semrush or Ahrefs: Enter a competitor domain to see their top organic keywords

• Ubersuggest: Offers similar data on a smaller scale

Take note of:

• Which keywords drive their most traffic

• Keyword gaps — terms they rank for that you don’t

• Overlaps — keywords you both target (can you do it better?)

Examine backlink profiles

Backlinks help sites rank. Use backlink tools to analyse:

• How many referring domains your competitors have

• What types of sites are linking to them (e.g. blogs, news sites, directories)

• Opportunities for you to earn similar links (or better)

Tools like Ahrefs and Semrush let you export backlink data to build a prospect list.

Spot content and technical gaps

Ask:

• Are they missing key topics or localised pages?

• Is their site slow, clunky, or poorly designed?

• Can you improve the user experience with clearer CTAs, faster load times, or better structure?

Competitor analysis isn’t about copying. It’s about learning what works, avoiding their mistakes, and finding ways to stand out.

Use your insights to guide your content plan, keyword targeting, and site improvements.

Set clear goals

Without clear goals, it’s hard to measure if your SEO is working. Goals give your strategy direction and help you stay focused on what matters most — getting results for your business.

Start by asking yourself what you want SEO to achieve. Common objectives include:

• Getting more organic traffic

• Increasing enquiries or sales

• Boosting brand visibility

• Ranking for specific keywords

• Reducing reliance on paid ads

Once you've defined your goals, set specific, measurable KPIs (Key Performance Indicators). These should tie directly to your business outcomes. For example:

• Increase organic traffic by 30% in the next six months

• Rank in the top 3 for “accountant in Galway” by year-end

• Get 20 new contact form submissions each month from organic visitors

Make sure your goals follow the SMART framework:

• Specific — Clear and well-defined

• Measurable — Can be tracked with data

• Achievable — Realistic given your resources

• Relevant — Aligned with your business priorities

• Time-bound — Has a clear deadline

Use tools like Google Analytics, Google Search Console, and Semrush to track your KPIs. Set up dashboards or monthly reports so you can monitor progress without getting lost in the numbers.

Finally, make SEO goals part of your wider marketing plan. Share them with your team, revisit them quarterly, and adjust as your business evolves.

Audit your existing content

Before creating new pages, take a look at what’s already on your site. A content audit shows you what’s working, what’s underperforming, and where there are opportunities to improve or expand.

Start by compiling a list of all the pages on your site. You can export this from your CMS or use tools like Screaming Frog or Sitebulb. For each page, gather data on:

• Page URL and title

• Target keyword (if any)

• Organic traffic (from Google Analytics)

• Keyword rankings (from Search Console or Semrush)

• Bounce rate and time on page

• Backlinks (optional but useful)

Once you’ve got your list, review each page:

Identify high-performing pages

These are your top traffic drivers or pages that convert well. Make sure they:

• Are up to date and accurate

• Load quickly on all devices

• Use keywords naturally

• Include strong internal links and calls to action

Spot outdated or low-performing content

Look for:

• Pages with little or no traffic

• Outdated info or broken links

• Thin content that lacks value

Decide whether to:

• Update it with new info and keywords

• Merge it with a related page

• Delete it and redirect to a more relevant page

Evaluate keyword optimisation

Make sure each page targets one main keyword and a few related terms. Avoid overlapping content that competes with itself.

Strengthen internal linking

Add links between related pages to help users (and search engines) navigate your site. For example, link from your blog to relevant service pages.

Document your changes

Keep track of what you changed, when, and why. This helps you measure the impact over time and avoid repeating past mistakes.

Regular content audits (every 6–12 months) keep your site relevant, help you rank better, and improve the user experience.

Build topic clusters

Search engines favour well-organised, informative websites. That’s where topic clusters come in. They help structure your content around central themes, improving both SEO and user experience.

What is a topic cluster?

A topic cluster is a group of related content pieces that all link to a central 'pillar page'. This structure signals to Google that your site covers the topic in depth.

• Pillar page: A broad, authoritative page that covers the main topic (e.g. "Guide to Family Law in Ireland")

• Cluster content: Supporting articles that explore subtopics in more detail (e.g. "How child custody works in Ireland," "The divorce process explained")

Each cluster page links back to the pillar, and ideally, to each other where relevant.

