The four things we look at
Page titles. The title is the headline people see in a search result. A good one is short, unique to the page and says what the page is about. Google builds the headline of a result from the title and the page's headings, so it matters.
Descriptions. The short text under the headline. Google often writes its own from your page, but a clear description of the page is a good start, and it should read like a real sentence a person would want to click.
Local keywords. The words a Miami customer would actually type: the service, the neighborhood, the kind of place. If your page says "events" and customers search for "catering," that is worth knowing.
Structured data. Hidden code that tells Google plain facts about your business, like its name, address, hours and what it does. Google uses this kind of markup to understand local businesses and show them in places like Maps and knowledge panels.
Compared with what people actually search
We do not guess. Google gives site owners data on the searches that showed their site. We look at those, see which words people use, and compare them with what your pages say. The gap between the two is where the work is.
A trades company might find that people search for one service by a name that does not appear on its page. A restaurant might find that a catering page is shown a lot but rarely clicked, which suggests the title needs work.
Then we fix it
A tune-up is not a report that sits in a folder. We change the titles, descriptions and wording that need changing, and we correct the structured data. You do not have to approve a list of code changes. You see the effect in how your pages read.
A question a tune-up answers
Is the page for your cakes showing up when someone searches for birthday cakes, or only when they search for the exact name you gave them? Does the title on your service page use the word customers use, or the word you use? Does the structured data still match your current hours? These small matches decide whether a page is understood. They are the sort of thing nobody on a busy day checks, which is why a tune-up is scheduled.
Why four times a year
Search data takes time to build up, and a site that changes every day does not need a check every day. Every three months is enough to see what is working, catch what has drifted and match the site to the season. A summer menu and a holiday menu are not searched for in the same way.
What it cannot do
It cannot promise a ranking, and it cannot promise customers. It gives Google a clear and honest picture of your business, and it keeps that picture up to date. It is also not link building, advertising, or work on your social media or Google profile.