Keyword research
We don't just chase volume. We group searches by intent (informational, comparative, transactional, local), identify which format Google rewards for each and estimate what each is worth to your business.
SEO
Holistic SEO : strategy, technical work and content in a single plan
SEO works when every component pushes in the same direction: a well-understood market, a site Google can read, content that answers better than the competition and authority to back it up. We design and run that whole system, measured in enquiries and sales, not just rankings.
Holistic SEO
What it means to do SEO as a whole
Many websites receive "SEO" as a series of disconnected tasks: a few blog posts this month, a technical audit the next, a batch of links after that. Each task may be done well and yet the whole doesn't move, because nobody has decided which pages should rank, for which searches and towards which business goal.
Our approach is the opposite. We start with the market and the customer, define which topics and pages can generate real demand, and only then allocate effort across technical work, content and authority. Every action has a reason, an owner and a metric.
This work is also the foundation for visibility in AI assistants: generative engines retrieve pages that are already well indexed and considered trustworthy. Good SEO today is the starting point for generative engine optimisation.
- A roadmap with priorities, not a task list
- Technical, content and authority work coordinated by the same team
- Goals measured in business terms: leads, sales, acquisition cost
Components
The nine components of a complete SEO strategy
Every project weights these differently, but none can be ignored without the others suffering.
Market and competitor analysis
Who currently owns the results you care about, with what kind of pages and how much authority. We separate business competitors from search competitors: portals, publishers or directories that also take your clicks.
Strategy and prioritisation
We turn research into decisions: which pages to create, which to improve, which to merge or remove, and in what order. Every priority comes with an estimate of effort and impact.
Technical SEO
Crawling, rendering, indexing, speed, canonicals, structured data and internal linking: the precondition for everything else to count. Details under technical SEO.
Content creation
Content written to answer the question better than anyone else, with your company's expertise as the differentiator. Topic clusters, SEO-led briefs and updates to what already exists.
Website pages
The pages that sell (services, categories, products, locations) are often the most neglected. We work on their structure, copy, titles and ability to turn a visit into an enquiry.
Link building and authority
Links and mentions in relevant publications and sites in your sector, earned with useful content, original data and relationships. No bulk buying, no private networks. More under link building.
International SEO
If you sell in several countries or languages: domain or folder structure, hreflang, research per market and adapted content. See international SEO.
Measurement and reporting
Search Console, GA4 and conversions configured properly. We measure visibility, qualified traffic and, above all, enquiries and sales attributable to organic search.
"Rankings are a means. The goal is for the right person to find the right page at the moment they're making a decision."
How we frame every SEO project
Process
Six phases, from understanding the market to sustained growth
In practice the phases overlap, but the order matters: each builds on the conclusions of the one before.
001
Discovery and diagnosis
We start with your business: what you sell, to whom, at what margins, in which markets, and what has worked or failed so far. We ask for read access to Search Console, Analytics and, where available, CRM or sales data, so we know which pages and searches bring in real customers.
In parallel we run an initial technical and content audit. The aim isn't a hundred-page report but to identify what is holding the site back today and which opportunities are obvious from day one.
Activities
Outputs
- Diagnosis of the main blockers
- Prioritised list of quick wins
002
Market and keyword research
We build a map of demand: what your potential customers search for, in which words, in which language and at what stage of their decision. We cross-reference it with what Google actually shows for each query, because the type of page that ranks (guide, comparison, product page, local map) says a lot about intent.
Then we analyse the competitors who genuinely occupy those results and where they are weak. The output is a realistic estimate of the opportunity: where you can compete soon, where it will take longer, and where it isn't worth entering.
Activities
Outputs
- Keyword map grouped by topic and intent
- Competitive analysis with content gaps
003
Strategy and architecture
With demand mapped, we decide which page should answer each group of searches. This prevents cannibalisation (several pages competing for the same thing) and makes clear what is missing. It often means reorganising menus, categories or URLs so the structure reflects how customers search.
The result is a quarterly roadmap with priorities, owners and metrics. It's a living document: we review it every quarter against real data and adjust it.
Activities
Outputs
- Proposed site architecture
- Prioritised quarterly roadmap
- Agreed, measurable KPIs
004
Technical and on-page foundations
Before scaling content, we fix whatever stops the site performing: indexing errors, duplicate content, conflicting canonicals, slow pages, JavaScript hiding content, broken internal links or invalid structured data. We work directly in the CMS or with your developers through clear tickets.
On existing pages we optimise titles, headings, copy, internal links and images so each one answers its assigned search precisely. Early growth often comes from improving what already exists rather than publishing more.
