Search engine optimisation, otherwise known as SEO, is incredibly important for marketers, especially in our vastly developing digital world. With the Google search algorithm updating around 500-600 times a year, how on earth are we supposed to keep up with best practices?

The Napier Group has developed a tool which will allow you to assess your current SEO activity and provides recommendations and quick-fixes to help improve your ranking.

The tool can analyse:


Google uses spiders (don’t be scared, they’re only virtual ones!) to analyse web content.

The spider crawls a list of webpages in an algorithmic process. Once a webpage is discovered, Google analyses the content to find out what it’s about and then stores the information in its database, this is called indexing.

To make the spiders’ job easier, and to improve your page indexing you can: Use short and meaningful page titles, use headings as subject descriptions, include page titles and meta descriptions, and annotate any videos and images with alt text as appropriate, because although Google can understand some images and videos, it understands text better and easier.

Not only is it desktop you should be focusing on, but mobile too. Google is gradually heading towards a mobile first indexing approach, meaning you should include mobile optimisation as part of your SEO strategy. By doing so will allow your website to improve user experience and increase loading speed. A website which is not optimised for mobile can cause slow delays due to differences in the coding of the pages.


When we optimise our webpages, including alt text and blogs, we’re making our website more accessible for users on various search engines. For example, Google uses multiple algorithms and signals to rank suitability, allowing relevant company pages to be listed in the search engine results pages (SERPs).

When someone types a query into their search bar, Google tries to find the most relevant answer from its index based on multiple factors. It finds the webpages with the highest quality content and appropriate answer help the user find what they’re looking for. Google will take into consideration the user’s location, language, and whether they’re search on their desktop or mobile. To improve your ranking make sure that you have good up to date content with purpose, and your website is both desktop and mobile user friendly.

Want to see how you rank for SEO?

Try out the Napier SEO tool. To get started, simply enter your website URL and email to receive your free SEO report.

SEO - The Napier SEO tool