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Getting lost in the depths of Google search is not something you want for your business, especially when you’ve paid a lot of money for a great website design. On-page SEO is a vital tool to help you work your way up the rankings and hopefully take the top spot. 

Building backlinks and poring over algorithms will only get you so far, if your pages aren’t fully optimised, you’re going to miss out on valuable traffic and potential customers. 

It doesn’t matter whether you are running a small business, managing an e-commerce site, or simply trying to grow your page; with our on-page SEO checklist, you can see the steps you need to take. 

Let’s get started and help you make your website one that Google will happily rank well. 

What is on-page SEO? 

On-page SEO is everything you can optimise directly on your website to help search engines understand, rank and make sure your content is given to the right audience. It’s about fine-tuning the elements you control, from page titles and meta descriptions to content structure, keywords, internal links and images, and even how your URLs are formatted. 

The better your on-page SEO, the easier it is for Google and your visitors to know what your site is about. As well as reasons why it deserves to rank higher than competitors. 

Search engines are smarter than ever, but they still need clear signals to evaluate your pages. That’s why having a strong on-page SEO strategy can make all the difference. 

Why you need a checklist to use 

There are so many factors involved, so it’s easy to overlook certain on-page SEO elements. Especially when you’ve got content creation, site updates, and everything else to do that comes with running a website. 

Having a checklist can help keep you focused and helps you keep that consistency across every page on your site. 

The checklist is a simple, repeatable process that covers all the essentials. Having one means you don’t let anything slip through the cracks, and you’re not relying on memory or guesswork. 

Plus, if you have a checklist that can be easily updated when search algorithms evolve, it means that you can stay ahead of your competitors and make sure that your site has everything it needs to follow the best practices. 

The complete on page SEO checklist 

Keyword research 

Before you begin on writing wonderful content for your website, you’ll need to get the right list of keywords. Tools like Ahrefs, Google Keyword Planner and SEMrush can help you find primary and secondary keywords that are relevant to your site and audience. 

Free tools, Ubersuggest or AnswerThePublic, can be useful too. 

The important thing to remember is that the keywords you choose match the search intent of your target audience. This means you get relevant traffic to your site. 

Title tag optimisation 

Title tags are the first impression users get in the search results. Put your primary keyword near the beginning of the title to show relevance. Keep it concise, it’s best under 60 characters, to stop it from being cut off. You want to create titles that highlight a benefit or spark curiosity to encourage clicks. 

Meta description 

Meta descriptions don’t directly influence rankings, but they can impact click-through rates. Add your primary keyword here naturally, as well as describe what users can expect from the page. It’s also useful to include any unique selling points, and a clear call to action to entice users to visit your site. 

URL Structure 

A clean and descriptive URL will help users and search engines to understand your page’s content. Hyphens should separate words, and relevant keywords should be included where possible. For example, yoursite.com/on-page-seo-checklist is more informative than yoursite.com/page1. 

Header tags 

Content should be organised with proper header tags for better readability and SEO purposes. Use a single H1 tag for the main title, followed by H2s for primary sections and H3s for subsections. Having a hierarchical structure helps search engines understand the content flow, as well as improving the user experience. 

Content quality and optimisation

You need to create content that gives value to readers. Add related keywords and semantic terms to thoroughly cover your topic. You should aim for a word count that provides sufficient information without unnecessary fluff. Updating your content to make sure it’s fresh and relevant also shows search engines that your site is active. 

Internal linking 

Linking to other relevant pages within your website helps to distribute page authority and keeps users engaged. Descriptive anchor text will display the topic of the linked content. But don’t overload pages with links; focus on quality over quantity. 

Image SEO 

Optimise your images with descriptive, keyword-rich file names and add alt text for accessibility. Compress your image files to minimise site speed without compromising quality. Together, these can help give a better user experience and help to improve your rankings. 

Mobile-friendliness 

With mobile-first indexing, it’s vital that your site is responsive across all devices. You need pages that adapt seamlessly to various screen sizes. Intrusive pop-ups that hinder user experience on mobile devices should be avoided. 

Page speed 

Page load time is a crucial factor for both users and SEO. GTmetrix and Google PageSpeed Insights will identify any speed issues, allowing you to go in and fix them. 

