Our take on Google’s January Core Update

Okay, so it’s quite safe to say that if you as a business owner were worried every single time Google rolled out a brand new update, because this may impact your businesses SEO-  well you would most definitely be in a permanent state of worrying.

And why do we say that?

Well, that’s simply because Google rolls out a lot of updates, this means that Google is always improving its algorithm, so if you were to think that every update could impact your businesses seo, well you could spend more time checking your Google Analytics than you would actually improving your company’s SEO.

So, if your currently sat at your desk, and your hands are trembling over the thought of a new algorithm update, well don’t- that’s if you’ve followed white hat best practices- if you haven’t followed white hat practices, then your business could incur a penalty, and that’s worth worrying over.

A penalty, such as a Google Penguin penalty could mean that your business drops down the ranks, not by just a few places, but sometimes by whole pages.

Plus, with some algorithmic or manual penalties could mean that your website could be removed completely.


“If you’ve implemented low-quality seo, well sure your website could move down the ranks substantially or even be removed from Google”- Kevin Right Adore Marketing Manager


So, even if you’ve implemented top quality white hat seo, well its normal for businesses to move up and down the ranks, that’s to say as your competitors improve their seo, well, its normal for the businesses that are competing for the same keywords to move up or down accordingly.

Just as you would if you had a list of businesses on the high-street, and you adjusted the order according to how much profit the business made the previous week. That’s to say one business may be in the number one position this week, but the following week, well that business may well be in position 6.

And this is the same for SEO, that’s to say businesses will move up and down the ranks, and this can happen on a daily basis, often this is not because of a penalty, just a fluctuation in where the business ranks.

If you are however concerned that your business has incurred a penalty, then its worth contacting a white hat SEO agency for advice on if a penalty has impacted your website, and what they recommend to fix the penalty.


So how much attention should be placed on when a new update is made?

Well this does depend, if it’s a relatively minor update, then not much, but if it’s a big update, such as the Google Hummingbird update, or let’s say the latest January 2020 update that’s been made by Google, well, we would say to you, or your SEO agency should pay a lot of attention.


Pay attention to what though?

Well, we glad you asked- when a major algorithm change occurs, such as January 2020 update, then we think here at this marketing agency that it is super important to check the following:



Have your rankings changed?

For example where was your business ranked in December 2019?

Now at the end of January has your business changed much?

Also, if your using an SEO tool, such as Ahrefs then check the average keyword position over say a week, or for a few weeks- that’s because if you just take into account one day, then this doesn’t give you much of an average as to see where your business has ranked, as most websites move up and down each month.

So we would recommend taking an average of where your business ranks over say a month.


Make adjustments

If the January 2020 update has meant that your website has moved down the ranks, then you may wish to work with a marketing agency, that’s to form a marketing strategy that will aim at improving your businesses SEO.

For example the marketing agency may then improve:

·        Your businesses backlinks

·        Content marketing

·        Onsite seo

·        Meta titles

·        Meta descriptions

·        Anchor text

·        Blog posts

·        Ever green content

·        Speed

·        Schema

·        Local seo

·        Organic seo

For example, your marketing company may undertake an audit of your website, and they may spot that your businesses content marketing is not quality, for example, each blog post that your company has written may only be 300 odd words, and doesn’t offer much useful advice to your businesses customers.

So, your marketing agency may advise that your businesses content marketing is improved, and then you may see your businesses organic SEO improve as well.



It’s really important to form a detailed marketing strategy, that’s to say don’t just spot that your businesses SEO has not improved since the January 2020 update, then implement a mass of changes all in one go.

Most Cardiff SEO agency’s, and ours included would recommend changes are made over a long timeframe and for the marketing company then monitor the results, say using Ahrefs.

That’s to say all work must be white hat, and all changes should be monitored to see if your businesses seo improves. This is why its crucial that you partner with a white hat seo agency, as if the work is not good quality, then your business could move further down the ranks.

Make sure all work is white hat

Google’s algorithm rewards businesses that implement quality seo. So, for instance one reason that a business may have been negatively impacted by the January 2020 update is simply because the business has low-quality content marketing.

For example, the business may have written its blog posts to hit a set word count, say 1000 words, believing that if the business published enough content marketing then the businesses seo would improve.

However, this approach does not work, Google’s algorithm now only rewards businesses that publish quality content marketing.


And what do we mean by quality?

Well, we mean content marketing that your customers will find useful.

So for example, lets say that you run a web design business, then you may publish a blog post about WordPress and why its used by so many businesses.

This article could then focus on the features that WordPress offers, such as an easy to use Dashboard, many free plugins and also an editor that allows the wording of each page to be edited easily.

