Reaching the top of Google (and staying there) is akin to playing a game with ever changing goal posts. There are so many elements that contribute to where your website is placed and for how long.

And while it’s granted that Google moves in mysterious ways, and you will never be able to control every single variable, there are nevertheless loads of techniques you can use to keep kicking goals when the Googlers make it tricky for you.

One simple and effective way is to make sure what actually comes up in the Google listing is fully optimised, makes sense, and tells the viewer “this is what you are looking for” – by addressing exactly what it is that your website delivers.…