Website optimisation: improve each page for Google, one by one

One page after another, starting with what matters most. Illustration by Zéro Corvée.

Your site is live, it looks fine, and Google barely shows it. Website optimisation for SEO is how you fix that: tune each page so Google understands it, then earn its trust. This page gives you the big picture and an order of work, based on Google’s documentation (read 30 October 2026) and a real site audit. The eleven guides in this section then cover each step in detail. The SemChat buttons on this page are affiliate links; they change neither prices nor our verdict.

Website optimisation for SEO: what it covers, and what it doesn’t

It covers what you control: what you write, how you connect your pages, who talks about your site. It does not cover ads, and it is not a trick.

Optimising for Google, not testing conversion rates

Search for “website optimisation” and some results talk about testing page designs to raise sales. That is conversion rate optimisation, a different job. This page is about search.

Google defines that job in its SEO Starter Guide: SEO “is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.”

Two readers, then: the crawler that reads your page, and the person choosing between ten results. The same guide adds: “There are no secrets here that’ll automatically rank your site first in Google (sorry!).” Be wary of anyone who promises the top spot.

Four areas: the page, the links between pages, links from other sites, the content

Every website optimisation task falls into one of four areas, and each one supports the others.

• Website optimisation
  • The page Title, description, headings, images.
  • Internal links How your pages link to each other.
  • Links from other sites What the web says about you.
  • The content The right answer, with proof.

The first takes about an hour per page. The second is a decision you make once for the whole site. The third takes months and doesn’t depend only on you. The fourth never ends: a useful page stays up to date.

Where to start on a small site: check before you change

Don’t change anything yet. First, look at where you stand, with free tools, then pick one page.

Free website optimisation tools: speed tests and SEO checkers

Two free tools from Google cover the basics:

1. Google Search Console. Google describes it this way: “Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results.” It shows which searches bring people to each page.
2. PageSpeed Insights (pagespeed.web.dev). Paste a page address, and it tests how fast that page loads.

Speed and mobile display: the technical basics

Google gives three targets in its Core Web Vitals page. Show the largest visible element “within the first 2.5 seconds of the page starting to load”. Keep responsiveness (INP) at “less than 200 milliseconds”. Keep visual stability (CLS) at “less than 0.1”.

Then two simple checks from Google’s page experience questions: “Are your pages served in a secure fashion?” (your address starts with https) and “Does your content display well on mobile devices?” (open your pages on your phone). Don’t obsess over one number, though. Google answers its own question plainly: “There is no single signal.”

A real audit: what SemChat found on plugkit-avis.com

On 29 October 2026, we asked SemChat, in one French sentence, for an SEO audit of plugkit-avis.com, another site by the same author. Its “technical problem no. 1”: 53% of page titles duplicated because of the language versions.

We checked the same day. The finding was right: the US page /plugkit-review/ and its UK version /en-gb/plugkit-review/ had the same title. But SemChat concluded that Google sees « des pages miroir au lieu de pages distinctes » (“mirror pages instead of distinct pages”). That overstates it: these pages are declared as language variants with hreflang tags, so Google knows they belong together. The flag is still useful. Two identical titles are two results nobody can tell apart, and the fix is one extra word in the title: by 30 October 2026, the UK review page carried “UK” in its title, and only one title was still shared across the site’s 194 URLs (details in the SEO title guide).

Measure before and after each change

Write down the date of each change, then wait. Google says some changes “take effect in a few hours, others could take several months,” and that you “likely want to wait a few weeks” before judging. Compare the same period in Search Console, before and after. One change at a time, or you won’t know what worked. The full method, diagnosis first and then fixes by priority, is in our guide on how to improve SEO.

What is on-page SEO? Everything you set on the page itself

Title, description, headings, text, images, address, links: everything you can set on the page itself. A checklist, the duplicate-title case and SemChat’s on-page audit test are in our guide to what is on-page SEO.

SEO title: write the title Google shows, and avoid duplicates

The blue headline of your search result usually comes from this tag. How to write one in five steps, how long to make it, and why Google sometimes rewrites it: see the SEO title guide.

Meta description length: the right length, and a description worth clicking

The short summary under your title helps people choose your page. How long it should be, and how to write one worth clicking, is on the meta description length page.

Internal linking for SEO: which pages to connect, and how

Why Google relies on the links between your pages, which pages to connect, and which words to put in each link, with this site’s own rules as the example: see our guide to internal linking SEO.

Topic cluster: how to build one, with a real site as the example

One pillar page, cluster pages that each answer one question, links in both directions. How to build one step by step, with this site as the example: see the topic cluster guide.

EEAT meaning: what Google means by trust, and how to show it

Experience, expertise, authoritativeness, trust: what each letter means, why trust comes first, and how a small site shows it. The details, with SemChat’s EEAT audit, are on the EEAT meaning page.

Backlinks: what they are, why they count, how to earn them

Links from other sites help Google find and weigh your pages, but buying links to rank is spam to Google. How to earn clean ones: see our guide to backlinks.

Check backlinks: who links to your site, and to your competitors

Search Console shows you, for free, which sites link to you and with what words. A five-minute routine and what each free checker shows are on the page to check backlinks.

Link audit: check the quality of the links pointing to your site

Keep, watch or disavow: a step-by-step audit for a small site, with the real case of a link agency’s link that SemChat called “clean”. See the link audit guide.

SEO content writing: write pages your customers want to read

Not keyword stuffing, not a word count: the decisions before you write, how to write and set up the page, and how to keep it current. See our guide to SEO content writing.

Content brief: prepare a page before anyone writes it

Keyword, intent, title, headings, questions, links: the one-page plan you fill in before writing, with a copyable template. See the content brief guide.

What SemChat’s skills did on a real site, right and wrong

SemChat is a conversational SEO assistant that runs on Haloscan data. On plugkit-avis.com, it ran its own tools (pages, rankings, links, competitors) and returned a three-step plan.

One cost to know: that single full audit used 100% of the Free plan’s monthly quota (usage screen, 29 October 2026).

Tested: on-page audit, content brief, EEAT audit, link campaign, topic cluster

The SemChat course then put its skills to the test on the same site, the same day, with requests typed in French:

• On-page audit: it caught a title tag and a main heading (H1) that contradicted each other, but blamed the page for a banner that sits on every page of the site.
• Content brief: the right search intent, but a heading that duplicated an existing page, and inflated search volumes.
• EEAT audit: a fair verdict on four trust pages, but its top issue, “no photo on the author page”, was wrong: the photo is there.
• Link campaign: the right count (one link), but it called the profile “clean” when that link came from a link agency’s page.
• Topic cluster: the right shape (one pillar, six articles), but three of those articles already existed on the site.

Tested on 30 October 2026: semantic cocoon and link audit

We ran both on 30 October 2026, on the Starter plan. The semantic cocoon skill mapped the site’s links but called a link missing that already existed: see our internal linking tools page. The link audit skill counted the one link right but called it risk-free without knowing its source: see our toxic backlink checker page. The full test is in our SemChat review, and the plans are on the SemChat pricing page.

That is the order for your website optimisation: the technical basics first, then each important page (title, description, content), then the links between your pages, and last the links from other sites. One page at a time, a date written down for each change, and a few weeks before you judge.