How can you use Google SEO to attract more customers?

Maintaining your websites relevance and value is an ongoing process, so we explore some key ways to optimise your Google SEO strategy that will benefit your business.

If you are hoping to attract a broader customer base, improving your website visibility and ranking on Google is crucial in today’s digital landscape. Google SEO (search engine optimisation) involves complex algorithms that determine the relevance and value of websites when users search on the platform and these are constantly evolving. Therefore, it is important to maintain that relevance and value, so we explore some key ways you can optimise your Google SEO strategy that will benefit your business.

#1 - Keywords

By identifying relevant keywords related to your business, you can optimise your website's content to match those search queries. This can help to attract organic traffic, increase visibility and potentially convert visitors into customers. You need to think like your customer, but not be too specific when considering the words or phrases that people might type into the search bar when looking for information. To determine good keywords, you should also consider relevance, reasonable search volume, low competition (consider how popular a keyword might be?), the user intent or the purpose behind their search. Long-tail keywords can be a helpful way to attract visitors who are seeking more specific information, e.g. “best pop-up tents for festivals” rather than "pop-up tents",  although these will obviously have a lower search volume. It is also important to avoid keyword stuffing (repetitive use of the same words in your website content) which is against Google’s spam policies. Some popular tools you can use to help identify good keywords for your website include Google Keyword Planner, SEMrush, Moz Keyword Explorer, or Ahrefs Keywords Explorer.

How else can you use keywords to help attract potential customers?

With millions of online searches every minute, companies need to stand out to their target audience. helps boost B2B marketing leads by connecting buyers and suppliers through a global online directory. With a business listing on Kompass, we work with you to create a detailed company profile with keywords to set you apart from competitors and reach the 7.5 million global visitors who use Kompass every month.

#2 - On-Page Optimisation

This involves optimising various elements on your website to improve its search engine ranking, such as page titles, headings, content, URLs and meta descriptions (sometimes used by Google to generate descriptive snippets shown in search results) with relevant keywords. The SEO Starter Guide outlines some key suggestions to enhance your website, such as reducing duplicate content, using descriptive URLs, how to organise your site and build links to useful resources. Always keep in mind a successful website should be helpful, easy to navigate and ultimately a pleasing experience for the visitor.


#3 - Quality People-First Content

Google values websites that provide high-quality, informative content which addresses the needs and interests of the target audience and is not simply designed to gain a better search engine ranking, so it is important to focus on creating helpful people-first content. For example, consider whether your intended audience would find the content useful if they came directly to you? Does your content demonstrate first-hand expertise or a depth of knowledge? Are you helping readers learn enough about the topic to achieve their goals or at least pointing them in the right direction? In helping to improve your website's rankings, Google values experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in the content creation process. They also suggest that considering the “Who, How and Why” will help to ensure the content you create, fulfils at least one or more of the E-E-A-T attributes. It is also worth approaching AI-generated content (of which Google is not a fan) with caution! Some factors are not always attainable by AI – the provision of original information, reporting, research or analysis – providing insight that goes beyond the obvious and demonstrating first-hand expertise. So being mindful of these will help you determine the role AI might play in building your website content.

#4 - Backlinks

Backlinks are links from other websites that point to your website, which Google considers a vote of confidence in your website. Having good-quality backlinks from reputable and relevant websites can positively impact your website's search rankings.

So how do you go about getting more backlinks?

Certainly, a helpful starting place can be with a qualified company listing on a global B2B online directory such as Kompass, giving not only business credibility but also reassurance to potential customers.

#5 - High-Quality Reviews

Reviews are helpful to all of us when it comes to decision-making and Google gives suggestions to help you write high-quality reviews of products or services. These include evaluating from a user perspective, as well as considering how a product compares or sets it apart from its competitors. Another suggestion is to create a checklist of points to help people with their buying decisions. Focusing on quality and originality will help people discover your review pages when searching and to build credibility it also helps if the reviewer can demonstrate tangible experience or knowledge as an “expert”.

Booster on Kompass

#6 - User Experience

Google prioritises websites that provide a good user experience and this includes having a mobile-friendly website that is easy to navigate. You should avoid excessive ads that distract from the main page content and the design should make it easy for visitors to find the information they need. You also need good Core Web Vitals which measure the UX for loading performance, interactivity and visual stability on your website pages.

#7 - Local SEO

If your business operates in a specific location, local SEO helps you appear in local search results, which are based primarily on relevance, distance and prominence. Optimising your website for local keywords and obtaining positive reviews from local customers are also important for local SEO. This guide shows you how to make your business location, official site and content available in the search results, in the Google knowledge panel and on Google Maps.

#8 - Google Algorithms

Google uses algorithms, which are complex formulas, to determine the ranking of websites in search results. These algorithms consider various factors, including relevance, quality, user experience, and backlinks, to deliver the most relevant and useful search results to users and Google makes thousands of updates every year, which can go unnoticed by most. However, the major updates, which do occur regularly, can have a significant impact on SERPs (Search Engine Page Results), so Google Search Essentials is a useful reference to help you ensure your web-based content continues to perform well on Google Search. In summary, it is important to maintain awareness of Google's guidelines and best practices. Be consistent in creating high-quality content, and improving the user experience. SEO is an ongoing process, and whilst it can take time to see results, keeping your website up to date will undoubtedly help you attract new customers and be of benefit to your business.

Want to find out more? Contact Us today or give us a call on 0800 0185 882

Download Booster Guide – 18 ways to promote your business on Kompass
Disclaimer: Please note that this blog only contains general information and insights about legal matters. The information is not advice, and should not be treated as such.