A business that is looking to obtain a website may read this, find the information useful, and opt for a WordPress website, so the business has therefore published a blog post that its readers will find useful, and this may help to improve the businesses SEO.  

Is the SEO agency doing there job?

So let’s say you run a business that sells organic honey, and your business has employed a digital marketing agency.

Now, since the January 2020 update you’ve noticed that for the terms “organic honey” and “luxury honey” your business has moved from page one, to say page four of the SERP’s.

Now, if your seo agency cannot explain why this has occurred, then it might be worth thinking about switching seo companies.

How do we think the January 2020 update changed SEO?

For a very long time now various SEO companies have been stating that a business’s content marketing must be “good quality” but what does this even mean?

Well, here’s our take on what we think “quality” means when referring to how a business should be writing its content marketing.

·        Written by an expert

·        Well written, i.e no spelling mistakes

·        Should include your sources, i.e links to say a journalist that you have mentioned

·        Be useful

·        Have a high word count


What we would concentrate on

If a business was to approach our marketing company, and state that their business was impacted by the January 2020 update, and could we help, we would undertake an SEO audit.

We would then pay particular attention to the businesses content marketing, i.e is it good quality?

For example, if the business sells men’s suits, we would look at whether the content marketing offers good advice?

For example, are there blog posts which concentrate on offering advice on which suits could be worn to a wedding?

Are there blog posts about which suits are fashionable this year?

Or is the business just writing say a few lines of text, which states something very basic such as opening hours over Christmas, and if so this is not likely to improve the businesses seo, in matter of fact it could mean that Google’s algorithm deems the website as “content thin”– meaning that the website may not offer much information.

Google’s algorithm will want to supply quality websites to answer a question, so for example if someone was to ask “which style suits should be worn to a wedding”– if your business, or your marketing company have written a good quality blog post, then your business may get a lot of readers, which may help to improve your businesses seo.  

How our marketing agency can help:

If your business requires a new website, a website redesign, help to improve your businesses organic or local seo, then why not call us?


Here are our marketing agencies top-tips when writing content marketing

If you were to ask most well-known and respected digital marketing agencies, which seo ranking factors they think are an important ranking factors, and there are over 200, they are more than likely to say that it is white hat content marketing and backlinks  

Now, here’s the interesting thing, to earn high-quality backlinks, whether they be do-follow backlinks or no-follow backlinks, you have to have good-quality content marketing.

So, let’s say for example that your business manufacturers high-quality tennis rackets, which are custom-made by your company, now your business might have a company blog, which gives advice about tennis racket design, and also features blog posts written by well-known tennis players giving tips and advice about playing tennis.

Now because you have written this high-quality work, and you have given advice from well-known tennis players, which is obviously going to interest people who play the sport, you might start to earn high-quality backlinks.

So, as you can see content marketing and backlinks are two important ranking factors that are both work together. You often need to write white hat, quality content marketing to earn backlinks.

So, it doesn’t matter if you run a small business here in Cardiff, for example you might own a small woodfired pizza restaurant in Cardiff Bay, alternatively you might own a very large business that is based in the centre of Cardiff which employs hundreds of staff? If you want to get your business on the first page of Google, you often need quality white hat content marketing.


In this article we will discuss:

What is content Marketing?

Do I need to hire a high quality white hat content writer?

What is on-Site SEO?

What is a meta description?

What is a title tag?

Page Speed

Alt Text

Why good content is linkable



It really doesn’t matter whether you’re a global business employing thousands of people, or a sole trader- one thing is for sure, that is if your business needs to improve it’s SEO (search engine optimisation), then you’re probably going to need to invest in content marketing.

Whether you’re investing money or your time, there’s definitely a few things that you should know about content marketing.

In a nutshell not all content marketing is created equal, and what do we mean by that statement?

Well, it’s simply not a matter of looking at your direct competitors, and thinking well they have written 40 odd blog posts, if I were to write say 50 then I bound to beat that business.

Nope, this is a sure-fire way of your SEO failing.

So, what’s the solution?

Well, the solution is simple, invest in quality

Now we do appreciate that “quality” is a rather vague term, in matter of fact it can be used describe anything from a new car through to a loaf of bread!

So the description “quality” doesn’t tell us much at all really does it?

Yet with that said, here’s our best advice in a nutshell, that is quality content marketing can help to improve your seo, yet low-quality content marketing, such as work that has been duplicated for example, well, that could damage your businesses seo, and in some cases even mean that the business incurs a penalty.

Yet, with that said, we thought it would be useful for us to write a blog post that’s dedicated to explaining what quality means when it comes to writing content marketing.

