The Definitive Squarespace SEO Guide (2018 Update)

This post covers 4 search engine optimization (SEO) topics: setup, content, links, and design. 

Each topic has a priority rating so you know where to start. All of these topics are important to SEO, but every website is different, every market is different, and people have differing time constraints.

We'll start with an overview. Then we'll delve deeper into each topic.


Squarespace SEO Basics

Setup + Technical SEO

SEO success requires techniques that may be considered "technical SEO." But don't fret, Squarespace makes each step relatively simple, even for newbies.

Learn more

Content Marketing

Quality content enables you to rank for valuable keywords. Write content for relevant keywords that provide the best opportunity to reach users and drive conversions. Rinse and repeat.

Learn more

Link Building

Your link profile affects keyword rankings. Powerful links from sites like the Huffington Post or ESPN indicate to search engines that your site is reputable and link-worthy.

Learn more

Web Design

An eye-pleasing, navigable site engages users which enhances your rankings and your conversion rate.

Learn more

Frequently Asked Questions (FAQs)

Is Squarespace good for SEO?

Yes, Squarespace works for SEO: you can specify title tags, get setup with search engines, create compelling content, and build links. It definitely works.

But does it take time? Certainly. Generating content and links takes time, as with any platform.

The benefit of Squarespace is its simplicity. You lose customization features (outside of developer mode) compared to WordPress, but you gain time and energy which you can devote to other pressing areas.

What's the best template for SEO?

Each Squarespace template is setup for SEO. There isn't one that's SEO-ready and others that aren't.

Choose a template that fits your brand, it's message, and it's design. It's important to have a usable, navigable website. However, look out for templates that surface (display) title tags automatically.

Title tags need keywords (more below) and often don't make good headers with actionable copy.

Here's more information about choosing the right template.

Does Squarespace have an SEO plugin?

With Squarespace you don't need a plugin. Everything you need is built into the interface.

WordPress has various SEO plugins (e.g. Yoast, All In One, The SEO Framework) that aid your keyword ranking endeavors.

Squarespace has everything you need built in. It may not have all of the features as those plugins do but it has everything you need.

Technical SEO Setup

Set Up Google Search Console

View keyword ranking data and submit your XML sitemap (more below). Gain access to important tools that tell you about the relationship between search engines and your website.

Verify your Squarespace website with Google Search Console

Verify Bing Webmaster Tools

Similar to Search Console, Webmaster Tools is the interface between your website and Bing. For obvious reasons it's less important than Search Console but nonetheless it's a good thing to do.

Verify your website with Bing Webmaster Tools

Set Up Google Analytics

Google Analytics helps you understand the successes and failures of your online marketing tactics. If data analysis isn't your thing, find someone who understands it. It's essential to improving SEO tactics.

Here are Google's instructions to setup Google Analytics. Here's how to link your Squarespace account.

Conversion Tracking

Conversion tracking can help measure success. Understand how converters (people who contacted you, email subscribers, and online shoppers) found you.

Content Marketing for Squarespace

Keyword Research

Brainstorm a list of keywords you want to rank for and jot them down. Don't get caught up in finding the perfect keyword -- doing so inhibits creativity. Curate as long a list as you can.

When you're done, narrow down your list, and select the keywords that best achieve your online goals.

Keep 3 things in mind throughout this process.

Search Volume

To state the obvious, the more searches, the better. But remember, more searches typically means heavier competition. It's all about finding the right keyword to target.

Use to find new keywords.



Heavily-searched keywords are difficult to rank for. Don't try to outrank ESPN for sporting news! 

Gauge competition is with Moz's SEO toolbar

Search Google for your keywords. Compare your domain authority (DA) with the DA of websites on page 1 of Google.

New businesses should consider targeting long-tail keywords, especially in competitive markets.


Again, to state the obvious, choose keywords that relate to your business. Better relevance likely leads to higher conversion rates.

Meta Tags

Title Tags

Title tags do 2 primary things.

  1. They indicate your webpage's topic to search engines.
  2. They encourage users to click (or not) on your listing.

The goal: Use keywords and compelling language to accurately tell search engines what your page is about.

This is how to modify Squarespace title tags.

Squarespace menu
Squarespace pages menu
Squarespace title tags

Learn more about title tags — the most important meta tag

Meta Descriptions

Meta description provide extra information in search engine results page (SERP) listings. They don't factor directly into keyword rankings, but they can influence users to click on your listing.

Tip: Use most of the 155 characters Google offers you. I changed my meta description above as it's too short.

Tip: Use most of the 155 characters Google offers you. I changed my meta description above as it's too short.

