The pattern we keep meeting
A business pays for a good-looking site, and a year later nobody has visited it. The usual answer is "you need SEO on top", which is not wrong, but it skips something: the site never had the foundations Google is looking for. Doing SEO on a site without them is painting a house that has no frame.
1. One page, one subject, one title
Plenty of company sites cram every service onto one page and then wonder why they rank for none of them. Google ranks pages, not websites. If you want to be found for bookkeeping, you need a page that is about bookkeeping and nothing else.
Each page also needs its own title and meta description. This is missed constantly. A site where every page carries the same title is a site Google reads as duplicating itself throughout.
2. A heading structure that makes sense
Each page wants a single H1 saying what the page is, then H2 and H3 in order for the sections beneath. Headings are not font sizes chosen for looks. That structure is how both Google and the AI systems now reading pages work out what a page can answer.
3. Speed, which mostly means images
Images are the number one reason sites are slow. We have opened pages carrying a 20 MB background image - effectively unusable on mobile data. What to do:
- Resize images to the size they actually display at, rather than uploading straight from the camera.
- Give every image a width and height so the layout does not jump while loading.
- Defer images below the fold.
4. Genuinely usable on a phone
Most Thai customers arrive on a phone. A menu that will not open, text small enough to need pinching, a call button that does not dial - each is a customer lost after they had already found you. Test on a real device, not a narrowed browser window.
5. Contact details that agree everywhere
Company name, address and phone number should match across the website, the Google Business Profile and the corporate registry. When those three disagree, Google is less sure who you are, and that feeds straight into "near me" results.
6. Structured data
This is machine-readable markup embedded in the page saying what things are: this is the organisation, this is a service, these are the frequently asked questions. Sites with it are more likely to earn richer search listings - and it now also shapes how AI systems quote you when answering a question.
7. Content that answers real questions
Service pages alone are not enough. Most people are not searching "accounting firm" yet. They are searching "do I have to file if my company had no revenue" or "what documents do I need to register a company". Articles that answer those are how customers find you before they know what service they need.
In short
None of this is advanced SEO. It is the floor. A site that has all seven and still is not ranking is genuinely ready to compete on content. A site missing several will get much less from an SEO budget than the owner expects.
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