Page speed can be improved with: 

• Image compression 
• Browser caching 
• Content delivery networks to enhance performance

Schema markup and structured data 

Schema markup can help search engines understand your content better, which could result in rich snippets in search results. Tools like Schema.org or Google’s Structured Data Markup Helper will add appropriate schema types, such as articles, products, reviews or FAQs. 

User experience and engagement signals 

A positive user experience can lead to longer dwell times and lower bounce rates. Your site should have intuitive navigation, clear calls to action, and content that meets user expectations. Engaging content encourages your visitors to stay longer and interact more with your site. 

Outbound links 

Linking to reputable external sources can add credibility to your content. The link should be relevant and add value for the reader. Use the ‘nofollow’ attribute when linking to pages you don’t want to endorse, such as sponsored content. 

Canonical tags 

Canonical tags help prevent duplicate content issues by specifying the preferred version of a webpage. Add them correctly to consolidate link equity and avoid confusion for search engines when similar or identical content exists across multiple URLs. 

On-page SEO mistakes to avoid 

Keyword stuffing 

We’ve all seen it, content that stuffs the same keyword in over and over. It may very well get you noticed by Google, but not in a good way. Overusing terms can feel spammy and will undoubtedly turn off your readers. Plus, Google will likely penalise you for it. 

Top tip: Use your keywords wisely. Include them in your introduction, in the body of the text, in a header and maybe in your conclusion. 

Thin or duplicate content 

Ever clicked on a page and felt like you’ve read it 10 times before? These pages are likely to result in big bounce rates. Thin or copied content will confuse your readers and search engines. Worryingly, Google could even drop your rankings or completely ignore the duplicates. 

Top tip: If you have similar content across pages, pick a hero page and use return links or canonical tags. You may want to consider merging or updating content to ensure that every page provides your audience with unique value. 

Ignoring mobile optimisation 

Mobile-first indexing is now the standard for Google. If your website doesn’t look great on a phone, you’re essentially setting yourself up for failure. 

Top tip: Check your site’s responsiveness with Google’s Mobile-Friendly Test. A responsive design and a clear layout are best, and avoid pop-ups that take over the screen.

Broken internal links 

Clicking a link that leads nowhere is frustrating for your users, and search engines can also notice it. Pages that are littered with broken links interrupt your website’s flow, kill engagement, and waste crawl budget. 

Top tip: Run a monthly check using tools like Screaming Frog or Broken Link Check. Take time to fix or redirect broken links quickly to keep your site healthy and user-friendly. 

Neglecting meta tags 

Meta titles and descriptions aren’t just a nice little addition. They’re the first chance for you to explain what your site is about to your audience. Missing or generic tags can hurt your click-throughs and visibility. 

Top tip: Write unique page titles that are under 60 characters, and meta descriptions around 160 characters. Include your keyword and an invitation for the audience to act. 

Free tools to help with on-page SEO 

Yoast SEO 

If you have a WordPress site, Yoast SEO is a great free tool to help with your on-page SEO. Yoast provides you with tips on keyword use, readability, meta elements, XML sitemaps, and schema, all as you edit and upload content in the backend. 

Screaming Frog 

The free version of Screaming Frog lets you crawl up to 500 URLs and finds broken links, missing meta tags, duplicate pages, crawl issues, and more.

Google Search Console 

Search Console is a free toolkit that measures search performance. You can track clicks, impressions, index coverage, core web vitals, and inspect URLs directly in Google’s index. Plus, it’ll give you notifications for issues on your site, as well as showing which queries drive traffic to your site. 

Ahrefs Webmaster Tools 

Ahrefs now offers Webmaster Tools for free, and honestly, it’s great. Once your site is verified, you can get access to: 

• A site audit, giving you technical or on-page issues 
• Site explorer insights into organic keywords, backlinks, and top-performing pages 
• Basic web analytics without cookies, for traffic trends 

On-Page SEO in 2025: Key considerations 

SEO constantly evolves; as algorithms change, we need to keep our knowledge fresh and our sites updated. Here are some key considerations you need for 2025. 

User intent and topical authority 

Both user intent and topical authority are becoming increasingly important for on-page SEO. The focus of content should be on solving problems for the audience, answering their questions and building content clusters around main topics to help establish your topical authority. 

