SEO-wise: make sure you are filling out the meta-description for each post, page titles, image file name, and image alt-text with your keywords, and that your site has content with your relevant keywords. Make use of lots of internal links with <span class=”strong”>keyword-rich anchor text, and backlinks from other websites</span>. You can use something like https://answerthepublic.com/ to find good keywords. If it’s a business page, use Google My Business. Make sure you’ve optimized the speed as well. You can use things like https://developers.google.com/speed/pagespeed/insights/. Source: https://backlinko.com/hub/seo/best-practices
For custom fields: rather than edit the sqlite tables, I would recommend creating a theme override, and modifying the author page template. In author.hbs, add an extra pair of curly brackets {} around {{description}} so that it becomes {{{description}}}. This will allow you to add HTML tags to the description text box and have them be rendered. It’s not a perfect solution, but I hope it helps.