Yet, if your in a bit of a rush, and you just want to just read the bullet pointed version, well here’s what we think makes a piece of content marketing quality:

·        Must be super useful– that’s in terms of answering the persons question

·        Well-researched

·        Backlinks that show where you researched the subject, for example did you extract a survey from a newspaper article online? If so link to the work via a backlink

·        Should include meta titles

·        Meta descriptions

·        Alt tags

·        Internal backlinks

·        Title

·        Over 1000 words

·        Well-written

·        H1-H6


Every piece of content marketing that you add to your company’s website should be high-quality, and what do we mean by this?

Well, allow us to elaborate a bit further….

Not created equal

So, let’s say that you run a plumbing business, let’s say that you specialise in boiler repair, so you look at which businesses are on the first page for “boiler repair” within your area.

And you think right, I will write the same number of articles, let’s say 30, and I will just quickly write say 500 words for each, sound like a good strategy?

Well, its most definitely not a good idea!

That’s because the content marketing must be of a certain quality (white hat) for it to improve your businesses seo, if it is not high-quality and white hat, that’s to say the content marketing is low-quality, well, this could damage your business seo.

It could even mean that your business incurs a penalty.

Penalties fall broadly into one of two categories, that’s to say they could be an algorithmic or a manual penalty.

If the penalty is algorithmic, for example if it’s a Google Penguin penalty, then this means that the algorithm that Google uses has flagged that your website does not meet Google’s Webmaster Guidelines.

Yet, if the penalty is a manual penalty, then this means that someone that works for Google has reviewed your businesses website, and found that it doesnt meet the Webmaster Guidelines also.

A business can see if it has incurred a manual penalty by logging into the businesses Google Search Console account.

However if the penalty is an algorithmic penalty, then often there will be no notifications.

A respected white hat SEO agency, like Adore should then be contacted as to what would be the best way for your business to recover from a manual or an algorithmic penalty.

However, the business that you use to help your business recover from the penalty, must be white hat, and must offer high-quality work.


Okay, so what do you think are the essential qualities that a piece of content marketing should have?

·        Well researched

·        Well-written

·        Written to help the reader, not written just to improve the businesses SEO

·        High-quality and better than other blog posts that are currently on the first page


What do we mean by “better quality than other blog posts or pages that are currently on the first page?”

Well, that’s a really easy one to answer, let’s say you’re about to start a business that builds garden fencing.

Yet, on the first page there are 10 businesses, each has written blog posts about how to build a feather edge fence, well, your business, if it’s to have stronger SEO than those businesses, must offer better quality content marketing.

So, for instance, you could make your blog post better by offering advice that’s clearer, for example a step by step plan, and also advice on how to build feather edge fencing on difficult ground, such as a slope.

Now, you might be thinking, well, we want to start a garden fencing business, why on earth would we want to give away advice on how a customer can build a fence themselves?

Well, here’s the thing, a lot of businesses give away free advice that’s because it’s used to improve the businesses seo, once the business improves its seo, then it can sometimes generate more business.

So, by giving away free advice, the business can benefit, that’s if the seo is done right

Here’s how a business can benefit from writing content marketing:

·        The business may receive more visitors to the website

·        The websites bounce rate may reduce

·        The business may obtain more quality backlinks

·        The businesses website may well be deemed more relevant, because it has applied white hat seo

And what do we mean by relevant?

Well, lets say that you run business, and your business sells organic beer, if your business is blogging about organic beer, and the work is white hat, then when someone is looking to purchase organic beer, then your website could be deemed more relevant, so it appears higher in the SERP’s.

So, what makes content marketing “high-quality”?


You must do your research, so for example, let’s say you run a car dealership, and you want to start selling more electric cars, so you want to write a few blog posts about electric cars.

Well, before you start writing your blog posts, it’s a good idea to do some research, for example what’s the best-selling electric car?

Which electric car has the best range?

Which electric car can be charged the fastest, all of this information can then be incorporated into your blog post, which is much more likely to be a more interesting to read.

Know your business inside out

Your blog post should be written by an expert, so for example, let’s say you sell double glazing, its important someone with a high level of knowledge about your products works with your marketing company, this is so that the blog posts have a lot of detail about your products, which can help to improve your businesses seo.


It’s important to reference where you get your facts, so for example, if you found the model of electric car that was the best seller last year, you should incorporate a link to where you found that fact. Then you could ask your marketing company to add the link and the anchor text.

Googlebot follows links, that’s to say Googlebot crawls and indexes each businesses website, so if you were to write say 2000 words on the best selling electric cars in the U.K, then you may wish to add backlinks to where you read that information.

