Search engine optimisation (SEO) is the work of helping your website appear on Google when people search for what you sell. Unlike ads, you don't pay per click, and good rankings keep bringing customers month after month.

SEO can sound technical, but the foundations are simple. This guide explains them in plain English.

How Google decides what to show

Google wants to show the most helpful, trustworthy page for each search. In simple terms, it looks at:

  1. Relevance: does your page clearly answer what the person searched for?
  2. Quality and trust: is the content helpful, accurate and from a credible business?
  3. Experience: does the page load quickly and work well on a phone?
  4. Authority: do other reputable websites mention or link to you?
  5. Location: for local searches, where is the searcher, and where is your business?

Every SEO task improves one of these.

Step 1: Know what your customers search for

Start with a list of the words customers actually use, such as "accounting services Nairobi", "school uniforms Thika" or "solar installation Kisumu". Our guide on how to choose keywords walks through this step by step.

Then give each important keyword its own page. One page for "web design" and another for "SEO" will rank better than a single "Services" page listing everything.

Step 2: On-page basics

On every key page:

  • Title tag: include the main keyword and your location, ideally under 60 characters.
  • Meta description: a clear summary with a reason to click, around 150 characters.
  • One H1 heading that says what the page is about.
  • Helpful content that answers real questions: what you offer, who it's for, prices or how pricing works, where you operate, and how to get in touch.
  • Internal links from related pages, using descriptive words rather than "click here".
  • Image alt text describing each image.

Step 3: Technical health

You don't need to be a developer, but make sure:

  • The site uses HTTPS and loads quickly on mobile data.
  • There's an XML sitemap submitted to Google Search Console.
  • There are no broken pages, and old URLs redirect to new ones.
  • Each page has one main URL (no duplicates such as /index.html).

Step 4: Local SEO

If you serve customers in a specific area, local SEO is often your fastest win. Claim and complete your Google Business Profile, keep your name, phone and location consistent everywhere, and collect genuine reviews. Our local SEO checklist covers it in detail.

Step 5: Publish useful content

Blog posts, guides and FAQs help you rank for the questions customers ask before they buy, such as "how much does a website cost in Kenya". Write for people first: answer the question clearly, then link to the service that solves it.

Links from reputable sites tell Google you're trustworthy. Good sources for SMEs include industry associations, local directories, partners and suppliers, event listings and local news coverage. Avoid buying links; it can do more harm than good.

Step 7: Measure what matters

Track:

  • Rankings for your target keywords
  • Visits from Google (Search Console and Analytics)
  • Calls, WhatsApp clicks and form enquiries from organic search

SEO takes time. Quick fixes can show results within weeks, but competitive keywords usually take months of consistent work.

Want it done for you?

Our SEO services in Kenya include audits, keyword mapping, on-page and technical fixes, local SEO and monthly reporting in plain language. Or learn it yourself in the SEO module of our digital marketing course.

Request a free SEO review.

JD STUDIOS AFRICA Team
Mentors and trainers at JD STUDIOS AFRICA, a nonprofit tech and creative hub in Nairobi.