Choose your core topics

Start with the services or topics most important to your business. These should reflect what you want to be known for and rank for. For example:

• A builder might choose "home renovations"

• A physiotherapist might pick "back pain treatment"

• A solicitor could focus on "employment law advice"

Each of these becomes a pillar topic.

Build out subtopics

Use keyword research and customer questions to identify subtopics. Think:

• FAQs your clients ask

• Problems you solve

• Related services or special cases

Plan at least 5–10 supporting articles for each pillar.

Link strategically

Once your content is live:

• Link every cluster page to its pillar page

• Link between cluster pages when relevant

• Link the pillar page back to its cluster content

This helps users explore related content and keeps them on your site longer — which is great for engagement and SEO.

Monitor and improve

Use Google Analytics and Search Console to track performance. Which clusters are getting traffic? Where do people drop off?

Update your topic clusters regularly. Add new content, retire outdated pieces, and refine internal links to keep the structure strong.

Over time, well-built clusters make your site more authoritative, user-friendly, and easier to rank.

Optimise your site structure and technical SEO

Once your content is in place, you need to make sure your website works well behind the scenes. This is where technical SEO comes in — it ensures your site is easy to crawl, fast, mobile-friendly, and free of errors that could hurt your rankings.

Improve site speed

A slow website frustrates visitors and gets penalised by Google. Use tools like Google PageSpeed Insights or GTmetrix to test your site and fix common issues such as:

• Large image files — compress them using TinyPNG or WebP format

• Too many scripts or plugins — remove unnecessary code

• No browser caching or compression — ask your developer to set this up

Aim for load times under 3 seconds on both desktop and mobile.

Ensure mobile-friendliness

More than half of web traffic now comes from mobile devices. Google also uses mobile-first indexing. Key things to check:

• Text is readable without zooming

• Buttons are easy to tap

• Layout adapts well to smaller screens

If your site isn’t responsive, it’s time for an update.

Fix crawl errors and broken links

Use Google Search Console to identify crawl errors, such as 404 pages, redirect chains, or blocked resources. Then:

• Fix or redirect broken links

• Submit updated sitemaps

• Ensure robots.txt isn’t blocking important pages

Use Screaming Frog to run regular site crawls and catch new issues early.

Optimise URL structure

Make sure your URLs are short, descriptive, and include keywords. For example:

• Good: example.com/family-law/divorce-services

• Bad: example.com/page?id=123

Avoid changing URLs without setting up 301 redirects from the old address.

Add structured data (schema markup)

Structured data helps search engines understand your content and can improve how your listings appear (e.g. star ratings, FAQs). Use schema.org markup for:

• Business info

• Articles and blogs

• FAQs and How-Tos

• Events or local services

Google’s Rich Results Test can show if your structured data is working correctly.

Strengthen internal linking

A strong internal linking structure helps distribute page authority and guides users through your site. Best practices:

• Link to related content using descriptive anchor text

• Ensure every page is reachable within 2–3 clicks

• Use breadcrumb navigation if your site is large

Internal links also help Google discover and index new content faster.

Secure your site

Your website must use HTTPS. If it’s still on HTTP, get an SSL certificate. This improves trust and is a confirmed ranking factor.

By regularly reviewing and improving your site’s technical health, you’ll keep your SEO efforts on solid ground and avoid surprises that can hurt visibility.

Write compelling meta descriptions and titles

Your meta titles and descriptions are the first impression your site makes in search results. Well-crafted snippets can improve your click-through rates (CTR) — even if you're not ranked #1.

Understand what they are

• Meta title: The blue clickable headline in search results

• Meta description: The short summary beneath the title

They don’t directly impact rankings, but they heavily influence whether people click.

Write effective meta titles

• Keep it under 60 characters so it doesn’t get cut off

• Include your target keyword early

• Make it specific and relevant to the page

• Use brand name at the end if space allows (e.g. | Hello Digital)

Example: "Affordable Web Design for Small Businesses | Hello Digital"

Write click-worthy meta descriptions

• Keep it under 155 characters

• Include the keyword naturally

• Highlight a benefit or unique point

• End with a clear call-to-action

Example: "Get a fast, mobile-friendly website that brings in more leads. Book a free consultation today."

Avoid duplication

Every page on your site should have a unique title and description. Avoid using the same text across multiple pages, or worse — leaving them blank.

