Set up site SEO by fixing tech basics, creating helpful pages, earning reputable links, and tracking results.
You can grow search traffic with steady work, not hacks. This guide gives a clean plan that any site can follow today. It starts with setup, moves into content, and ends with growth habits you can keep.
Each step points to actions you can ship this week.
Build SEO For A New Website: Step-By-Step
The steps below stack in order. Finish the setup items first, then move to content and links.
| Stage | What To Do | Proof Of Completion |
|---|---|---|
| Setup | Create clean URLs, set HTTPS, add robots.txt, ship an XML sitemap, and connect Search Console. | Pages crawl and index, sitemap accepted, no major errors. |
| Build | Publish pages that match search intent, write clear titles, headings, and summaries, add internal links. | New pages get impressions and clicks in Search Console. |
| Grow | Speed up pages, add structured data, earn links with share-worthy assets, and keep fixing content gaps. | Core metrics trend up, pages gain links and better ranks. |
Set Crawl And Index Basics
Start by making the site easy to reach. Allow Googlebot in robots.txt, block only admin areas, and avoid wildcards that hide pages by accident. Create an XML sitemap and place its URL in robots.txt. Submit that file in Search Console so you can see fetch dates and any errors.
Pick a single preferred domain (with or without www) and stick to it with 301 redirects. Redirect http to https. Keep one copy of each page and avoid thin tag archives. Use a flat structure so main pages sit near the root. Depth of three clicks or less keeps crawl paths short.
Nail Site Structure And Navigation
Group content into clear sections. Each section should map to a real topic that people search for. Use menus that mirror that plan. Add breadcrumb links on desktop to show where a page sits in the tree. Link related pages to share equity and help users move to the next step.
On large sites, add hub pages that link to your best guides and tools. Keep URLs plain words with hyphens. Avoid dates in slugs unless the topic is time bound.
Write Pages That Match Real Searches
Start with a list of search terms that match your product or content area. Use plain language a searcher would type. Group close terms into one page plan instead of splitting hairs across many thin pages.
Each page should do four things: name the problem in the first screen, give a direct answer, show proof with data or steps, and end with a clear action. Aim for the best page on that topic, not the longest.
Read Google’s Search rules to align with hard rules on content and spam. That page sets the ground rules for titles, links, and content that passes review.
On-Page Elements That Carry Weight
Titles: Keep titles under ~60 characters where you can. Place the main topic first, then a short hook. Avoid clickbait. Use natural words, not long lists of synonyms.
Headings: Use one H1 on each page. Break sections with H2 and H3 that match the text that follows. Avoid skipping levels. Headings should read like signposts, not slogans.
Meta descriptions: Write a tight pitch that fits on a phone screen. Summarize the value in one or two lines. Use the same voice as the page.
URLs: Use lowercase words and hyphens. Drop stop words only if it keeps meaning. Keep them short and human friendly.
Images: Compress files, add descriptive alt text, and add captions when they aid clarity. Pick formats that balance size and quality, such as WEBP for photos and SVG for icons.
Internal links: Add links that lead the reader to the next best page. Use anchor text that names the destination plainly. Spread links from high traffic pages to deep pages that need a lift.
Speed, Mobile, And Visual Stability
Slow pages bleed users and crawl budget. Trim render-blocking scripts, preload critical assets, and cache well. Set responsive images with width and height so the layout stays steady as content loads.
Track user-based speed with Core Web Vitals. Aim for fast Largest Contentful Paint, low Interaction to Next Paint, and a steady Cumulative Layout Shift. See Google’s guide to Core Web Vitals to learn target ranges and ways to measure them.
Run PageSpeed Insights and compare field data with your lab runs. Field data reflects real users on real devices, so it catches issues that lab tests miss.
Structured Data That Clarifies Meaning
Add JSON-LD where it fits: Article on blog posts, Product on items for sale, FAQ on rich answer pages that show paired questions and answers, and BreadcrumbList on desktop trails. Keep the markup in sync with the visible text. Use the Rich Results Test and fix errors before shipping.