AI and Search 

AI is certainly impacting SEO, but Google is still prioritising content quality over how it’s created. AI content is accepted if it’s original, useful, and people-first. Not simply produced in order to up how much content your site has. AI should be used to assist you in content creation, not replace it. 

Semantic SEO 

Search engines have evolved over time and now they no longer just keyword match, but understand context and intent. Semantic SEO optimises content for topics allowing Google to understand the content more deeply. You should focus on detailed topic coverage, clear entity associations, and proper scheme markup. 

Voice search optimisation 

When searching for things using their voice, people will use natural language and question-based keywords. This means you should focus on optimising for conversational queries. 

Google’s Navboost Algorthim 

This algorithm relies on user clicks and remembers past queries. It’s worth spending time on internal linking to enhance navigation through your site and improve the user experience, aligning with Navboost’s goals. 

It’s time to get your on-page SEO in shape 

There you have it, a complete on-page SEO checklist for 2025, the common traps to avoid, and a toolkit full of helpful (and free) resources to help you do it. 

It’s important to remember that even the best-looking website won’t do much if it’s buried on page four of Google. Optimising your content and structure is what helps search engines and your audience find you. 

SEO isn’t a one-and-done job. It’s an ongoing process that is changing over time, and you reap the benefits from consistency. So, whether you’re doing a full-site audit or tweaking a single blog post, the checklist above is something to keep in mind. 

Want help putting it all into action?

You’ve got the checklist, but if you’d rather spend time elsewhere on your business and not chase down meta tags or fix broken links, Marty Rogers can help. 

From on-page SEO clean-ups to ongoing strategy and support, I’m here to fine-tune your site so it ranks higher, loads faster, and speaks clearly to Google and your visitors. 

Ready to stop guessing and start ranking? 

Get in touch with me today and let’s make your website work harder for you. 

A well-designed website is worthless if no one can find it. SEO is the thing that will get people to your site, and good design is what will keep them there. 

Together, SEO and web design can help ensure that your brand is found, no matter how big or small, and give those visitors an impression that lasts. 

Understanding the role of SEO in web design is crucial for any business that wants to build a successful online presence. With the help of Marty Rogers, you can merge the two disciplines and benefit from using SEO in web design to get the results you want. 

Why web design alone isn’t enough 

There’s a common belief that if you build a beautiful website, it will naturally attract visitors. However, if you don’t have the right optimisation, your site might remain hidden in the vast depths of the internet. 

Think of it like a small boutique in a secluded alleyway, without any signage or directions. No matter how beautiful your products are, if people can’t find you, they can’t buy from you. 

Paying attention to your site’s SEO as you design your website means that you: 

• Can increase traffic to your website 
• Improve the performance of your site 
• Use methods that give you the best user experience 
• Can increase your brand’s awareness and authority 

Statistics show that 75% of users never scroll past the first page of Google. This means if your website isn’t ranking on the first page, you’re missing out on a significant amount of potential traffic.

Key SEO elements that should be built into web design 

Designing a website isn’t just about making it look good; you need it to run effectively for both users and search engines. 

Using SEO in web design includes essential elements that blend optimisation and design to help you create a website that doesn’t just exist but can be found by those who are searching for what you offer. 

Site structure and navigation

You walk into a library and find that all the books are scattered everywhere; there’s no Dewey Decimal System in place. It’s an absolute nightmare. Similarly, if your website doesn’t have a clear structure, you’ll confuse your users and search engines.

• Structure: Organising your content into thematic categories helps search engines to understand the hierarchy and relevance of your pages. This method helps with crawlability and boosts your site’s authority in specific topics. 
• Internal linking: Connecting related pages guides visitors through your site and distributes page authority, aiding in better indexing. 
• Clear navigation paths: A straightforward menu and logical page hierarchy help users to find what they’re looking for, reduce bounce rates and improve user satisfaction. 

Mobile responsiveness 

60% of web traffic comes from mobile devices; that’s why it’s vital your site performs flawlessly on smaller screens. 

• Responsive design: Google recommends responsive web design. It serves the same HTML code on the same URL regardless of the user’s device, simplifying maintenance and giving the site a consistent look. 
• Mobile-first indexing: Google will mostly use the mobile version of content to index and rank, which means that mobile optimisation is essential, not just beneficial. 

