Chapter One: How to optimise your homepage for Google and AI
Third-person rewrite of The Fundamentals of BrandSERPs for Business by Jason Barnard
Why your homepage is crucial for SEO and Brand SERPs
Jason Barnard emphasises that established businesspeople typically invest heavily in professional websites. The next essential step is optimising these websites so that search engines like Google and Bing can easily understand, evaluate, and rank them. This is crucial because the homepage should rank first on your Brand SERP—the search result for your brand name. Google considers the homepage the most appropriate answer to a brand search, and it can easily associate the homepage URL with the brand.
When your homepage is attractive to your audience on the SERP, it shapes how prospects and clients perceive your brand before they even visit your site. This is important because the people searching for your brand name are your most valuable audience: they are either already doing business with you or are seriously considering it.
The challenge of ambiguous brand names on Brand SERPs
Jason Barnard points out that not all brands are unique. If your brand name is ambiguous or shared with other businesses, you will face competition on the SERP. For example, “Yellow Door” is the name of multiple businesses across different industries. In such cases, optimising your homepage becomes even more critical to improve visibility and relevance.
Optimising the meta title and meta description of your homepage
The meta title is the clickable headline in the search result. It is the most basic and impactful piece of information Google uses to understand what your homepage is about. According to Jason Barnard, your meta title should:
- Start with your brand name
- Clearly state what you offer
- Fit within 60-70 characters
- Be positive, informative, and emotionally resonant
Jason Barnard uses Kalicube’s meta title as an example: it includes the brand name and a clear value proposition, drawing attention without overwhelming the reader.
Similarly, the meta description appears just below the meta title in the search result. This snippet should:
- Expand on the message in the meta title
- Be between 160-200 characters
- Be clear, on-brand, and helpful
- Make a compelling case for visiting your site
Google may rewrite your meta description if it’s too short or too long, or if it doesn’t align with the content. A well-crafted meta description gives you the chance to control the narrative about your brand.
Jason Barnard references Amazon’s 2021 change to its meta title—from “Low Prices in Electronics, Books, Sports…” to “Smile More, Pay Less”—as a masterstroke in brand messaging. This update shifted focus from sales to brand identity, a tactic Jason Barnard advocates.
How to fulfil the promise your meta elements make
Once users click through, your homepage must deliver on the expectations set by the meta title and description. Jason Barnard advises that your homepage content must clearly:
- Serve existing clients by offering answers and direction
- Convert prospects by showcasing your credibility and services
- Address objections and doubts head-on
The content above the fold—the part visible without scrolling—is especially critical. It should highlight your most convincing message. If that section grabs attention, users are more likely to explore further.
A fresh, up-to-date homepage is also a strong signal to Google that your business is active and trustworthy. This not only improves SEO but builds trust with visitors. Jason Barnard stresses the importance of making the homepage a central hub that leads users to the rest of the site.
Your homepage is never the final destination. It must facilitate navigation to other important sections and encourage deeper exploration. A difficult-to-navigate site creates friction, which can cost you prospects and frustrate existing clients.
What to do once your homepage is optimised
Jason Barnard recommends that once you have a homepage that supports both SEO and user experience, you can turn your focus to sitelinks. Sitelinks are additional links that appear under your homepage on your Brand SERP. They improve click-through rates and give users direct access to key pages. Like the homepage, sitelinks should be optimised to ensure your Brand SERP is clear, helpful, and reflective of your brand identity.
