How to Optimise Your Custom Website for SEO: Best Practices

Having a custom website is a significant step towards establishing a robust online presence. However, even the most beautifully designed site won’t achieve its full potential if it’s not optimised for search engines. Search Engine Optimization (SEO) is crucial for driving organic traffic, improving visibility, and ensuring your target audience can find your site. This article will delve into the best practices for optimising your custom website for SEO, covering on-page SEO, technical SEO, and content optimization strategies.

On-Page SEO: Building a Strong Foundation

On-page SEO refers to the practice of optimising individual web pages to rank higher and earn more relevant traffic in search engines. It involves a variety of techniques that help search engines understand your content and deliver it to users seeking relevant information.

1. Keyword Research and Usage

Keyword research is the cornerstone of on-page SEO. It involves identifying the terms and phrases that potential visitors are using to search for products, services, or information related to your business. Tools like Google Keyword Planner, Ahrefs, and SEMrush can help you discover valuable keywords.

Best Practices

  • Target Long-Tail Keywords: These are more specific and less competitive, making it easier to rank higher. For example, instead of targeting “shoes,” you might target “women’s running shoes for flat feet.”
  • Include Keywords Naturally: Integrate keywords into your content naturally, ensuring it reads well. Avoid keyword stuffing, as this can lead to penalties from search engines.
  • Use Keywords in Key Areas: Place your primary keyword in the page title, meta description, headings, URL, and throughout the content.

2. Optimising Title Tags and Meta Descriptions

Title tags and meta descriptions are critical elements of on-page SEO. They not only influence click-through rates but also provide context to search engines about the content of your page.

Best Practices

  • Craft Compelling Title Tags: Ensure your title tags are unique, descriptive, and include the primary keyword. Keep them under 60 characters to avoid truncation in search results.
  • Write Persuasive Meta Descriptions: Meta descriptions should provide a concise summary of the page content and include the primary keyword. Aim for around 150-160 characters to ensure they display properly in search results.

3. Header Tags (H1, H2, H3)

Header tags structure your content and make it easier for search engines and users to understand. They break down your content into manageable sections and highlight the main topics.

Best Practices

  • Use H1 Tags for Titles: Each page should have a single H1 tag that includes the primary keyword and accurately reflects the page’s content.
  • Incorporate H2 and H3 Tags for Subheadings: Use H2 and H3 tags to organise content into sections and subsections. These tags should include secondary keywords and provide a logical flow.

4. Image Optimization

Images enhance user experience but can also impact page load times and SEO. Optimising images ensures they contribute positively to your site’s performance and search visibility.

Best Practices

  • Use Descriptive File Names: Rename image files to include relevant keywords before uploading them.
  • Add Alt Text: Provide descriptive alt text for each image, incorporating keywords where appropriate. Alt text improves accessibility and helps search engines understand the image content.
  • Compress Images: Reduce image file sizes to improve page load times without compromising quality. Tools like TinyPNG and ImageOptim can help with compression.

Technical SEO: Ensuring Your Site is Search Engine Friendly

Technical SEO involves optimising the infrastructure of your website to make it easier for search engines to crawl, index, and rank your site.

1. Mobile-Friendliness

With the increasing use of mobile devices, having a mobile-friendly website is essential. Google uses mobile-first indexing, meaning it predominantly uses the mobile version of the content for indexing and ranking.

Best Practices

  • Responsive Design: Ensure your website adapts to different screen sizes and devices. Use responsive design techniques to provide a seamless experience across all devices.
  • Mobile Usability: Test your site using tools like Google’s Mobile-Friendly Test to identify and fix any issues that may affect mobile usability.

2. Site Speed

Page load speed is a critical ranking factor. Faster websites provide a better user experience and can lead to higher rankings in search results.

