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You’ve just created a new website for your business and are looking at expanding your clientele online. With the help of SEO, you will be able to enhance your website and in turn, reach a larger target audience.

Optimising for SEO

SEO, known as Search Engine Optimisation, is the practice of increasing online traffic to your website through organic search results. It is important to implement SEO as a way of increasing the performance and customer engagement of your business.

There are a range of key factors that you will need to consider when it comes to optimising for SEO.

Title Tags

Title tags are displayed on search engines results pages (SERPs) and are extremely important when it comes to SEO. Creating a title tag that both entices and presents what you are talking about is helpful to any reader and will encourage users to click onto your page.

Keeping your title tags to a specific length for your website is crucial as Google will only display the first 50-60 characters. Large and over descriptive titles may also put off users from clicking so keeping it short and sweet is a must!

Using relevant keywords within your title tag will also help search engines and users find your website. Header tags have a similar effect so it is just as important to include these into your site as well.

Meta Titles and Descriptions

Title tags are often partnered with meta descriptions that provide a more in-depth summary of a webpage. These can therefore help search engines understand what businesses are talking about.

Meta titles and descriptions are used across a range of platforms including web browsers and social networking sites. Because of this, it is important to include relevant and clear information for all types of users. Google has recommended that meta descriptions do not exceed 160 characters as this is seen to be a sufficient amount that can allow businesses to summarise what they are talking about.

Internal Links

Once you have successfully engaged users to click onto your website, it is important to link relevant pages throughout your content to entice them to look further into what you have to offer. Internal linking also gives customers the impression that you have a lot of knowledge on what they are interested in and proves that you can offer this to them.


Including relevant keywords into your content is possibly one of the most important factors to remember when optimising your website for SEO. Using specific keywords will allow users who have searched for these terms to find your website. This helps to generate a higher click-through rate (CTR) and will further increase the ranking of your website! 

Company Information

Keeping up to date on the information about your company will also help generate further trust between you, the search engine and any potential clients. Whether this refers to your opening hours, or your company policies, keeping track of this information will improve the ranking of your website as well as the overall performance of your business.

Read some more of our SEO blogs , blogs about Google and 2021 articles, online today! On our website, you can get further information on Google page experience.

Expertise. Authority. Trustworthiness. Three key components that you must follow to ensure your website receives a high level of online ranking.

What is E-A-T?

E-A-T has been included in Google’s ‘Search Quality Evaluator Guidelines’ since 2015. Each guideline is crucial for the SEO industry and is maintained regularly by the Google team to ensure the greatest benefits are highlighted for the digital community. As Google focuses heavily on these factors, it is important for businesses to adjust their website accordingly to reach the best ranking results and customer revenue. Despite being around for quite some time, the E-A-T system has recently become increasingly popular since Google’s latest algorithm update in August 2018.

Break it Down

Not only is it important to focus on the expertise, authority and trustworthiness of your website, but the updated E-A-T guidelines are seen to prioritise information on authors and their relevance to the business. Implementing a ‘meet the team’ or ‘about the author’ page onto your website can help to increase the networking of your business. Using links to the author’s Facebook, Instagram or LinkedIn profiles can also create a more personal approach to your online brand.


Providing your customers with the correct knowledge and understanding of your business is an important factor of E-A-T. Knowing the intent of your target audience is a great method to help create clear content and website navigation to specify their needs. By including ‘rich media’ such as imagery and videos, you can provide your users with a more digestible site. Pre-planning suggestable content that your customers may be interested in will also help to increase site engagement.

If your business can deliver these key techniques, then you are just one step further to improving your Google ranking!


Growth in shares and engagement across social media and other company websites is a major factor to improving your business’ authority. Being recognised on other platforms will help to build not only your brand as a whole, but your online audience!


A clear communication platform between a business and their customers is important to help create a stronger relationship and improve trustworthiness. Allowing for customer feedback and criticism can also help when it comes to adjusting your website to further improve your online ranking.

If your website contains a secure site domain, this can show Google that you are a trustworthy platform. Because of this, you are also reassuring customers that any data issued on your site is secure and private. As well as this, it is also important to cite external sources on your webpage. This can show Google that you provide accurate and reliable information for your users.

Read some more of our SEO blogs and guidelines articles online today!