- 01
Start from the money, not the keyword list
We ask what a customer is worth, which services carry the margin, and which enquiries you actually want more of. Write a ranking plan before that conversation and you have guesswork with a spreadsheet attached.
- 02
Crawl the site the way a search engine does
We crawl every URL, every status code and every redirect chain, rendered and unrendered. Most sites we open are spending their crawl budget on filter combinations nobody will ever visit.
- 03
Fix what stops pages being indexed at all
We chase down canonicals pointing at the wrong page, noindex left over from staging, pagination that hides half the catalogue, and server response times that make a crawler give up. Nothing else counts until this does.
- 04
Map real demand onto real pages
We give each question a buyer actually asks one page, then decide together which existing pages fold into it. A smaller set of stronger pages beats a bloated one, every time.
- 05
Write for the query, in your own voice
The page has to answer the search in its first screen and then keep going for the people who want detail. Our writers work from your quotes, your jobs and your objections — not from a competitor's page.
- 06
Build the internal links on purpose
The cheapest authority on any site is already inside it. Hub pages that link down to every child, children that link back up once, and anchor text that says what the destination is about.
- 07
Earn links instead of buying them
Digital PR, industry associations, supplier and partner pages, local sponsorships, genuinely useful data. Slower than a bulk package, and it does not come with a clean-up bill attached.
- 08
Make the same corpus readable by AI answer engines
Entity and organisation markup, product and review schema, clear definitions and citable source pages. It is the same content doing a second job — which is why GEO sits in this group rather than beside it.
- 09
Track organic as revenue, not sessions
We count calls, forms, bookings and orders separately, put values on them, and keep organic apart from paid so nobody claims the same job twice. Tracking comes first here, not in a phase two.
- 10
Report on a fixed rhythm, good news or bad
What we changed, what moved, what did not, and what happens next. Search is slow enough that a quiet month has to be explained rather than skipped.
