Updated 18 September 2026. Originally published in 2016; revised to replace outdated advice and links.
You do not need to turn every sentence into a search phrase to make your website more useful. Start with the jobs that help a prospective customer understand what you do and take the next step.
1. Explain the service clearly
Give each important service a useful page. Explain who it is for, what is included, how the process works and how to enquire. Describe the places you genuinely serve without repeating lists of towns through every paragraph.
2. Answer questions you actually receive
Use sales calls and customer conversations to identify missing information. A clear answer about preparation, delivery or suitability is more valuable than publishing an article solely to meet a monthly quota. Review existing advice when the facts change.
3. Connect related pages
Link a project example to the service it demonstrates, and link an advice article to the next useful step. Use wording that explains the destination. For example, our Franklins Removals SEO case study provides evidence alongside our SEO service information.
4. Make your business information consistent
Check your contact details, opening information and relevant business listings. Pursue useful introductions and genuine coverage, rather than buying links or arranging exchanges just to influence rankings. Our original advice to prioritise link quantities and keyword-heavy link text was too broad.
5. Give images the right context
Choose images that help explain the page. Write alternative text for informative images according to what they show and why it matters; decorative images can use empty alternative text. Avoid filling descriptions with search phrases.
There is no useful rule that a keyword must appear four or five times in 500 words. Review Google’s SEO Starter Guide and judge progress through relevant enquiries as well as search visibility. Talk to inLIFE if you would like help deciding what to tackle first.
