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Performing an SEO audit: Part 2

January 23, 2020

In the last blog, we looked at auditing your meta titles, descriptions & heading tags. In this blog, we’re going to look at how content plays a part in your Organic rankings and provide actionable insights into what you can do to start improving your SEO. 

Our Window Experts company wants to rank for the keyword Window Fitting Company and ideally rank for it in Portsmouth. Here’s what is currently on their homepage;

Welcome to Window Experts. We supply double glazing and triple glazing windows for super cheap. If you need a quote call now on: 07123456789 or email us [email protected] 

Unlike our competitors, we provide a great service and low prices. Our latest range of high tech windows will keep your house warm during winter. We provide free estimates and quotes. No job too small or too big. 

So that’s not bad, but it also isn’t great. Search engines may be able to understand they sell windows and what kind, but there’s no reference to the where. It’s also important to demonstrate something called E-A-T, Expertise, Authority and Trust. There’s no reference to Window Experts or experience within the industry either. So I’m going to rewrite the above to make it more likely to rank for the chosen keyword. 

<h1> Window Experts – Window Fitting Company in Portsmouth </h1>

We are Window Experts, and we are experts at installing double & triple glazing windows. Our company, based in Portsmouth, was established in 1984 by Mr Rodney Window. We have excellent suppliers providing us with the best quality materials, which means we can provide great value windows. 

We can provide window fittings for a variety of homes, buildings and requirements. From small single windows to large, multi-storey renovations, we’re no strangers to commercial projects either. So if you need a quote or friendly advice call our Portsmouth office on 07123456789 or email us at [email protected]

<h2> Window Fitting Around Hampshire </h2> 

Not in Portsmouth? No worries, we also supply & fit windows all around Hampshire. From Southampton to Waterlooville, Winchester to Emsworth.

We’re Hampshire’s favourite family-run Window Fitting Company.

I did several things in the above text. I firstly marked up the paragraphs using heading tags to help search engines and users understand what the page is about, I used the main keyword within the H1 and made it the same as the page title. This isn’t necessary, but it matches the title of the page that gets displayed in search engines, so when somebody lands on the page they know they are on the page they wanted – which is very important. 

I then started to build in the business’ “Expertise & Authority” within the content as well as highlighting the location of the company. Not only does this start to build trust with the reader, but we’re also demonstrating that Window Experts really knows their stuff. It also now explains more about the kind of work they do, previously there was no mention of commercial services – and instead of ‘no job too small or big’ which is vague as to what they can do – the new text gives examples of the kind of work this company is able to carry out, so anybody reading will be able to know if their project is going to be able to be fulfilled by this company. 

The last important thing is I made the telephone number & email address links, so if somebody presses them they will now be able to call or email the business without copying/pasting or writing it down – this makes it easier for potential customers to get in touch with you and really does have an impact on conversion rates & best of all, the HTML to do this is super simple.

<a href=”tel:+07123456789”>07123456789</a> 

<a href=”mailto:[email protected]”>[email protected]</a>

<a href= is the code to start a link, the link then goes within quotation marks “ “, if it’s an email put mailto: followed by the email address (without spaces) and for telephone numbers put tel: followed by the phone number, once done add the closing bracket >. Write the phone number or email address again and then close the HTML tag with </a> 

Simple! For more information, visit W3Schools.W3Schools is a handy resource for learning how to do HTML & CSS and is a great starting point. 

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