Building Blocks for a Robust SEO Approach

5 min read

SEO is often overly complex despite its potential complexity. It’s simple to fall into the SEO rabbit hole and spend much time getting little or no results.

With the aid of this article, you will be able to sort through the clutter and concentrate on the four main SEO pillars that will help you become more visible in 2024 and beyond. 


SEO’s four foundations


The four main SEO factors that website owners should think about are:


Technical SEO:

The ease with which your content is indexed and crawled.

Content: Providing prospects with the best and most pertinent responses to their inquiries.

The optimization of your HTML and content is known as on-site SEO.

Developing authority through off-site SEO will increase rankings and trust.

You can increase organic search visibility, traffic, and engagement by methodically addressing these four SEO pillars. 

  1. Mastering Technical SEO Essentials
  2. Technical SEO might appear complex initially, but ensuring search engines can comprehend your content and navigate your website seamlessly is crucial.

Most of this responsibility falls on your content management system (CMS), while Google’s Search Console aids in deciphering your site’s technical structure.

Key areas of focus include:


  1. Crawl: Enabling search engine exploration.
  2. Indexing: Clarifying pages for indexing.
  3. Mobile: Ensuring a robust mobile experience.
  4. Speed: Swift loading across devices.
  5. Technology: Making your site search engine-friendly.
  6. Hierarchy: Organizing content for efficient categorization.


For small businesses leveraging WordPress or similar CMS, technical SEO can be swiftly managed. However, technical SEO demands greater attention and can pose challenges for extensive, custom-built websites with vast page counts.

In 2024, much technical SEO intertwines with your website and CMS. The key lies in collaborating with a developer well-versed in SEO and crafting an SEO-friendly and appropriately configured website. This collaboration should pave the way toward effective SEO implementation.

Note: Small or micro-businesses need not obsess over technical SEO intricacies. While vital, many sites deviating from best practices still rank well. Strive to do your best without feeling pressured to perfect every detail.


  1. “Enhancing On-site SEO Strategies”
  2. After solidifying your technical SEO groundwork, the focus shifts to optimizing your website’s content.


Structural Refinement:

Begin by ensuring your website’s structure aids Google in understanding the relevance of every page. Picture your site as a filing cabinet; the site represents the cabinet, sections are drawers, and pages are folders within those drawers. Sketching this structure should clarify how each element relates.


  1. Home
  2. Services
    • Service A
    • Service B
  3. Locations
    • Location A
    • Location B
  4. Team
  5. Department
      • Team Member A
    • Team Member B
  6. Case Studies
    • Case Study A
    • Case Study B
  7. About Us
  8. Contact

By structuring your site this way, you provide context to pages even before Google delves into them, setting the stage for page-specific optimization.


Page-level Optimization:


Once the framework is set, focus on optimizing individual pages, emphasizing:

  1. Keyword Research: Understand your audience’s language.
  2. Descriptive URLs: Keep URLs simple and descriptive.
  3. Page Titles: Naturally integrate keywords into page titles.
  4. Meta Descriptions: Craft compelling meta descriptions akin to ad copy.
  5. Content Optimization: Thoughtfully use keywords and their variations.
  6. User Experience (UX): Prioritize a seamless site experience.
  7. Strong Calls-to-Action: Guide users toward desired actions.
  8. Structured Data Markup: Aid Google in understanding your content.

Laying on-page optimization atop a well-structured site is relatively straightforward. Consider detailing each page and its optimized keyword in a spreadsheet. Numerous tools can assess a page’s optimization for a given term, assisting in fine-tuning the process.

View this as an ongoing task. Post-indexing, utilize Google Search Console data to refine optimization at a page-specific level based on keywords each page ranks for.


Mastering Content Optimization


The saying goes: “Content is king.” There’s truth to this. Consider your website as a vessel for your content.

Your content communicates what you offer, where and for whom you provide it, and why your business stands out. Smartly crafted content surpasses mere brochure-like elements; it aids potential customers in achieving their objectives.

In service-based businesses, content generally falls into four groups:

  • Business Information: Explaining who you are and why it matters.
  • Service Content: Describing your services and their locations.
  • Credibility Content: Reinforcing why prospects should engage with your business.
  • Marketing Content: Positioning your expertise and attracting opportunities early in their buying journey.

Each content type bears its unique significance for SEO. Often overlooked, credibility content like case studies and reviews presents a missed SEO opportunity in an E-A-T (Expertise, Authoritativeness, Trustworthiness) landscape.

Illustrating this with a personal anecdote, testimonials, and case studies played a crucial role during a renovation project on an aging house. They surfaced through localized searches and showcased relevant expertise and experience.

E-A-T aligns with consumer expectations. You are embracing E-A-T principles in your content presentation, which aids in improved rankings, increased visitors, and higher conversion rates.

Optimize marketing content besides the evident service pages, such as case studies, portfolios, and testimonials. A robust content marketing and SEO strategy for larger enterprises scale your business outreach to a broader audience with a remarkable return on investment, as it doesn’t involve per-click costs.

However, align your SEO tactics with the overarching strategy. Avoid generic SEO approaches that produce volumes of blog posts using AI tools but fail to rank effectively. Craft content that aids customer discovery or selection, focusing on optimizing its impact.


Establishing Off-site Authority


In the realm of SEO, building authority remains a central focal point.

Traditionally, authority building heavily relied on link building, yet by 2024, this practice has been subject to misuse and skepticism within the SEO landscape.

While authority remains pivotal for robust organic rankings, aligning with the E-A-T (Expertise, Authoritativeness, Trustworthiness) approach, it remains the most challenging aspect of SEO to master.

The late Eric Ward encapsulated the ideal link-building mindset: “Connect what should be connected.” This philosophy shifts away from the historical “more, more, more” link-building mentality. Emphasizing relevance necessitates obtaining links solely from pertinent sources.

The focus shifts to creating content deserving of links to expand link-building efforts beyond conventional tactics. The aim is to naturally merit links from sources that organically align with your content’s relevance and value.

Consider Wikipedia—an abundant source of natural links, not due to active link-building but due to its wealth of valuable content. These authentic links enrich the linking page, provide context, and serve as the connective threads in our hyperlinked digital landscape.

Natural links should underpin your link-building endeavors, emphasizing the creation of valuable content. While this may demand revisiting and enhancing your site’s content, achieving this marks a significant milestone toward building a robust link portfolio.




SEO becomes more accessible to handle when divided into four main components. 

Technical SEO ensures your website is properly crawled and indexed by search engines. 

Making on-page elements more optimized gives search engines helpful hints about hierarchy and relevance. 

The foundation for rankings is created by devoting time and resources to producing informative content demonstrating your expertise and responding to client queries. 

By approaching external authority building strategically but authentically, you can solidify your site’s position as a reliable source on pertinent subjects.

Set specific SEO goals and continuously monitor your performance KPIs to enhance these four pillars.

If you still need help with it, look at our monthly SEO packages and let the professionals assist you.

Shilpi Mathur
[email protected]