SEO for a new website: what to do first

01Launch day: the technical basics

These take an hour or two and rarely need revisiting. Most modern builders handle several of them automatically, but check rather than assume.

1. 1Verify the site in Search ConsoleSee how to submit a website to Google Search Console.
2. 2Submit the sitemapUsually at /sitemap.xml.
3. 3Check for noindex and robots.txt blocksStaging settings left on are a common reason new sites never appear; why is my website not showing on Google? lists them.
4. 4Pick one domain versionRedirect http to https and www to non-www, or the reverse, so Google sees one site.
5. 5Unique titles and descriptionsEvery page should say what it is in its title tag.
6. 6Fast and mobile-friendlyTest key pages with PageSpeed Insights; does page speed affect SEO? explains how much it matters.

02Choose searches a new site can actually win

A new domain will not outrank established sites for broad terms like "website builder" or "accountant". It can win specific searches: questions with a clear answer, local searches, comparisons, and problems your customers describe in their own words. Google's autocomplete, the "People also ask" box and your own customer emails are free sources of these.

Write down the twenty questions customers ask most before buying. Each is a candidate page. A page that answers one question better than anything else online can rank for it, plus dozens of variations.

03Structure pages as clusters

Group related pages around a main page for the topic and link them to each other. A plumber might have a main page for water heaters linking to pages on replacement cost, repair versus replace, and tankless options, each linking back. This helps visitors find the next answer and helps Google understand what your site covers in depth.

Keep one page per intent. Two pages chasing the same search compete with each other; merge them into one stronger page instead.

04Write pages that deserve to rank

Answer the question in the first paragraph, then go deeper: steps, prices or ranges, examples, trade-offs and what you would recommend. Use clear headings, real photos where they help, and your own experience, which is the one thing competitors cannot copy. Google's helpful content guidance is a good self-check: would someone who landed here feel they had learned enough?

Design matters too, as does website design affect SEO? explains: a page people leave immediately rarely holds its position.

05Earn the first links

Google finds and weighs pages largely through links. A new site's first links usually come from places you already have a presence: your social profiles, Google Business Profile, industry directories, suppliers and partners, local organizations, and communities where you genuinely help. Avoid buying links; Google's spam policies treat links bought for ranking as spam. How to get backlinks for a new website has a full list.

06Plan for AI search as well

AI Overviews, ChatGPT search and other assistants increasingly answer questions directly. Pages with a clear answer up top, specific facts and good structure are more likely to be cited. The fundamentals are the same as for regular search; how to show up in Google AI Overviews covers what differs, and should I block AI crawlers? covers the settings.