How to improve your website's SEO
A practical guide to improving the pages you already have: titles, content, speed and structure, so you show up more on Google and in AI search.
Most business owners think SEO starts with writing dozens of new blog posts. In reality, the best place to start is the pages you already have. A strong service page that Google doesn't understand is an opportunity sitting there waiting. This guide walks you through what to check on every page, and in what order.
Start with your client's question
Before you touch a single title, ask yourself what a client actually types when they look for you. Not what you call your service, but what they call it. An employment lawyer might be searched as "lawyer for unfair dismissal". An accountant might be found through "tax refund for employees". Every page should answer one clear question, in the words of the person asking it.
Five checks for every page
| What to check | What good looks like | What to fix |
|---|---|---|
| Page title | Names the service and the area or audience | Generic titles like "Home" or "Services" |
| Meta description | One sentence that gives a reason to click | Empty, or copied from another page |
| Main heading (H1) | Just one, clear, matching the search | Several H1s, or a slogan with no substance |
| Content | Answers the questions clients ask on the phone | Two lines and a photo |
| Speed | Loads quickly, even on a phone | Heavy images holding everything up |
Write answers, not slogans
Google, and AI engines like ChatGPT and Perplexity, look for text that answers a question directly. Instead of "we're the leaders in our field", write what it costs, how long it takes, who it's for and what happens at the first meeting. A short FAQ at the end of the page is a great way to do this. Visitors get their answer, and search engines understand what the page is about.
Link your pages together
A page that no other page links to looks unimportant to a search engine. Add links inside your text from the home page to your service pages, and from every article to the service it talks about. Use link text that says where it goes, never "click here".
Be patient, and measure
SEO improvements take time to sink in. Fix a few pages, wait a few weeks, then check Google Search Console to see which searches bring impressions. The pages that start to climb are the ones worth investing in further.
How UXellent handles this
On a site built with UXellent, SEO is built into every page from day one. Each page gets its own title, description and heading structure, including optimisation for AI search. You can improve the content by chatting with the AI, for example "add an FAQ about pricing to this page", or edit it directly in the click editor, which is free and unlimited. The site is fast from the start, so you can focus on what you say rather than the technical side.