This article was published in 2013 and updated in October 2026.

Search engine optimisation (SEO) is still one of the most important parts of internet marketing: the higher your website appears in Google’s results, the more visitors it gets. But SEO has changed dramatically since 2013. Several techniques that were common back then — keyword density targets, link exchanges and article directory submissions — are now useless or can even get a site penalised. Here’s what works today.

Why good websites still get little traffic

Many websites offer great products, good service and well-written content — and still get few visitors from search engines. Usually the reason is that search engines can’t easily understand what the site is about, or the content doesn’t match what people actually search for. Whether you do it yourself or hire an SEO consultant, the goal is the same: make your site the most helpful result for the right searches.

Start with keyword research

Find out which words and questions your potential customers type into search engines. If you sell camping tents, think about the products (“2-person backpacking tent”), the problems (“how to stay dry when camping in rain”) and the activities around them. Free tools such as Google Search Console, Google Trends and the “People also ask” boxes in search results help with ideas.

On-page optimisation today

• Write for people, not for keyword density: use your main topic and related terms naturally. Counting keyword percentages is outdated; search engines understand synonyms and context.
• Titles and meta descriptions: a clear, descriptive title tag and a meta description that summarises the page increase clicks from search results.
• Structure: logical headings, short paragraphs, descriptive URLs and image alt text.
• Technical basics: fast loading, mobile-friendly design, HTTPS and a clean site structure with an XML sitemap.
• Expertise and trust: show who is behind the content, keep it accurate and up to date, and cite sources.

Off-page optimisation today

Links from other websites are still an important ranking signal, but quality is what counts:

• Earn links with useful content, original data, tools or guides that others want to reference.
• Get mentioned in local news, industry publications, partner websites and relevant directories.
• Avoid link schemes: link exchanges, paid links, mass guest posting with keyword-rich anchor text and article directories violate Google’s spam policies. They can lead to ranking drops or manual penalties.

Measure and improve

Use Google Search Console to see which searches bring visitors, which pages are indexed and whether there are problems, and an analytics tool to see what visitors do on your site. SEO takes time — usually months, not days — but well-optimised, helpful content keeps bringing visitors for years. For a simpler starting point, read our SEO tips for site owners who hate SEO and our overview of search engine strategies.

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