SEO isn’t just about stuffing in keywords or chasing rankings anymore. It’s about creating real, valuable content that connects with your audience while keeping up with changing algorithms and user behaviours. SEO works best when it’s not treated as a standalone tool. It should be a key piece of building trust, credibility, and long-term success for your brand.
By focusing on what users really want and diversifying your approach, you can set yourself up for success and stay ahead of the competition.
In this guide, we’ll walk you through some of the easiest, most effective SEO tactics you can start using today. Whether you're starting fresh or tweaking an existing strategy, these tips can help you drive organic growth.
Prioritise high-value content
Google increasingly rewards authenticity and depth, especially since basic questions are often answered directly in search results or AI snippets. To stand out, create content that solves real problems and offers unique insights. Share your expertise, back it up with data and go beyond generic answers.
Take a page from our Alton Towers case study: We identified overlooked topics and introduced pages dedicated to specific offerings, like “short breaks”. This not only filled content gaps but drove a 61% uplift in organic sessions on the Alton Towers Hotel landing page.
Start by auditing your existing content. Update underperforming pages and updating them with richer, actionable information. Or, if they no longer bring value, archive them. It’s a simple tactic, but can make a big impact.
Diversify traffic sources
Relying only on Google for traffic puts you at risk. Algorithm changes can disrupt your reach in an instant. Instead, broaden your horizons by repurposing and optimising content for platforms like Bing, Pinterest, TikTok, LinkedIn and YouTube.
That said, you can’t be on every channel. So take time to map your customer journey across different touchpoints and identify key platforms your audience engages with. Then, tailor content to these channels as a priority.
Dominate SERP features
SERP features, like featured snippets or “people also ask” boxes, are prime real estate on search results pages. Securing these spots boosts your authority and visibility. Focus on answering complex, high-level queries that AI snippets and SERP features can’t fully answer.
Conduct a competitive analysis to identify gaps in SERP features where your content can shine. Then, use structured data to make your content snippet-ready.
Optimise core web vitals and UX
A fast, user-friendly website is essential for better rankings and happier visitors. Ensure that your website meets Core Web Vitals benchmarks and provides a seamless, engaging user experience.
Run a Core Web Vitals audit with tools like Google Lighthouse. Tackle issues with performance, interactivity and visual stability to create a seamless experience that keeps visitors engaged.
Align SEO with brand strategy
A strong SEO presence builds trust and authority. Connect your brand with industry-specific keywords and topics to establish yourself as a go-to resource in your niche. Consistency is key.
Define a list of priority topics that align with your brand’s mission and expertise. Then you can develop cluster content strategies to dominate these areas.
SEO as part of your growth marketing strategy
It's important that you don't just see SEO as a box to tick. Instead you should be creating valuable content, diversifying your traffic sources, improving technical performance and connecting SEO with your overall brand strategy. This will enable you to lay the foundation for long-term success.
Want to see how SEO can make a real impact? Check out our Growth Marketing Playbook, packed with actionable strategies to help your brand grow across multiple channels.
