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Welcome to our Search Engine Optimisation (SEO) Guide

Helping you get the most out of your website in terms of Google ranking, page hits and subsequent enquiries that will follow. A good Google ranking can be invaluable to your business, and planning your website content prior to us building your website is key to achieving this. First and foremost the keywords and phrases included in your website copy will help Google direct potential new clients to your website.

The aim is to achieve the highest ranking possible when searching for services and products that are applicable to your business. Below is a comprehensive guide highlighting what we would like to do and what you can do yourself when preparing the website content (your text) so you get the best ‘organic’ results without any costs involved. We can also offer you the option of our additional SEO service highlighted below.

Often missed is the opportunity to drive people to view your website via printed Business Cards, Flyers, Posters, Signage, a Google My Business Account and E-Cards. Web Directions can advise you and subsequently produce these items for you. Find out more about promoting your website here.

Help us to help you. what to include when providing us with your content

Keywords and Phrases

This is an absolute must. Nobody knows your business as well as you. Put yourself in the shoes of your customers and think about the words and phrases they would be keying into Google when searching for a company providing what you offer. All these words and phrases ideally need to be covered in your website, including your page titles and general site content. We advise including the strongest key words and phrases on your home page, normally as a summary of what you are about via a paragraph or bullet points.

Location Specific Keywords and Phrases

Your location is vital. Including this alongside your services helps encourage new customers from your local and surrounding areas. For example, “ABC Company is a garden centre in Lasham, near Alton, Hampshire” or  “ABC Company offer call out plumbing services to Basingstoke, Hampshire.”

Please specify up to five keywords or phrases for each page of your website and a brief description (one or two sentences) again for each page that you think will be relevant to what your users/customers will be typing into google when looking for a company that provides your goods or services. Although this information is hidden from the public we can add this text to your website Meta Tags* to assist your websites SEO/search-ability as Google digitally picks up this information.

Please Note

We are happy to help and advise you, but if SEO key phases and content are not initially supplied we will not be able to include them on your website or be held responsible for supplying them. If SEO content is supplied to us after the website has gone live we will request a further charge of £50.00. It is more efficient for us to effect the standard SEO at the same time we design/build your website.

It can take up to six weeks for Google to start to read the text on your website and place you in search results. We cannot guarantee search results, that depends on what competition you have and the services and products you are offering.

If you need your website to be number one or achieve a high ranking in any search result, you would need to consider a specialist SEO company or paying Google for a Google add or a pay for clicks campaign. Please be clear that this would be beyond our control and outside what you are paying Web Directions for.

What we will do to help your SEO when creating your website

Meta Tags

If you provide us with some chosen keywords/phrases, we will add them into the backend* of the website. This text is not seen by the viewer but will be picked up by search engines as they scan your website for useful information.

Internal Page Linking

We recommend including internal links from one page of your website to another, where relevant. For example, if you have a page about your ‘Services’, you might consider allowing us to feature a link from that page to a ‘Testimonials’ or ‘Customer Reviews’ page. This helps your SEO.

External Page Links

Where possible and appropriate we will consider asking you if we can link to some external websites which are relevant to your company/industry. For example, if you are an accredited service provider, you could have a link to the main accrediting body’s website.

Or if you are listed on Checkatrade or similar, you could feature a link to your profile on that website. We will make sure we only link through to reputable company websites as dubious website linking can harm your SEO rankings. You will need to provide these relevant websites to us.

Social Network Links

If you have any social network accounts such as Facebook or Twitter, we will link to them from a common area on your website such as the header or footer so they are easily accessible. Trip Advisor is also a useful tool if you are a restaurant or in the hospitality industry. All external links added will always open in a new window so your users don’t navigate away from your website.

Regular Content Updates

We recommend that you update your website content as you bring new products and/or services to the market place. Whether it be via a blog, latest testimonials, new products or new pages, etc. Keeping your content fresh helps hold the search engine’s attention. For non CMS websites, our minimum update charge is £25.00. Read about our self-managed (CMS) websites here.

Want to make even more of your SEO?

Starting from £150.00 (quote varies by size of website) we can implement the following features into the ‘back end’ (non visible) part of your website. This will help Google and other search engines to find, breakdown and categorise your website in a way that helps your ranking achieve the highest possible status on Googles search results pages.

What the package includes:

  • An Internal review of your content prior to the website going to our studio. We will advise you if we feel any keywords are missing which would benefit your website search rankings.
  • We will include relevant page specific Meta tags* and optimized image Alt text* to work in partnership with your chosen page content.
  • We will add modern HTML5 element tags* to the backend* of your website, which will make it easier for search engines to locate and read relevant content on your site.
  • Breadcrumb navigation paths* will be positioned on your site, typically in the header, to quickly navigate/track back to other pages on your website.
  • We will add a non-visible, backend XML Sitemap to your website, which will help search engines find all the pages on your site, including pages that may not normally be discoverable.
  • We will create a ‘front facing’ HTML Sitemap visible via a page link on your website, typically in the footer, which will display a breakdown of all the pages available on your website. This not only gives your users a quick reference guide to everything on your site, but it also gives search engines another method of finding your content, all contained on a single page.
  • We can set up a Google analytics account for your domain and allow you to implement tracking of your web pages. You will then be able to login at any time and access the frequency of page hits. You will be able to see the path people followed in order to view your services and products. This is essential to making the most of your website. (For example this tool may draw your attention to a particular product that is getting significant page hits but not so many orders. It would perhaps trigger you to put a special offer on that page to convert the customer to choosing that product). Please note that we can offer this Google Analytics* facility as a standalone product for a one off payment of £50.00.

Monthly Reporting of Your Google Analytics

Although you can gather this information yourself from logging in to your Google analytics account, we do offer the service of periodic reporting for you, broken down in to easy to read summaries and/or spreadsheets. Our costs on this will depend on frequency and the size of your website.


Please note:

The above information is offered as a recommendation only. We are not an SEO agency. However we do optimise the site to help Google recognise it. SEO is a constantly changing and evolving process/practice, which is influenced by many varying factors. We cannot guarantee your site will reach the top of search engine results, nor can we guarantee how long it will stay in the same position.



Meta Tags

Meta tags and metadata allows the website to define non-visible information about the website. Search engines can use this information to determine what information they should feature in the search results etc.

Alt Text

Stands for alternative text. This is the text that is displayed if an image fails to load and is also used for accessibility. If you are blind, your computer will read out the image alt text as a way of describing to the user what the image is portraying.

HTML5 Element Tags

HTML5 offers new semantic elements to define different parts of a web page which make it easier for search engines to locate and read relevant content on your site.


This is the non-customer facing, behind the scenes part of the website. EG, the code files and databases which make the website work.

Breadcrumb Navigation Paths

These are text links which show the user where abouts on the website they are in relation to other content on the site. If they clicked on ‘Link 1’ from the homepage, the breadcrumb on that page would display as ‘Home > Link 1’. You can then use these links to quickly navigate back to previously visited or other relative pages on the website.

Google Analytics

Google Analytics allows you to track pages on your website and monitor which pages are viewed the most, how visitors got to that page and how long they stayed on that page. You can then use this information to improve weaker pages and also to find ways to encourage visitors to come back to your website. Read more here.