Search engine optimisation (SEO) - driving visitors to your web pages

1. Introduction

Search Engine Optimisation (SEO) is the process of improving the visibility of a website in search engine results through organic (unpaid) methods. For government websites, SEO is not only about visibility but also about ensuring citizens can easily find, understand, and complete services online.

Modern SEO includes:

  • User experience (UX)
  • Core Web Vitals (page load speed, interactivity, visual stability)
  • Mobile-first indexing
  • Accessibility and inclusivity
  • Search intent and task completion

Government websites must prioritise clear, accurate, and actionable information that enables users to complete tasks efficiently.

 

2. Accessibility and inclusivity

Accessibility is mandatory and directly impacts SEO.

2.1 Standards

Follow WCAG 2.1 AA guidelines.

2.2 Key practices

  • Use proper heading hierarchy (H1–H3)
  • Provide meaningful alt text for images
  • Use descriptive link text (avoid “click here”)
  • Ensure keyboard navigation
  • Ensure compatibility with screen readers

 

3. Multilingual SEO

South African government websites must support multiple languages.

3.1 Guidelines

  • Provide content in multiple official languages where possible
  • Use hreflang tags to indicate language versions
  • Ensure translations are accurate (not automated)
  • Maintain consistency across language versions

 

4. Keyword and search optimisation

4.1 Keyword strategy

  • Conduct keyword research based on user search behaviour
  • Focus on:
    • Natural language
    • Long-tail keywords
    • Question-based queries

Example:

  • “How do I apply for a passport in South Africa?”

 

4.2 Best practices

  • Include keywords in:
    • Page titles
    • Headings (H1, H2)
    • URLs
    • Meta descriptions
  • Use keywords naturally (avoid keyword stuffing)
  • Use descriptive anchor text for links

 

5. Optimisation for AI and featured results

Search engines such as Google increasingly provide direct answers.

5.1 Guidelines

  • Use question-based headings
  • Provide clear, concise answers (40–60 words)
  • Use bullet points and lists
  • Implement structured data (FAQ schema)

 

6. Metadata and structured data

6.1 Metadata requirements

Each page must include:

  • Unique title tag (≤ 60 characters)
  • Meta description (≤ 160 characters)
  • Open Graph tags (for social sharing)

 

6.2 Additional technical metadata

  • Canonical tags (prevent duplication)
  • Robots meta tags (control indexing)

 

6.3 Structured data

Use Schema.org markup for:

  • FAQs
  • Government services
  • Articles

 

7. On-page and technical optimisation

7.1 Mobile-first design

  • Use responsive design
  • Ensure readability on mobile devices
  • Avoid horizontal scrolling

 

7.2 Performance (Core Web Vitals)

Target:

  • Fast loading times
  • Stable layouts (no shifting elements)
  • Responsive interaction

Use tools like Google Lighthouse to test performance.

 

7.3 Images and media

  • Compress images
  • Use modern formats (e.g. WebP)
  • Include descriptive file names and alt text

 

7.4 JavaScript and rendering

  • Ensure content is accessible without JavaScript
  • Avoid blocking search engines from indexing content

 

8. Internal linking

A strong internal linking structure improves usability and SEO.

8.1 Guidelines

  • Use descriptive anchor text
  • Link related content logically
  • Ensure important pages are reachable within 3 clicks
  • Avoid orphan pages

8.2 Content structure

Use a hub-and-spoke model:

  • Main topic page (hub)
  • Related subpages (spokes)

 

9. Backlinks

Backlinks improve authority and credibility.

9.1 Government-specific approach

  • Prioritise links from:
    • Government websites (.gov.za)
    • Educational institutions (.ac.za)
  • Avoid paid or manipulative link schemes

 

10. Technical SEO

10.1 Indexing

  • Maintain an XML sitemap
  • Submit to search engines
  • Use robots.txt appropriately

 

11.2 Error handling

  • Fix broken links (404 errors)
  • Use 301 redirects for moved content

 

10.3 Security

  • Use HTTPS across all pages

 

11. User engagement

Search engines evaluate how users interact with pages.

11.1 Improve engagement by:

  • Fast page loading
  • Clear navigation
  • Relevant internal links
  • Easy-to-read content

 

12. SEO monitoring and reporting

SEO performance must be tracked continuously.

12.1 Tools

  • Google Search Console
  • Google Analytics

 

12.2 Key metrics

  • Search impressions
  • Click-through rate (CTR)
  • Rankings
  • User behaviour (bounce rate, time on page)
  • Task completion (for services)

 

13. Key principles summary

All government websites must:

  • Be user-focused and task-oriented
  • Be accessible and inclusive
  • Provide accurate and up-to-date information
  • Be optimised for mobile and performance
  • Be structured for search engines and AI systems