For many small business owners in London, "SEO" (Search Engine Optimisation) feels like a dark art. You know you need it, you know your competitors are doing it, but the technical jargon—backlinks, schema, canonical tags—can be overwhelming.
Here is the good news: SEO is not magic. It is simply a set of rules that help search engines understand who you are and why they should show your website to customers. If you are a bakery in Camden or an architect in Greenwich, you don't need to beat Amazon; you just need to beat the other businesses in your neighbourhood. At Custom Coded Websites, we build SEO fundamentals into every line of code we write. Here is your starter guide to climbing the rankings.
1. Understanding Keywords (Think Like Your Customer)
Keywords are simply the words people type into Google when looking for a service. Your goal is to match your website content with these searches.
The Mistake: trying to be too clever. If you sell luxury coffee, don't just label your page "Elixirs of Life." Nobody searches for that.
The Fix: Be specific and local. Instead of just "Coffee Shop," target "Specialty Coffee Roaster in Shoreditch." Use tools like Google Keyword Planner or just look at Google's auto-complete suggestions to see what real people are asking for.
2. On-Page Optimisation: Labelling Your Content
Once you know your keywords, you need to place them where Google looks. Think of this like filing a report; if the title is blank, nobody knows what is inside.
- Title Tags: This is the blue link that appears in search results. It should be punchy and include your main service + location.
- Headings (H1, H2, H3): Google scans headings to understand the structure of your page. Your main title (H1) should clearly state what the page is about.
- Meta Descriptions: This is the short text under the title in search results. It doesn't affect rankings directly, but a good description encourages people to click.
3. Technical SEO: The Need for Speed
This is where the way your website is built matters immensely. Google has explicitly stated that page speed is a ranking factor. If your site takes too long to load, Google will demote it.
The Custom Code Advantage
Many small businesses struggle here because they use "heavy" website builders (like Wix or bloated WordPress themes). These platforms load thousands of lines of unused code, slowing the site down.
At Custom Coded Websites, we build using Python and Django. We write clean, semantic HTML that is lightweight and fast. This gives our clients an automatic head start in SEO because search engines can crawl and index their pages much faster than a cluttered template site.
4. Local SEO: Owning Your Neighbourhood
For most London small businesses, you want local customers. You want to appear in the "Map Pack"—that block of three maps that shows up at the top of local searches.
How to do it:
- Google Business Profile: Claim and verify your listing. Fill out every section, including opening hours and photos.
- NAP Consistency: Ensure your Name, Address, and Phone number are exactly the same across the web (your website, social media, Yell, etc.).
- Local Keywords: Mention your borough or area in your website text. If you serve "North London," say that explicitly.
5. Content is King (But Quality Matters)
Google wants to send users to websites that provide value. A "thin" website with one paragraph of text won't rank well.
Start a blog or a "News" section. You don't need to write a novel every day. Just answer the questions your customers ask you in real life. If you are a plumber, write a post about "How to fix a leaky tap." It builds trust, establishes authority, and gives Google more keywords to index.
6. Mobile Optimisation
Google now uses "Mobile-First Indexing." This means they look at the mobile version of your site before the desktop version to decide where you rank.
If your site isn't responsive—meaning it doesn't adjust perfectly to phone screens—you are invisible to Google. This is another area where custom development shines; we ensure the mobile experience is flawless, not just an afterthought.
Conclusion: It’s a Marathon, Not a Sprint
SEO is a long-term strategy. You won't jump to the #1 spot overnight, but by consistently applying these basics—clean code, fast speeds, local focus, and helpful content—you will see steady growth in traffic and inquiries.
Do you want a website that is built for SEO success from day one? We can build the technical foundation you need to succeed.
Get in touch with Custom Coded Websites to boost your search rankings today.