SEO Guides

Struggling to understand the ever-evolving world of SEO? At The SEO Works we have been helping clients grow online for over 15 years. In our SEO Guides you'll find a treasure trove of actionable SEO tips and proven strategies to supercharge your website's organic traffic. We'll help you unlock the secrets of search engine success, one guide at a time.

Structure Data: Types, tools, testing

Found yourself scanning through the Google results before clicking on the result you want? Ever stopped to consider what makes you click on a particular listing? We have. A lot. As a business owner, you need to make your website visible in the search results and ensure it’s enticing and interesting. Structured data is one…

Read More
How to use AI in SEO

We’ve all seen the headlines. Either AI is going to save the world or it’s going to put us all out of jobs. It’s either going to take over the planet, or make us all quicker and smarter human beings. There will be places where AI can help and there will also be areas it…

Read More
Google Sheets Tips For SEO

Google Sheets is something we use every day for performing a range of SEO Tasks, from keyword research to tracking progress on projects, and everything in between. It is essentially our bread and butter that we use to bring everything together. An important part of being efficient on sheets is understanding how you can use…

Read More
Mobile SEO Guide: How to Achieve a Mobile Optimised Website

We all spend so much time on our phones, consuming content and Googling for information on the go. So it’s no surprise that a mobile optimised website has become increasingly prominent for businesses to be found on Google. If you’re not seriously considering your mobile website offering, you can bet that your competitors are.  In…

Read More
How to Improve Core Web Vitals for SEO

Core Web Vitals are a series of metrics designed to assess the performance of your website in terms of user experience. They can be in relation to the load speed and changes to the layout, as well as the responsiveness and accessibility of your site. Keep reading to find out what Core Web Vitals are,…

Read More
Keyword Research for Beginners: Kickstart Your SEO Process for Free

Keyword research is the essential first step to any SEO campaign, and a successful keyword strategy can increase your business’s customer base, revenue, and website traffic. Google uses keywords to understand what the content of your website offers users. No matter what type of business you run, keywords provide a free and simple way to…

Read More
Website Migrations: When Should I Consider SEO?

Moving your website to a new domain or platform can be exciting as it opens up possibilities for growth and allows you to redefine your online presence.  However, when planning a website migration, it’s crucial to think about the impact it may have on your search engine optimisation (SEO) efforts. When considering a website migration,…

Read More
SEO is Evolving: How Can You Keep Up?

SEO is constantly evolving; however in recent years we have seen some of the most significant changes to the search landscape in a long time.  Google frequently releases updates designed to improve the search experience for users. These updates take into account the changing demands of users, as well as new technologies available. The most…

Read More
Why Informational Content Is Key to Effective Digital Strategy

In the ever-evolving landscape of digital marketing and SEO, there is one common trap that businesses fall into online: neglecting the power of informational content. The primary goal of most websites is to either sell a product or service. Naturally, to improve revenue and drive conversions, it’s sensible to assume that prioritising landing pages that…

Read More
Local SEO: A Beginner’s Guide

Local search is a powerful technique for small businesses. If you aren’t optimised for local search, you could miss out on potential customers looking for your type of business in your area. To help you optimise your business for local SEO, we have put together this beginner’s guide to local SEO which will cover what…

Read More
YMYL Content: How to Optimise for ‘Your Money or Your Life’

There is a lot of terminology to understand in SEO. You may have heard the term ‘YMYL’ – but what is it and why is it important for SEO? Read our blog post to understand more about YMYL, including examples of YMYL content topics and considerations for YMYL niches. What is the meaning of YMYL?…

Read More
Everything You Need to Know About Canonicals

Canonicals are commonly used across almost every website on the internet and serve a special purpose in SEO. They can be used for a whole host of different uses for service-based and e-commerce websites. But the primary use for canonical tags is to resolve duplication issues, whether that is in the content, the metadata or…

