6 Advanced Tips to Optimise Your Website and Brand in an Hour

Estimated reading time: 7 minutes

Short of time but need to give your website some attention? 

Driving more organic traffic and improving search rankings isn’t an overnight success. 

But if you dedicate time to important techniques designed for boosting performance, you can put your business in front of your audience’s eyes.

Improving your SEO (Search Engine Optimisation) isn’t just about higher rankings on Google. It matters, but it’s only a piece of the puzzle. User focus and user experience are equally as essential to focus on, and there has to be a conscious and consistent effort for your site rank

An hour on each of these tasks over a few weeks can make a big difference. You’ll gain a better understanding of how your site looks and performs, and be in a stronger position to attract and convert your target audience. 

Let’s get started:

1. Google Your Business

This task you can do in less than an hour. 

When was the last time you Googled your business? You don’t always need fancy or expensive tools to see how your business looks online. Get into the habit of searching your brand name every month and see how your pages and local listings look. 

There are two ways to do this:

1. Type your business/brand name into Google

2. Do a full site search – head to Google and type in:


And replace ‘your website’ with your URL for example: I’d type in site:thelittletypewriter.com.au

Site searches show you all the pages indexed by Google for your site. Look at the results and ask yourself these questions:

  • Are your most important pages showing up?
  • How do your title tags (blue heading of the search results snippets) and descriptions look? Are they optimised with your target keyphrases? 
  • Are your opening times and contact information correct?
  • Is your NAP (name, address, phone) consistent across all listings?
  • Are there any pages showing up that shouldn’t be there? Eg: link tree, thank you and confirmation pages
Google site search - tips to optimise your website

2. Add Image Alt Text 

Improve the accessibility of your site by adding alt text to images. Alt-text is a short description that strengthens the communication between search engine spiders and each image, allowing them to crawl and index it correctly. 

These attributes serve three purposes:

  • Accessibility for the visually impaired who rely on screen readers when browsing
  • Context to explain what an image is and its purpose. This is also useful for when an image cannot load on a page
  • SEO for the search engine crawlers 

Image alt text should be optimised to increase its effectiveness. You can do this by:

  • Including target keyphrase (but don’t keyword stuff)
  • Keeping the text short (125 characters or less)
  • Describing the image as specifically as possible
  • Avoiding words like ‘picture’ or ‘image of’

A good alt text looks like this:

<img src=”the-little-typewriter.png” alt=”Black and white typewriter with a chilli plant planted inside it”>

Black and white typewriter with a chilli plant planted inside it

<img src=”kws.png” alt=”Moz Keyword Explorer tool for SEO keyword research”>

Moz Keyword Explorer tool for SEO keyword research

Learn more. 

3. Tidy up URLs

The best URL structure is simple, readable and tells users what they can expect from the page’s content. If a user can’t understand the URL, it’s very likely to confuse search engines too. 

Focus on:

  • Ensuring the URL structure is consistent and clear
  • Including your target primary or secondary keyphrase to help users understand what the page is about
  • Only using lowercase
  • Using hyphens, not underscores
  • If you update old URLs, make sure you create a redirect 

4. Review Call-to-Actions 

Effective websites need to spark conversions. Getting the right people to your site is one thing, but once they’re there, converting them is another ball game. 

How are you motivating your audience to take action? 

Whether it’s to click, engage, contact, buy or sign up, your call-to-action must be optimised to turn leads into customers. Conversion Rate Optimisation (CRO) is critical for your online stability. It impacts your bottom line, supports SEO and reveals in-depth data invaluable for customer insights. 

Improve your call-to-actions (CTAs) by:

  • Keeping them brief, but actionable
  • Ensuring they stand out with contrasting colours and white space
  • Turning them into buttons
  • Running A/B testing
  • Keeping user choices to a minimum 
  • Using powerful words and first-person tone of voice
  • Prioritising positioning and placement
  • Adding text-based CTAs within blog articles. Learn how to optimise your blogs 

5. Audit Your On-Page SEO

Choose one web page a week to audit. 

This will keep your keyphrase optimisation in check and improve the odds of getting your content and business ranking stronger. 

Focus on:

  • Title tags: Make it clickable, unique and 60 characters or less. Limit unnecessary words and add your primary keyphrase
  • Meta descriptions: Avoid duplicate content and keep between 150-160 characters. Use variations of your keyphrases and tell users what they can expect to find when they click. Title tags and descriptions should be on every page. 
  • Header tags: Format your content with header tags (H1, H2, H3 etc). Use keyphrases to signal to users and Google your content satisfies the target search intent, but don’t force them or overstuff 
  • Links: Include relevant internal and external links. Check links still work and avoid linking to competitor content. Links should be high-quality and reputable, with descriptive anchor text 
  • Social media: Add share buttons to your blog content and important web pages

6. Create User-Focus Content 

Quality content will always rank better than poor content that won’t keep users on the web page for long. 

Once you know your target keyphrases and audience’s search intent, it’s time to satisfy them with engaging, relevant and strategic content. While your target keyphrases will help content be found online, unless you write for humans first and Google second, you won’t create useful content for your audience to engage with. 

Make sure you:

  • Remove or update outdated copy
  • Publish unique, consistent content
  • Aim for a minimum of 400 words, 800-1,000 is the sweet spot
  • Expand old content to answer more specific questions
  • Write hero content
  • Structure content to keep scanners in mind
  • Make content easy to find. Users should be able to find your most important content in less than 3 clicks

Learn the art of writing creative web copy

Need guidance on creating content aligned with your brand? 
Book a free 15-min call with me to chat about your project and let’s refresh your web copy. 
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