SEO Guidelines
Standards for search engine optimisation across all Inspectas websites.
Meta Titles
Every page must have a unique meta title following this format:
[Page Topic] — [Division Name]
Examples:
Asbestos Surveys, Testing & Management — Inspectas AsbestosFire Risk Assessments — Inspectas Fire Safety ServicesWater Management Compliance — Inspectas Water ManagementCDM Principal Designer Services — Inspectas CDM
Rules:
- Keep under 60 characters where possible
- Lead with the primary keyword, brand name at the end
- No keyword stuffing — one core topic per title
- Homepage format:
[Division Name] — Inspectas Compliance
Meta Descriptions
[What we do] + [Why choose us / benefit] + [CTA]
Example:
UKAS accredited asbestos consultants delivering surveying, training, testing and management. Our no-nonsense, client-friendly approach makes compliance stress-free. Get a free consultation.
Rules:
- 140–160 characters
- Include the primary keyword naturally
- End with a call to action where appropriate
- Unique per page — never duplicate across pages
URL Structure
Follow the established pattern across all Inspectas sites:
| Level | Pattern | Example |
|---|---|---|
| Service hub | /what-we-do/ | inspectasasbestos.co.uk/what-we-do/ |
| Service page | /what-we-do/[service-name]/ | /what-we-do/asbestos-surveying/ |
| Sector hub | /where-we-work/ | /where-we-work/ |
| Sector page | /where-we-work/[sector]/ | /where-we-work/education/ |
| Info pages | /about-us/, /contact-us/, /news/ | — |
Rules:
- Lowercase, hyphen-separated (no underscores or spaces)
- Short and descriptive — max 3–4 levels deep
- No dates, IDs, or parameters in service page URLs
- Trailing slash for consistency
Heading Hierarchy
Every page should have a clear heading structure:
| Tag | Usage | Example |
|---|---|---|
| H1 | One per page, contains primary keyword | Asbestos Consultants and Compliance Partners |
| H2 | Section headings | Our Services, Why Choose Inspectas |
| H3 | Sub-sections within H2 blocks | Asbestos Surveying, Air Testing |
| H4+ | Rarely needed, use sparingly | — |
Rules:
- Only one H1 per page
- Don't skip levels (e.g. H1 → H3)
- Headings should read as a logical outline of the page
- Include keywords naturally — don't force them
Primary Keywords by Division
| Division | Primary Keywords |
|---|---|
| Inspectas Compliance | property compliance, compliance consultancy, multi-disciplinary surveyors |
| Inspectas Asbestos | asbestos survey, asbestos consultants, asbestos management, asbestos testing, UKAS accredited |
| Inspectas Fire Safety | fire risk assessment, fire door survey, fire compartmentation, BAFE SP205, fire compliance |
| Inspectas Water Management | legionella risk assessment, water management, water hygiene, legionella testing |
| Inspectas CDM | CDM principal designer, construction health and safety, CDM consultant, H&S advisor |
Rules:
- Use primary keywords in H1, meta title, and first paragraph
- Use variations and long-tail keywords in body copy
- Write for people first, search engines second
- Don't repeat the same keyword unnaturally
Image SEO
| Attribute | Requirement | Example |
|---|---|---|
| File name | Descriptive, hyphenated | fire-door-inspection-office.jpg |
| Alt text | Describe the image, include keyword if natural | Inspectas surveyor inspecting a fire door in an office building |
| File size | Under 200KB for web (compress before upload) | Use TinyPNG or similar |
| Format | JPEG for photos, PNG for logos/graphics, SVG for icons | — |
Schema Markup
All Inspectas sites should include structured data:
Required on every site
- Organization — company name, logo, contact info, social profiles
- WebPage — page title, description, publish/modified dates
- BreadcrumbList — navigation path for all pages beyond homepage
Recommended where relevant
- LocalBusiness — for office location pages
- FAQPage — for FAQ sections
- Service — for individual service pages
Internal Linking
- Every service page should link to related services within the same division
- Cross-link between divisions where relevant (e.g. asbestos survey page links to fire safety for building compliance)
- Use descriptive anchor text — avoid "click here" or "read more"
- Include a clear CTA linking to the contact page on every service page
Technical Checklist
| Item | Standard |
|---|---|
| Mobile responsive | All pages must pass Google Mobile-Friendly Test |
| Page speed | Aim for 90+ on Google PageSpeed Insights |
| SSL | HTTPS on all sites (already in place) |
| XML sitemap | Auto-generated and submitted to Google Search Console |
| Robots.txt | Allow crawling of all public pages |
| Canonical tags | Set on all pages to prevent duplicate content |
| 404 page | Custom branded 404 with navigation back to key pages |
| Google Search Console | Connected for all 5 domains |
| Google Analytics | Tracking installed on all sites |
Content Guidelines for SEO
- Minimum word count: 300 words per service page, 500+ for pillar/hub pages
- First paragraph: Include the primary keyword within the first 100 words
- Readability: Aim for a Flesch reading score of 50–60 (clear, professional)
- Updates: Review and refresh service page content at least every 6 months
- Blog/news: Publish at least 2 articles per month across the group for freshness signals
- Avoid: Duplicate content across division sites — each site should have unique copy