Google search engine optimisation

Optimising for Google is about ensuring that when someone enters a particular keyword into Google, that you have everything set up properly in a way that ensures that Google can find your site and present it in the search engine results page in a prominent position, ideally in the 'sweet spot' just below the paid ads.

There is no easy set formula to doing this. Google develop their logic, sometimes referred to as an algorithm and are frequently refining the algorithm to improve the way it works. Google are keen to support quality sites that have good content and to not support sites which are over engineered with the single aim of pushing them up the search engine ranks. Google do not publish their algorithm because if they did, they know that every web designer would rapidly change their sites to try and 'game' the system.

Optimising becomes a bit of a guessing game or a game of trial and error, of test and learn. What works one week might not work so well the next.

I offer an affordable search engine optimisation service (SEO service) based on what I have learnt that works. You will appreciate that I cannot make any absolute guarantees that it will work as effectively for your site. As always it depends on how much site optimisation work I am able to do for you and the level of website optimisation effort being expended by your competitors.

SEO Services

I am often asked if I can improve the position of someone's site in Google and I have to say that yes I can, providing I can rebuild it so as to get control of not only the text content but also the meta data which is so important to SEO.

SEO Consultancy

I have also acted on occasion as an SEO consultant to a company with little SEO knowledge or experience trying to get their site to be more visible. I can provide advice, support and training to whoever in your organisation is hands on building a website if that person is new to the world of SEO.

Key factors in improving a site's search position

Despite the constant changes in the rules about what position a site gets shown at in the search results, there are some factors that will always have a major influence:

  • Number one is content i.e. the text that appears on each page. Content is king and so it should be. The text needs to be written in quality prose that would make sense to the average reader. It does not need to be stuffed with keywords to such an extent that it is nonsense.
  • The meta description is important because that is what is shown in the search engine results page on Google. It is the first thing that your customer sees about your site. They won't see much - just a couple of sentences but it should be made as relevant to what they are looking for as possible.
  • Browser page titles, title tags and headings are all important to pay attention to as these signal the content of the page both to the reader and to Google so need to be both relevant to the search that is being requested and to the textual content of the web page.
  • Images can be used to enhance the design of the page or illustrate concepts. They can also be used to enhance keyword optimisation by the use of alternative text tags attached to them.

Video for your site

Video can also form an important component of your site for various reasons:

  • It almost certainly benefits your position in the Google Places ranking and therefore in your overall ranking.
  • It also enables you to engage with your target audience so they can get a sense of what you are like to deal with.
  • It may help to show your product or service and show customers engaging with your product or service.

I can film and produce a professional grade video for you (with your help of course). Here is a recent example: This video was shot in High Definition but I can also film in Ultra High Definition also known as 4K.

Regular Updates

Google loves fresh, new, relevant content added regularly to your site. It indicates that you have something new and interesting to say that your clients may want to hear. There are several ways to do this but one very important way is to seek testimonials for your work and publish them on your website. Regular updates are welcome to me and it usually only takes me a few minutes to add a few lines of text to your site. So I offer this service within the initial set up cost for the first 12 months at least. Usually the turnaround time is very swift, unless I am on holiday of course. If I can't do your changes straight away, I will send you an email telling you when I will be able to do them.

Google My Business and Local SEO

If you are running a small local business and you want to be found in local searches then you really need to start by signing up for Google My Business (formerly Google Places). When you have an entry in Google My Business you will see in some local searches a blended search results page which is a mixture of generic results and a grid of results returned from Google maps with markers A through G highlighting the location of the businesses on a map.

You don't even need to have a website to start and its free. There are no catches but its worth thinking about what information you are going to put in there first.

I can do the set up for you but there's really nothing that you can't do for yourself and the sooner you start, the quicker you will show up in local searches, assuming you've set it up correctly.

The key thing to completing the Google places page is to make sure that key details like Name, Address and Telephone Number are accurate and consistent with any local directories that may have you listed. Google will cross-reference this information and if any of it is inconsistent then Google may just not set up your Google My Business entry and you will not appear on Google maps. It is important to fill in as many of the sections as possible, including times of opening, payment methods, photos and even videos if you have any.

If for some reason you are unwilling to supply a permanent address which is shown online then this can make things more difficult to optimise for local SEO but I will still do what I can to optimise your website site for your locality.


Martin Waring

Web Developer
Web development York

© 2010 WEBSITES YORK, 6, NORFOLK STREET, YORK, YO23 1JY Tel: 07913 398254

Data Privacy

Business privacy policy

This privacy policy sets out how Websites York uses and protects any information that you give Websites York when you use this website.

Websites York is committed to ensuring that your privacy is protected. Should I ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement.

Websites York may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes. This policy is effective from 30th April 2018.

What I collect If you use the contact form, email me or ring to make an inquiry, I may collect the following information by email: * name * contact information including email address and phone number * your requirements in connection with the proposed website offering

What I do with the information I gather I require this information to understand your requirements and provide you with a great service, and in particular for the following reasons:

  • Internal record keeping e.g. accounting records
  • I may use the information to improve my services.
  • I may contact you by email, phone, or mail for further clarification of requirements.
  • I may use the information to customise the website according to your interests.

Security I am committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, I have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information I collect online.

How I use cookies I use traffic log cookies to identify which pages are being used. This helps me analyse data about web page traffic and improve my website in order to tailor it to customer needs. I only use this information for statistical analysis purposes.

Overall, cookies help me provide you with a better website, by enabling me to monitor which pages you find useful and which you do not. A cookie in no way gives me access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies using buttons on this site. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

Links to other websites The website may contain links to other websites of interest. However, once you have used these links to leave my site, you should note that I do not have any control over that other website. Therefore, I cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

Controlling your personal information I will not share, sell, distribute or lease your personal information to third parties.

You may request details of personal information which I hold about you under the Data Protection Act 1998. A small fee will be payable. If you would like a copy of the information held on you please write to Martin Waring, 6 Norfolk Street, York, YO23 1JY.

If you believe that any information I am holding on you is incorrect or incomplete, please write to or email me as soon as possible, at the above address. I will promptly correct any information found to be incorrect. You may also ask me to delete any emails that you have sent me. I do not store data that you have given me on any other system other than in emails.