If you want more conversions from your website, it’s easy to think building backlinks straight away is the solution when things aren’t taking off as expected.

But, before you start getting into the whole process of building a prospects list and doing outreach and actually start with the link building campaign, you need to get the foundations right: your on-page SEO.

You can build the best backlinks in the world, but if other factors are not in place, things won’t move in the direction you want.

So, what should you do? There are many on-page factors but I will go through some of the most important ones.

You can view the on-page factors as a way to support your links. It’s sort of like giving nutrition to a small plant to help it become a healthy, strong and beautiful bigger plant.

When someone searches for something, they want to find information and gain knowledge. Your website’s content should meet that intent, providing the right type of information. 

It’s always a good idea to head over to Google Search Console and look at some data! Check what URL:s are currently getting most impressions and clicks, as well as what terms you currently rank for (between positions 1-30). 

Ask yourself: How does that align with your overall business goals?

It’s about knowing who you are (the products and services that are most profitable for you), building out topics around that, and understanding your audience – creating a bridge between your content and what users want to find.

If your desk is messy, it’s kind of hard to find what you are looking for, right? The same goes for structure on your website.

You want to send clear signals to search engines about who you are, what you do and who you serve (ideally also what makes you unique).

Sometimes I compare it to building a house; it doesn’t matter if you have the comfiest couch or a brand-new kitchen if the house structure isn’t in place. 

You want your different URL:s to be stored in a logical way. This is important because it helps search engines find and index  all your URL:s, assists users with navigation, and spreads link equity. 

Aim for a flat website structure so users can access all your content in as few clicks as possible. Make it as easy as possible for users (or, as I often say, potential clients) to find the information they’re looking for. 

 Keep your URL:s consistent and descriptive. This helps both users and search engines understand the content of your pages.

“But Maria-Katarina, you said we are talking about the steps before links.” Yes, that’s correct, but I need to bring up internal links because those are links “living” on your own website, compared to backlinks that are “living” on someone else’s website.

Internal links make navigation easier, they improve user experiences, and keep users on your website for longer.

If we’re going to take things a bit further they can be what actually make someone pick up the phone and call you and say “let’s do business” (if they are used correctly).

So what is the right way? The whole purpose of internal links is to connect the content on your website.

With the right anchor text, they make it easier for search engines to crawl your pages and, more importantly, understand the content and structure.

So how do you get the internal links right? The clickable link should always be descriptive on what is on the other side. 

I’m into SEO and link building and even though SEO and building backlinks would be descriptive to what I’m doing, I can’t overuse it. 

It wouldn’t look natural if I used “linksandmaria” or “backlinks” over and over again, right? It would look spammy, it’s all about finding that balance.

Is it clear who is behind the website, who is behind the brand? It’s all about credibility (even more so today when people search in many more ways than just Google). People want to see and “feel” who you are. 

In order to build trust, you need to have a consistent brand, on all marketing platforms. The same tone of voice, the same vibe.

I talk about this a lot on my TikTok channel, but people do business with people they like. And because the way people search (and the whole aspect of AI and SEO) has changed so much over the years (and will continue to change), it’s more important than ever to sound and act the same on all channels. 

At the end of the day it’s about being authentic, showing the human side of your business, sharing personal experience, and being transparent

Looking at the videos and pictures is also important when it comes to assessing trust.

No stock photos, please.

I thought the days with stock photos were over, but many businesses still use them, which is the opposite of trust. It’s like a fake plant – neither you nor your target audience wants that…

Videos are a big trust signal, creating that personal connection (just made me realise, in need to do that a bit more on my website, I love that format). 

Responsive design, most websites nowadays are mobile-friendly, but this needs to be in place before you start any type of SEO work.

Watching out for keyword stuffing is another one. Checking so the page speed and making sure your site loads quickly is also important.

Nobody likes when things take time 🙂

Before diving into link building, it’s important to optimize your on-page SEO. Align your content with user intent and business goals, create a clear site structure, and develop an internal linking plan. 

Authenticity and consistency across your brand build trust, and real images and videos can make all the difference.

By focusing on these factors, you’ll set a strong foundation for successful link-building and improved conversions.