Website Optimisation


When it comes to on page SEO the vast majority of websites could use a little love.

You may have a great looking website, but does Google care?

Here is the proven 7-step strategy I use to build a solid foundation with a brief explanation for each task.

If your website needs optimisation services, contact me for a free quote.

1. Organic CTR

Click Through Ratio (CTR) is the first indication to Google of a sites popularity.

This refers to the amount of times a user clicks on your site versus the number of search requests in a given time period.

If a site in position 5 is consistently achieving a better CTR than the site in position 4, Google bumps it up.

How to Improve CTR


1. Optimise Page Titles

Your page title is the blue link in the search engine results, it’s the headline or call to action and needs to stand and persuade a user to click.

Page Title Tag Example

2. Optimise Description Tags

This backs up your page title and should clearly describe how your solution, product or service will solve a users problem or need.

Page Description Tag Example

2. Bounce Rate

Bounce rate refers to the percentage of visitors that leave your site from page one without going deeper into your site.

Logic says if your Bounce Rate is high and the majority of your visitors are leaving your site, then your site is of poor value.

Google rewards sites with low bounce rates and high Dwell Time (time spent on site).

Google’s Rankbrain algorithm was built specifically for this as the goal is to give users great quality content.


Tips to Lower Bounce Rate

Add the following elements to to lower bounce rate and increase dwell time.

  • Engaging Content
  • Visual Elements
  • Information Lists
  • Research Data
  • Testimonials

3. Responsive Design

Google employs a mobile first indexing system as more than 60% of all internet traffic is browsed from mobile devices.

If your site is not mobile friendly it will be penalised by Google sooner or later.

Optimising your site for mobile is thus critical.


Sidenote: Mobile PPC ads have better value too, double win.

4. Link Structures

Internal Links

Internal links to your content pages help Google find your content faster and also understand your content better.

You want to be known as an authority on your topic and thus create great content around your niche and link to it effectively.


Outbound Links

Google rewards you for linking to great sites within your niche.

By providing quality references you give site visitors more value and as a reward, Google bumps your rankings.

I’m not suggesting you link away all your traffic, but there are elegant ways to do this effectively.

5. Performance

Nobody wants to hang around waiting for your site to download, especially when viewing it from a mobile device that may eat away at data.

Google feels the same and wants you to create a great user experience with a fast loading site.

In this step I make sure to optimise all images for size and use the correct alt and title tags.

We also look at using a CDN (Content Delivery Network) to host your images and media and thus improve site speed.

6. LSI Keywords

Latent Semantic Indexing (LSI) keywords are synonyms that help Google better understand your content.

For example if have a page targeting the keyword “Cars”, do you mean cars for sale, car info or Cars the movie?

To get an idea of LSI keywords Google loves, simply run a search and scroll to the bottom of the results page where you will see keywords in bold text.

Use the ones applicable to your topic.

LSI Keywords

7. Content

Creating great content takes all the tips above into consideration.

You want to be known as an authority in your niche and you do this by creating informative, engaging content with a high CTR, low bounce rate and high dwell time.


User Experience

During the website optimisation phase I make sure there is a clear User Experience flow.

This builds the foundation for the great content you need to create for front page search engine rankings.

If UX design is required for your target keywords, I provide you with an effective strategy.


I’ve listed the 7 most important steps to focus on first.

There are roughly 200 factors in total you can optimise if you really want to get specific, but the steps above will help give you an edge in the majority of local niches.

This all sounds like a lot to take in and to be honest it is, but like anything if you spend enough time on it, it becomes second nature and a straightforward process of elimination.


If you’re serious about generating traffic through SEO I highly recommend you hire an expert.

If you can afford Brian Dean, hire him, he’s the best.

If you can’t afford to pay $5,000 an hour, speak to me instead.

I follow his strategies and other proven techniques learned over 21 years to deliver great results in any niche.

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Call +27-83-410-2853

Cape Town – South Africa