The Basics of SEO
June 19, 2025
The main goal most people have when they want a website is to be seen and trusted. No matter the industry or type of site, it all comes down to making a strong, reliable impression online. People want others to find them, understand what they offer, and trust them.
Everything else, whether it’s sales, bookings, followers, or donations, depends on that first goal: visibility and credibility.
However, not every website brings in audiences right away, and that's perfectly normal. But even if your site isn’t getting traffic yet, you should still feel like you got something solid for your money when you hire a web designer.
This guide is here to help you understand what to expect from your web designer, and the basics of how a website can attract the right audience and possibly turn them into loyal customers.
Imagine this:
You own a photography business, and you’re looking for new clients.
You want to get your name out there, not just through word of mouth, but online too.
The solution? You want your business to show up on Google so that when someone searches something like:
“Wedding photographer in Cape Town”, your website appears on the first page of Google.
But here’s the thing:
There are other photographers in Cape Town with the same goal. That means you’re competing for that top spot on Google.
This process is called Search Engine Optimisation (SEO).
Even if your website doesn’t show up on the first page, it doesn’t always mean it’s a bad site, but it might mean:
It’s missing some key SEO practices, it’s still new and hasn’t built trust yet, or other websites have stronger SEO
So to increase your chances of ranking higher on Google, here’s what your web designer should do (and what you should know):
1. Use the right keywords
If someone’s looking for a photographer, they might search:
“Cape Town wedding photographer”
“Family photoshoots near me”
“Graduation photography Cape Town”
These keywords should appear:
In your headings
In your paragraphs
In your page title and description
In your image names (alt text)
> Tip: Don’t force keywords everywhere, write naturally.
2. Add a clear and unique title & description to every page
Each page should have:
A page title (this is what shows on your browser tab and on Google search)
Example: “Wedding & Event Photography | Cape Town | Jane Smith Photography”
A meta description (this is the short sentence under the title in Google search)
Example: “Jane Smith offers professional wedding, event, and portrait photography in Cape Town. Book your photoshoot today.”
This helps Google understand your site and encourages people to click.
3. Make sure your website works on all devices
Your site should look good and work well on phones, tablets, and computers.
Most people browse on their phones, if the site is hard to use, or buttons are too small, they’ll leave. Google notices that and lowers your ranking.
4. Your website should load fast
People won’t wait for a slow website. If it takes too long to load, they’ll leave. Google also uses speed to decide your ranking.
For example:
As a photographer, you’ll likely have many photos. If they’re too large, they’ll slow down your site.
Your web designer should compress image sizes so the photos still look great but load faster. This helps both your visitors and your ranking.
5. Set up Google tools
Google offers free tools to track how your site is doing. Your web designer should set these up for you.
Google Search Console, tells you:
What keywords people use to find you
If your site is showing on Google
Any problems with your site’s visibility
Google Analytics, tells you:
How many people visit your site
Which pages they click on
Where they’re coming from (Google, Instagram, Facebook, etc.)
Even if you don’t check these tools daily, having them helps measure if your site is doing its job.
6. Get other websites to link to yours
When other trusted websites link to your site, it tells Google that your business is real and trustworthy. This is called backlinking, and it can help your ranking.
For example:
Let’s say a popular wedding blog writes, “We love working with Jane Smith, a top Cape Town wedding photographer,” and they include a link to your website, that’s a backlink.
Another easy way to get backlinks is by listing your business on directories like Google Business Profile (previously called Google My Business).
For example:
If you list your Cape Town photography business on Google Business Profile, you can show up on Google Maps or local searches like:
“Photographer near me”
“Event photographer Cape Town”
This not only boosts your visibility but also makes it easier for potential clients nearby to contact you.
7. Keep your website updated
If your website hasn’t been updated in 2 years, Google may think your business is inactive.
To keep it fresh, try to:
Add new photos to your gallery
Update your homepage with your latest shoots
Post a short blog or news update now and then
Keep your contact details up to date
Even small updates show that your website is active, and that’s something Google looks for.
Getting seen and trusted online doesn’t happen overnight, but with the right structure, strategy, and support, your website can start working for you. Whether you're just starting out or improving an existing site, small changes can make a real difference over time.
At Let’s Be Frank, we design websites with clarity and purpose, built to grow with your business.
If you're thinking about a new website or updating your current one, let's chat about how we can help.
