Write for your customers
Give each important service a useful page with a clear title and practical answers. Describe your location naturally and avoid repeating keywords without adding meaning.
Keep the foundations sound
Use descriptive links, accessible image descriptions and a structure that works on mobile. Keep contact information consistent and make pages easy to navigate.
Maintain useful content
Update changing details and remove broken links. Use search reporting to understand what people are looking for and improve pages that do not answer those questions clearly.