Date: 27/03/2025

Author: Ryan Walsh

Table of contents:

• Improve the website U.X (user experience)
• Why it’s essential to have high-quality and valuable content marketing (Google EEAT)
• What is Google E-EAT, and why is it now essential to improve your business score?
• On-page SEO- what is it? How do you improve it?
• Off-page SEO- what is it? How do you improve it?
• Technical SEO- what is it? How do you improve it?

 

Why we are the cream of the crop here at Walsh & Partners.

We are an agency with 10 years of experience working with some of Cardiff’s most established and well-known businesses.
When a business wants to improve its visibility and generate more enquiries, it talks to Ryan and the team.

 

Rome was not built in a day.

 

We all know how this story goes…

If your business is not on page one of Google, you’re missing out on business.

That line is starting to get a bit old and makes us want to yawn.

It’s true, however; it’s obvious.

The actual question is, what can a business do about it?

How do they achieve the top spot on Google?

Is it simply a matter of making a few quick phone calls and hiring any agency that offers the work at the lowest price?

Well, then, my friends, you would be comparing apples with pears.
SEO is an art, and if done right, you can soar to the top of Google.

However, Rome was not built in a day, and search engine optimisation takes time and patience.

Yet the results can be transformative.

Ryan Walsh is the owner and operator of Walsh and Partners.

We know that getting a business on page one can mean the difference between a business growing and, if you hire the wrong SEO business, well, the company going bust.

That’s how vital search engine optimisation is and why it’s essential to take your time and seek out the best agency you can.

User experience (U.X) what is it? How do you improve it?

 

We all know that backlinks and content marketing are the primary pillars of SEO, yet user experience (UX) is a metric that is only going to grow in importance.

 

A good chef tastes his dish before serving; if it’s not right, the recipe is perfected, improved or restarted.

This should also be the case for a business’s content marketing and web design.

If the UX is not good, not up to scratch, then dwell times are low and bounce rates are high, then there’s a problem.
However, just as when you get a dish just right, you will want to savour it for longer, enjoy it, and perhaps return to the same place next week.

This is also true with content marketing; if it’s good, dwell times are higher, and you’ll want to spend more time with the reader actively absorbing the advice being provided.

Then the brand may stick in your mind (brand awareness), so you keep returning as the shopping experience or user experience is to a high standard, and you become a returning customer to that website.

Google also separates Google Analytics between new and returning visitors.

Therefore, it is widely thought by many agencies that if you have a lot of returning visitors, this is an indicator that your website is offering a good UX or user experience.

So, what all SEO agencies should aim for is to create a user experience where the customer wants to return to that website and make repeat purchases.

Shoppers may return as they know the information, such as the product descriptions are helpful, the website is simple to use.

Passionate about what your business offers

Businesses that are passionate about the products or services that are being sold- this is self evident in the on-page seo.

This passion for the products / services should shine through in the way the website is constructed and the helpful the business conveys.

 

Content marketing that cuts the mustard

Employed across the U.K. are copywriters at various SEO companies who write content marketing, sometimes with little interest in the subject matter, resulting in content that is vague and uninspiring.

Don’t get us wrong; some agencies write world-class content marketing, which is how they help their clients rise to the top of Google’s search results.

However, a lot of it is written by copywriters who have carried out minimal research, keeping one eye on the word count at the bottom of Word until the majestic one-thousand-word limit is reached.

Then it’s time for lunch.

This is what we call “space junk” here at Walsh and Partners

 

 

Googlebot indexes millions of pieces of content marketing every day; businesses, SEO agencies, and organisations all publish content marketing like a long factory production line, which never comes to a stop.

Yet only some of this content marketing will meet Google’s high standards as being worthy of being indexed.

Only some will be good enough to be indexed and included in Google’s Knowledge Vault.

Only some will, therefore, be part of Google’s search results and be ranked say 7th in the SERP’s.

So, don’t mass-produce content marketing; it will just be space junk floating around, serving a purpose other than just being clutter.
Create valuable work, work that, as soon as Googlebot crawls and indexes it, is deemed so good that it starts to rank high in Google from the start.

 

On-page signals

Put yourself in Google’s shoes for a second.

Googlebot, as it’s known, is a bot used by Google whose primary function is to crawl through websites, identifying new pages, improvements that have been made, and changes to existing pages.

It does this by following external and internal backlinks.

Googlebot, well, is very busy, that’s for sure.

Now, Google has to crawl and index pages with massive amounts of text; many pages contain over a thousand words, so how does Google decipher what the person or business is talking about?

Are they talking about wellies or classic cars?

Well, people can go off on a tangent, discussing a multitude of topics in just one article.

This is why it’s important to send clear signals to Google about what the page is about.

You can use page titles, H1 through H6 titles, meta descriptions, alt text, schema markup, and internal links, among other elements.

The point we are making here is that you have to make it clear to Google what that page is about, but don’t over-optimise.

It’s a delicate balance between telling Google that the page is about jet skis and overdoing it so the page is over-optimised.
So, add all the relevant on-page SEO elements, yet don’t go overboard, or you may optimise the page and trigger a Google penalty.

Off-page signals (the critical part)

Anybody can call themselves the best.

The bee’s knees

The cream of the crop

Yet, as with everything in life, you have to be able to back up your claims.

This is the same with SEO; you can write content marketing until you turn blue in the face and fall off the chair in exhaustion.

Yet, if other businesses don’t link to you, the authority and trustworthiness of the website do not improve.
Google EEAT is now a critical metric that Google uses as an overarching framework to evaluate how well a business website performs.

So, you can have good content marketing written by experts who demonstrate experience in what they are writing about; that is needed.

To rise the website up the ranks, you need to improve the website’s authority. The primary way you do this is to earn relevant, high-quality

links.
Mentions of the company brand are also noteworthy; however, backlinks are the best way to improve the website’s authority.

Technical SEO

Technical SEO is an umbrella term that describes everything from ensuring the website can get indexed to ensuring it is fast on smartphones.
You need to ensure that your technical SEO is working correctly so that your pages can get indexed.

If pages you want to be indexed can’t get indexed, then they won’t appear in Google’s or, say, Bing’s SERPs.

Therefore, if a page has an indexing issue, it needs to be fixed.

Come and join us for a chat.

We work with a wide range of clients, from dental practices through to leading solicitors.

We are a marketing agency with over 10 years of experience. We are, therefore, one of the best SEO companies in Cardiff.

This is due to our wealth of knowledge and our understanding of how Google’s algorithms work.

Come and have a chat with us; we offer free, no-obligation quotes with no pushy sales tactics.