1. If Your Website Frustrates Mobile Users, Google Will Notice
Think about how often you use your own phone to search for a business, check a service, or make a purchase. Your customers are doing exactly the same thing. If your website is difficult to navigate on a mobile device, visitors are likely to leave before they even read what you offer.
Google understands this behaviour. That’s why it primarily uses the mobile version of your website when determining where you appear in search results. A website that looks great on a desktop but performs poorly on a smartphone could be holding back your chances of achieving a higher ranking in Google.
Take a few minutes to browse your website on different mobile devices and ask yourself:
- Is the text easy to read without zooming in?
- Can visitors find important information within a few seconds?
- Are buttons large enough to tap comfortably?
- Do images load properly and fit the screen?
- Does every page feel fast and easy to use?
2. Google Loves Fast Websites – And So Do Your Customers
Imagine finding the perfect business online, clicking through to their website and then waiting… and waiting. Chances are, you’d hit the back button and try the next option instead.
That’s exactly what many potential customers do when a website loads slowly.
Website speed doesn’t just affect user experience. It can influence how people perceive your business, how long they stay on your website and whether they decide to contact you. It can also affect your ability to achieve a higher ranking in Google, particularly when competitors provide a faster and smoother browsing experience.
Some of the most common causes of a slow website include:
- Oversized images that haven’t been optimised
- Too many plugins running in the background
- Cheap or unreliable hosting
- Unnecessary redirects
- Bloated code and outdated website themes
Want to know where to start? Read our guide: How do I make my WordPress website faster?
3. Is Your Website Secure? Google (and Your Customers) Are Checking
You’ve spent time and money getting people to visit your website, only to see a “Not Secure” warning in your browser. Most people won’t stick around long enough to find out whether the business is trustworthy, they’ll simply leave.
Google has been prioritising secure websites for years, and while HTTPS alone won’t send you straight to the top of the search results, it does help establish trust with both users and search engines.
A quick security check should include:
- An active SSL certificate
- HTTPS across every page of your website
- Automatic redirects from HTTP to HTTPS
- Secure handling of customer enquiries and form submissions
Think of HTTPS as the digital equivalent of locking the front door to your business. Without it, you’re making both visitors and search engines question whether your website can be trusted. This can affect engagement, conversions, and ultimately your ability to achieve a higher ranking in Google.
4. Give People a Reason to Click Your Website
Owners spend hours perfecting their website but forget about the one thing people see first: the search result itself.
When someone searches for a service you offer, they’re not comparing websites yet, they’re comparing page titles and descriptions. If your listing looks bland, outdated or confusing, they’ll click on a competitor instead. Your page title should clearly tell both Google and potential customers what the page is about. Meanwhile, your meta description should give people a reason to choose your business over the ten other options sitting on the same search results page.
A few simple improvements can make a noticeable difference:
- Include your primary keyword naturally near the beginning of the title
- Focus on what the customer is looking for rather than industry jargon
- Add a compelling benefit, outcome or point of difference
- Keep titles concise so they don’t get cut off in search results
- Avoid reusing the same title across multiple pages
5. Stop Using Confusing URLs That Mean Nothing to Google
Good example
Bad example
Before publishing a new page, ask yourself: Would someone know what this page is about just by looking at the URL? If the answer is no, simplify it.
6. Don’t Let Unoptimised Images Undo Your SEO Efforts
Choosing the perfect images for their website requires time, but never overlook how those images affect SEO and page speed. A single oversized image can slow down your website, frustrate visitors, and send the wrong signals to Google. If your pages take too long to load, potential customers may leave before they even see your offer.
Before uploading any image to your website:
- Reduce the file size without sacrificing quality
- Use descriptive file names that explain what’s in the image
- Add meaningful alt text for accessibility and search engines
- Choose the right format for the job (WebP is often the best option)
For example, a file named “IMG1234.jpg” tells Google absolutely nothing.
A file named “small-business-seo-audit-checklist.jpg” provides useful context and helps search engines better understand the page.