Local And SERP Features
If you serve a region, claim and fill out your Business Profile. Keep name, location, and phone consistent across the web. Build city or service pages only when you have distinct details and proof of work in that place. Add hours, menus, or pricing where it helps the searcher act.
Link Earning That Stays Within The Rules
Links still move the needle, but intent matters. Earn them by shipping content that solves a real task, by sharing data, by giving away handy templates, or by joining expert roundups where you bring new info. Avoid paid link schemes and private networks. One trusted link beats a pile of junk.
Reach out with a short pitch that shows why your page adds value to theirs. Keep it personal and relevant. Track replies and refresh your list each week.
Content Planning That Scales Without Bloat
A calendar keeps the site moving without thin filler. Start with a pillar page for each core topic. Then add cluster pages that target subtopics and questions with real search volume. Link from the pillar to the subpages and back again.
Before drafting, scan the search results to see page types that win: guide, list, review, comparison, tool, or glossary. Match that format, then raise the bar with first-hand details, screenshots, and data. Avoid chasing zero-volume ideas unless they serve a high-value user.
Use consistent page blocks so writing feels fast: intro with the promise, quick answer box, steps, proof, and a closing action.
Image, Video, And Media Basics
Media can bring in image and video clicks. Use clear file names, add alt text that matches the image, and compress with modern codecs. Lazy-load below-the-fold assets and keep the first screen light.
Measuring Results And Spotting Wins
Open Search Console weekly. Check the Search Results report for new queries, rising pages, and drops. Use the Pages report to find crawl issues and the Sitemaps report to confirm fetches. Build a habit of small tweaks, not big swings.
Editorial Standards That Build Trust
Show who wrote the page and how you built it. Add bylines, reviewer notes on expert pieces, and contact info on the site. Cite data, link to primary research, and be clear about limits. If money changes hands for a link or a review, use proper rel tags and a short disclosure.
Keep pages fresh. Refresh stats, swap screenshots, and expand sections that feel thin. Update the visible date only when you change real content, not tiny lines. Use change logs on large guides so readers can see the history.
Ongoing Checklist And Cadence
Here is a lean weekly and monthly routine that keeps gains compounding without busywork.
| Task | Frequency | Tool To Use |
|---|---|---|
| Check Search Console for errors and new queries | Weekly | Search Console |
| Ship at least one new page or a major update | Weekly | CMS + backlog |
| Review Core Web Vitals trends | Weekly | PageSpeed Insights |
| Fix broken links and 404s | Monthly | Crawler + logs |
| Outreach to five sites with a fresh pitch | Monthly | CRM or spreadsheet |
| Refresh top ten pages by revenue or leads | Quarterly | Analytics |
Quick Wins You Can Ship This Week
Write Better Titles At Scale
Pull your top pages, scan the search results, and rewrite titles to match the searcher’s goal. Place the topic first, trim filler words, and add one clear hook.
Add Internal Links From High-Traffic Pages
Find your pages with the most visits and add links to deep pages that need a push. Use short, descriptive anchors. Two to five smart links per page can lift a lagging URL.
Fix Image Bloat
Convert large JPGs to WEBP, resize to the largest display width, and set lazy-load for below-the-fold images. Add width and height to stop layout jumps.
Common Pitfalls To Skip
- Chasing head terms with no chance of winning while leaving long-tail gaps wide open.
- Buying links, guest post rings, or auto-generated profiles that will be flagged.
- Publishing ten short posts a week instead of two great guides that earn links.
- Thin location pages with copied text and no proof that you serve that area.
- Bloated themes, sliders, and unused scripts that slow the first screen.
- Walls of text with no subheads, no links, and no clear action.
How This Guide Was Built
This playbook draws on hands-on audits and steady testing across blogs, shops, and SaaS sites.
Next Steps
Pick three actions you can finish this week: submit a sitemap, rewrite ten titles, and add links from three high-traffic pages to three deeper pages. Book a thirty-minute slot each week to repeat the best habit from this list. Small, steady changes compound daily.