SEO basics: What’s holding your website back from ranking HIGHER on Google?

Quick synopsis: This SEO basics blog dives into the most common reasons your website isn’t ranking on Google — and gives you quick, actionable fixes from this website copywriting + SEO gal to get it back on track.

We’ve all been ignored by Google. It’s sh*…. frustrating as hell. You launch a gorgeous new website, maybe even invest in web copy (though… maybe not quite at the level you need). You’ve got stunning brand photos. And yet — Google couldn’t care less.

You’re left wondering, WHY oh WHY am I not ranking? Especially when your competitors are up there, along with some ancient-looking site from 2014 (which, let’s be real, probably hasn’t been updated since then).

I get it. And let me be very honest with you: I’ve learned A LOT about SEO over the years. I’ve been there, struggling to crack the code for my own business before I started consulting and helping other wonderful businesses do the same. In my 12+ years as a marketer, content strategist, copywriter, and now website copywriter, I’ve seen one thing stay constant — even as the algorithm shifts.

Many businesses miss the basics.
The solid foundations. The why-the-donkeys-are-you-NOT-doing-this SEO copy must-haves.

(And trust me, hiring any copywriter isn’t the same as hiring a specialised website copywriter + SEO gal pro!)

So, here’s what I’m gonna do: I’m dishing out the basics. The things you’re most likely missing — and how to fix them.

Sounds like a headache? I get it. If you’d rather skip the DIY, check out my SEO fix-up service, and I’ll handle it for you.

The SEO web copy basics you’re probably missing (and NEED to fix)

No h1 tag using your primary keyword

Your H1 tag is THE most important heading on your page. It tells Google what your page is about in one clear line. No H1? You’re basically making Google work harder and make do with ‘guesswork’. No one (not your audience, nor Google) knows what you’re saying.

Fix this SEO basic by making sure your H1 exists, is unique to the page, and includes your primary keyword naturally. Oh, and your location if applicable (hey, photographers – I’m looking at you!)

(And no, ‘Welcome’ is not a keyword!)

More than one h1 tag

One page. One H1. That’s the rule. If you’ve got multiple H1s, Google gets confused. Is your page about one thing or five? Don’t overcomplicate it.

Use H2s, H3s, and so on to structure your content properly while keeping the main H1 clear and focused.

Headings not tagged properly

Your headings (H1, H2, H3, etc.) help structure your page for both readers and search engines. But if you’re just making text look bold or big instead of actually tagging them as headings? Big mistake. Google won’t recognise them as important.

Always use proper heading tags in your website builder or CMS. Ask your website designer about this if you’re not sure.

Using squarespace? Here’s a guide on how to tag up heading tags properly.

Showit girlie? Head here for Showit heading tag deets.

Wix heading tags info here.

And WordPress heading tag editor here (I use this for blogs — and it’s super easy!).

No footer copy (or a super bare one)

Your footer isn’t just for legal stuff and social media links. It’s prime SEO real estate! If you don’t have your business name, location (if relevant) and a short summary of what you do in there, you’re missing an easy SEO win.

No real keyword research (such a KEY SEO basic!)

Guessing what your audience searches for or asking ChatGPT isn’t keyword research. You need to dive into actual search data. Use tools like Google Keyword Planner, Ubersuggest, or Ahrefs to find out what your potential customers are searching for — then weave those keywords naturally into your copy.

ChatGPT doesn’t have access to real-time keyword data like these tools have. Sure, it has a basic idea — but it can’t tell you definitely the volume or competition level of a keyword or term. This is a biggie!

Thin (weak + meh!) copy

If your website copy is short and vague, Google (and your visitors) will think your site lacks substance. More detail = more relevance. Write useful, engaging website copy that actually answers your audience’s questions and gives them a reason to stick around.

Unclear messaging

If your website doesn’t clearly explain what you do, who you help, and why you’re different, people (and Google) won’t get it. Be specific. Make it obvious what your business is about from the get-go — because if your audience is confused, they’ll leave. 

And when they leave too quickly, Google notices. They see everything. Creepy. Kinda. Only joking. Kinda.

Not bothered about SEO in your marketing? Scroll on… BYEEEEE.

But if you are, these things are for YOU. Not to be a meanie (ew pain point marketing ick) but just to be very clear:

These. Things. You. CAN. Fix.

Like, really. Let’s not get all ‘oh em gee this is a huge disaster and I’m super stressed about it.’

Fixable. Really very fixable.

Did I mention… you can fix it? You can. Fix it.

Need help making sure your website copy actually works for SEO? Here’s how to do it

Fix up your SEO with my SEO fix-up service.

This is my go-to SEO service for businesses ready to give their website a (kind, google-impacting) kick — and get the solid foundations in place before they even utter the word ‘SEO strategy’.

It’s about me going in, auditing your website + putting in place all those quick win SEO bits + pieces you need (like above… from heading tags to meta descriptions!). Then, after that, you get a just-for-you-and-your-business-goals SEO strategy — telling you *exactly* what to focus on (such as 12 months of blog topics with keywords allllll worked out).

Oops! The sales page for this isn’t quite ready yet. While this service has been going a while, updating your website is a big task (who’d have thought?). So while I’m getting it ready, check this out for all the info you need on my SEO fix-up.

All the SEO but also *oh-my-golly-gosh-this-says-just-what-my-ideal-client-needs-to-hear’ website copy vibes, too? Here’s how to do it.

For fresh copy + everything overhaul vibes + SEO, check out custom web copywriting services here.

Or do you want to write your own copy (hey, DIY-er! I’m sooooo excited for you). But ALSO *make sure* you write it so Google LOVES it? Check out my Template + ELEVATE service, which guides you through DIY’ing your copy and then gives you a big lovely dollop of SEO web copywriter 1:1 support at the end.

Got questions? You know what to do – reach out here.