On SEO strategy: how to build search visibility that lasts

Looking to level up your SEO strategy? This guide breaks down what an SEO strategy is, why it matters, and how to build one that sticks. We’ll cover its five core foundations, from on-page and technical to local, AI search, and content authority, so you can attract, engage and convert more organic traffic.

Great brands don’t just show up in search – they’re chosen.

That’s the difference between SEO that’s tactical and SEO that’s strategic.

At HeightOn, we help businesses design visibility from the ground up, combining structured content, technical performance, and brand clarity to ensure you’re not just found, but featured.

This is your guide to building a smarter, future-ready SEO strategy that works across every stage of your digital ecosystem.

SEO strategy FAQs

To perform in search today, your SEO needs to be structured, strategic and seamless. Here’s what that looks like:

The five foundations of smart SEO strategy

1. On-page SEO – Say it clearly. Show it fast.

This is where SEO meets content design. From page titles and headings to how you format and structure your copy, on-page SEO is what helps both humans and search engines understand your value.

• Use clear, descriptive headlines
• Answer real search queries early
• Optimise meta titles and descriptions
• Create pages with purpose – not fluff

Explore more: On Visibility: mastering on-page SEO

2. Technical SEO – Build for performance, not just appearance

If search engines can’t crawl your site or your page loads slowly, no amount of great content will save you. Technical SEO is your site’s foundation – it affects everything from rankings to user experience.

• Use clean, semantic code
• Ensure fast load speeds (especially on mobile)
• Fix crawl errors and broken links
• Add structured data (schema) to help AI summarise your content

Explore more: On Website Optimisation: how to master technical SEO for superior website performance

3. Local SEO – Be the trusted choice near your customer

For service-based businesses, local SEO isn’t optional – it’s where intent becomes action. Being seen on maps, in reviews, and in local searches gives you credibility and click-throughs.

• Optimise your Google Business Profile
• Encourage and manage customer reviews
• Use consistent NAP citations
• Create location-specific landing pages

Explore more: On Local SEO: optimise your Google Business Listing & drive results

4. AI-powered search optimisation – Be featured, not forgotten

AI search is reshaping how people discover and consume content. Generative engines like Google’s SGE, ChatGPT, Gemini, Perplexity now serve AI-generated summaries and conversational answers before traditional listings.

Seen your impressions rise but clicks fall? You might be experiencing the crocodile effect in SEO – and it’s reshaping how we think about visibility.

Research shows SGE appears in 84% of qualifying queries (businessinsider.com, searchengineland.com). With such dominance, your content needs to be more than rank-ready – it needs to be AI-ready.

This is AI SEO (also called AEO or GEO) – strategies designed so your content appears in AI-generated answers.

To make your content AI-ready:

• Focus on depth and value – not just keywords – to align with AEO/GEO best practice (writer.com)
• Use FAQs and schema to boost summarisation chances
• Structure content with clear headings and semantic formats
• Write clear, authoritative Q&A-style sections that signal trust (E‑E‑A‑T)

Read: AI-powered search SEO: how to rank in Google SGE

5. Content strategy and authority – Build trust over time

Great SEO is sustained by strong content strategy. It’s what earns trust and builds domain authority – over time, not overnight. This is where branding, message clarity and SEO converge.

• Develop topic clusters that show depth
• Refresh outdated content regularly
• Use original insights, data, or case studies
• Build internal links that guide search engines and users

Explore more: Link Juice: how smart linking builds SEO authority

A deeper guide to content strategy is coming soon, but for now, our Link Juice article explores how structure and internal authority help search engines trust you.

The HeightOn approach: strategy, not shortcuts

We don’t chase rankings. We build systems that earn them.

At HeightOn, SEO is never a standalone service. It’s embedded into every brand, every website, every campaign we create. From structuring your sitemap to writing your headlines, from designing your content blocks to reviewing your schema – we think big and build better.

Our goal? Simple: make sure your brand is not just found – but featured.

Ready to get On?

Whether you’re just getting started or rethinking your search strategy, we’ll help you clarify what matters, structure it for visibility, and build performance into every layer of your digital presence.

Get On. Be Found. Stay Seen.