SEO optimization for a new website – How to optimize your brand new website?

When we want to launch a new website, we are mostly concerned with the design, the images or at most the text. However, it is very important that the site is search engine optimised at the design stage, otherwise it will not rank well in search engines.

To make your new website SEO as effective as possible, you should follow these steps.

Search engine optimisation of a new website

0. Search engine optimisation of your new website starts with the domain name selection

The long-winded title is no coincidence: as soon as the idea for a website pops into your head, you should start thinking “SEO-wise”. It’s good if the domain name is the keyword itself, or a long tail keyword. At the same time, don’t go overboard and give a kilometre-long domain name: it should be concise and effective.

But what exactly does that mean? – you might rightly ask.

Take an example. Let’s say you want to start a website specifically dedicated to men’s sports shoes. It makes sense to choose the domain name, because not only is there a high correlation, but the keyword is the domain name itself.

So it’s worth starting at the very beginning with a keyword search to see which terms are what:

  • describes your activity as well as possible,
  • it has a high search volume,
  • the competition is small,
  • and even the domain name is free.

Of course, it takes the alignment of the planets and a four-leaf clover to make it all come together, but it’s not completely impossible.

And if you already have an established brand, or a brand you’re building, it’s clearly worth using. From this point of view, it’s worth paying attention to:

  • easy to remember,
  • in short,
  • and easy to write, preferably without hyphens and periods.
Website structure and link structure - how to define it?

1. Define the structure of the website, the link structure

You’ll need keyword research just to determine which menu items and categories to include on your site.

That’s why, when designing a new website, you need to draw the structure that will form the skeleton of the whole website. This sounds complicated at first, but it’s not, and you can even sketch it on a simple sheet of A4 if you don’t have anything else to hand.

At the top, write the menu items and sub-items. Let’s stick to our idea of a men’s sports shoe webshop!

If you want to buy sports shoes specifically for a particular sport, buy them for a specific sport. It is therefore logical to structure the menu in such a way that these are the main categories.

For example: sneakers, football shoes, basketball shoes, tennis shoes, skateboard shoes, etc.

These can then be further broken down by manufacturer, size, colour, material, style and other characteristics.

So, as you can see: good industry knowledge in a given segment is very important. After all, experience can give you a huge advantage over the competition who are just trying to launch their Xth webshop.

It’s also worth looking at your competitors’ websites, foreign examples, and drawing ideas and inspiration from them (not stealing them, of course). Design the main page, as well as the individual product pages and the link structure.

From which category will you link to which? Where is correlation and overlap? Where not?

2. Create a content calendar

The content calendar is seen by many as simply a completely unnecessary, gentlemanly fad, and is done away with with a simple shrug of the shoulders. But if you plan the design in advance, why not plan the content?

Of course, to even start thinking about a content calendar, you need to plan a blog section first. This is highly recommended anyway, as content itself, and content production, is one of the pillars of effective marketing.

But let’s move on to content design!

The content calendar is important because you need to find topics that build on each other. You need to create cornerstone content, also known as skyscraper articles. This is content built around a single keyword, sometimes up to 8-10 thousand words in giga-articles.

From each of these subheadings, you can then produce smaller content of 6-700 words that you can link to (and vice versa, link back from the small blog article to the cornerstone content). This is good because Google sees that you are putting a lot of effort into producing content, and it also makes it easier for them to identify the theme of your website.

And if you’re interested, for example, in what basketball shoes to choose, you’ll also want to know what the greatest basketball players (Jordan, Kobe, O’Neal) wore – just to keep with the sneaker example.

And by planning a content calendar, you’ll have a whole year’s schedule to stick to, so you don’t have to worry about what to think about for the next week, because the calendar has everything right in it.

3. Choose fast hosting and an efficient CMS

Again, we are entering more technical waters, as not only content and design is important, but also speed (especially since the launch of Google Core Web Vitals).

It’s worth considering whether you will be promoting the site for the first year, and if so, how much traffic you expect, and then choosing the right hosting based on that. It is also important that the company has a good support team, so if you have any problems you can contact them.

When choosing hosting, it is worth looking at what free services are offered with the hosting.

  • For example, is there a free SSL certificate?
  • How much is the storage space?
  • How many additional domain names can be added?
  • How many email accounts can I add?
  • Van-e CDN (Content Delivery Network)?

The latter is worth pausing for a moment. A CDN is a content distribution network that optimises the loading speed and access time of your computer, even if the user is physically far away (for example, on another continent).

Choosing an efficient, highly customisable CMS is also important. One of the most commonly used and popular content management systems is WordPress, which is free and open source.

There are both free and paid templates, so you can create a blog, a portfolio, an online shop or an agency website.

With all this in mind, it is possible to create a website with a good technical SEO foundation, but the work doesn’t stop there.

On-Page Search Engine Optimisation of a new website

4. Once the page is ready: on-page SEO

It is essential that your new website has a site map, as without one, it will not be visible to search engines. It’s also important to link your website to Google Search Console, and Google Analytics – these are the tools you can use to measure your website’s performance.

During On-Page SEO you will need to pay particular attention to:

  • only one H1 title per page
  • make sure you have the right url structure (e.g.: black-tennis-shoes, brown-adidas-sport-shoes etc.)
  • have a good, unique product description, use keyword research
  • write alt text (replacement text) for the images, also using keyword research
  • have a metal description on subpages and products

You could say that for an online store with thousands of products, this is a lot of work – and your point would be entirely valid. However, it’s worth the effort, because your competitors probably think that you don’t put in that much effort, because you’ll never get there.

Your persistence, on the other hand, will later be rewarded by Google with a top spot.

5. Off-Page SEO

Off-Page SEO is based on link building. Generally speaking, the more backlinks you get (i.e. the more external sites link back to you), the more credible you are in Google’s eyes. However, this is more nuanced than that, as sites have different page ranks. The higher this number, the more trustworthy the page.

And those link farms, weaker sites that have a very low Page Rank or don’t “fit the picture” (for example, if your sports shoe store is linked to by a suspected spam foreign link aggregator site, or a recipe site your friend just started), are in the toxic link category.

If you would like to read more about this, we would like to invite you to read our article on link building.


So it’s not easy to SEO a new website, but it’s important to start with a good foundation – because you can build a strong brand, a strong site, on top of that. Among other things, an SEO expert can (also) help you with this.

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