Then Googlebot can follow those links, and many SEO agencies think that if you incorporate facts into your blog posts, and these facts are correct, that’s because Google has knowledge of these facts through its Knowledge Vault, your website can start to be deemed a source or reliable information.

So for example, you may mention a make and model of a car, and how many were sold last year, when you may state the number of cars that were sold, you could highlight say the number, lets say its 10,0000, and then link to the article where you read that number of cars that were sold.

Many seo consultants believe that if your website contains a lot of reliable facts, and this can if done in a white hat way this can improve your company’s seo.


The content marketing should be well written

You should most definitely not grab a double shot espresso and then just start typing thousands of words, as this is likely to be a low-quality article, and if it overly focuses on improving the businesses seo, and not offering reliable information that’s been researched, well, its likely to damage your businesses seo and not help to improve it.

Will the content marketing help the reader?

This bit is crucial, so many businesses make the mistake of writing content marketing just to try and improve the businesses seo.

So for example, lets say you run a law practice, and you want more customers who would like help and advice in terms of employment law,well you may start writing “employment law solicitors” a high number of times, in a poor attempt to try and improve your businesses seo for this term.

We would highly recommend that you do not do this, as your business could incur a penalty.

So, what’s the solution?

The solution is to write high-quality content marketing that will help someone who’s needs an employment solicitor.

So, for example, the marketing company then may work with the solicitor, that’s to work out which questions the business gets asked a lot, and to write blog posts that answer these questions.

Then you could write a blog post that answers these questions, this could help to improve your businesses seo.

Must aim to be the best

The work should aim to be the best.

How can you improve the SEO of each piece of content marketing?


Each piece of writing should have structure, so for example make use of titles, H1- H6 tags.

Word count

We would recommend a high word count, but the work must also be quality.

Page speed

The website should load quickly.

Mobile friendly

The website should be mobile friendly.


The business should work with the marketing company to amplify the content marketing.

How we can help:

If you would like a quote for SEO, then why not call us?


What does “high-quality” content marketing even mean?

You may have noticed that on your competitors websites, that they have a section on their website called a “blog” or the “article” section?

Within this article we are going to talk about what content marketing is, and why so many businesses invest their marketing budget in this.

So, it doesn’t matter if you sell camping gear like tents online, or you are selling high-value sports cars, most companies want to be on the first page of Google’s SERP’s (The Search Engine Results Pages) and to do this you need strong SEO ranking factors.

To have stronger ranking factors than some of your direct competitors, then you often need the skill of a respected white hat SEO agency. However, you have to pick the right agency here in Cardiff, South Wales, hire the right one, they can simply get your business to the top of Google, hire the wrong one, well they may implement rubbish, low-quality seo, which could mean your business incurs a massive penalty!

This article is going to explain why a lot of agencies spend so much time writing content marketing, we will also explain why this work must be “white hat”.

We are also going to explain why the content marketing work must be:

·        High-quality (White hat)

·        Researched (Include sources)

·        Written by an expert

·        Contain on-site SEO in a white hat way

·        Have a sufficiently high word count (400 words no longer cuts it!)

·        Should include facts and figures

·        Must be indexable (Googlebot)

·        Must be well written


You start to go through these blog posts, you might notice that they go back many years, and on each article there is a lot of text, for example some articles might be over 10,000 words in length.

Now obviously to write a long article, for example an article that is 10,000 words, that is going to take a lot of time and effort, if it is written so that it is high quality.

So as a company owner you might be wondering well, why is the business going through this effort to write so much text?

While quite simply put, often it is written by an SEO agency, and the aim of the work is to improve the businesses organic SEO.

Now, what’s important to note is that a lot of companies want to rank on the first page of, however it is only the businesses with the strongest SEO which are ranked on the first page.

Now to rank on the first page, you need to improve your businesses organic SCO, and to do this you need to improve the strength of your businesses ranking factors.

Now obviously a lot of businesses will not have the expertise to do this in-house, so often a white hat agency or an SEO consultant is often needed in order to improve the businesses SEO.

Therefore, what is needed is a company which can improve the ranking factors, and to do all of this work in a white hat way, therefore you need to partner with a quality white hat agency which is able to build quality backlinks, improve the on-site SCO such as the meta titles and meta descriptions, improve the off-site SEO by building backlinks in building business citations for example.

Now an integral part of the SEO process is to write what is called content marketing, this work must be white hat, it must be well written, it must be researched.

This is obviously going to take a lot of time and effort, needs to be done right, and it if it is white hat it can help to improve your company’s SEO.

However, if it is not white hat then it could mean that your company incurs an algorithmic penalty.


It’s a question that’s as old as the hills, okay well not quite, but it is a question that digital marketing agencies get asked a lot- that is what qualities make content marketing “high-quality”?

