How to Optimise Your Website for SEO

Google has released multiple core updates in the past 12 months, including a March core update that cut visibility for thin AI-generated pages by 45 %. At the same time, AI Overviews (formerly SGE) are rolling out globally, reshaping click‑through patterns.
In other words, yesterday’s checklists are no longer enough. This guide distils the freshest best‑practices—technical, on‑page and off‑page—into an actionable SEO playbook that will keep your site discoverable, clickable and converting in 2025.

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1  Start With Goals, Not Keywords

SEO is a business channel, not a vanity metric. Tie optimisation efforts to specific, measurable objectives:

Pro tip: Plug targets into GA4 Conversions first, then work backwards to the pages and queries that can move the needle.

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2  Master Modern Keyword & Intent Research

1. Seed list: Brainstorm problems, solutions and branded terms.
2. Expand with entities: Use Search Console’s “Missing" filter and tools like AlsoAsked to surface PAA questions.
3. Cluster by intent: informational, commercial, transactional, navigational.
4. Map to funnel stages to avoid cannibalisation.

AI Overviews favour intent‑satisfying, well‑structured content. If your page already answers the query succinctly, it’s more likely to be quoted.

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3  Build a Scalable Site Architecture

• Flat hierarchy: ≤ 3 clicks from home.
• Semantic URLs: /services/seo-audit/.
• Breadcrumbs with schema to surface sitelinks.
• Topic hubs: Pillar pages (2 000 + words) linking to detailed sub‑articles.

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4  Nail Technical SEO Fundamentals

Adopt Brotli, preload hero images, defer non‑critical JS.

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5  Optimise On‑Page Elements

Titles & Descriptions: 55–60 char titles, 150–160 char metas; keyword + value prop first.
Headers: One <h1>, logical <h2>/<h3> cascade; use answer blurbs for snippets.
Media SEO: WebP/AVIF, lazy‑load, descriptive alt; add clip markup to videos.
Schema: Organization, FAQPage, Product etc.
E‑E‑A‑T signals: Author bios, primary data citations, testimonials.

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6  Create Content That Survives Core Updates

Follow HELPFUL: Human‑first, Experience, Latest data, Problem‑solution, First‑party visuals, Unique perspective, Layered depth.
Disclose AI drafts and human‑edit heavily—thin auto‑text is penalised.

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7  Internal Linking Strategy

• Link child → pillar and siblings.
• Descriptive anchors.
• ≤ 100 internal links per page.

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8  Earn High‑Quality Backlinks

Works: Digital PR, linkable assets, podcast guesting, resource pages.
Fails: Mass guest‑post swaps, irrelevant expired domains, AI‑spun PR.
Focus on topical relevance; one gov.au link > 100 blog comments.

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9  Leverage Local SEO (If Applicable)

• GBP 100 % complete, messaging on.
• NAP consistency.
• Unique local pages with embedded map.
• Reviews within 24 h follow‑up SMS.

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10  Prepare for AI Overviews & Zero‑Click SERPs

• Definition lists, TL;DR boxes.
• Rich media support.
• Authoritative inline citations.
• First‑party data.

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11  Measure, Iterate, Automate

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12  One‑Page SEO Checklist

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Conclusion

SEO in 2025 rewards speed, substance and authority. Align with user intent, solid technical foundations, real expertise and credible backlinks to obtain—and retain—rankings through future updates.

Need a bespoke audit? Contact me—let’s turn your site into a search magnet.