Last updated: May 2026
Your website launched two months ago. It looks professional. You are proud of it. But when you search for your own business on Google, it does not appear. When you search for the services you offer, nothing. The site is invisible. This is not a mystery. It is the predictable result of launching without SEO foundations.
In brief: Every business website needs these SEO foundations at launch: semantic HTML structure, unique title tags and meta descriptions for every page, a submitted XML sitemap, Google Search Console and analytics setup, schema markup, fast page loading (Core Web Vitals), mobile responsiveness, and at least a basic internal linking strategy. Most web designers skip half of these. Ask specifically what is included before you sign.
What SEO actually is
SEO (Search Engine Optimisation) is the practice of making your website visible and relevant to search engines so people can find you when they search for what you offer. It is not a trick. It is not a dark art. It is a set of technical and content decisions that determine whether Google (and now AI search tools) can find, understand, and recommend your website.
There are two layers. Technical SEO is the foundation: the structure, speed, and code quality of your site. Content SEO is the ongoing investment: the words, pages, and information that give search engines a reason to recommend you. Both need to be in place from day one.
The technical checklist
These are non-negotiable. If your website launched without these, it is running with a handicap.
Semantic HTML. Your pages should use proper heading hierarchy: one H1 per page (the main title), H2s for sections, H3s for subsections. This is not about visual styling. It tells search engines what your page is about and how the content is structured. A page with five H1s or no H1 at all is confusing to Google.
Unique title tags. Every page needs its own title tag, ideally under 60 characters, with your primary keyword near the start. The title tag is what appears in Google search results. If every page on your site has the same title tag, or no title tag at all, Google has no way to distinguish them.
Meta descriptions. Every page needs a unique meta description of 150 to 160 characters. This is the text that appears below the title in search results. A well-written meta description with your primary keyword and a clear benefit increases click-through rates. It does not directly affect ranking, but it affects whether people click.
XML sitemap. A sitemap tells Google which pages exist on your site. Submit it through Google Search Console. Without it, Google discovers your pages through links, which is slower and may miss some pages entirely.
Google Search Console. This is free and essential. It tells you which searches bring people to your site, which pages are indexed, and whether Google has found any problems. If your web designer did not set this up, do it today. It takes five minutes.
Analytics. Google Analytics or a first-party alternative. Without analytics, you have no idea how many people visit your site, where they come from, which pages they visit, or whether your marketing is working. Flying blind is not a strategy.
Schema markup. Structured data that helps search engines understand your content. At minimum, add Organisation schema (your business details), LocalBusiness schema (if you serve a geographic area), and FAQ schema on pages with frequently asked questions. Schema does not guarantee rich results in Google, but it significantly increases your chances and improves how AI search tools understand your content.
Core Web Vitals. Google measures three things: how fast the largest content element loads (LCP), how quickly the page responds to interaction (INP), and how stable the layout is while loading (CLS). These are ranking factors. A site that loads in 1.5 seconds outperforms a site that loads in 5 seconds, all else being equal. Test yours at PageSpeed Insights (https://pagespeed.web.dev).
Mobile responsiveness. Google uses mobile-first indexing, meaning it evaluates your site based on the mobile version. If your site does not work properly on a phone, it will not rank well on any device. Test on a real phone, not just a desktop browser resized to a narrow window.
SSL certificate. Your site must load over HTTPS. This has been a ranking signal since 2014. Most hosting providers include SSL for free. If your site still loads over HTTP, fix it immediately.
The content foundations
Technical SEO gets your site indexed. Content SEO gets it ranked.
One page per service. If you offer three services, you need three separate pages, not one page listing all three. Each page should target a specific keyword that your potential customers are searching for. "Web design for startups" and "brand identity for small businesses" are different searches that need different pages.
A blog or thinking section. Regular, useful content signals to Google that your site is active and authoritative. You do not need to publish weekly. One well-researched article per month is more valuable than four thin posts. Focus on questions your customers actually ask. For guidance on what to write, see our article on what is brand identity (/thinking/what-is-brand-identity).
Internal linking. Every page on your site should link to at least two or three other pages. This helps Google understand your site structure and distributes authority across your pages. Use descriptive anchor text ("learn about our web design process") not generic text ("click here").
What most web designers skip
If your website was built without an explicit SEO conversation, these are the things most likely missing.
Schema markup. Most designers have never heard of it. It takes an hour to implement and significantly improves how search engines and AI tools understand your content.
Unique title tags and meta descriptions. Many sites launch with generic or missing metadata. This is the easiest SEO win available.
Core Web Vitals optimisation. A site can look beautiful and load slowly. Image optimisation, font loading strategy, and code efficiency all affect performance. Ask your designer what your Lighthouse score is.
Analytics and Search Console setup. Surprisingly common to skip. If your designer did not set these up, your site has been live with no performance data.
At Anatra (/services), technical SEO is included in every website build. We also include GEO foundations (/thinking/what-is-geo): structured content, schema markup, and citation-ready formatting that makes your site visible to AI search tools from day one.
Frequently asked questions
How long does SEO take to work?
Most websites start seeing organic traffic within three to six months of consistent effort. Technical SEO foundations produce results faster (often within weeks of being indexed). Content SEO is a longer-term investment. Competitive keywords in crowded markets take longer.
Should SEO be included in my web design quote?
Technical SEO should be included in every professional web design project. Strategic SEO (keyword research, content strategy, ongoing optimisation) is typically a separate ongoing investment. If your designer lists "SEO setup" as an optional add-on, the base build is incomplete.
What is the difference between SEO and GEO?
SEO optimises your website for traditional search engines like Google. GEO (Generative Engine Optimisation) optimises your content for AI search tools like ChatGPT, Perplexity, and Google AI Overviews. You need both in 2026. Read our full guide to GEO (/thinking/what-is-geo).
Do I need to hire an SEO specialist?
For technical SEO foundations, your web designer should handle this. For ongoing strategic SEO (content creation, keyword tracking, link building), a specialist or retainer with a studio that offers SEO services is usually worth the investment once your site is live.
What is the most important SEO factor?
There is no single factor. Google uses hundreds of ranking signals. But if forced to pick one: useful, original content that answers a specific question better than the competition. Technical foundations get you indexed. Content quality gets you ranked.
How much does SEO cost per month?
UK businesses typically spend £500 to £2,000 per month on SEO retainers. At the lower end, you get local SEO basics and monitoring. At the higher end, you get keyword strategy, content creation, link building, and performance reporting. See our retainer pricing (/pricing) for details.
Sources
- Google, Search Engine Optimization Starter Guide: https://developers.google.com/search/docs/fundamentals/seo-starter-guide (https://developers.google.com/search/docs/fundamentals/seo-starter-guide)
- Google, Core Web Vitals: https://web.dev/vitals/ (https://web.dev/vitals/)
- Google, PageSpeed Insights: https://pagespeed.web.dev (https://pagespeed.web.dev)
- Google, Mobile-First Indexing: https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing (https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing)