The best branding tip I ever heard came from TV chef Rick Stein. Very early on in his career he realised it was essential to maintain a consistent persona in front of the camera—no surprises. Rick knows he must always be what his audience understands and expects him to be.

The same goes for your brand and the story you tell about yourself on your website.

Clarity and consistency build trust and make it easy for Google to work out who most needs you, which is an automatic boost to your SEO.

So, for the third post in our series on storytelling, I'm going to tell you how to be more Rick.

1. What do you actually do?

Most professions and services can be described in myriad different ways. Although it's tempting to wax lyrical about your essential function, your audience will understand you better if you use one or two specific, universally understood terms.

Start by checking the suggested keywords for your website on Google AdWords. Match them to what you offer and the words your potential customers are likely to use, then settle on a short description that feels right. By all means, have a few variants on hand so your copy doesn't always sound the same, but, where you can, be consistent.

2. Say it on your site

Google's spiders can't read graphics and videos (yet), so check you're using your descriptive phrase in the places it can be read:

Headings (using <H1> and <H2> tags)
The first 100 words or so of the body copy on your info pages and blog posts
Page descriptions and metadata
The name of your business in search results

Let's be clear; if you fill your copy with keywords, alarms will sound at Google HQ. Keyword spammy copy is unreadable and off-putting. It makes you look like a cowboy.

Your goal when it comes to keywords is readability, helpfulness and consistency. What helps potential customers understand you helps Google match you to your potential customers.

3. Keep the content coming

Just like Rick's prolific flow of cookbooks and TV series, your blogs, videos and social content all add to the story of who you are. They also give your audience a reason to keep coming back. Importantly, Google favours regularly updated websites.

Think consistency and stick to your specialist subject: If you're a plumber who also likes climbing, keep the climbing anecdotes on your climbing blog (unless, of course, one provides the perfect plumbing analogy).

Check out Why Content Is King for tips and inspiration on what to write.

4. Use a human tone of voice

Part of Rick Stein's appeal is his boyish charm—a simple love of all things food. He clearly enjoys what he does and shares it with you as if you were sitting in the pub having a pint with him.

Take a leaf out of Rick's book and write like you mean it.

So there you have it. Building a rich and consistent story about what you do is good for your brand, your audience and your SEO. I can't promise a Cornish restaurant empire, but I can promise better engagement and, ultimately, better business.