The Dos & Don'ts of SEO | Essential SEO Tips

SEO is an ever-changing industry and requires constant attention and evolution. That means the things we SEOs need to do are always changing. Things that worked years ago simply don’t have the same effect in modern-day SEO.

However, there are some key areas which have and will always remain the same and these are practices that we should all follow.

Discover our key list of SEO dos and don’ts below:

Dos: Essential SEO Practices

Be Relevant (In ALL Areas)

When looking to grow your website, it helps to be relevant in all areas, from onsite to offsite. Creating an abundance of relevancy shows you have knowledge within your market but also gives authority to you in terms of Google and it’s SERPs.

Ways to be relevant would be to have high-quality content on your market, with key facts and figures within it. Cover all areas that are relevant to what you offer within your market. Also, create links from niche relevant websites.

Be Individual

You need to present some individuality or uniqueness within your market to be able to stand out as a leader and an expert within your particular niche. Bring a new and fresh perspective to the table (while still covering everything needed to cover that topic) and offer deeper understandings from your unique content. This not only makes you stand out to consumers but also allows you to open your content to a range of keywords around the main keyword that is targeted, meaning you will start to rank for a range of different keywords.

Measure & Analyse

This is vital in success. Measuring and analysing should be done constantly. When I say measure and analyse, I don’t just mean take a quick look at your Google Analytics to see how traffic and conversions are coming along, I mean really dig deep. Get an understanding of your competitors and what they’re doing, get a broad view on your rankings for certain key terms and develop an idea of which keywords you need to target more effectively to be able to gain further high-quality and high-intent traffic into your website.

Doing this across all sectors of your website will allow you to target your market more effectively and allow you to achieve better rankings easier, by simply having a strong insight into what you, your competitors, and the market is doing.

Modern flat design with a group of miniature business people analyse data together. Tiny people characters. Template for web landing page, banner, presentation, social media. Vector illustration


Google and it’s algorithms are ever-changing, and this is the challenge that all SEOs continually face. This then means we have to be able to continually adapt to what works and what doesn’t and learn to change our ways that become outdated.

Test, Test, Test

Alongside adaptation, SEOs should be continually testing new methods on getting sites to rank, whether they come from old methods or new. Continually testing on every aspect of SEO will allow you to stay ahead of your competition.

You have to be aware that with testing, you may not always get the result you want. This means you will have to be continually aware of what work has happened and where things can potentially go wrong. Testing is never straightforward, but if you find a new method for ranking a website, it can be of vital importance for reaching top spots within the SERPs.

Have a Healthy Website

Essentially, it’s near enough impossible to rank a website with poor health. Ensuring a high level of health on a website should be a constant and can be done through auditing to diagnose any issues, such as site speed and missing alt tags. Using multiple auditors gives a higher chance of finding all issues across a website.

Isometric seo agency

Don’ts: Avoid Doing These

Being Spammy

Spammy SEO tricks tend to be unethical methods of SEO that are done to try and manipulate algorithms. Now, these tricks can have positive effects at times, however, most of the time we see these fail drastically, and even if they do increase performance on your website short term, the long term effects of them could be catastrophic with the potential of manual actions against your website.

When these types of methods come out and are being used, they are picked up very quickly and are then counteracted even faster. 

Instead of trying to be spammy and get quick wins on your website, look to develop a strong understanding of your website and your market and look to find techniques that can ethically develop your website.


Yes, over-optimisation is a thing and a very big thing at that. You may think to rank for a keyword you should use it millions of times throughout your website to increase keyword density and therefore increase the relevancy of your website around your chosen keyword. However, this then gives a very, very strong negative effect.

Often enough, people can fall into the pits of over-optimisation simply by focusing too hard on something and not doing enough research into the area they are looking to optimise. Sometimes it simply takes time, research, and patience to be able to see improvements.

Ultimately, this list of dos and don’ts barely scratches the surface of SEO and are only some of the basics that we should all be following. Nonetheless, these are still a vital part of SEO.

Thank you for reading my blog post on SEO dos and don’ts. If you would like to find out more about SEO or are interested in getting SEO on your website, then get in contact with us on 01604 806020. Alternatively, you can visit our contact page and send us a message via our contact form.

Fraser Kerns

Fraser joined the Bright Design team as an SEO Executive. He’s responsible for identifying and implementing different strategies, techniques and tactics to achieve and exceed our client-partner’s objectives. Whether it be to increase traffic, lead generation or conversions, Fraser plays an important role in the marketing and delivery team.

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