Page speed 

In a digital age, speed isn’t just a luxury; it’s a necessity. 

• Impact on rankings: Google considers page speed a ranking factor. Slow-loading pages can lead to higher bounce rates and lower user engagement.
• Optimised images: Compress images so you don’t compromise on quality, and you reduce load times. 
• Minimal scripts: Limit the use of heavy scripts that can slow down your site. 

Clean code and indexability 

Clean, well-structured code is the crux of every great website. Consider the use of: 

• Semantic HTML: Using tags like <header>, <footer>, and <article> gives your content context, which is great for accessibility and SEO. 
• Alt text for images: Descriptive alt attributes improve accessibility and show search engines what’s in the image. 
• Proper header tags: Organising your content with H1, H2, and H3 gives your page structure and makes it easier for search engines to scan.  

User experience and behavioural metrics 

The point of a well-designed website is to encourage visitors to stay, explore and interact. 

The longer users stay and interact with your site, the more search engines will consider it valuable, which can, in turn, boost rankings. 

If you want to boost your user experience, try these things: 

• Clear call-to-action (CTAs): Use prominent and persuasive CTAs to guide your users to specific actions on your site. 
• Scannable text: Use bullet points, headings and short paragraphs to make content easy to read. 
• Intuitive layout: Make sure that your navigation and content flow logically; you don’t want to leave the user feeling confused or frustrated. 

URL structure and on-page SEO 

Your website’s URLs and on-page elements play an important role in getting it discovered. 

• Clean, keyword-rich URLs: Your pages should have descriptive URLs that help search engines understand the content on the page and improve user trust. 
• Meta tags: Craft compelling meta titles and descriptions that can increase click-through rates from search results. 
• Schema markup: Creating structured data helps search engines better understand your content, which increases the chances of it appearing in search results with intention. 

When design hurts SEO 

Your website design requires time, effort, and consideration, but without the use of SEO, all that work can go unnoticed by the search engines. These are some common design mistakes that can hinder your site’s visibility. 

Oversized media files 

High-resolution images and videos can give your site visual appeal, but they can also slow down load times. Slow-loading pages can lead to higher bounce rates, as users may not wait for content to load. 

Page speed is a deciding factor when it comes to ranking sites for search engines. Use tools like Google’s PageSpeed Insights to find and optimise large media files so you can improve your site’s loading speed. 

Neglecting mobile users 

As the majority of web traffic comes from mobile devices, if your site isn’t mobile-friendly, you’re creating a barrier for a large portion of your audience. A non-responsive design leads to a poor user experience, and as a result, you’ll get lower search rankings.

Missing heading hierarchy 

Headings give structure to your content, which makes it easier for users and search engines to understand. Missing or improper heading structure can confuse visitors and hinder crawlers from accurately indexing your site. 

Overuse of JavaScript and animations 

Yes, animations and interactive elements will enhance user engagement, but excessive use of JavaScript will impede crawlers from accessing your content. If important content is rendered through JavaScript, it may not be indexed properly, affecting your site’s visibility in search results. 

How SEO-first design delivers long-term results 

Building a website with optimisation in mind from the beginning isn’t just a smart move – it’s a game-changer. Here’s why integrating SEO in web design sets you up for sustained success. 

Avoid costly redesigns 

Starting with optimisation means laying a solid foundation. This proactive approach prevents the need for overhauls later on, saving time, money, and resources. 

Using SEO in web design means having a site that is scalable and adaptable, able to evolve as the digital world changes. 

Boost rankings and organic traffic 

Having an optimised design instantly helps to increase your site’s visibility on search engines. By structuring your content effectively, utilising relevant keywords, and being mobile responsive, your website has what it needs to rank higher. 

Higher ranks then lead to increased organic traffic from visitors who are actively searching for your products or services. Gaining this targeted traffic means you’re more likely to convert, driving business growth. 

Improve user engagement and retention 

A well-optimised website should give a seamless user experience. Fast load times, intuitive navigation, and mobile compatibility keep visitors engaged. When users find what they’re looking for quickly and efficiently, they’re more likely to stay longer, explore more pages, and return in the future. A positive interaction shows the search engines that your site is valuable, which helps to boost rankings further. 

