SEO basics: how to get your website ranking on Google

Executive overview

91% of web pages get zero traffic from Google. The reason is usually a failure to match what searchers actually want, or a lack of credible links pointing to the page.

SEO has two jobs: help Google understand what your page is about, and prove the page deserves to rank. Keyword research, on-page optimisation, link building, and blogging are the four levers that move the needle.

Finding the right keywords

• Use a keyword tool to check actual search volume before assuming what people type
• Check the parent topic — the broader term more people search for (e.g. "Toronto wedding photographer" beats "wedding photographer in Toronto")
• Look at top-ranking pages: each one often ranks for hundreds of related keywords, not just one
• Competitor keyword reports reveal additional terms worth weaving into your copy

On-page SEO

• Title tag: descriptive, includes your primary keyword, written to earn the click (e.g. "Award-winning Toronto wedding photographer")
• Meta description: 1–2 sentences, specific and distinctive — not a generic tagline
• H1 heading: use your primary keyword phrase; "Hello there" tells Google nothing
• Body copy: sprinkle related keywords naturally where they fit; do not force them
• URL: include the primary keyword using hyphens (e.g. /product-photography-toronto)
• Keyword stuffing — repeating a term 100+ times — harms rankings, not helps

Off-page SEO and link building

• Links act as votes of confidence; quality matters more than volume
• Editorial links (links within blog content) carry more weight than forum or directory links
• Outreach is the main route to editorial links — but you need a genuine reason to contact someone
• Three requirements for successful outreach: a relevant audience, a good reason to reach out, a pitch that benefits them
• Tactics: flag a relevant asset (photo, data, tool) they can feature; offer a guest post; partner with lateral non-competing businesses (florists, venues, planners)
• Identify outreach prospects by looking at who already links to competitors

Blogging for SEO reach

• Service and product pages target obvious buying keywords; a blog captures everyone earlier in the journey
• Blog content should solve real problems for prospective customers — practical value is what earns links and shares
• Example: a wedding photographer writing "best wedding venues in Toronto" ranks for 1,400 monthly searches and showcases their portfolio
• Pick topics that let you demonstrate your work or expertise, not just any topic with search volume
• Pages that generate the most organic traffic are usually blog articles, not homepages
• Rinse and repeat: keyword research → on-page optimisation → link building, for every new post