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SEO foundations to fix before writing any content

SalesGrowth · 2026-06-24 · 7 min read

Unique metadata, crawlable structure, sensible URLs, internal links and structured data. The unglamorous work that makes content worth publishing.

Foundations first

Publishing content onto a site with duplicated titles, blocked crawling and no internal linking is like advertising a shop with the shutters down.

Every indexable page needs a unique title and description, a canonical URL, a single H1 and a heading structure that reflects the actual content.

Structure that can grow

Design URL and template patterns that will still make sense with ten times the content. Service, industry and location templates should each produce genuinely distinct, useful pages — or they should not exist.

The line you should not cross

Programmatically generating hundreds of near-identical pages is a doorway-page tactic. It is explicitly against search engine guidelines and it produces pages no human would thank you for.

Keep reading

Why most business websites do not generate leads

Traffic is rarely the first problem. Clarity, evidence and the next step usually are. A practical framework for diagnosing a website that gets visitors but no enquiries.

What actually belongs above the fold

The first screen has one job: let the visitor decide whether to keep reading. Here is a practical checklist that works on both mobile and desktop.

Instrumenting a website so you know where leads come from

A minimal, privacy-conscious event and attribution setup that answers the only question that matters: which channel produces conversations?

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