Google will return results that are most relevant to users based on the search terms/keywords or sentence used in the query.
For your business, create a list of services provided. For each service list how users will search (e.g. “nanny agencies in London”). Highlight keywords where your business may have a niche or specialism (“nanny agencies in South West London”). There might be 100 similar businesses in London, but perhaps only a few focus on South West London. These are the keywords to focus on and use whenever possible in content, titles, metadata and links.
The main area Google will look at is the website content, so make certain the titles and paragraphs contains keywords (e.g. a “childcare agency in South London” query in google will match to website content “We are a specialist childcare search agency in London”). The content should try to refer to alternative words or synonyms (e.g. “We're a childcare recruitment agency that can help you recruit nannies, au pairs, child minders and baby sitters”). Try to repeat the content using different synonyms and other keywords, but do not duplicate chunks of text.
Have different pages focused on certain keywords to improved chance of better matching a search. For example a carpenter may have a page for Kitchens and another page for Windows. This approach can be further enhanced by creating lower level pages focused on each possible query (e.g. “Handmade wood kitchens”, “Painted wood kitchens”). The lower level pages may provide a better match for a google search hence appear higher in the results list. Note: avoid duplicate content as the search engine may down prioritise the page in the results.
The page URL should be human readable and contain keywords (e.g. www.somesite.com/handmade-wood-kitchens.html rather than www.somesite.com/ktcens.html). This is default behaviour in SiteInABox and defaults to the section heading.
Each page title should contain keywords. The <title> tag should show it's content when you hover the mouse over the top of the tab or page on the web browser. Alternatively use a menu option or right click to View->Page Source. In SiteInABox the title defaults to the section heading.
Each page should contain a machine readable tag describing what it's addressing (e.g. <meta name=“description” content=“Herringport makes beautiful bespoke wood painted kitchens that win awards”>. Again the content should contain keywords and synonyms. Note this tag's content will appear in the google results so should be a sentence rather than an un-ordered list of terms. This can be manually set in SiteInABox.
Each page should contain a machine readable tag describing the keywords it's addressing (e.g. <meta name=“keywords” content=“wood kitchens painted”>.
The headings within the page content should also use the keywords.
Links within your site and links from other sites to yours should use keywords with sentances (e.g. “see our range of wood kitchens” rather than “click-here”). Again try to vary the words used in links.
Taking your business keywords and the seeing how your competitor's (those who rank above you in google) use keywords will help focus of a full set of keywords to use in improving page content and structure. Competitor analysis of the above tags will help identify which keywords to target.