Maximising return on investment 

Investing in optimisation from the start helps with your marketing strategy too. A site that’s built to attract and retain customers allows your advertising campaigns to become more effective, which can lead to higher conversion rates. Over time, a strategic approach like this can reduce the cost per acquisition and increase your return on investment, meaning that your marketing budget works harder for you. 

Why choose Marty Rogers for SEO and web design? 

You don’t just need a website that looks good—you need one that gets results. That’s where Marty Rogers comes in. 

I take an integrated approach that blends creative design with solid search performance. From the first wireframe to the final meta description, every element is built to help your site shine in search engines and connect with real people. My focus? Making sure your site does more than sit there looking pretty. 

Whether you’re launching a new site or are tired of your current one underperforming, I’m here to help. Let’s build a website that works hard for your business—and looks good doing it. Get in touch today.

You know keywords matter. You understand that they can help you get seen online, but how exactly do you go about picking the right ones? That’s where many businesses get stuck. 

The truth is, there’s more to keyword selection than picking the phrases with the highest search volume or stuffing your site with all of the buzzwords that relate to your business. 

You need to create a strategy, think about intent, and understand how your audience really searches. 

Here, I share invaluable tips on how to choose keywords for SEO. I don’t plan on overwhelming you with technical jargon. But I’ll share some excellent tips with you to help you understand what you need to know to pick the right keywords to target for your business online. 

Why are keywords important? 

Keywords are the unsung heroes of the internet. They connect your content to the people who are actively searching for it. 

When someone types a query into a search engine, they’re looking for specific information. Keywords help search engines understand the content of your page, making it more likely to appear in relevant search results. Getting the right keywords means that you can drive targeted traffic to your website. 

Effective keyword usage doesn’t just increase traffic; it also attracts the right kind of visitors to your website—those who are interested in what you have to offer. This targeted approach helps increase engagement and conversions and builds lasting relationships with your audience. 

So, how do you choose keywords for SEO that actually work? Here’s what you need to know. 

Think like your customer 

Don’t begin by thinking about what you want to rank for; think about what your audience is actually searching for. Think like your customer and imagine what they’re searching for when they need a solution like yours. 

Clue: It’s often not your product name. It’s a problem or a question. 

Don’t just go for the obvious 

Of course, we all want to rank on the first page for our target product or service. But sometimes the most competitive keywords can be out of reach unless you’ve got an endless budget and years of authority. 

It’s worth looking at less competitive phrases that still show intent. Keyword difficulty is not the only metric you should use when choosing keywords for SEO, but it’s a great place to start. 

Use competitor strategies 

Take a look at what your competitors are doing. No, I don’t mean to copy their keyword plan exactly. But you can examine their website and the content they write to identify the keywords they prioritise. 

By doing this, you might find gaps in their approach, as well as find ways for you to differentiate the content you write. 

Use long-tail keywords

Broad keywords might seem appealing when you see how many people are searching for them on average each month. But let’s be honest, they come with fierce competition. 

Long-tail keywords, which are longer and more specific phrases, may have lower search volumes, but they can ensure that you get better traffic from people who are looking for exactly what you’re offering. 

For example, targeting “handcrafted wooden dining tables in Liverpool” is likely to yield more engaged visitors than the generic term “furniture.” 

Don’t rely on guesswork

Keyword research isn’t a creative exercise for your website. There’s an analytical side, and for that, you’ll need tools. Google Keyword Planner, Ahrefs, and SEMrush are the most popular choices, and they show you how often certain terms are searched, how competitive they are, and even what your competitors are ranking for. 

But here’s the catch: tools don’t give you a strategy. They give you data. Knowing how to interpret the data and turn it into actionable SEO is where the real value lies. 

Understand search intent 

Understanding the intent behind the search queries is crucial. You may think you have a relevant keyword that you can target, only to find that when you search for it, it’s offering up something completely different from what you thought. 

Users may be looking for information, wanting to make a purchase, or comparing their options. Ensuring that your content has the right intent means it will meet user expectations, which in turn increases the chances of engagement and conversion. 

Organise the keywords 

You’ve collated a strong list of keywords to target; next, decide which to focus on first. 

You will need to organise your keywords and prioritise them based on relevance to your content, search volume, and competition. Then, develop a strategic plan to incorporate these keywords into your content, ensuring they fit seamlessly with the topics you’re covering. 

