October 19, 2026
Launching a new website is no easy feat. You have so much to consider from a branding, technical, UX, content, and SEO perspective.
Many new website owners get overly fixated on things like functionality and overall appearance, and while these are important, none of these things will matter if no one can find your site in the first place. Getting the fundamentals of SEO right from the beginning can give you a head start and save you a boatload of time, energy, money, and headaches further down the line.
So, if you’re planning on launching a new website or you’ve just got your site up and running, here are the SEO tactics we’d focus on if we were starting from scratch.
Most websites start small and expand as the business grows. You need to build your site with this future growth in mind. Two of the main areas here are your URL structures and choice of CMS.
You need to follow a consistent URL structure that will support more categories as your site grows and you add new products/services and pages. This will help you to avoid redirects or defunct subfolders as you expand.
If you offer multiple services, for example, you should organise them under a clear /services/ directory - a logical structure for both search engines and users. And, when creating URLs, always do so with Google’s URL structure best practices in mind.
You can’t predict every future change you will encounter as a business, but by sticking to a clear and logical structure, you can avoid creating future problems for yourself.
It’s not uncommon to start out using a platform like Squarespace, which is easy for beginners to whip up something quick and simple. However, you’ll soon find that these kinds of platforms can be pretty limiting when you want to do something better with your design or more technical with your SEO.
Platforms like Shopify or Webflow are still pretty user-friendly, but give you more scope for achieving long-term goals. If you have, or will have, a particularly complex website, you might want to consider something like WordPress.
Migrating a website can be incredibly time-consuming, expensive, and potentially disruptive to your SEO efforts. Choosing the right CMS from the start can help you avoid this entirely.
The ‘sandbox effect’ is an important concept to be aware of if you’re launching a new site.
While it has never been confirmed, there is a theory that Google puts a filter on new websites, preventing them from ranking well in the search results while its systems evaluate the relevance, quality, and credibility of the site. It’s comparable to the probationary period of a new job, but it’s Google’s attempt to fight spam and low-quality websites.
Of course, some new sites can rank, and the time it takes to gain visibility will vary depending on the level of competition, the quality of your content, and several other factors. But it’s not uncommon for websites to experience this sandbox phenomenon.
One of the most effective ways to combat this is through E-E-A-T.
Nowadays, you really have to go the extra mile to prove to Google that you are a legitimate and trustworthy business.
One mistake we see all the time is people trying to keep their brand faceless. We understand why this may be tempting, but in doing this, it can be harder for both consumers and Google to confirm your legitimacy.
Instead of hiding, be as transparent as possible. This means:
These are just some examples of signals that help Google confirm that the information you provide and what you’re offering customers is legitimate, worthwhile, and genuinely helpful to people.
Google doesn’t just look at what’s on your website. It also takes into account what can be found about your website from all over the web. That’s why building authority and positive mentions across the search results is so important. However, if you’ve only just launched your site, you’re not going to have a digital footprint, let alone a good one. This is where PR and link building come in.
Digital PR involves getting your brand out there by gaining coverage in relevant publications and getting mentioned as an authoritative and credible source. Another website (that Google already trusts) sharing something you’ve written or citing you as a source acts as a stamp of approval, giving Google more of a reason to trust you.
Traditional link building can have a similar effect, so long as you focus on earning relevant, high-quality links rather than aiming to achieve as many backlinks as physically possible.
Building authority takes time, but when done right, it will help you build a digital footprint that search engines and AI systems can use to confidently rank and cite your site.
Branded search has proven to be more important in SEO than it once was because it has become a really good qualifier for Google.
Branded search refers to queries that include your business name or a reference to your brand.
Example:
If someone is specifically searching for your brand, that means you have at least some level of authority, and people already have some awareness of your business from elsewhere on the web or through a word-of-mouth recommendation. If people are intentionally looking for you, it’s because they trust you and your products/services - a big green flag for Google.
There are multiple methods for generating branded searches, including:
Generic keywords are still important, and there’s been no confirmation from Google that branded search volume directly improves organic rankings. However, generating branded search is seen as an indicator for awareness and demand, and the methods used to encourage branded searches will also support your wider goals for visibility and reputation - so it’s beneficial regardless.
Although not a direct ranking factor, social media can be important, too. Being active on socials gives you another avenue for things like content distribution and brand awareness, and provides an opportunity for you to build a relationship with your audience and gain a better understanding of their pain points and the type of messaging that resonates with them.
On top of this, there was some evidence (though nothing was confirmed) that came to light during the Google DOJ trials that Google uses engagement data from people using a Chrome browser as part of its algorithm. So, if you can get more eyes on your content via social media, it may benefit your organic search performance. Plus, a strong, genuine search following is also a good E-E-A-T signal.
While socials can be an incredibly powerful tool, it’s important to keep in mind that it might not be suitable for your brand or audience, and you do need to consider which platforms will actually work for you. A B2B business, for example, will typically have better luck on LinkedIn than Instagram, so take the time to work out what channel might work best for you.
There are no quick fixes when it comes to SEO - optimisations are made with long-term goals in mind. But if you asked us what we’d do if we were starting from scratch, we would prioritise:
If you need expert help kickstarting and managing your SEO, don’t hesitate to get in touch with us today.