Activities
Outputs
- Technical issues resolved and verified
- Key pages optimised
005
Content and authority
We produce the content on the roadmap: service and category pages, guides, comparisons, answers to common questions. Each piece starts from a brief covering intent, structure, sources and the angle that makes it better than what currently ranks, and is reviewed with your experts to add genuine experience.
Alongside this we build authority: mentions and links in the press, associations, quality directories and sector sites, earned through stories, data and relationships. It's the slowest part and the one that makes the biggest long-term difference.
Activities
Outputs
- Editorial calendar under way
- Content published and linked
- Quality mentions and links
006
Measurement, learning and scaling
Every month you receive a report covering what was done, how visibility, qualified traffic and conversions have moved, and what we'll do next. We explain it in business language and flag what didn't work as well.
Every quarter we review the strategy: which clusters to expand, which pages to reinforce, which markets to open. When something works, we scale it; when it doesn't, we pull effort. That's how SEO stops being an opaque recurring cost and becomes a channel you know how to manage.
Activities
Outputs
- Monthly report with business KPIs
- Roadmap updated every quarter
A business discipline
Why we treat SEO as a business decision, not a marketing task
A high-volume keyword may not bring a single customer, while a query searched a few dozen times a month can be worth more than all your blog traffic if it's typed by someone about to buy. So we don't measure success in visits but in what those visits mean for your bottom line.
That changes concrete decisions. We prioritise the pages that sell over articles that merely entertain. We choose markets by margin and capacity to serve, not just by demand. And we consider SEO alongside your other channels: sometimes the right short-term answer is a Google Ads campaign while organic search matures.
Our team combines backgrounds in business consulting, marketing and IT. That mix lets us talk to leadership, marketing and development alike, and translate each group's conclusions into the others' language.
- Prioritisation by business value, not volume
- SEO coordinated with paid search, web and analytics
- Decisions explained to leadership with data
Deliverables
What you receive over the course of the project
Strategy
The documents that set direction and explain the reasoning behind each decision.
Execution
The work itself, on your site or alongside your team, with every change documented.
Follow-up
Transparency about what is done and what changes, in business language.
Principles
How we work
Your accounts, your data
Search Console, Analytics, Business Profile and every other tool stay in your company's name.
White-hat only
We follow search engine guidelines. No link networks, no unreviewed automated content, no shortcuts that put your domain at risk.
Fixed proposal
Scope, timeline and fee in writing before we start. No surprises on the invoice.
Monthly reporting
What was done, what changed and what comes next, against agreed metrics.
Quarterly review
The strategy is adjusted with real data, not set once and forgotten.
One contact
A single point of contact who knows your project and coordinates the rest of the team.
FAQ
About SEO
How long does SEO take to show results?
It depends on your starting point, the competition and the resources available. Technical fixes and improvements to existing pages can show within weeks. Solid growth in organic traffic usually takes four to six months, and longer in highly competitive sectors.
That's why we set measurable interim goals (indexing, visibility on specific topics, conversions) so you can judge progress before the full effect arrives.
Do you guarantee the number one spot?
No. Nobody controls Google's algorithm, and any guarantee of rankings is a red flag. What we do guarantee is transparent work, a written plan and an honest monthly report.
Do I need to publish content every week?
Not necessarily. On many sites the biggest early impact comes from improving and consolidating what already exists and strengthening commercial pages. Publishing frequency is set by opportunity, not habit.
Do you work with any CMS?
Yes: WordPress, Shopify, Webflow, PrestaShop, custom builds and others. If your platform has serious SEO limitations, we'll tell you why and what the alternatives are.
What do you need from me?
Access to the tools (Search Console, Analytics, CMS), a contact person who can make decisions and, for content, access to the people who know the product or service. Your team's expertise is what sets the content apart.
Does SEO still make sense with generative AI?
Yes. AI Overviews, ChatGPT and Perplexity retrieve information from indexed pages and tend to cite sources that are already visible and trusted in search. SEO is the foundation; GEO adds the specific work needed to be cited.
Can I start with just an audit?
Of course. The SEO and AI search audit is a good first step: it gives you a diagnosis and a prioritised plan you can carry out with us, with your own team or with another provider.
Related
Related services and guides
Technical SEO
Technical SEO: crawling, rendering, indexing, Core Web Vitals, site architecture, canonicals, hreflang, structured data, log file analysis and JavaScript SEO.
Content marketing
SEO-led content marketing: strategy, topic clusters, briefs, expert writing with E-E-A-T, content refreshes and pruning, and measurement tied to business goals.
Generative Engine Optimization
Generative Engine Optimization: we help ChatGPT, Gemini, Perplexity and Google's AI Overviews find, understand and cite your website as a source.
Let's build your SEO strategy
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