Implement, monitor, and refine 

SEO is an ongoing process. Once you’ve used your chosen keywords, you need to consistently monitor their performance using analytics tools, such as Google Search Console. 

Look at metrics such as page rankings, traffic sources, and user engagement. Once you have this data, you may find that you need to adjust your strategy to ensure your website is reaching the right audience. 

What else can help with effective keyword selection?

• Make use of semantic keywords: Add in related terms and synonyms that will add to your content, and make sure that you’re targeting other search queries. 
• Focus on Local SEO: If your business serves a specific geographic area, include location-based keywords to attract local traffic. 
• Analyse trends: Spend time researching trends and any seasonal variations in search to help your business capitalise on timely opportunities throughout the year. 
• Avoid keyword stuffing: Yes, you need to include your keywords, but do so naturally within your content. Overuse can even result in penalties from search engines, and it can also negatively impact the user experience. 

Voice search: Changing the way we think about keywords

Talking to our devices has become second nature; from asking Siri for the weather to telling Alexa to play our favourite songs, voice search is a staple in our lives. But this shift from typing to talking isn’t just a tech trend; it’s impacting the approach to SEO, especially when it comes to choosing the right keywords. 

When we type, we mostly use shortened versions, such as “Best sushi in Liverpool.” But when we speak, it’s more conversational, like, “Hey Google, where’s the best sushi place near me?” Voice searches are typically longer and more specific. 

This means that it’s vital to use longer, more detailed phrases in your keyword strategy, reflecting how people actually speak. 

How to choose keywords for SEO: Tools to use

The three most popular keyword research tools are Google Keyword Planner, Ahrefs and SEMrush. Each has features that are tailored to different needs and budgets. Here’s a quick breakdown of each of them: 

Google Keyword Planner 

Google Keyword Planner is a free tool that’s designed for advertisers to discover the keywords for their campaigns. However, it can also be used in SEO when you’re looking for keyword ideas and search volumes. 

Key features

• Keyword discovery: Access average monthly searches and competition levels for keywords. 
• Search volume data: See the average monthly searches, as well as competition levels for the keywords. 
• Bid estimates: Get suggested bid estimates to plan your advertising budget. 
• Historical metrics: View historical statistics to get a better understanding of keyword trends over time. 

Pros 

• Cost-effective: Free to use with a Google Ads account. 
• Integration: Use with your Google Ads to plan campaigns easily. 
• User-friendly: An easy-to-use interface ideal for beginners. 

Cons 

• Limited organic insights: It’s designed for paid search, so organic SEO data is limited. 
• Broad data ranges: Gives search volume in broad ranges unless you’re running active campaigns. 
• Lack of competitive analysis: Doesn’t give you an in-depth competitor keyword analysis. 

Ideal for: Beginners and small businesses who want to get basic keyword ideas without getting charged. 

Ahrefs

Ahrefs is a comprehensive toolset that’s known for its excellent backlink analysis and keyword research capabilities. There are vast amounts of data available that can be utilised for your keyword strategy. 

Key features 

• Keyword Explorer: Discover keyword ideas with metrics like search volume, keyword difficulty, and click-through rates. 
• Site Explorer: Analyse your competitor’s backlinks and top-performing content. 
• Content Explorer: Find popular content in your niche based on social shares and backlinks. 
• Rank tracker: Monitor your website’s keyword rankings over time. 

Pros 

• Comprehensive data: Gives you a detailed insight into keyword metrics and backlink profiles. 
• User-friendly interface: The design makes navigation easy, and the data is clearly labelled, making it easy for you to understand and use. 
• Regular updates: The database is frequently updated, so you know you’re getting current data. 

Cons

• Cost: A higher price point might be a big chunk of your monthly budget. 
• Learning curve: With a wide range of extensive features, you’ll need time to get to grips with all of its features. 
• Limited search engine data: Ahrefs mostly focuses on Google data, with limited insights into other search engines. 

Ideal for: SEO professionals and agencies who want in-depth analysis. 

SEMrush

SEMrush is a great all-in-one tool that provides the data and analysis you need for SEO, PPC, content marketing, and social media. It has an extensive keyword database, as well as features for competitive analysis. 

