On-page optimisations are changes made on your own website, mostly around keywords, content and internal links.
Keyword research
Keyword research usually produces a long list of possible terms. To decide which ones to target, weigh up four factors:
- Relevance. Focus on the services you actually want to sell. A residential extensions specialist gains little from targeting commercial office builds.
- Search intent. Understand what the searcher wants. Someone searching "how much does a kitchen extension cost" needs guidance, while "extension builders in Bath" is ready to compare firms.
- Search volume. Some terms are searched thousands of times a year, others only a handful. Both can be valuable if the intent is right.
- Keyword difficulty. High volume terms are usually more competitive. Newer websites often win faster with specific, local or long tail phrases.
Content marketing
Plan your content around what your clients want to know, and look at what already ranks on the first page for each term. Writing in topic clusters, several connected pieces around one subject, builds your authority and helps related pages rank together. Our copywriting services can help.
Featured snippets and common questions
Featured snippets and "People also ask" boxes give short answers at the top of the results. Answering common client questions clearly and directly on your pages gives you a better chance of appearing there, and in AI generated answers too.
Images, videos and animations
Clients want to see your work, both finished and in progress. Real photos and video of your projects add authenticity, and with descriptive file names, alt text and structured data they also help search engines understand your pages.
Internal linking strategy
Internal links show search engines how your pages connect and pass authority to your most important service pages. They also help visitors move easily from a project to the related service and on to your contact page.
Web design and development
Most of your search traffic lands on your website, so it needs to look professional, load fast and make it easy to get in touch. Strong branding, clear messaging and a simple quote form turn visits into enquiries.