As after all the description “high-quality” is a rather subjective one- it can be used to describe anything from a used car through to food you buy at the local supermarket- yet that doesn’t help someone who’s trying to figure out how to write “high-quality content marketing”.

So here at Adore we thought that we would be super helpful, and that’s by writing down a few things that we think you should think about when you are writing a blog post for your company’s website:

And if you’re in a bit of a rush, or turbo charged through drinking too much coffee, well here’s some bullet points on what we think needs to go into your content marketing for it to be deemed as “high-quality”:

·        Must be white hat

·        Well-written

·        Researched

·        Written by an expert on the subject

·        Have outward bound backlinks to where you sourced the information, for example, if you read a statistic on the BBC’s website, then you should link to that page using anchor text and an outward-bound backlink

·        Should have a high word count, we believe a blog post shouldn’t be below 500 words

·        Should not have the keywords that you wish to rank for repeated too much

·        Must follow Google’s Webmaster Guidelines

·        Should have a title

·        Should have H1-H6 tags

·        Should have a meta title

·        Should have a meta description

·        Should use alt text

#1 Is content marketing still king?

The short answer to this question is yes, most definitely.

However, with that said, here’s the thing, every year so many digital marketing agencies come and go, that’s because they may fail to implement quality white hat SEO.

Sure, some of the work will be white hat, but that’s like saying “our cars just about meet the standards that are applicable in order to sell our vehicles in Europe- they do not aim to exceed the standards set”.

Now if you were thinking of buying that brand of car, well, would that statement inspire much confidence for you to purchase that car?

It applies that the company does the absolute minimum required in order to be able to sell the cars, when people will be looking for quality and car manufacturer that aims to excel, beat the competition, and offer a product that you want to own because it’s a quality product.

Well, this is exactly the same when it comes to content marketing, that’s because so many digital marketing agencies just produce content to tick a box, that’s to say that piece of work is done, let’s bill the client!

That’s to say a copy writer may well be tasked with writing 2000-3000 words a day, and they do just that, write to hit a word count.

Yet this will never work- think for a second of Google’s algorithm, it will be able to supply millions of different businesses to supply an answer to a question- now why would it serve a business that doesn’t put much effort into answering the question?

Well exactly it wouldn’t.

That’s why your content marketing must aim to be the best, and by this we mean:

·        Expertise- are you an expert on the subject? Well make sure that this is shown when you write the article

·        Sources- where did you source the information, is there a perspective that you have noted in your article, say by a journalist, well why not link to their work?

·        Effort- has enough effort been exerted to answer the question to a good standard? I.e will the reader walk away happy they got an answer to their question?

So here’s the thing, when your writing a piece of content marketing, you really shouldn’t be thinking of improving your SEO at all.

We here you gasp- and shout, well why not- that’s the whole point right?

No, its not, the whole point is to supply a quality answer to a question, so that the person who reads your article thinks that it really helped them.

And then this will help your seo, because that person may link to the work, the bounce rate for your website may well be low, plus your whole website may start getting quality backlinks, as your business becomes a source of quality information.

So, for example let’s say that you sell car parts, but if you have a really good blog section on your website, or an area that offers advice, on say how to change the oil on your car, then this may attract backlinks.

If these backlinks are good quality, Google’s algorithm will spot this, it will notice that you  have possibly hundreds, if not thousands of good quality backlinks, and this could really help to improve your company’s seo.

#2 Search Quality Rating Guidelines

Whether you run a large digital marketing agency, or you’re a sole trader thinking of working on improving your businesses search engine optimisation, the Search Quality Rating Guidelines are most definitely worth a read.

So grab a coffee and have a read before you start to write that 2000 word article!

#3 High-quality and informative

So let’s say you run an employment solicitors practice, and you want to manage your SEO inhouse, so all your solicitors are flat out busy, so if one solicitor quickly writes a 300 word article which offers some insight into the company, and how the company is growing in terms of taking on new staff, attending award ceremonies, and also writing a bit about the employee of the month, that’s enough right?

That will improve the businesses seo?

Well, we would answer that with a big fat massive NO!

Your customers are not going to care too much about that, instead they will have questions, and you should answer these questions, and how do you do that?

Analyse commonly asked questions, for example if you run an employment law practice, you may write a detailed article that is titled, “how can I prove I am being bullied in the workplace”– that’s a question that employment solicitors may get asked a lot, so why not create a really detailed article explaining how an employee can do this?

People will then want to read this article, and if its high-quality, then this could improve your businesses SEO.

That’s to say the article may gain backlinks, plus also your business may have a low bounce rate, Google’s RankBrain and Google’s algorithm may then spot this good SEO work, and your business may go up the ranks.

#4 EAT Expertise, Authoritative, trustworthiness

This returns us back to our previous point, the days where a digital marketing agency can write 300 words of complete nonsense in the vague aim of improving your businesses organic seo are most definitely over.

Google’s algorithm is now very sophisticated, it will know if the work is quality or not.

And how does it do this?

Well, that’s a good question, here’s what our SEO agency in Cardiff thinks about how Google’s algorithm works out if the work is good quality or not:

·        Entities- does the article talk about known entities, if so, are the facts correct? Such as the date an event occurred, such as when a new algorithm roll-out occurs?

·        Bounce rate- has the website got a low or a high bounce rate?

·        Internal links- does the article link to other articles, so does the business talk a lot about a subject, such as a business that sells bikes, do they write a lot about mountain biking

·        External backlinks- does the business link out to websites where they obtained quotations or lets say a statistic?

·        Is the website easy to use, i.e is it responsive?

·        How many good quality backlinks lead to that page?

·        What’s the word count, is it high?

#5 Mobile friendly?

This point is worth making really quickly, some businesses stick with their website, even though it is very old, well, you have to make sure that the website is mobile friendly and responsive, as if your website does not work on mobile phones, well, your seo efforts may well be wasted.

#6 White hat?

All SEO work must be white hat. All work that your marketing agency offers, or that your business does to improve your seo must be white hat.

If your seo work is not white hat, then your business may incur a penalty. There are two main types of penalties, algorithmic and manual, an example of an algorithmic penalty would be a Google Penguin penalty– your business should avoid getting any type of penalty.

An algorithmic, or a manual penalty will mean that your business could be removed from Google, or your website could drop, and by drop we mean move from page 1 to page 10, so you really do have to make sure that all work is high quality.

#7 How our digital marketing agency can help

If your business requires help to improve its organic SEO, then why not call us?

We are a marketing agency that’s based in Cardiff, we work with businesses from right across the city, that’s from Cardiff Bay right through to Roath, so why not give us a ring?

#8 Why not give us a call?

Why not give us a call today?

How can we improve our businesses on-site SEO?

So, your business that’s based here in the wonderful city of Cardiff, South Wales has had a brand-new and rather expensive CMS (Content Management System) website built by a local web design company.

 You have had it designed in “WordPress”, and you as the business owners are really happy with the design, and you believe that it perfectly sums up what your business is all about and what it offers.

Great stuff, but how do you get customers onto your new company website?

So, now you need to find a way of improving the businesses “organic SEO”, and you quickly evaluate many local digital marketing agencies and arrange to have a telephone call to discuss how they can help to improve your businesses organic SEO.

Quickly during the phone call, you here that on-site SEO is important, and they might even say that they going to start by looking at your businesses anchor text, meta titles and meta descriptions, page titles the content marketing, the evergreen content marketing, the blog post, the footer and they are going to look at whether your website has been well-designed from an SEO perspective or not.

So, you hear that on-site SEO is rather important, and this is written into the marketing strategy that the business has written, yet you might want to know a bit more about what on-site SEO is all about, why the meta titles, meta descriptions and the content marketing might need to be improved and why it’s crucial that all of this work is delivered so that it is “white hat”.

This article will explain some of the important areas on-site SEO, how our agency, which is based in the city of Cardiff, uses white hat SEO methods to improve our businesses SEO.


   What is on-site SEO?

  • What is Schema.org and Schema mark-up?
  • What a title tag?
  • On-page ranking factors
  • What is alt text?
  • What is a meta description?
  • Why company website’s shouldn’t have duplicated content
  • What is Robots.txt?
  • What are robots meta directives?
  • What are HTTP Status Codes?
  • Page Speed
  • Conversion Rate Optimisation
  • Domains
  • URLs
  • Canonicalization


Okay, so it really doesn’t matter whether you run a large business or your a sole-trader, as its safe to say that most businesses would benefit from improving their on-site SEO.

As we will come onto later in this article, on-site seo is a large part of the seo process, simply because there is so much work to do, for example adding meta titles, meta descriptions, alt tags, internal backlinks, content marketing, anchor text and so much more.

But let’s now have a look at a few ways that you could improve your businesses onsite search engine optimisation.

Meta descriptions and Meta titles

What are meta title’s and meta descriptions?

Well, let’s say that your looking to purchase a pair of ice skates, you know the make of ice skates that you want, so you are scanning your eyes down Google’s results (SERP’s), so that you can see that make of ice skate, and if the retailer stocks the ice skates that you are looking for.

Then you see result number three, it has the following description:

Meta title: We stock a range of different ice hockey skates, plus we offer free delivery

Meta description:  Welcome to “company name” we stock a range of different ice skates, including the following “brand name” plus we can deliver the very next day for free.

This is an example of a meta title and a meta description, plus it’s a really good one- and why do we say that?

Well, it is likely to improve the businesses CTR (Click Through Rate)– and what does that mean?

Well, no matter how hard your digital marketing agency works, your business is always going to be just one business that’s listed in the SERP’s. So for example in the organic results, your business will normally be just one of the listings, and there are normally 10 in total.

So sure, the marketing agency may get your business into the number one position, yet if the business result in the number 3 position says something that the shopper is looking for, then that might grab their interest.

Such as the exact product they are looking for, plus an offer, such as free delivery.

So, your marketing agency should spend a lot of time making sure that the meta titles, and the meta descriptions are well written. We recommend Yoast if you do have a WordPress website, as this can be used to ensure that the meta title and meta description are written to the right word count.

What does white hat mean?

Well, what we mean is write as if you are trying to encourage a shopper to visit your website, don’t just cram the meta title, and meta description with loads of different brands, or offers, as if they click on that page, and it doesn’t offer what the shopper wants, then the businesses bounce rate is likely to increase, and this could adversely affect the businesses seo over the long run.

Use Google Analytics to monitor your company’s bounce rate.

So, do adhere to white hat seo methods always.

Content marketing

Are you adding blog posts to your website?

But your SEO does not seem to be improving much?

Well, here’s the thing, so many marketing agencies offer local SEO, yet they do not get the content marketing right.

And, what do we mean by this?

Well, some digital marketing agencies still think that if they write the content marketing to improve the businesses SEO, and not focus on offering useful information to your customers, that this will improve the businesses SEO, however Google’s algorithm is far too sophisticated for a marketing agency to be writing content marketing that is just aimed solely at improving where a business ranks.

So for example, lets say your business sells winter jackets, now if your marketing company just keeps writing articles that mention “winter jackets” and “winter coats” repeatedly, well guess what, this is not going to improve the businesses SEO, its actually called “keyword stuffing”- and it is bound to negatively affect your businesses seo.

However, if the company hires a respected marketing agency, like Adore Online Marketing to write a high-quality article which explains the latest fashion styles, when it comes to winter jackets, and which options would be best for this winter, well, this is likely to do much better. 

So when writing content marketing, we always think that you should follow the following rules:

·        Must be white hat

·        Must be useful, so does it answers the shoppers questions?

·        Must be well-written

·        Should include some links to show where the information was obtained

·        White hat anchor text

·        Meta title and meta description

·        Should have a word count that exceeds 1000 words

New pages

Does your business need new main pages added?

So, this is a really basic question, but sometimes a business will hire a web design business, and they will offer a really cheap quote, but that’s on the basis that the site may only have a few pages.

But as any good SEO consultant will tell you, its important that each main service that the company offers, has its own page.

This so when GoogleBot crawls and indexes that page, it can read a meta title, meta description, alt tag, content marketing, anchor text that are all written to describe that one service.

So, for example let’s say that you run a plumbing business, we would recommend that there’s one page for the boiler repair, one for boiler replacement and another then for emergency plumbing.

Then you can add the following to each page:

·        Title

·        H1-H6

·        Meta title

·        Meta description

·        Alt tags

·        Content marketing

·        Internal backlinks

Internal backlinks

Is your business using internal backlinks?

Make sure your website can be indexed

Can your website be indexed, or is the “no-index” button on? To check this you should speak to your website designer.

What are business citations (NAP)?


So, let’s say that your about to travel to your digital marketing agency that’s based here in Cardiff South Wales.

The reason for your visit?

Well, you want to discuss how the agency will be able to improve your businesses local SEO here in the capital city of Wales.

So, for example, it doesn’t matter if you run a local pet shop that only employs one other person or you own a chain of car garages and you want your garage to appear number one in the Cardiff area.

What you require is “white hat local SEO”, that’s to say whether somebody is looking to buy a certain brand of luxury dog food locally, or they wish to have a new clutch fitted to their car, you will want to improve your local SEO so that you appear higher on Google’s organic listings or in the Google My Business results.

And how can a business here in Cardiff, appear higher on Google?

That’s the Google My Business results?

Or the Google Organic Results?

And you may hear your SEO consultant talk about “NAP” when your at the agency, and there talking about how they can improve your SEO, that’s to say, one of the first tasks that they might do, in order to improve your businesses local SEO, is to build high-quality “business citations” using your Cardiff companies NAP details.

So what does NAP even mean?

Does it mean that the SEO consultant is going to go for a bit of a break and asleep for a while? Well no is the answer.