Key features

• Keyword Magic Tool: Generate a large number of keyword ideas while using advanced filtration techniques. 
• Domain overview: Get insights into your competitors’ traffic sources and their top-performing keywords. 
• Position tracking: Monitor daily changes in your keyword rankings. 
• Content analyser: Evaluate the performance of your content and identify areas for improvement. 

Pros

• Versatility: Gives you a wide range of tools; more than just keyword research, you can carry out site audits and track social media. 
• Competitive analysis: Provides detailed information about your competitors’ strategies. 
• User support: There is a wide range of tutorials and customer support resources to help you make the most of the site. 

Cons

• Pricing: The higher monthly subscription cost may make it inaccessible to everyone. 
• Complexity: With so many different features, it can be challenging to navigate and utilise all of them. 
• User limitations: Depending on the type of plan you subscribe to, certain features may be disabled. 

Ready to get found online? 

Picking the right keywords isn’t about stuffing your content full of buzzwords or chasing the biggest numbers—it’s about being smart, strategic, and tuned into how real people search online. 

Whether you’re targeting your local scene or thinking bigger, keyword selection plays a huge part in getting the right eyes on your content. 

But here’s the kicker—SEO isn’t a one-off job that’s just done and forgotten about. It evolves all of the time. If you’re feeling overwhelmed by all that I’ve shared here, you don’t have to do it alone. 

If you’re looking for someone who knows SEO inside out, check out my services. I can help your business climb the search engine rankings with strategies that actually work. Whether you’re just starting or want to take your visibility to the next level, I can help. 

Get in touch to learn about the services I offer and give your keywords the boost they deserve.

Online customer reviews are a big factor in influencing consumer decisions and the success of your business. But sometimes it can feel like another aspect of running a business that doesn’t garner much payback. 

But, in reality, that isn’t true. 

A recent survey showed that 70% of British consumers read reviews before they make any purchase, even for small items like deodorant. 

According to Nielsen, in a global study from 2021, 88% of consumers stated that they trust recommendations from people they know above all other forms of marketing messaging. 

Displaying reviews can lead to an 18% increase in sales, as your potential customers gain confidence from the experience of others. 

What’s more, Google will take reviews into account for their local ranking algorithm. Which basically means that getting real customer reviews can increase the chances of people seeing your business in the relevant search results. 

The impact of online reviews on business growth

Customer online reviews are an essential part of a thriving business strategy. They help to build trust, enhance visibility, and can have a direct impact on purchasing decisions. 

• Boosts local search rankings: Google values businesses with more high-quality reviews. Companies that receive frequent positive feedback will rank higher on Google Maps and local search results.  
• Increase click-through rates: A well-rated business will attract more customers. Listings with higher star ratings are clicked more often compared to those with few or no reviews.  
• Builds social proof: Customers are more likely to buy from businesses with strong, recent reviews. Positive feedback is like a form of word-of-mouth marketing that influences buying decisions.  
• Encourages repeat business: Engaged customers who leave reviews are likely to return. If you can spend time replying to reviews you’ll help to create loyalty and community amongst your customers.  

Give excellent customer service 

It sounds simple, because it is, but you’ll have to provide your customers with excellent customer service if you want them to leave you with positive reviews about your business. 

Make sure all staff are well-trained in customer service, and go above and beyond for every person. 

If you need to brush up on this as a whole, ‘secret shoppers’—people who anonymously evaluate your service—could be a way to gain unbiased insights and consider ways to improve it. 

Make it easy for customers to leave reviews 

Make leaving reviews as straightforward as possible. Give your customers direct links to review platforms through emails, texts, or QR codes on receipts and business cards. The easier it is, the more likely customers will share their feedback. 

Ask customers to leave reviews at the right time 

Everyone is going to ask their customers to leave reviews, so be intentional about when you ask them, perhaps after a successful purchase or a positive service experience. A well-timed request will increase the likelihood of getting a positive response. 

Use social media 

Social media is a powerful tool for any business, so make sure that you’re utilising it. Encourage your followers to leave reviews and share their experiences with your business. Engaging content and prompts can work positively in getting customers to leave feedback. 

Rewards for reviews 

Offering small rewards, such as discounts or freebies, can be a great motivation for customers to leave reviews. You need to ensure that these incentives encourage honest feedback in a bid to maintain your business’s authenticity. 

