Cavello Group

GoodFolks Digital Audit

4.3 Foundational SEO

Table Of Contents

Current Status

George & Grey’s website has some core SEO foundations in place but lacks several key elements needed to strengthen visibility in search. While canonical tags and XML sitemaps are implemented, metadata and heading structures are inconsistent, structured data is absent, and internal linking is weak. These gaps limit the site’s ability to rank for specialist insurance queries within the UK construction sector.

Key Findings

Metadata

  • Page titles and meta descriptions are present but under-optimised.
  • Some titles are generic (e.g. “Home – George & Grey”) rather than keyword-rich (e.g. “Construction Insurance Specialists – George & Grey”).
  • Meta descriptions are functional but do not highlight differentiators such as “specialist cover for the UK construction industry.”

Headings & Keywords

  • Heading structures are inconsistent, with occasional multiple H1s on a single page.
  • Insurance keywords (e.g. construction liability cover, professional indemnity insurance) are unevenly applied across service pages.

Structured Data

  • No Organization, LocalBusiness, or BreadcrumbList schema was detected.
  • Without schema, search engines lack structured context about the company’s services and sector focus.

Image Optimisation

  • Many images are missing descriptive alt text.
  • Reduces accessibility and relevance for image search.

Internal Linking

  • Navigation provides access to main service categories, but contextual in-text links are limited.
  • Service pages do not consistently link to related cover types or enquiry forms mid-page.

Recommendations

GoodFolks recommends the following foundational SEO improvements:

High Impact, Low Effort

  • Rewrite meta titles and descriptions with targeted keywords and clear value propositions (e.g. “Construction Insurance Cover for UK Contractors – George & Grey”).
  • Add descriptive alt text to all images.

High Impact, Medium Effort

  • Implement structured data:
    • Organization schema with company details.
    • LocalBusiness schema to reinforce regional presence in Guernsey and the UK.
    • BreadcrumbList schema to support clearer site structure.
  • Audit and restructure headings so that each page has one H1, supported by logical H2/H3s.

Medium Impact, Low Effort

  • Ensure consistent use of relevant insurance keywords across all service pages.
  • Strengthen internal linking by cross-referencing related services (e.g. Professional Indemnity ↔ Contractor Liability).
  • Add mid-page CTAs within service pages to encourage earlier enquiries.

Outlook

By optimising metadata, introducing structured data, and strengthening internal linking, George & Grey can improve both visibility and click-through rates. These improvements will help the business compete for high-value specialist insurance searches and provide a stronger foundation for growth in the UK construction insurance market.