SEO

SEO services that turn search demand into customers

Our SEO services exist for one reason: to make your business the obvious answer when the right people search for what you sell. That means more than chasing positions for a handful of vanity keywords. It means a site Google can crawl and understand without friction, pages that genuinely answer the questions buyers are asking, a reputation that other websites are willing to vouch for, and reporting that ties organic visits back to enquiries, sales and revenue.

Search has changed a lot in the last two years. Results pages now mix classic blue links with AI Overviews, AI Mode conversations, map packs, video carousels, forums and shopping listings. Google itself says there are no special tricks needed to appear in its AI features, and that the same fundamentals apply (see its guidance on AI features and your website). We agree, and we build every programme on those fundamentals rather than on shortcuts that tend to be undone by the next update.

Is this the right service for you?

This is our full-service, ongoing SEO programme. It suits businesses that want organic search to become a dependable acquisition channel rather than an occasional bonus. Clients usually come to us in one of these situations:

• You rank for your brand name but little else. People who already know you can find you, but new customers searching for the problem you solve land on competitors.
• Traffic has flatlined or slowly declined over twelve to eighteen months and nobody can explain exactly why.
• You are paying more and more for ads and want a channel whose cost does not rise with every click.
• You have launched a new site or rebrand and need to build visibility from a low base, or recover what was lost in the move.
• You publish content regularly but it rarely ranks, and you suspect the topics, structure or technical setup are holding it back.
• Leadership wants proof. You need SEO reporting that a finance director would accept, not a list of keyword positions.

If you only need a single slice of the work, such as fixing page-level content and HTML, our dedicated on-page optimisation service may be a better fit. If most of your customers come from a defined service area, start with local SEO, which focuses on Google Business Profile and map visibility.

What our SEO service includes

Every engagement covers four pillars: technical health, relevance, authority and measurement. The weighting changes from client to client. A twenty-page service business might need 70% content and authority work, while a large catalogue site might need months of technical clean-up before new content is worth writing.

Technical SEO audit and fixes

We crawl the whole site, then compare what our crawler sees with what Google Search Console reports about indexing, crawl activity and page experience. Typical findings include pages blocked from indexing by mistake, redirect chains, duplicate URLs created by filters or tracking parameters, orphaned pages, slow templates and broken structured data. You get a prioritised fix list written for developers, with the business impact of each item, not a 300-page export from a tool. Where speed is the main bottleneck we bring in our page speed optimisation specialists.

Keyword and search-intent research

We collect the searches your customers actually use, group them by intent and topic, and map each group to a single page on your site. This prevents two pages competing for the same query and shows where new pages are needed. We use Search Console data, keyword tools, competitor analysis, sales-team questions and real search results pages, because the type of result Google shows tells you what kind of content it expects.

Content creation and improvement

Most sites have more to gain from improving existing pages than from publishing new ones. We refresh outdated pages, merge thin or overlapping articles, and brief new pages where there is a clear gap. Each brief covers the target topic, the questions to answer, supporting evidence, internal links and the call to action. Our content writing team can produce the copy, or your in-house writers can work from the briefs.

Authority and link earning

Links and mentions from relevant, trusted websites remain one of the clearest signals that a business is worth recommending. We earn them through digital PR, useful resources, partnerships, supplier and association listings, and reclaiming links you already deserve. We do not buy links or use private blog networks, which break Google's spam policies and put the whole domain at risk.

Visibility in AI-driven search features

AI Overviews and conversational search tend to cite pages that are clear, well structured, factually specific and associated with a recognisable brand. We tighten entity information (who you are, what you do, where you operate), make key facts easy to extract, and track when your brand is cited or mentioned in AI answers as a separate signal from rankings.

Measurement and reporting

We set up or audit Google Analytics 4 key events, Search Console and call tracking so organic performance can be judged on leads and revenue. Monthly reports explain what changed, why, and what we are doing next.

How we deliver an SEO programme

The first ninety days are front-loaded with diagnosis and foundations; after that the work settles into a monthly rhythm of content, authority building and iteration. Timings below are typical for a small or mid-sized site and stretch for larger or more complex ones.