Respond to good reviews 

Respond quickly and personally to positive reviews to show your appreciation. This will strengthen your customer relationships and demonstrate your commitment to excellent service. 

Respond to the bad reviews

Negative feedback is inevitable. Respond professionally and empathetically, acknowledge concerns, and explain how you plan to resolve issues. By taking this approach, you’ll show customers that you’re willing to make changes to get better results, and you never know, they may feel encouraged to use your services again. 

Notes on receipts/business cards 

Include notes on receipts or business cards to invite new reviews. This is a great way to remind your customers to share their experiences. A simple message that they look at a little later could be the prompt they need for some added feedback. 

Share positive reviews 

Use your website and social media to highlight the positive reviews you receive. By sharing your customer praises, you build credibility and encourage others to share their views on your business. 

Add a link to review sites in your email signature 

Add a direct link to your review platform in your email signature. A subtle prompt like this can help you gain feedback effortlessly. 

What are the best online platforms for customer reviews? 

There are multiple ways to allow your customers to share their thoughts on your business. These are some of the best platforms to use: 

• Google reviews: Essential for local businesses to improve their search rankings and visibility on Google Maps. Plus, it’s likely to be the first place a potential customer might look. 
• Trustpilot: A global platform that is known for transparent customer feedback. 
• Facebook reviews: Businesses with an active social media presence should use their Facebook page to collect reviews directly, which can help boost engagement. 
• Yelp: A good choice for local business reviews, especially if you’re in the hospitality and service industries.  
• TripAdvisor: A crucial platform for businesses in the travel, hospitality, and tourism sectors. Reviews on here can impact rankings and customer trust. 
• Feefo and Reviews.io: These verified review platforms are often used by e-commerce brands to get genuine feedback from their customers. 
• Industry-specific platforms: Houzz is a great platform for home service businesses, Zocdoc is used by healthcare professionals, and Capterra is built for software reviews.  

Common mistakes to avoid when requesting reviews 

We know it’s important to get as many online reviews as possible, but certain things can hinder your efforts. Here’s what to avoid doing: 

1. Not asking for reviews: Many businesses hesitate to request feedback, which means they miss out on opportunities. 
2. Delaying the request: Timing is crucial when asking for reviews. You’ll need to ask quickly after a purchase or service to increase the chances of a response. 
3. Ignoring negative feedback: We touched on this above; we’re reiterating that you need to respond thoughtfully to criticism to demonstrate your customer service ability. 
4. Overwhelming customers: Don’t expect customers to fill out lengthy surveys; keep your feedback requests concise and clear. They’re much more likely to take part. 
5. Ask leading or biased questions: Keep the questions you ask customers neutral to ensure that you get genuine feedback. 

Turning reviews into marketing material 

We now know that customer reviews can help improve rankings in Google, and they also have a positive impact on customers who are willing to use your business. But they can also be used as marketing materials. Here’s how to use them: 

• Feature testimonials on your website: Showcase the positive reviews you receive to help build trust with your website visitors. 
• Share on social media: Highlight the glowing feedback you receive on social media to engage your audience. 
• Make use of them in email campaigns: Use your reviews in newsletters to show your brand’s value. 
• Create case studies: Detailed stories of positive customer experiences help personalise and show the benefits of your products or services. 

How to build a long-term review strategy 

Asking for reviews isn’t just a once-a-year job. With the right approach, you can help increase the number of reviews you get steadily year-round. Try implementing these techniques: 

• Automate the process: Use tools to send review requests after customers have used your business. 
• Train the team: Ensure employees understand the importance of reviews to the success of your business and encourage them to ask for feedback when interacting with customers. 
• Analyse your feedback: Don’t just accept the fact that you’re getting reviews and see that as a plus, take time to read and use it to improve products or services. 
• Encourage brand loyalty: Customers who regularly leave reviews may be strong contenders for brand ambassadors if it fits with your business model. 

We’ve shown here that getting online customer reviews is more than just feedback; they’re a powerful tool that can help boost your business growth. 

If you want to optimise your online presence and leverage customer reviews for even greater growth, Marty Rogers SEO is here to help. With expert strategies, we can enhance your search rankings, improve visibility, and help your business stand out.