Read More
A Complete Guide to Keyword Mapping

Just like keyword research, keyword mapping is an integral part of any SEO campaign and shouldn’t be overlooked. It allows you to plan where to place your keywords in order to ensure your terms are deemed relevant by search engines, and can help you create a clear and effective strategy.   But how do you actually…

Read More
E-E-A-T SEO Checklist 2024: Google Sheet Download

If you want to improve your organic performance, E-E-A-T (experience, expertise, authoritativeness and trust) is something all marketers and business owners need to be aware of. As Google develops its algorithms to prioritise helpful, people-first content, E-E-A-T factors are essential to get right.  This is especially important for YMYL brands. This stands for ‘Your Money…

Read More
Entities in SEO and The Future of Search

Whilst AI is dominating conversations about the future of search, one topic that gets less attention is entities in SEO – but its influence is just as profound.  For years, Google algorithms have been evolving towards an entity-focused approach. Keywords are still important, but Google has been slowly reducing its reliance on exact phrase matching. …

Read More
Topic Clusters: Why (& How) They Help With SEO

It’s no secret that SEO is a constantly evolving field. Google releases search engine algorithms and updates regularly, all with the overall aim of rewarding helpful, people-first content. Keeping up can be a challenge, however, with each new update and algorithm change comes new opportunities to improve your website’s rankings and search visibility. Like many…

Read More
The best SEO tools used by experts

Search engine optimisation has evolved through the years, initially focusing on controversial methods like keyword stuffing, sneaky redirects and hidden links. Google now has the ability to filter out black hat SEO and focus on quality content and relevant sites.  There is so much data we can access, meaning we can target users with useful…

Read More
Understanding SEO Costs and Pricing in the UK

SEO is an invaluable investment for businesses. Once visible at the top of Google search results for your business’s main services, the potential for an ROI on the money invested into SEO is astronomical. Despite this, for businesses that have never invested in SEO before, understanding SEO pricing and the right type of pricing for…

Read More
Over the Rainbow: How to (Actually) Make Your Marketing LGBTQ+ Friendly

LGBTQ+ people aren’t going anywhere. In fact, 3.1% of the UK population identified as LGBTQ+ in 2020, which is almost double the percentage in 2014.  Yet still, many marketers aren’t inclusive of LGBTQ+ people. Websites and marketing campaigns rarely include people with diverse characteristics. And, when they do, they’re full of stereotypes and clichés.  The…

Read More
Google My Business SEO: How to Optimise Your Listing

Creating a Google My Business profile is a great way to attract new customers to your business through Google search and maps, especially if you are a local business. In this guide, we will cover what a Google My Business profile is, why you need one, what features you can optimise, and how to connect…

Read More
Duplicate Content in SEO: Causes, Fixes and Best Practices

What is duplicate content in SEO? The term duplicate content means the same (or very similar) content is on more than one webpage, most typically appearing on the same website in different places. As content is a core pillar in your marketing and SEO strategy, it is also one of the most important factors search…

Read More
Video SEO: Using Videos for SEO

Videos can be a powerful tool to engage with your audience, present information and enhance your offering. But videos can also be used for SEO – search engine optimisation. They can help to drive traffic to your website and improve a user’s experience. Want to learn more about using videos to improve visibility? Read our…

Read More
How To Improve Ecommerce SEO: 10 Ecommerce SEO Tips For Beginners

Ecommerce and online retail is big business, but it can be incredibly competitive. In order to help your website stand out from the crowd and grow you may have considered using a range of different digital marketing methods such as paid advertising and digital PR. But what about Ecommerce SEO? Ecommerce SEO is a great…

Read More
Redefining Ethical SEO: Beyond ‘White Hat’ Tactics

When marketers consider ethical SEO, they usually think about how they’re adhering to (or going against) Google guidelines. Typically, the focus is on what Google deems to be right and wrong, and how you’ll be penalised if you take part in forbidden activities. Google is seen as the ultimate authority – the only compass for…

Read More
The Beginners Guide to Google Tag Manager

Google Tag Manager is an essential tool for website owners, website managers and SEO professionals. It provides a simplified route to implement code onto a site without the need for a developer, or specialist coding knowledge. Whilst Google Tag Manager is not a replacement for developers, it can be used for simple implementations such as…

Read More
What is a featured snippet?