Phase	What we do	What you get / what we need from you	Typical timing
Discovery	Business goals, margins, target customers, competitors, past SEO history	A one-page objectives brief. We need access to Search Console, GA4 and your CMS	Week 1–2
Audit	Technical crawl, content inventory, backlink review, tracking check	A prioritised issue list ranked by impact and effort	Week 2–4
Strategy	Keyword mapping, page plan, link-earning plan, quarterly roadmap	A 3–6 month roadmap you sign off; a contact for developer tickets	Week 4–6
Foundations	Fix critical technical issues, improve key commercial pages, tracking fixes	Implemented changes or developer-ready tickets; quick approvals help	Month 2–3
Growth	New and refreshed content, digital PR, internal linking, testing	Monthly content and link activity; your input on expertise and case examples	Month 3 onwards
Review	Quarterly performance review and roadmap update	A reset plan based on what worked; a short call with decision-makers	Every quarter

Results rarely move in a straight line. Low-competition queries can improve within weeks of a fix, while competitive commercial terms often take six to twelve months of sustained work. Algorithm updates, competitor activity and how quickly changes get implemented all affect the pace, so we commit to effort, transparency and a clear plan rather than to dates.

Results and KPIs we track

We report on a small set of numbers that link SEO activity to business outcomes. For more detail on each, see our guide to SEO KPIs worth tracking.

Metric	What it tells you	How we measure it
Non-brand organic clicks	Whether new customers are finding you, not just people who already know your name	Google Search Console, filtered to exclude brand queries
Organic key events (leads, sales, calls)	Whether search visitors take the actions that matter	GA4 key events, ecommerce tracking, call tracking numbers
Organic revenue or pipeline value	The commercial return of the channel	GA4 ecommerce data or CRM data matched to the organic source
Visibility for priority topics	Share of the searches you care about where you appear on page one	Rank tracking across a fixed keyword set, by location and device
Indexed and healthy pages	Whether Google can find and keep your important pages	Search Console page indexing report and regular crawls
Referring domains earned	Growth in quality third-party links and mentions	Backlink tools and Search Console links report
AI answer citations	How often your brand or pages appear in AI Overviews and similar answers	Sampled prompt tracking and AI-traffic segments in GA4

What affects the cost of SEO

We price each programme on the work required rather than on a fixed package, and every proposal itemises what is included. The main drivers are:

• Competition. National terms in crowded markets need far more content and authority work than niche or local terms.
• Site size and condition. A site with thousands of URLs or years of technical debt needs more audit and engineering time.
• Content volume. How many pages need writing or rewriting each month, and whether your team or ours produces them.
• Markets and languages. Each additional country or language adds research, content and reporting.
• Implementation. Whether we make changes directly in your CMS or hand tickets to your developers.
• Reporting depth. Simple monthly reports versus CRM-integrated revenue dashboards.

Engagements usually take one of three shapes: a one-off audit and roadmap your team implements, a monthly retainer where we do the ongoing work, or a hybrid where we lead strategy and your staff handle production. Which one fits depends on your business, so every engagement is quoted individually — request a custom quote.

DIY, freelancer or agency?

• Doing it yourself works for very small sites in low-competition markets if someone has regular time to learn and maintain it. Google's own SEO Starter Guide is a good place to begin.
• A freelancer can be excellent for a specific skill, such as writing or technical fixes, but one person rarely covers technical, content, PR and analytics equally well.
• An in-house hire gives you dedicated attention, but a single SEO generalist still needs tools, writers and developer time to be effective.
• An agency brings a combined team and established processes for a predictable monthly cost, and works best when you give it a clear owner on your side.

Common SEO mistakes we fix

• Several pages targeting the same keyword, so none of them ranks well.
• Service pages with a few lines of generic copy and no evidence, pricing context or FAQs.
• Blogs written for keywords with no connection to what the business sells.
• Site migrations launched without redirect mapping, wiping out years of rankings.
• Analytics that counts page views but not calls, form submissions or purchases.
• Bought or swapped links that later need to be cleaned up.
• Judging SEO on a single keyword's position instead of overall non-brand traffic and leads.

Before you publish anything new, look at the pages that already sit in positions 8 to 20 in Search Console. They have proved Google sees them as relevant. Improving their depth, intent match and internal links is usually the fastest SEO win available to any site.

— My SEO Experts strategy team

If you want to understand how we would approach your site, our guide to building an SEO strategy shows the thinking behind our roadmaps, and our SEO audit checklist shows what we look at first. When you are ready, request a free proposal and we will review your site, your competitors and your goals, then recommend a programme sized to your market with no obligation.