Begin with an actual question
Write down what a visitor needs to understand, then answer it directly. Give each page a descriptive title and a clear purpose. Search-friendly writing starts with useful information, rather than repeating a phrase until the page stops sounding natural.
Connect related pages
Use descriptive links to help readers find the next relevant answer. Make important pages reachable through navigation and avoid leaving them hidden behind a search form. Google’s starter guide explains the relationship between useful content, links and discovery.
Set a realistic review
Record a small set of observations before changing the site: which pages are found, which questions remain unanswered and which journeys fail. Review the changes over time. Neither a redesign nor an SEO package can promise a particular search position.