SEO Basics for South African SMEs

Google uses "bots" to visit websites and follow links, discovering new and updated pages. Make sure your site can be crawled:

• All important pages are linked from your homepage
• No blocking of search engines in robots.txt
• No broken links (404 errors)
• Site loads quickly enough for bots to explore

After crawling, Google decides whether to add pages to its index (database of pages). To get indexed:

• Have unique, valuable content
• Use descriptive titles and meta descriptions
• Avoid duplicate content
• Submit your sitemap to Google Search Console

When someone searches, Google ranks indexed pages by relevance and quality. Factors include:

• Content relevance to search query
• Page quality and expertise
• User experience (speed, mobile-friendliness)
• Backlinks from other trusted sites
• Local relevance for 'near me' searches

• Think like your customer: What would they type?
• Use Google Autocomplete: Start typing and see suggestions
• Check 'People also ask' boxes in search results
• Look at competitor websites for ideas
• Use free tools: Google Keyword Planner, Ubersuggest
• Include location: 'plumber Cape Town' vs just 'plumber'

• Start with specific, long-tail keywords (easier to rank)
• Target keywords with buyer intent ('hire plumber' vs 'how to plumb')
• Check competition: Can you realistically rank?
• Consider search volume: Is it worth the effort?
• Match keywords to specific pages

• 60 characters or less (gets cut off otherwise)
• Include your primary keyword naturally
• Be descriptive and compelling
• Include location for local businesses
• Example: 'Emergency Plumber Sandton | 24 Hour Service | ABC Plumbing'

• 155 characters or less
• Summarize page content
• Include call-to-action
• Include primary keyword
• Make it compelling - this appears in search results

• One H1 per page (main title)
• Use H2s for main sections
• Use H3s for subsections
• Include keywords naturally in headings
• Create clear content hierarchy

• Include keyword in first 100 words
• Use keyword variations naturally throughout
• Write for humans first, search engines second
• Aim for comprehensive coverage of the topic
• Use images with descriptive alt text
• Internal links to related pages on your site

• Keep URLs short and descriptive
• Include primary keyword
• Use hyphens between words
• Avoid numbers and random characters
• Good: /services/emergency-plumber-sandton/
• Bad: /page.php?id=1234&cat=5

• Claim and verify your listing (see our Google Business Profile guide)
• Complete every field accurately
• Choose correct categories
• Add photos regularly
• Respond to reviews
• Post updates weekly

• Get listed in local directories
• Ensure consistent NAP (Name, Address, Phone) everywhere
• Key SA directories: Brabys, Yellow Pages SA, Cylex
• Industry-specific directories
• Chamber of commerce listings

• Create pages for each area you serve
• Include local landmarks and references
• Embed Google Maps
• Include local phone number
• Add locally relevant content

• Test speed at pagespeed.web.dev
• Optimize images (compress, use modern formats)
• Enable browser caching
• Use a fast hosting provider
• Minimize JavaScript and CSS
• Target under 3 seconds load time

• Google uses mobile-first indexing
• Test at search.google.com/test/mobile-friendly
• Ensure text is readable without zooming
• Buttons are large enough to tap
• Content fits screen without horizontal scrolling

• SSL certificate is essential (https://)
• Most hosts offer free SSL (Let's Encrypt)
• Browsers warn users about non-secure sites
• Google prefers secure sites

• Free tool from Google - essential for SEO
• Submit your sitemap
• See what keywords you rank for
• Identify crawl errors and fix them
• Get notified of security issues
• Monitor Core Web Vitals performance

• Service pages: Describe what you offer
• Location pages: Target local searches
• Blog posts: Answer common questions
• FAQ pages: Address customer queries
• Case studies: Show your work and results
• How-to guides: Demonstrate expertise

• Focus on quality over quantity
• Answer the questions your customers ask
• Update old content to keep it fresh
• Make content comprehensive and helpful
• Use images, videos, and formatting to improve readability
• Build topical authority in your area of expertise

• Create content worth linking to (guides, research, tools)
• Get listed in industry directories
• Ask suppliers/partners to link to you
• Sponsor local events (get listed on event page)
• Guest post on relevant blogs
• Respond to journalist requests (HARO)
• Create local community content

• Organic traffic: Visitors from search (Google Analytics)
• Keyword rankings: Where you appear for target terms
• Click-through rate: Percentage who click your result
• Conversions: Calls, forms, sales from organic traffic
• Local pack appearances: Showing in Maps results

• Google Search Console: Rankings, clicks, issues
• Google Analytics: Traffic, behavior, conversions
• Google PageSpeed Insights: Speed testing
• Ubersuggest: Keyword research (limited free)
• AnswerThePublic: Question-based keyword ideas