01 / SEO
What does search engine optimisation cover?
SEO is usually split into technology, content, and how other sites refer to yours. The first two can be worked on directly on the website, and that is normally where the work starts.
Technical foundation
That pages can be read and indexed, that addresses are unambiguous, that a sitemap exists and that canonical tags point where they should. Without this, content matters less.
Page structure and internal links
How pages connect affects both the visitor and the search engine. Important pages need to be reachable in few clicks and linked from relevant content.
Content and search intent
A page needs to answer what the visitor is actually looking for. That is as much about choosing the right topic per page as about using the right words.
Titles and descriptions
The page title and meta description are what show in the search result. They don't directly affect position but often decide whether anyone clicks.
Performance and mobile
Loading time and how a page behaves on a phone feed into how Google assesses it, because they reflect the visitor's experience.
Local visibility
For a business with a catchment area, local signals matter: clear information about where you are, and an accurate business profile in Google.
02 / HOW THE WORK RUNS
How the work runs
Review
We go through the site's technical condition, its structure and what content exists today.
Prioritising
We set out what should be fixed first, based on what moves the needle most relative to the effort.
Implementation
Technical fixes, structure and content are worked through step by step.
Follow-up
Progress is tracked in Search Console over time, and the work is adjusted to what actually happens.
03 / REASONABLE EXPECTATIONS
What SEO can and cannot do
Search results are governed by Google's own systems and by what competitors do. You can influence the conditions, not decide the outcome. The work is about making the site as easy as possible to understand, and the content as relevant as possible to the person searching.
It also takes time. Technical fixes can show through relatively quickly, while content and trust build over months. Tracking progress in Search Console is part of the work, not something done once.
04 / QUESTIONS AND ANSWERS
Common questions about SEO
How long before results show?
It varies. Technical corrections can show within weeks, while content work usually needs months. Competition in your sector affects it too.
Can you guarantee first place in Google?
No, and nor can anyone else. We work on what can be influenced: technology, structure, content and follow-up.
Is SEO the same as Google Ads?
No. Google Ads is paid advertising that appears for as long as you pay. SEO is about the organic results and builds up over time.
Do I need to write new content?
Often existing content needs clarifying or restructuring rather than replacing. Sometimes a page is missing for a topic people are actually searching for.
What is local SEO?
It is the work of appearing for searches where location matters. It covers both the content on the site and the company's profile in Google.