A snippet box can make a searcher’s life easier by showing them a concise answer to their query. The idea is that users can skim the snippet to get a basic understanding of a topic or a solution to their question without having to scroll all the way through a search results page. Featured snippets…

Read More
Is Sentence Structure Still Important for SEO?

It’s no secret that keywords are incredibly important for SEO, but what about sentences? Do they really matter? To cut a long story short – yes, sentence structure is absolutely essential for SEO, and for more reasons than you might think. It’s easy to pay a lot of attention to keywords, but if they aren’t…

Read More
Meta Tags for SEO: A Best-Practice Guide To Ranking High

Meta tags are types of code that live in the HTML code of a web page and tell search engines, such as Google, vital information about a page. They also tell search engines how content should be displayed to users, both before and during a visit to a website. This guide will help you understand…

Read More
Semantic SEO: What is it? And How to Use it

Search engines have transformed significantly over the past decade. In the early days, Google would simply scan web content for keywords in order to match users with results. Now, Google has a much more accurate understanding of the true meanings behind search queries and content – interpreting user intent, search behaviour and context more accurately…

Read More
Internal linking for SEO

Internal linking is often an underused tactic in SEO. Not only do they act as a signal to search engines, but they help users to navigate the site, providing links to related information and similar products. This can also help to aid conversion. This guide aims to define internal linking, explain why it’s so important…

Read More
Content Pruning for SEO: the How & Why

A common myth in the SEO industry is that you must be publishing ‘x’ amount of content on your website regularly to rank well over time. It’s true that by providing your target audience with valuable, relevant, and optimised content that answers questions and shares insight, you are likely to see increased visibility. However, the…

Read More
Can SEO Help Reduce Your Website’s Carbon Footprint?

Many people assume that the internet is largely eco-friendly. However, while accessing content online reduces the usage of resources like paper, websites, for the most part, are not carbon neutral.  In fact, the internet and websites have a very real environmental impact – regardless of whether we can see it or not. It is reported…

Read More
How to Measure Digital PR: A Data-Driven Approach

The beauty of digital marketing is that everything can be measured. With SEO, you can measure organic search rankings and the resulting organic traffic and conversions. With PPC, you can measure cost per click, cost per conversion, and return on investment. With email marketing you can measure open rates, click through, and revenue. Almost every…

Read More
YouTube SEO

YouTube is one of the world’s biggest search engines. Utilising it for your business can build brand awareness, drive traffic to your website and even generate direct sales. YouTube SEO can help make sure your video content is more visible, more accessible, and most importantly gets you more views. If you’re interested in other ways…

Read More
How to Make Your Website Accessible

Whether you’re an eCommerce business owner, website designer, SEO or marketing manager, you need to know about website accessibility. It ensures that your website can be used by everyone.  22% of the UK population have a disability. While there are legal reasons to make your website accessible, there are also massive commercial benefits. Accessibility ensures…

Read More
SEO Content Ideation: How to Find Profitable Ideas

Every writer has been there: staring at a blank page, waiting for an idea to form. It can be a stressful and frustrating experience – especially if you’re writing to help grow your business.  SEO content is an incredibly powerful way to drive traffic and conversions to your website. But it can be difficult to…

Read More
Why a Linguistic Approach to SEO is Important

Effective SEO is a culmination of lots of contributing factors, and taking a linguistic approach to SEO is a fundamental one. Gone are the days of only interpreting individual keywords – Google is getting better at understanding language in the same way a human can. This is all part of the push to reward ‘quality…

Read More
A Guide to Moving Your Digital Presence Without Losing Visibility

You may have noticed we recently moved into a brand new office in the heart of Sheffield. With the short move to our new home in Fountain Precinct, there have been a lot of things to organise and move, creating quite the “to-do” list. With moving physical items and making sure everything is ready for…

Read More
screenshot