Hipper than craft beer and single speeds.

SEO – So hot right now.

There is optimisation and there is optimisation. To clarify, Search Engine Optimisation (SEO) is a deprecated term. Outside of technical requirements regarding code and semantics, quality progressive SEO is actually just a different name for your digital strategy. Here’s our quick tips on how to be hipper than a housecat when it comes to SEO.

Drop the (bass) keywords

Not all together, but certainly minimise your keyword count. Use them when and where they make sense and no more than that. The folks at Mountain View are looking for content that makes sense to humans. It’s that simple.

Keyword research

We wouldn’t tell you to lower your keyword count without some reinforcement now would we? What we want is higher quality and lower frequency. Thankfully there are some great (free) tools out there for some basic key word research:

  1. Your own analytics + webmaster tools – No brainer
  2. Google Trends  – See what’s popular and leverage it
  3. AdWords – Set up a quick test campaign and see how well your target terms convert
  4. Competitors – What are the competition up to?

User Experience

We are big fans of quality ‘delighters’. Those little on-site elements that make you remember a site without bookmarking it. Subtle animation, active states and transitions all build persona around your site. The problem with these is it’s soo easy to enhance all the things. Restraint and class are the order of the day here. Or you could just go full throttle…


Links, both internal and external, fall into that ‘frenemy’ category. Use them well and you’re best buds. Treat with disrespect and they’ll do the same. Links are how your sites are found and where you make them will influence the quality associated with your content. Look for ‘best-of-industry’ sites to associate with, create content to grow authority in your field and work on your social/database marketing.


A good developer will set you up a beautiful type hierarchy. This is the backbone of any usable website. From font choice to line spacing, you shouldn’t need to worry about anything other than you content and how it reads. Use H1 for page headers. H2 and so are for sub-heads as the content dictates. Again, this comes back to your site reading well to a human, not a magic search crawler. For a good indication of how your content is indexed, you can use tools like this.

It all sounds so simple

It’s certainly not easy, but starting out in SEO is definitely not the dark art it once was. We’ve only outlined the bare basics above – but it’s a solid start. Steer clear of anyone selling honey potions and voodoo and just start simple. This will give you a base line to measure the benefits of any optimisations you make in the future and ultimately lead to a better performing web presence for you. Feel free to get in touch if you’ve got any questions about optimisation and what it means for your site.


Further reading