7. Google Business Profile Gives You Free Leads
If you’re trying to get a higher ranking in Google for local searches, your Google Business Profile is one of the most powerful tools available, and it doesn’t cost a cent.
If your profile is incomplete, outdated or hasn’t been touched in years, you’re giving potential customers a reason to choose a competitor instead. A well-maintained Google Business Profile can help your business appear in local search results, build trust before someone even visits your website, and generate enquiries directly from Google.
To get the most from your profile:
- Make sure your business name, phone number and address are accurate.
- Choose the most relevant business categories for your services.
- Add recent photos that showcase your work, team or location.
- Encourage satisfied customers to leave genuine reviews.
- Respond to reviews and keep your business hours up to date.
- Regularly post updates, offers or business news to show Google your business is active.
8. Business Details Should Match Everywhere (Yes, Google Notices)
Finding a business online with three different phone numbers, two addresses and a website that says something else entirely. It doesn’t exactly inspire confidence. Google feels the same way.
To strengthen your local SEO, make sure your business details are identical wherever they appear online. This includes your business name, address and phone number (often called NAP details in SEO circles).
Take a few minutes to check that your information matches across:
- Your website
- Your Google Business Profile
- Online business directories
- Facebook, Instagram and other social media accounts
Think of it as making it easy for Google to verify that your business is exactly who you say it is. The fewer questions Google has, the better your chances of appearing in local search results.
9. Give Google a Reason to Keep Coming Back
If your website hasn’t changed in six months, Google has very little reason to keep checking on it. A website that sits untouched is a bit like a shop with dusty windows. Customers notice, and so does Google.
To improve your chances of achieving a higher ranking in Google, keep adding useful content that helps your customers solve problems.
Think about the questions you get asked every week:
- How much does it cost?
- How long does it take?
- Which option is best?
- What should I avoid?
Those questions are blog posts waiting to happen.
Not sure how often you should be publishing? Check out our guide on How Often Should I Update My Blog?
10. Stop Letting Your Best Content Collect Dust
Every time you publish a new blog, ask yourself: “What existing pages on my website should this connect to?” If you’re writing about SEO, link to your SEO services. If you’re discussing website performance, point readers towards your article on website speed optimisation.
Internal links do more than help visitors find relevant information. They help Google understand which pages matter most on your website and how different topics relate to each other. A simple habit of linking related blogs, service pages and case studies together can strengthen your website’s overall SEO and keep visitors engaged for longer.
Whenever you publish a new article, add links to at least 2 – 3 relevant pages already on your website. It’s a small task that can make a noticeable difference over time.
11. Put Your Keywords in the Right Places, Not Everywhere
Keyword stuffing might have worked years ago, but today it can do more harm than good. Repeating the same phrase unnaturally throughout a page creates a poor user experience and can make your content look low quality.
You don’t need to mention your target keyword twenty times to rank well. What matters is placing it strategically where Google expects to find it.
Focus on including your primary keyword in:
- The page title
- The main heading (H1)
- At least one or two subheadings
- The introduction
- Image alt text where relevant
- The meta description
12. Don’t Guess What’s Working – Track Your SEO Results
The smartest business owners keep an eye on what’s actually moving the needle. Are more people finding you through Google? Which pages are attracting traffic? Which keywords are bringing in enquiries? These are the questions you should be asking every month.
Without tracking performance, you will never know where to focus your efforts.
A few tools can give you a clear picture of what’s happening behind the scenes:
- Google Search Console to see which keywords are driving impressions and clicks
- Google Analytics to understand visitor behaviour
- SEO audit tools to identify technical issues
- Keyword tracking software to monitor ranking improvements
The goal isn’t to obsess over every metric. It’s to identify what’s working, do more of it, and fix what’s holding your website back from achieving a higher ranking in Google.
Whether you’ve recently launched a new website, invested in an affordable web design package, or you’re working with a web designer to improve your online presence, regular SEO maintenance shouldn’t be an afterthought.