Use tools to preview and test

Use tools like:

• Yoast SEO (WordPress plugin)

• Google SERP Snippet Optimisation Tool

These help you see how your title and description will appear in Google.

Strong metadata won’t fix weak content, but it will make sure your best pages get noticed — and clicked on.

Create high-quality, helpful content

No amount of optimisation can save weak content. To perform well in search — and actually convert visitors — your content needs to be useful, engaging, and clearly aligned with what your audience wants.

Understand your audience

Start by identifying your ideal customer:

• What questions do they have?

• What problems are they trying to solve?

• What type of information helps them make decisions?

Create content that directly addresses these needs. Use plain language. Be clear and to the point.

Match content to search intent

Every piece of content should serve a purpose. Ask: what is the user trying to achieve with this search?

• Informational: Blog posts, guides, FAQs

• Navigational: Brand pages, about us, product categories

• Transactional: Service pages, landing pages with calls to action

Tailor your tone, format, and CTAs accordingly.

Structure content for readability

Make your content easy to scan and understand. Use:

• Clear headings and subheadings

• Short paragraphs

• Bullet points and numbered lists

• Images, charts, or video where helpful

Break up long text blocks and include summaries or key takeaways.

Use keywords naturally

Target one main keyword per page and sprinkle in related terms. Use them in:

• Headings (especially H1 and H2)

• First paragraph

• Alt text and image filenames

• Meta tags (title, description)

Avoid stuffing keywords. Always prioritise natural, readable copy.

Include strong calls to action

Every page should have a clear next step:

• “Book a free consultation”

• “Download our pricing guide”

• “Call us for a quote”

Make sure CTAs are visible, relevant, and repeated where necessary.

Refresh and expand over time

Content isn’t set-and-forget. Review your best-performing pages every 6–12 months and:

• Update facts or examples

• Add new internal links

• Expand sections with new insights

• Remove outdated or redundant information

High-quality content is what earns backlinks, keeps users on your site longer, and builds trust. Prioritise it — it’s the foundation of sustainable SEO.

Keep refining your strategy

SEO isn’t a one-and-done job. Search trends change. Competitors update their content. Google adjusts its algorithm. That means your SEO strategy needs regular attention to stay effective.

Monitor your performance

Use analytics tools to check how your site is performing:

• Google Search Console: Tracks keyword rankings, impressions, and click-through rates

• Google Analytics: Shows traffic sources, bounce rates, and conversions

• Semrush or Ahrefs: Monitor competitor performance, keyword changes, and backlink growth

Track your key metrics monthly so you can see what’s improving — and what’s not.

Identify what’s working

Look for content that’s gaining traffic, getting backlinks, or converting visitors. Then:

• Optimise it further by adding depth, FAQs, or updated information

• Add internal links from newer content

• Consider turning it into a downloadable guide, video, or case study

Fix what’s underperforming

If a page has dropped in rankings or traffic, diagnose the issue:

• Is it outdated?

• Is the keyword still relevant?

• Are competitors doing something better?

Update or improve the content. If it’s no longer useful, consider merging or removing it.

Look for new opportunities

Stay on top of emerging trends, seasonal topics, or new keywords. Regularly revisit your keyword list and content calendar to keep things fresh.

Use tools like:

• Google Trends

• AnswerThePublic

• Industry blogs or forums

Review your goals

At least every quarter, revisit your SEO goals and KPIs:

• Are they still aligned with your business focus?

• Have you hit any milestones?

• What should you aim for next?

Refining your SEO strategy is how you turn good results into great ones — and stay ahead of your competitors.

Don’t forget local SEO

If your business depends on local customers — like a café in Cork or a plumber in Galway — local SEO is one of the most powerful tools you have. It helps you show up when nearby people search for services like yours.

Optimise your Google Business Profile

Google Business Profile (formerly Google My Business) is the first place you should start. It’s free and massively influential.

Make sure your listing is:

• Fully filled out (name, address, phone, website, opening hours, categories)

• Consistent with the info on your website and other listings

• Regularly updated with new posts, photos, and offers

Encourage happy customers to leave reviews, and reply to all reviews professionally — both good and bad.

Use location-specific keywords

Incorporate local terms into your site content, titles, and metadata. For example:

• "Solicitor in Limerick"

• "Emergency locksmith near Swords"

• "Best lunch café in Waterford"

Add location pages if you serve multiple towns or areas.

