Copy and paste: using the ready-made wording

Page title ideas

Choose one, adjust it if you like, and put it in the page title box for your home page (the guide's first jobs section says where that usually is). Keep it to about 60 characters. Each other page needs its own title in the same style. More on how titles work.

The description

Paste it into the description box for your home page. It is written to fit the space Google usually shows, about 150 characters.

The main heading

Use it as the big heading at the top of your home page, set as "Heading 1". If you already have a heading there, replace it rather than adding a second one.

Questions to answer on your site

These are questions customers commonly ask businesses like yours. Write a short, honest answer to each, in your own words, two or three sentences. Put the actual answer in the first sentence, then explain. You can add them to your home page, to the relevant service pages, or to a single questions page. This kind of plain answer is exactly what AI assistants like to quote.

Pages worth adding

Suggestions for new pages, each with the reason. A good new page covers one subject properly: what you do, how it works, what affects the price, photos of your own work, and a few common questions. It does not need to be long, but it does need to be useful.

Business details code

If your report found no structured business details on your home page, it includes a block of code. This is the "hidden label" that states your business name, phone, address, opening hours and area in a form that Google and AI assistants read without guessing. Visitors never see it. Here is the shape of the block, with made-up details and the parts you replace in square brackets:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Smith Plumbing",
  "url": "https://www.yourbusiness.com/",
  "telephone": "[ADD YOUR PHONE NUMBER]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[ADD STREET ADDRESS]",
    "addressLocality": "Springfield",
    "postalCode": "[ADD POSTCODE]",
    "addressCountry": "GB"
  },
  "areaServed": "Springfield",
  "openingHours": "[ADD OPENING HOURS, for example Mo-Fr 08:00-17:00]"
}
</script>

1. Copy the whole block, including the first and last lines that start with <script and </script.
2. Replace everything in [square brackets] with your real details. Delete any line that does not apply, such as a street address if you work from home.
3. Add it to your home page. On WordPress, your SEO plugin usually has a "local business" or "schema" section that does the same job, so you may not need the code at all. Website builders often have a "custom code" or "header code" box. Otherwise, send it to your web person.
4. Check it. Google's free Rich Results Test and the Schema Markup Validator will tell you if anything is wrong.

The details in the code must match what your page shows. If the phone number in the code is different from the one on the page, that does more harm than good. The code in your own report is filled in with your business name and town, and your phone number where we could find one.

You can see all of this in the example report. For what happens once you have made the changes, see what happens next.