Image Alt Tag

Search engines can't read images. Alt tags explain images to search engines. Alt tags with keywords get you found in image searches.


Use the words in your title tag in your URL. Squarespace automatically does this for URLs.

Elements of Quality Content


Headers can be added using the text block's drop-down menu.

Headers do several things...

  1. They provide structure for readers. Headers make it easier for users to extract information.
  2. Search engines understand headers because they are written in HTML (HyperText Markup Language). They offer search engines topical information about your content, and could increase keyword rankings.
  3. Headers indicate reading progress. People get bored with long, daunting paragraphs. Shorter paragraphs with headings make reading content more manageable.

Include headers in your content to improve your content's flow. Insert keywords in headers as necessary but don't "keyword stuff." Headers are primarily for readers and including keywords are an added bonus.

In general, use one H1 (Heading 1) per page, H2s for subheaders, and H3s for sub-subheaders.

This isn't the end-all-be-all for every page, but it's good practice for blogs and articles.

Your structure will start to look like this.

  1. Header 1 (Should be similar to Page Title Tag)
    1. Header 2
      1. Header 3
      2. Header 3
    2. Header 2
      1. Header 3
      2. Header 3
    3. Header 2
      1. Header 3
      2. Header 3

Topical Relevance

Quiet vacuum cleaner search rankings

In order to rank, your content must be relevant to your target keyword(s).

Brainstorm various "search intents" that could stem from your target.

For example, if you're creating content to rank for "quiet vacuum cleaners" your target users may be looking for any combination of the following.

  1. They want to browse quiet vacuum cleaner products.
  2. They want to read about the technology that makes vacuums quieter.
  3. They want decibel levels for vacuum cleaners on their list.
  4. Maybe they're looking for the tri-fecta: durable, powerful, and quiet.

You get the point. Create content that addresses the most relevant search intents.

The best way to uncover search intents? Google your target keyword. The first result probably did something really well. Figure out what they did and approach it in a newer, better way. Browse the other listings for ideas too.

Writing for Engagement

It's best to keep paragraphs short. Long paragraphs can be daunting to some readers. Short paragraphs keep users engaged.

Content Time Lag: The Waiting Game

Content takes time to rank. After you submit your content to Google, forget about it for a little while.

It can take 5+ months for a piece of content to settle in Google's rankings.

What happens in the meantime? Google evaluates your content — rankings shift and clicks and impressions change.

This doesn't affect your methods, but awareness of this lag could prevent a premature denunciation of content marketing.

Link building

Search engines scan inbound links to your Squarespace website as they would for other platforms like Wordpress or Wix.

They use this link inventory to understand your site's relationships to other sites.

Similar to a good recommendation on your resume, a link from Huffington Post sends a powerful signal of trust and authority to your website.

Links don't have to be from Huff Po to help your rankings, but don't waste your time buying spammy links. They may help short term, but in all likelihood your site will be penalized for trying to "game the system."

Link building is a time consuming effort. Convincing webmasters to link to your site can be demoralizing, but SEO experts frequently report the power of inbound links.

For more, view these link building strategies.

Natural link building is the passive form of link generation — create content that's so valuable, it will garner links over time.

You may get lucky. It might actually work. But more often than not, link building requires a broader approach.

The bottom line: If you've got someone dedicated to SEO, do link building. If you've got one-foot-in and one-foot-out, focus on content.

Six months down the road, if your content hasn't generated traffic, re-analyze to determine if you need link building.

  • Was your content on topic?
  • Did you get the right keywords in your title tags?
  • Was your content worthy of ranking?
  • Was competition for your keyword too high?

Web Design for Squarespace

Squarespace provides a simple, elegant layout for customizable websites.

The style editor allows you to make changes to your template's layout. Get your fonts right, colors, header sizes, and buttons. This takes time or money, but if you want to succeed online, build foundations for success!

Squarespace navigation bar (navbar)

Simplify your site's layout so users can easily access information. Your navigation bar should direct users to your services / product pages, your about page, and your contact page. If you have other relevant pages, include them too, but don't clutter the navigation.

Colors and Branding

Check out Google's color page to find suitable colors for your brand. Your colors should speak to your brand and your potential clients. If you're unfamiliar with colors and design, keep it simple.

Use 1 - 2 safe colors that complement each other. That might be all you need!

On-Page Structure

Squarespace's interface can help create a sleek design. Here are a few examples of content on my website.

Avoid long paragraphs. Augment your text with images. Strive for simplicity in navigation — people browsing the web have short attention spans.

Your site and your web pages should be easily navigable, yet should include sufficient content for people who prefer more information.

That's all folks! Got questions? Let us know!

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