Build local citations

Citations are mentions of your business name, address, and phone number (NAP) across other websites — especially local directories like:

• Golden Pages

• Yelp Ireland

• IrishBusiness.ie

• Local Chamber of Commerce sites

Ensure your NAP details are consistent everywhere.

Earn local backlinks

Links from other local websites can improve your visibility. Try:

• Sponsoring a local event

• Writing guest articles for local blogs or news outlets

• Joining local business networks and getting listed

Add local schema markup

Structured data tells search engines more about your business. Add LocalBusiness schema to highlight:

• Your address and contact info

• Opening hours

• Areas served

You can check your markup using Google’s Rich Results Test.

Monitor local performance

Use tools like:

• Google Search Console (filter by location-based keywords)

• Google Business Insights (views, clicks, calls, direction requests)

• Local rank trackers like BrightLocal

Local SEO is a long-term asset — once set up, it can drive steady leads without ad spend. Perfect for small Irish businesses focused on their local area.

Use the right tools

Great SEO doesn’t happen without good data — and that’s where the right tools come in. They help you spot opportunities, monitor progress, and uncover problems before they hurt your performance.

Keyword research tools

• Google Keyword Planner: Free tool that shows keyword ideas and traffic estimates.

• Semrush / Ahrefs: Paid tools that show keyword difficulty, trends, competitor data, and backlink insights.

• Ubersuggest: Budget-friendly option for smaller businesses.

Analytics and performance tools

• Google Analytics: Understand where your traffic is coming from, what users are doing, and how pages are converting.

• Google Search Console: Tracks your rankings, impressions, click-through rates, and technical issues.

• Bing Webmaster Tools: Useful for checking performance on Microsoft’s search engine.

Technical SEO tools

• Screaming Frog: Crawl your entire site to find broken links, missing tags, and structure issues.

• PageSpeed Insights: Analyse load time and performance for mobile and desktop.

• WebPageTest / GTmetrix: Deeper analysis of site speed and rendering issues.

Local SEO tools

• Google Business Profile Manager: Update and monitor your business profile.

• BrightLocal: Track local rankings, manage citations, and monitor reviews.

Content and on-page tools

• Yoast SEO / Rank Math (WordPress plugins): Help with metadata, keyword usage, and readability.

• Surfer SEO / Clearscope: Optimise content based on real-time SERP data.

Pick the tools that match your needs and budget. Most importantly, use them regularly to make informed decisions.

The right SEO tools don’t replace strategy or content — but they make both more effective.

Final thoughts

SEO isn’t magic — it’s method. It’s about understanding your audience, creating helpful content, and making your website easy to find and use.

Whether you do it yourself or get help, a clear SEO strategy gives your business a real advantage. It brings in better traffic, builds long-term visibility, and helps you compete without relying on ads.

Start small, stay consistent, and keep refining. Over time, you’ll see the difference.

And if you want support — clear, practical advice for your business — book a free consultation. I’m here to help.

Let’s grow your traffic — and your business.

FAQs

How long does SEO take to work?

Most businesses see noticeable results within 3–6 months. The timeline depends on your competition, website history, and how consistently you implement your strategy.

What’s the difference between on-page and off-page SEO?

On-page SEO focuses on optimising your website’s content and structure. Off-page SEO is about building authority through backlinks and mentions on other sites.

Do I need to blog to rank on Google?

Not necessarily — but blogging helps. Fresh, useful blog content supports keyword targeting, internal linking, and keeps your site active in Google’s eyes.

Can I do SEO myself?

Yes — especially with the right tools and guidance. But if you’re short on time or need faster results, working with an expert can save you months of trial and error.

Is SEO better than Google Ads?

They work differently. SEO is slower but delivers long-term value. Google Ads bring immediate traffic but stop the moment you stop paying. Many businesses benefit from using both strategically.

Need help with SEO?

SEO can feel overwhelming — especially when you're running a business. But you don’t have to do it all yourself. A clear strategy, the right tools, and expert support can make a massive difference.

If you’re ready to grow your traffic, attract better leads, and build long-term visibility, I can help.

• No jargon. No hype.

• Just honest advice and practical results.

• You’ll work directly with me, Alessandro, a freelance SEO consultant with 20+ years of experience, including time on Google Search Quality team — not a junior or a faceless agency.

Let’s create an SEO strategy that fits your goals and budget.

Ready to get started?