SEO Basics for New Websites

Launching a new website can be an exciting step, but without a proper SEO (Search Engine Optimization) strategy, the site may remain invisible. SEO encompasses a set of practices that help a website appear at the top of Google search results—where competition is strongest and visitors are most ready to take action. Below are the key elements every new website should put in place from day one.
 

1. Quality Structure and Clean Code

Proper Hierarchy
A well-organized website structure and clean code form the foundation of any successful SEO strategy. First and foremost, the site should have a clear hierarchy that makes navigation easy for both users and search engines. This means main headings (H1) accurately describe the page content, while subheadings (H2 and H3) break information into logical sections. URLs should be simple, readable, and descriptive—for example, domain.com/category/product—since they also signal content structure to search engines.

Mobile-First Web Design
A mobile-first approach has become the standard, as Google primarily indexes the mobile version of a website. Every new site should be fully responsive, adapt to different screen sizes, and ensure that content and design elements remain intact and functional on mobile devices.

Loading Speed
Page speed is critical; a slow-loading website drives visitors away and negatively impacts search rankings. This requires optimizing images, minimizing unnecessary scripts, implementing proper caching, and using modern formats such as WebP or AVIF.
 

2. Keyword Research

Keyword research is one of the foundations of any SEO strategy, as choosing the right terms determines whether a website will be discovered by users. The process begins with analyzing what the target audience is actually searching for, which involves understanding their questions, problems, and needs, as well as identifying the phrases they most frequently enter into search engines. Primary keywords should reflect the main topics of the site, while long-tail phrases—more specific and longer—often bring higher-quality traffic and a greater conversion rate because they attract users with a clear intent.

Keywords should be integrated naturally into the site’s content, including titles, headings, meta descriptions, and image alt text, so that search engines can easily understand what information the website provides. At the same time, it is important to avoid keyword stuffing, as this can have the opposite effect and reduce the quality of the user experience.

Tools such as Google Keyword Planner, Ahrefs, or SEMrush help identify relevant terms, their search volume, and the level of competition, providing a clear roadmap for optimizing both content and site structure.
 

3. Optimized Content

The first step in optimization is creating unique and valuable content that addresses the questions and needs of the target audience. Google increasingly values websites that demonstrate expertise, authority, and trustworthiness, so it is important that the information is accurate, clearly written, and organized into logical sections that facilitate reading.

Content should include keywords, but in a natural way so the text does not feel forced. Keywords should appear in titles, headings, body text, as well as in meta descriptions, image alt text, and page URLs. This allows search engines to accurately understand what information the website provides and which search queries it is relevant for. Special attention should also be given to content formatting, using paragraphs, headings, lists, quotes, and visual elements such as images and infographics, which enhance readability and user engagement.

Additionally, implementing structured data or Schema markup helps search engines better interpret the content, which can result in richer search snippets, such as reviews, events, or products.
 

4. Internal Linking

Internal linking plays an important role in SEO optimization and improving user experience, as it connects related pages and articles within a website, enabling easier navigation and providing search engines with a clearer content structure. Properly implemented internal links help distribute “link juice,” or authority, across web pages, which can positively influence the ranking of important pages.

When creating internal links, it is important that the anchor text is clear and immediately describes the content of the destination page. Instead of generic phrases like “click here,” it is recommended to use descriptive phrases such as “see the web design guide” which also help search engines better understand the context of the page. Additionally, internal linking should be logical and natural, following the flow of the content, so users can intuitively navigate from one topic to another, increasing time spent on the website and reducing bounce rates.
 

5. Technical SEO

Technical SEO ensures that search engines can easily index and understand the content of a website. One important element is a properly configured XML sitemap, which provides search engines with a map of all pages and helps them crawl and index the content more efficiently. In addition, the robots.txt file allows control over which parts of the site search engines can index and which they cannot, preventing unnecessary duplication and improving crawling efficiency.

It is also important to ensure that websites do not have duplicate content and that all canonical links are correctly implemented. Canonical tags indicate the main version of a page when multiple similar URLs exist, preventing penalties for duplicate content and maintaining the concentration of SEO value.

Website security is also a key aspect of technical SEO. An SSL certificate enables the HTTPS protocol, which encrypts data and protects users, while simultaneously contributing to better rankings on Google, as search engines favor secure websites.
 

6. Link Building and Reputation

Link building and reputation management increase a website’s authority and improve its visibility in search engines. High-quality backlinks from relevant and reputable websites transfer authority to the site, signaling to Google and other search engines that the content is trustworthy and valuable. It is important that these links come from websites related to the appropriate niche or industry, as unrelated or low-quality links can have the opposite effect.
 

7. Analytics and Continuous Monitoring

Continuous monitoring and data analysis enable quick responses to changes in user behavior, adjustment of content and site structure, and the long-term maintenance of an effective and optimized website that attracts traffic and achieves goals.

From the moment a website is launched, it is recommended to set up Google Analytics 4 and Google Search Console, as these tools allow tracking of visits, user behavior, and search engine performance.

After implementation, it is important to regularly monitor metrics such as CTR (click-through rate), average time spent on the site, and the most visited pages. This information helps identify what is working well and where there is room for improvement.