SEO, in the order it has to happen.

The work that lets the right people find what you already do well. It has an order: a site that can be read, then pages that answer the question, then a reputation that is earned.

What the work includes

Technical SEO: The foundation: whether a search engine can reach your pages, render them and understand how they are built.
Keyword strategy: The words your customers actually type, grouped by what they want, and matched to the one page that should answer each.
Information architecture: Which pages the site needs, how they are grouped and linked, and how many steps each one is from the home page.
On-page SEO: A title, a description, headings and copy written for one page and its one subject.
Content architecture: What to write next, which pages overlap, and which should be merged or removed.
Local SEO: For a business that serves a place: a complete Business Profile, the same facts everywhere, and reviews handled honestly.
Search visibility: A written report from Search Console: which searches show your pages, which are clicked, and what changed.

Why the order matters

There is no trick in search. A site is found when it can be read, when it answers the question, and when other people consider it worth pointing to. Each stage rests on the one before. Good writing on a page a search engine cannot reach will not be found. Links to a page that answers nothing are wasted.

The four stages

Technical foundation. A search engine has to reach a page, render it (assemble it as a browser would) and understand how it is built. Until then, nothing else counts. This is technical SEO, and it comes first.

Relevance. Pages that answer what people are really asking, in the words they use to ask it. A business often has one name for its work and its customers another. Keyword strategy finds the customers’ words and gives each search one page to answer it. Information architecture, the plan of pages and how they link, makes every one of those pages reachable. On-page work gives each its own title, headings and copy. Content architecture decides what to write next, and what to merge or remove.

Authority. People point to work that helped them. That cannot be bought in bulk; it has to be deserved. Google counts links bought for ranking as spam, so we do not buy or sell them. What we do is make pages worth pointing to.

Iteration. Look at what happened, change one thing, look again. After the first round this continues as website care.

Not every site needs all four from the start. We read the site, find the earliest stage that is not yet sound, and begin there.

What is measured

Search Console is Google’s own record of how a site appears in search. It shows the searches people typed, how often your pages were shown, how often they were clicked, and their average position.

We report from that record. Every figure carries its date, and the periods in which nothing moved are reported too. What could not be measured is written down as not measured.

Check us first

You should not have to take this on trust. Press X-ray this website on the home page and this site shows its own titles, headings, links and structured data. Each of our case studies ends with a table that is allowed to say “Not measured”.

What we will not promise

First place on Google. No one can guarantee that. The warning is Google’s own.
Results by a date. Google says some changes show within hours and others take several months.
A traffic forecast. The tools that make them have no access to Google’s ranking data, and Google says their predictions are their own.
A trick for AI answers. Google says its AI features need no special files or markup, so we sell none.