Content updated and sources checked on 19 October 2026. The original publication date has been retained.
A beautiful website can be unclear. A page full of keywords can have the same problem. SEO and web design work better together when you first establish which question a page answers and how a visitor can move forward afterwards.
1. Start with the purpose of the page
Write one sentence explaining who the page is for and which decision it helps them make. A service page explains the offer, conditions and next step; an article may instead explain a problem. Google describes SEO as helping search engines understand content and helping users assess a result. There is no secret that automatically puts you at the top.[1]
2. Make the site structure visible
Group related services and give each page a logical place. Link from an explanation to relevant further information, not randomly to every service. Google discovers many pages through links from other pages.[1] Descriptive link text helps visitors understand in advance where they will arrive.
3. Keep mobile content equivalent
Google uses mobile content for indexing and ranking.[6] Check that important explanations do not exist only on desktop. You can adapt the presentation, for example with a different order or an expandable section. Do not hide necessary content behind an action that only then loads new text.
4. Match the title and snippet to the content
Create a specific page title and a short description that genuinely summarise the subject. Avoid the same generic promise on every page. Treat an SEO plugin as a tool for managing fields, not as proof that an article has strong content. A green light does not replace checking the question and its answer.
5. Use images to explain
Give an image a purpose: clarify a process, show a product or demonstrate an actual project. Write a text alternative that fits that purpose. Do not put important conditions only in an image. Also check that the image remains useful on a phone and does not push text off-screen.
6. Add only appropriate structured data
Google requires structured data to represent visible content accurately; correct markup does not guarantee a rich result.[4] Prevent multiple plugins from publishing conflicting descriptions of the same page. Do not use fabricated reviews or expertise claims to make a schema appear more complete.
7. Going further: create a joint release checklist
Before publication, check the content, title, description, headings, internal links, mobile display and indexing settings. On a test environment, noindex may deliberately be correct; at launch, the owner must review that choice. Do not change existing URLs simply to add a new year. Plan redirects separately when a genuine structural change is needed.
When should you assess the result?
Google states that the effects of changes can take anything from a few hours to several months; not every change produces a noticeable difference.[1] Check technical errors immediately, then assess relevant searches and enquiries later. Explore our approach to SEO and web design, or discuss your next website improvement.
Planning a new website? First read how much a website costs in the Netherlands and how to compare quotes fairly.
Sources
- [1] SEO Starter Guide: The Basics | Google Search Central | Documentation | Google for Developers
- [4] General Structured Data Guidelines | Google Search Central | Documentation | Google for Developers
- [6] Mobile-first Indexing Best Practices | Google Search Central | Documentation | Google for Developers