Best Practices

  • Optimise Code: Minify CSS, JavaScript, and HTML to reduce file sizes and improve load times.
  • Enable Browser Caching: Use browser caching to store static files, reducing load times for returning visitors.
  • Use a Content Delivery Network (CDN): Distribute your content across multiple servers worldwide to improve load times for users in different geographical locations.

3. Secure Your Site with HTTPS

HTTPS (Hypertext Transfer Protocol Secure) encrypts data between the user’s browser and your server, providing a secure browsing experience. Google gives preference to secure sites in its rankings.

Best Practices

  • Install an SSL Certificate: Obtain and install an SSL certificate to enable HTTPS on your site.
  • Redirect HTTP to HTTPS: Ensure all HTTP pages redirect to their HTTPS counterparts to maintain search rankings and avoid duplicate content issues.

4. XML Sitemaps and Robots.txt

XML sitemaps and robots.txt files help search engines understand and navigate your site more effectively.

Best Practices

  • Create an XML Sitemap: Generate an XML sitemap that lists all the important pages on your site. Submit it to Google Search Console and Bing Webmaster Tools to help search engines crawl and index your site.
  • Optimise the Robots.txt File: Use the robots.txt file to control which pages search engines can crawl. Ensure you’re not accidentally blocking important pages from being indexed.

Content Optimization: Creating Valuable, Engaging Content

High-quality content is at the heart of SEO. It attracts visitors, keeps them engaged, and encourages them to return. Optimising your content ensures it meets user needs and ranks well in search results.

1. Create High-Quality, Relevant Content

Content should be informative, engaging, and relevant to your audience. It should provide value and address the needs and interests of your visitors.

Best Practices

  • Understand Your Audience: Conduct audience research to understand their preferences, pain points, and interests. Tailor your content to meet their needs.
  • Provide In-Depth Information: Create comprehensive content that thoroughly covers the topic. Long-form content tends to rank higher in search results.
  • Update Regularly: Keep your content fresh and up-to-date. Regularly review and update older posts to ensure they remain relevant and accurate.

2. Use Internal Linking

Internal linking helps search engines understand the structure of your site and the relationship between pages. It also keeps visitors on your site longer by directing them to related content.

Best Practices

  • Link to Relevant Content: Use internal links to guide visitors to related articles, products, or pages. Ensure the linked content adds value and context.
  • Use Descriptive Anchor Text: Anchor text should be descriptive and include relevant keywords. Avoid generic phrases like “click here.”

3. Optimise for User Experience (UX)

A positive user experience keeps visitors engaged and reduces bounce rates, which can positively impact SEO.

Best Practices

  • Ensure Easy Navigation: Make sure your site is easy to navigate with clear menus and intuitive layouts.
  • Improve Readability: Use clear fonts, adequate spacing, and contrasting colours to enhance readability. Break content into smaller paragraphs and use bullet points for better readability.
  • Encourage Engagement: Include calls-to-action (CTAs), comments sections, and social sharing buttons to encourage visitor interaction.

4. Leverage Multimedia Content

Multimedia content such as videos, infographics, and podcasts can enhance user engagement and improve SEO.

Best Practices

  • Include Descriptive Titles and Descriptions: For multimedia content, include descriptive titles and meta descriptions to help search engines understand the content.
  • Transcribe Videos and Podcasts: Provide transcripts for videos and podcasts to make the content accessible and improve SEO.


Optimising your custom website for SEO is an ongoing process that requires attention to detail and a commitment to best practices. By focusing on on-page SEO, technical SEO, and content optimization, you can significantly improve your site’s visibility and ranking in search engine results. Implementing these strategies will ensure your custom-built website not only attracts visitors but also provides them with a valuable and engaging experience.

Next Steps

For businesses seeking expert assistance in optimising their websites for SEO, partnering with a forward-thinking and skilled team can make all the difference. At Code One Digital, we are committed to delivering high standards in custom web development, ensuring your site stands out in the digital landscape. Contact us today to learn how we can help you achieve your SEO goals and drive your online success.