NAP simply stands for “name of the business”, “address of the business” and also the “phone number of the business”.

NAP is therefore important for reinforcing information about your business such as its name, address and phone number.

Therefore, a good white hat SEO company will make sure that you have business citations, that all of these business citations all match, so that they are consistent, and they should also work to make sure that the information is kept that date, for example, if your primary phone number changes they should update this information on your company website, and also the business citations (NAP).

However, it’s important to note that business citations (NAP) are just one part of the local SEO process, in this article we are can discuss many more ways a business can improve its local SEO.


  • What is a Local Citation?
  • NAP consistency
  • What are the components of a local citation?


If your company is thinking of improving your businesses local or organic seo, then you may have asked a local marketing company like Adore, which is based in Cardiff, what services they can offer?

And the business may have said that they can build business citations (NAP) on a monthly basis or to make sure that your business has its NAP information written on your website such as in the footer on the contact us page.

Some agencies may have said that your business has a high number of outdated business citations, yet now they must work on making sure that the NAP information is consistent with your company’s new business citations- but what does this even mean?

For example, lets say that you run a business in Cardiff Bay, and you have say 40 business citations to a Cardiff Bay address, its just now the business moves to Roath, Cardiff, your marketing business must then update the old 40 business citations to the new address, for example in Roath, Cardiff, South Wales.

Business citations are an important part of the SEO process, but they should not be focused on in isolation

That’s to say your marketing agency should create a marketing strategy, and if your thinking about improving the businesses local seo, then the agency may wish to also think about improving:

·        Building high-quality backlinks in a white hat way

·        Building business citations

·        Rectifying conflicting business citations

·        Making sure that NAP information is consistent

·        Setting up a Google My Business account

·        Add quality content marketing

·        Making sure that each page has a meta title and meta description

·        Making sure that all the work is white hat

And these are just some of things your marketing agency should be working on, that’s because Google’s algorithm is thought to calculate the strength of over 200 ranking factors, that’s when working out how strong your businesses seo is.

That is why we say if your business is just focusing on building business citations, then this is likely to be a weak strategy. Instead often an agency is needed to build links, and write quality content marketing on a monthly basis.

What are business citations?

Business citations, sounds complicated doesn’t it?

Well, it shouldn’t.

That’s because business citations are just mere mentions of your businesses name, its address and phone number, nothing more and nothing less.

Yet, with that said, so many marketing company’s and businesses implementing SEO themselves get this wrong.

So here’s the thing, your business will need citations, but these must come from a quality business, plus all citations must be built in a white hat way.

So, what can happen is a marketing company builds business citations, they get the NAP information correct, yet then the business changes its address, yet the business citations still state the old address, this is what can cause conflicting business citations.

So not only should your marketing company be building citations, they should also be making sure that old business citations are kept updated.

Is NAP all that important?

When you call an SEO business to help improve your company’s seo, then those business then can then improve over 200 ranking signals, yet the work must be white hat.

And business citations, well they are well down the list of importance.

However, with that said, if done right they can help to improve a business’s seo. Your business may wish to focus on building backlinks, and writing quality content marketing first, as that’s often considered more important.

Why you shouldn’t confuse backlinks with business citations

A lot of businesses make the mistake of confusing business citations with backlinks, however it is often true that a business citation comes with a backlink.

However, the backlinks that often come with a business citations are often no-follow backlinks, or they are low value, so they will often not help to improve your businesses seo.

So what this means is that when an agency reviews your company’s backlink profile, often there will be a lot of business citations, however these are often not that important from an SEO perspective.

What are often needed are high-quality backlinks, backlinks from a website like The Times newspaper for example.

The real reason why most digital marketing companies build business citations is to improve a business’s NAP, which are mentions of your businesses name, address and phone number which can if completed in a white hat help to improve your businesses local seo.

How NAP works

It is widely thought that if your business has its NAP details, such as business name, address and phone number written in business citations, and this matches the NAP information on your website, then this can make the information more reliable.

For example, let’s say that wanted to purchase a new tennis racket, and you had a look for local businesses that sells tennis rackets locally.

Now, if one business had a website, and it said it was based in Cardiff’s city centre, yet the business citations said the business was in a different location, let’s say on Newport Road in Cardiff, and that’s because the business had moved, well you can see how the algorithm would be confused.

That’s to say where is the business, Newport Road, Cardiff or the city centre of Cardiff?

So, this business is likely to have weak seo.

However, a second business that sells tennis rackets has a shop on Albany Road, Cardiff, and its address on its website is correct, plus all of its business citations match, so you can see which business has better SEO.

How we can help:

If your business would like help to improve its seo, then why not call us?