Learn how to grow your website sustainably with simple, actionable strategies. Understand the basics of site structure, backlinks, long-tail keywords, content updates, and page speed, all explained in easy-to-follow terms. Discover practical tips, tools, and resources to help small businesses improve their online presence, build trust with customers, and prepare for the future of search.

Growing your website’s strategy and visibility doesn’t happen overnight. Think of it as a fitness regime: steady, consistent effort brings the best results. Here are key elements to focus on:

1. Build a Strong Foundation

A solid website structure is crucial for success.

What is it? Your website’s structure is how your pages are organised and linked together. A clear and logical layout makes it easier for visitors to find what they need and for search engines to understand your content.

Action Points:

• Use a simple menu with clear categories.

• Ensure every page is no more than three clicks away from the homepage.

• Fix broken links using tools like Screaming Frog or Google Search Console.

2. Develop a Robust Backlink Profile

What are backlinks? Backlinks are links from other websites to your site. Think of them as votes of confidence. When reputable websites link to yours, search engines see your site as trustworthy and relevant.

Action Points:

• Create shareable content, such as how-to guides, educational pieces or infographics.

• Collaborate with local businesses, influencers or bloggers to earn links.

• Use tools like Ahrefs or Moz Link Explorer to check your backlink profile.

3. Target Long-Tail Keywords

What are long-tail keywords? These are longer, more specific phrases that people search for. For example, instead of targeting “dresses,” you might target “affordable summer dresses for weddings.” They’re less competitive but often more effective at capturing user intent.

Action Points:

• Use Google Keyword Planner or Answer the Public to find niche keywords.

• Incorporate these phrases naturally into your content, like blog posts, campaign pages or product descriptions.

4. Keep Content Fresh and Relevant

Why is this important? Regularly updating your site signals to search engines that your website is active and worth ranking. It also ensures your content remains useful for your audience.

Action Points:

• Update old blog posts with new data or examples.

• Create a content calendar to plan regular updates.

• Use tools like Grammarly or Hemingway Editor to refine your writing.

5. Prioritise Page Speed

What is page speed? Page speed is how quickly your website loads. Faster sites provide a better user experience and rank higher on Google.

Action Points:

• Compress images using tools like TinyPNG.

• Test your site speed with Google PageSpeed Insights and follow the recommendations.

• Find a developer to help you with technical tasks recommended to help with speed.

6. Build Authority

What is authority? Authority refers to your website’s reputation and credibility. High-authority sites are trusted by search engines and rank well for competitive keywords.

Action Points:

• Publish in-depth, well-researched content.

• Earn backlinks from reputable sources (see point 2).

• Maintain a consistent posting schedule to keep your site active. This doesn’t have to be unmanageable, just consistent.

• Use freelancers to help you build content.

7. Leverage Trust Signals

What are trust signals? Trust signals are elements on your website that reassure visitors that you are credible and reliable. These include reviews, testimonials, and guarantees.

Action Points:

• Display customer reviews on product pages.

• Highlight certifications or industry awards.

• Respond promptly to negative reviews to show you care about customer feedback.

• Use platforms like Trustpilot or Feefo for collecting reviews.

8. Prepare for the Future of Search

What’s changing? Artificial intelligence (AI) is changing how people search. Voice search and conversational queries are becoming more common, so optimising for these is essential.

Action Points:

• Use natural, conversational language in your content.

• Optimise for voice search by answering common questions.

• Stay updated with industry trends by following sites like Search Engine Journal.

9. High-Competition Keywords

What are high-competition keywords? These are popular, highly-searched phrases that are difficult to rank for. Winning these keywords can bring significant traffic, but they require ongoing effort.

Action Points:

• Regularly monitor performance using tools like SEMrush.

• Focus on building authority to compete for these terms.

• Use content marketing to support your strategy, such as in-depth guides or case studies.

Checklist: Building Customer Trust Online

Use this quick checklist to ensure your website builds trust:

• Add user reviews to product pages.

• Embed credential badges on high-intent pages.

• Display testimonials prominently.

• Ensure fast, friendly responses to all reviews.

• Integrate external review platforms into your buying process.

By following these strategies, your website can achieve consistent, organic growth. Remember, it’s all about putting in steady effort and focusing on what truly adds value to your audience.