Ten SEO tips to improve search engine visibility

Ask anyone at Google how to improve your SEO and you’ll hear a dozen different answers. Years ago, SEO was simple: run an audit, publish content, add keywords, build a few links, job done.

Today, Google’s algorithms are far more advanced. They are constantly refining how they evaluate content, credibility and user experience. To rank well, you need to show Google that your website is trustworthy, high-quality and genuinely helpful.

Below are practical steps any London organisation or charity can take.

Create high-quality, genuinely useful content

Google rewards content that helps real people. Write clearly, answer real questions and keep your pages updated. Regular updates signal that your site is active and relevant.

Use Google Search Console

Google won’t reveal its full ranking formula, but Search Console is their way of giving you insights.
It shows:

• how your pages appear in search

• the keywords people use to find you

• issues harming your visibility
  If you haven’t connected it yet, it’s one of the easiest SEO wins.

Make sure your site is mobile-friendly

Most people now browse on their phones, so Google ranks mobile-friendly sites higher.
Two essential tools:

• Google Mobile-Friendly Test – checks if your site works well on mobile

• Google PageSpeed Insights – shows how fast your pages load and what to fix

Identify the right keywords

Keywords still matter—just not in the old-fashioned “stuff them everywhere” way.
Use Search Console (linked with Google Analytics) to see what people actually type before landing on your site.
If the searches don’t match your content, update your pages so they reflect what you actually do.
Keep it natural; Google penalises keyword stuffing.

Fix your 404 errors

Broken pages hurt rankings.
If you’ve changed URLs or deleted old pages, redirect them to the correct, updated versions.
This keeps both Google and your visitors on the right path.

Target the right country

If your organisation mainly serves the UK, set your geographic target in Google Search Console.
This helps you appear more prominently in searches from UK users.

Install helpful SEO plugins

If you use WordPress or Drupal, tools like Yoast give you an easy way to manage page titles, descriptions, sitemaps and indexing.
They simplify a lot of the technical tasks that improve your ranking.

Make your site easy to share

The easier your content is to share, the more people will share it.
Every share leads to more visitors, which signals value to Google.
More visitors → better ranking → more visitors → more shares.

Use your analytics

Tools like Google Analytics and heat-mapping platforms (e.g., Hotjar) show what users actually do on your site.
Use this data to:

• improve pages people ignore

• simplify navigation

• reduce bounce rates
  Better user experience directly supports stronger SEO.