Simple SEO worth knowing
SEO shifts constantly, but the basics still do the heavy lifting. Here are five principles - from links to mobile - that keep your site visible and credible.
SEO has changed a lot in the past decade, but the basics still do the heavy lifting.
You don’t need to chase every new trick or panic when Google announces an update. Focus on these foundations instead.
Updated July 2025
Links still matter
Links are still a strong signal of trust. When another credible site points to yours, it’s essentially vouching for you. Google and other engines use that to measure authority.
Internal links matter too, they show how your own content fits together. The rule hasn’t changed: create something people want to share or cite. That could be a sharp guide, a useful tool, or a standout opinion.
Content is everything
You can’t rank without something worth ranking. Content needs to be relevant, clear, and engaging enough to keep people on the page.
Google’s 2025 ranking factors still emphasise E-E-A-T: experience, expertise, authority, and trust. If you can show you know your subject, present it clearly, and back it with credible sources, you’re already doing more than most.
Forget keyword stuffing. Instead, write naturally, cover topics fully, and think about what your audience actually needs.
Titles and descriptions count
Titles and meta descriptions are your first impression. Keep titles under 60 characters, avoid ALL CAPS, and be specific. Descriptions work best when they’re under 160 characters, human-sounding, and different for each page.
AI is now writing snippets for search, so if you don’t set your own, Google may. And what it chooses might not be flattering.
User experience (UX)
A good site experience keeps people around. Speed matters, if your site takes more than a couple of seconds to load, people will bounce. Clear navigation matters too. If users can’t find what they need, they’ll go elsewhere.
In 2025, Google’s Core Web Vitals (speed, responsiveness, visual stability) are still baked into ranking. Test your site as if you were a guest, not the owner. If you hit roadblocks, so will they.
Mobile matters most
Over 70% of web traffic in 2025 happens on mobile. If your site looks great on desktop but breaks on a phone, you’re in trouble. Mobile-first isn’t optional anymore; Google has been indexing that way since 2021.
Check your site on different devices regularly. A smooth mobile experience is non-negotiable if you want to rank and retain visitors.
Reflection
SEO isn’t about tricks, it’s about trust. Links, quality content, clear titles, strong UX, and mobile-friendly design are the cornerstones. Get these right and you’ll be resilient against algorithm shifts.
Want to go deeper?
