The problem with most SEO
Plenty of businesses already “do SEO” and still struggle. The usual reasons are practical rather than mysterious: important pages are not indexed, several pages compete for the same search, the content does not match what the searcher wanted, or the site attracts visitors who were never going to buy. And when tracking only reports sessions, nobody can tell whether any of it produced a lead.
My approach starts with the business outcome — qualified enquiries, sales or booked calls — and works backwards to the searches, pages and technical work that can realistically support it.
Digital marketing services overview
- SEO strategy and implementation — research, planning and hands-on execution, not just a report.
- Technical SEO — crawling, indexation, site architecture, performance and structured data.
- On-page optimisation — titles, headings, copy, internal links and calls to action.
- Local SEO — for businesses that serve customers in specific cities or regions.
- E-commerce SEO — category, product and faceted-navigation optimisation.
- Content strategy — topic clusters that build genuine topical authority.
- Analytics and conversion tracking — GA4, Search Console and lead-source attribution.
- AI search visibility — clear, well-structured content that answer engines can understand.
This is organic search work. Paid advertising (Google Ads, Meta Ads) is a different discipline; if you need it alongside SEO, I can recommend how to structure landing pages and tracking for it.
SEO strategy and technical implementation
Every engagement starts with an audit of your current site and the search results you want to compete in. From that I produce a prioritised roadmap: what to fix first, what to build, and what to leave alone because it will not move the needle. Where I have access, I implement the changes myself — or I work alongside your developer with precise, ticket-ready instructions.
Keyword research and search intent analysis
Keyword lists are cheap; keyword decisions are what matter. For each opportunity I look at:
- Intent — is the searcher researching, comparing, or ready to hire or buy?
- Relevance — would ranking for this bring the type of customer you want?
- Competition — who currently ranks, and is it realistic to compete with them now?
- Value — how close is this search to a conversion?
The result is a keyword-to-URL map where each page owns one dominant intent. Search volumes and difficulty scores come from SEO tools and are treated as estimates, never as promises.
On-page SEO and content optimisation
On-page work makes each page unmistakably clear to both people and search engines: one H1, a logical heading hierarchy, a descriptive title tag and meta description, useful copy that answers the query, descriptive image alt text, and contextual internal links using natural anchor text. No keyword stuffing and no artificial density targets.
Technical SEO audits and issue resolution
A technical audit covers crawlability, indexation, canonical tags, redirects and status codes, duplicate content, XML sitemaps, robots.txt, JavaScript rendering, mobile usability, Core Web Vitals, image optimisation and structured data validity. Issues are ranked by impact and effort, so the important fixes happen first.
Local SEO and Google Business Profile support
For businesses serving specific areas, local visibility depends on a complete and accurate Google Business Profile, consistent business details across the web, location or service-area pages with genuinely useful content, and a steady flow of genuine customer reviews. I help set these up properly — I never create fake reviews or fake locations.
E-commerce SEO
Online stores have their own challenges: thin or duplicate product descriptions, faceted navigation that creates thousands of near-identical URLs, out-of-stock handling, and category pages that are not optimised for the searches shoppers make. I focus on category and product page structure, product structured data, internal linking and crawl efficiency.
Content strategy and topical authority
Content should answer real questions your buyers have at each stage — from “what is…” to “who is the best fit to help me with…”. I plan content clusters around your core services so supporting articles link naturally to the pages that convert, and every piece has a clear audience, intent and purpose.
Conversion tracking and analytics
If you cannot measure enquiries, you cannot improve them. I configure Google Analytics 4 conversion events for form submissions, calls and key clicks, connect Google Search Console, and — where you have a CRM — make sure lead source data flows into it. Consent requirements are respected where they apply.
AI search visibility and answer engine optimisation
AI-generated answers in search engines and assistants draw on content that is clear, specific, well-structured and consistent about who you are and what you do. The same practices that make content genuinely useful — direct answers, descriptive headings, original examples, accurate business information — also make it easier for these systems to understand. Nobody can guarantee a citation in ChatGPT, Gemini or Perplexity, and I will not pretend otherwise.
Reporting and ongoing optimisation
Monthly reports focus on what matters: organic impressions and clicks for target pages, qualified enquiries from organic search, conversion rate, and the work completed. Each report ends with the next priorities.
A note on expectations
Rankings and traffic depend on your competition, your site’s current condition, market demand and how quickly changes are implemented. SEO typically takes months, not weeks, to show meaningful results. I will never promise guaranteed rankings — anyone who does is guessing.