Fix the foundation first
Crawlability, speed, indexation and internal linking before a word of new content. Publishing onto a broken site is spending money to be ignored.
Search Engine Optimization (SEO)
Get found in search results and in the AI answers that increasingly sit above them.
Search Engine Optimization (SEO)
Two audiences read your pages now, and they read differently
A traditional crawler indexes your page and ranks it against competitors. An answer engine reads it, decides whether it is a trustworthy source for a specific question, and may cite it inside an answer the user never scrolls past. Both are reading the same HTML, and both are unforgiving about structure.
That is good news, because the work overlaps almost completely. Pages that answer one clear question, with a heading structure that mirrors how people ask it, marked up with accurate structured data, on a site fast enough to crawl deeply — those pages perform in both places. There is no separate “AI SEO” discipline to buy.
What has changed is the emphasis. Entity clarity matters more than keyword density. Being genuinely the best source for a narrow question beats being the twentieth adequate source for a broad one. And technical debt costs more, because an answer engine will simply use a competitor's cleaner page instead.
How we approach it
Three core principles
One page, one question
Pages built around a single clear intent get cited. Pages that cover six topics adequately get skipped by both crawlers and answer engines.
Report on outcomes, not rankings
Rankings move for reasons outside your control. We report on qualified traffic, visibility for the queries that matter, and enquiries.
- Technical audit: crawl, index coverage, speed, Core Web Vitals, log analysis
- Information architecture and internal linking plan
- Keyword and query research including conversational and question-form searches
- Structured data implementation and validation for your page types
- Content system: templates, briefs and a publishing calendar your team can run
- Content production or editing, written by people who interview your experts
- Local SEO for multi-location businesses, including profile and citation work
- Monthly reporting on visibility, qualified traffic and assisted enquiries
Process
How it works
Seven steps over the first quarter, then a steady publishing rhythm.
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Step 01
Technical audit
Crawl the site, review index coverage and server logs, measure Core Web Vitals, and produce a prioritised fix list with effort estimates.
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Step 02
Fix the blockers
We implement the technical fixes ourselves — that is the advantage of having developers in house — rather than handing your team a PDF.
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Step 03
Query and entity research
What your market actually types and asks, including long conversational queries, mapped to intent and to the pages that should own each one.
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Step 04
Architecture and internal linking
Restructure so authority flows to the pages that matter and every important page is reachable in a few clicks.
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Step 05
Structured data
Accurate schema for your page types — organisation, service, product, article, FAQ, local business — validated and monitored.
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Step 06
Content production
Briefs written from the query research, drafts written from interviews with your experts, published on a calendar you can see.
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Step 07
Measure and iterate
Monthly review of visibility, traffic quality and enquiries, with the next quarter's priorities adjusted to what the data shows.
Why us for this
Recommendations we can implement ourselves
The most common reason SEO programmes fail is that the fix list never gets built. Ours does, because the developers are in the same pod as the strategist.
Technical fixes actually ship
No audit-and-abandon. We hold the implementation ticket, so a crawl-blocking issue found on Monday can be live by Thursday.
Content written from interviews
Our writers talk to your subject-matter experts. It is the only way to publish something a competitor cannot regenerate in an afternoon.
Built for answer engines too
Entity clarity, question-form headings and validated schema are standard practice here, not a premium add-on with a new acronym.
FAQs
SEO and AI search questions
Technical fixes can move things in weeks. Content and authority work realistically takes three to six months to show clearly, and longer in competitive markets. Anyone promising page one in thirty days is either targeting queries nobody searches or about to do something you will have to undo.
Yes, and the work is largely the same work. Answer engines cite sources, and the pages they cite are well-structured, fast, clearly authored pages on trustworthy sites. What has changed is that being genuinely the best source for a narrow question matters more than volume.
Emphasis rather than technique. Clear entity definitions, question-form headings, self-contained answers near the top of a page, accurate structured data, and content that states facts plainly enough to be quoted. All of which also helps human readers.
No, and nobody credible does. We commit to the work, to a reporting cadence, and to specific technical and content deliverables. Rankings are an outcome we influence, not a product we can sell.
Yes, and it is a speciality. Real per-location pages with genuinely local content, profile management, citation consistency and review strategy — not templated pages with the city name swapped, which stopped working years ago.
No. Our writers interview your team and write to the briefs from the query research. If you prefer to write it yourselves we supply the briefs and edit what comes back.
We are happy to audit rather than replace. If their programme is sound we will say so, and there are engagements where the honest recommendation is to keep them and fix only the technical layer.