SEO optimization for a new website

SEO optimization is a crucial factor for digital strategies. Yet it also carries risks, both in terms of the technical side and the content itself. Being well aware of common mistakes makes it easier to avoid them. In this article, I discuss common mistakes in SEO and provide insights into how to prevent or fix them.

Setting goals and KPIs

An SEO roadmap starts with setting clear and measurable goals and KPIs. Consider what the desired outcomes are for a Web site and how to achieve them. Goals involve increasing organic traffic, increasing conversion rates or improving the position of certain keywords. Based on the goals set, performance is easier to evaluate.

Target group analysis

An SEO strategy is effective only when the target audience is clear. Determine the target audience using demographics and analyze the behavior and needs of the target audience. Using this information, you can develop personas that guide content and keyword strategy. The website will thus tailor content to the user’s needs and search intentions.

Examine market dynamics and competition

It is also important to be aware of market dynamics, opportunities and threats. To do this, conduct a competitive analysis and market research. This way you are aware of competitors’ strengths and weaknesses, which can lead to new insights for the website. It also gives new ideas for a distinctive SEO strategy.

Technical SEO

Technical SEO is critical to a website’s success. It is the foundation of a website and not only makes your website rank higher in Google, but also makes it more user-friendly.

Website structure and architecture

Always make sure the website architecture is in order. The structure should be logical and easy to follow by everyone. The search engines should also crawl the structure easily. A good structure includes clear hierarchies, internal link building and a logical URL. This way, users browse the website pleasantly, while the search engines can also read the website properly.

Optimal mobile display

In addition, a website must have optimal mobile viewing and speed is important. Responsive design, short load times and image optimization make the website faster and reduce bounce rates. These factors also increase user satisfaction.

Safety

To improve SEO, a secure website is key. Security not only plays a role in user confidence, but also affects ranking in Google. Secure a website with HTTPS and implement security protocols that protect user data. This builds trust for both customers and search engines.

Core Web Vitals

Core Web Vitals helps measure the quality of user-friendliness. The vitals Largest Contenful Paint (LCP), Cumulative Layout Shift (CLS) and First Input Delay (FID) ensure that the website is not only optimal in terms of SEO, but also offers a smooth and fast user experience.

Keyword research and content mapping

Using keyword research and content mapping, you gain insight into the target audience’s search intentions. Those insights are turned into strategic content that is not only relevant, but also finds resonance with the audience.

Targeted keyword research

The first step in the SEO process, is to conduct targeted keyword research. This helps identify the target audience and what they are looking for. It’s not just the words themselves and frequency that matter; meaning and context are essential. This information shows in what ways content can provide value to the user.

Content mapping

With content mapping, content is tailored to the different stages of the customer journey. Understanding where the target audience is in the buying process helps create and display content that is relevant at that moment. It helps customers in their journey on the website, with the SEO specialist’s ultimate goal being that the customer buys something.

Relevant content

The content that is created should always match the user’s needs, or even go a step further. It’s not just about answering the questions. Create unique, useful, informative and engaging content that prompts the target audience to take action.

On-page SEO

In on-page SEO, the content on the pages is the most important, think titles, header and the content itself. Below I explain how an on-page optimal works.

Title tags, meta descriptions and headers

To inform both users and search engines about the content of the page, title tags, meta descriptions and header are crucial. Not only should these sections contain keywords, the content should be interesting and provide a higher click-through rate from search results.

Use of images and multimedia

Images and multimedia enhance the user experience, if properly applied. Both format and quality should be in order. In addition, include alt text and descriptions to improve SEO.

Internal link structure

The website should have an internal link structure and easy navigation so that users and search engines move through the website in a pleasant way. Make sure each page is connected in a logical way and that the anchor texts are relevant.

Off-page SEO

Off-page SEO, on the contrary, focuses its strategy more outward. Some components of this strategy include linbuilding, social signals and other external factors.

Social media for SEO

Social media is great for increasing the reach and visibility of content. Make sure website content is consistent with content on social media.

Social media helps communicate directly to the target audience and increase accessibility, and thus traffic.

Local SEO and Google My Business

Local SEO and Google My Business are essential for businesses operating locally. Business listings should be up-to-date and SEO specialists should be actively involved in local SEO strategies.

What does this look like in a roadmap?

For a complete SEO roadmap, see my blog on the subject. Below you can find an overall roadmap for getting started with SEO for a new website.

MonthActionsRequired stakeholders
1Drafting the SEO strategy, technical setup, setting up Google Analytics & Search Console, initial keyword researchWeb developer, SEO specialist, data analyst, content specialist
2Developing website architecture, creating SEO-optimized content, setting up on-page SEO elementsWeb developer, SEO specialist, content specialist
3Implementing technical SEO, establishing a link building strategy, developing a content calendarWeb developer, SEO specialist, content specialist
4Implementing a local SEO strategy, optimizing the mobile experience, publishing and promoting contentWeb developer, SEO specialist, content specialist, social media manager
5Analyzing SEO performance data, adjusting content strategy, refining link building strategySEO specialist, data analyst, content specialist
6Performing SEO audit, optimizing conversion, evaluating/adjusting SEO strategySEO specialist, CRO specialist, Marketing manager
SEO steps for a new website

Analyses and possible adjustments

Each step must be thoroughly analyzed and adjustments made where necessary. Data-driven decision-making in of great importance to SEO. Use analytical tools and insights to properly execute the SEO roadmap so that performance will continue to improve.

Google Analytics

Google Analytics is a good tool for monitoring a website’s performance and user behavior. Set the certain goals, track conversions and analyze user data. This indicates how users are using the website and what areas need improvement.

Google Search Console

Google Search Console is a useful tool for checking website performance from the search engines’ perspective. For ideal website SEO optimization, monitoring indexing, rankings and organic search traffic is very important.

Continuous analysis adjustments

SEO is an ongoing process, requiring constant analysis and making adjustments as needed. Analyses also provide new insights for new strategies. This could include content, link-building strategies or technical SEO.

Common pitfalls within SEO

In addition to the many benefits within SEO, there are also a number of pitfalls. Be aware of the pitfalls and avoid them by carefully executing the SEO strategy. Below I discuss the most common pitfalls within SEO.

Duplicate content and canonical tags

An important part of good SEO execution, is identifying and using canonical tags correctly. In this way, search engines understand the preferred version of a page. Also, if possible, you can avoid confusing signals regarding link equity and important content.

Avoid over-optimization and keyword stuffing

Within SEO, finding the right balance is crucial. Avoid over-optimization and keyword stuffing. This can lead to a negative user experience, as well as lower search engine rankings.

Therefore, pick keywords that contribute to the quality of the content and ensure that the text is always easy to read.

Optimize mobile user experience and load time

To maximize the user experience on cell phones, it is important that the website works quickly and smoothly. Therefore, use a mobile-first approach. The user experience is best when the website works quickly and well on all devices.

Summary

For optimal application of SEO, it is good to know what the dirt pits are and how to avoid them. In addition, you must be constantly aware of new trends and developments.

Create a strategic SEO roadmap, continuously analyzing results and adjusting as needed. This not only optimizes the user experience, but also moves the page higher in Google’s search results.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 77 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 27 March 2024. The last update of this article was on 10 July 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.