SEO

What does SEO work consist of?

SEO is not one job but six connected ones. If one is missing the rest have limited effect: if the technical base is broken, content cannot be crawled; if content does not match search intent, the page will not show; without measurement, nobody knows what works.

Technical SEO

This makes sure search engines can crawl and understand the site: crawl and index status, canonicals and redirects, page speed and Core Web Vitals, mobile usability, sitemaps, robots rules, structured data and internal linking. We rank findings by impact and effort and fix what is losing visits first.

Keyword and search-intent analysis

We group target queries by intent, not only by volume: learning (“what is”, “how to”), comparing (“price”, “best”) and ready to buy (“agency”, “quote”). For each group we plan which page answers it, and avoid writing several pages for the same intent so pages do not compete with one another.

Content strategy and on-page optimisation

Content is written to answer the question in the first paragraph, with a stated source and date and visible expertise. Titles, descriptions, the H1–H3 hierarchy, internal links, image alt text and FAQ blocks are part of on-page work. The aim is not to stuff a keyword but to give the reader and the search engine the same clear answer.

Link profile

The quality and naturalness of links pointing to your site influence rankings. We analyse the current profile, identify harmful or artificial links and focus on earning natural links through content partnerships, being a cited source and outreach in relevant publications. We do not recommend bought links; they leave your site open to penalties.

Local SEO

If you look for customers in a specific city or region, the Google Business Profile, local pages, consistent name-address-phone data and reviews matter. Local visibility rests on real business data such as a verified address and profile; without it a local ranking programme cannot be run.

E-commerce and multilingual SEO

In e-commerce, category and product pages, duplicate URLs from filters and stock-status handling become important. If you publish in several languages you need correct hreflang mapping between versions, separate search research per language and content written for each local language; automatic translation alone is not enough.

What determines the price of SEO

• The technical starting point of the site: a clean site and one with many issues do not need the same effort.
• The competitiveness of target queries: a rare expert search and a generic service search are not equally hard.
• Content volume: how many pages are written per month and how much subject knowledge the writer needs.
• Development effort: technical fixes that need a developer are planned separately.
• Number of pages and languages: every extra language or product category widens the scope.
• Reporting and meeting cadence.

We do not publish a package price for SEO because the same line item does not represent the same work on two sites. We set the scope in a discovery call and send a written, itemised quote.

What to expect in the first 90 days

SEO is cumulative and results cannot be guaranteed, but a realistic frame for what appears when is possible.

• Month 1: technical audit, measurement set-up (Search Console, analytics), keyword and intent map, priority fixes.
• Month 2: improving existing pages, publishing the first new content, internal-linking structure.
• Month 3: reviewing indexing and impression data for published content, second content wave.

In the first months the most reliable indicators are leading data, not rankings: pages entering the index, impression and click trend, and the number of pages visible for target queries. Traffic and demand effects usually build in later months; timing varies by sector, competition and the site’s history.

How SEO relates to GEO/AEO

AI-assisted search does not replace classic SEO; it builds on it. Clear definitions, sourced information and consistent organisation data help both rankings and being cited in AI answers. Our service that treats this area separately: AI Search Visibility.

Common SEO misconceptions

• “Page-one guarantee”: no agency controls search results; an agency that guarantees rankings is not trustworthy.
• “The more you repeat the keyword the better”: stuffing hurts readability and does not help rankings.
• “Do it once and it is done”: SEO needs continuity because search behaviour and competitors change.
• “Buying links is a quick fix”: artificial links can lead to the site being penalised.

The tools we use and how we report

A tool is not the work itself, but it is needed for measurement and verification. In an engagement we typically use these groups of tools:

• Google Search Console: the primary data source for queries, pages, impressions, clicks, index status and crawl errors.
• Analytics (GA4): how organic visitors use the site and which pages contribute to target actions such as forms and calls.
• Crawling tools: checks for broken links, redirect chains, duplicate titles, missing descriptions and heading hierarchy.
• Page-experience measurement: speed and Core Web Vitals assessment with Lighthouse and real-user data.
• Rank tracking: the trend of target queries over time; we look at the trend, not a single day’s position.

A report is not just a ranking list. The monthly report contains leading indicators (indexed pages, impressions, clicks), target actions (forms, calls, messages), a list of work done and next month’s priority. Data is read from your own accounts; access stays with you.

How SEO changes by sector

• B2B and industry: search volume is low but intent is high; product and application pages, technical documents and certification content and a multilingual structure stand out.
• Healthcare and sensitive areas: accuracy of content, author and source transparency, regulation-compliant wording and freshness are critical.
• Tourism and hotels: seasonal demand, local and multilingual search, direct-booking pages and review management.
• E-commerce: category structure, product data, duplicate pages from filters and stock management.
• Local service businesses: the Google Business Profile, local pages and reviews.

SEO in site migrations and redesigns

When a website is renewed or the domain changes, the biggest risk is losing current rankings and links. To prevent it we map old and new addresses, set up permanent (301) redirects completely, keep title and content value and monitor Search Console and traffic daily after launch. If the URL structure will change, redirects must be prepared before launch; redirects added afterwards do not fully recover the loss.

Keeping content current

Published content ages: prices, regulations, products and figures change. We review important pages regularly, update the date of content we actually changed and leave the date of unchanged content alone; changing a date without changing the content damages trust. Which pages are reviewed how often is tied to a written schedule at the start.

What should come out of an SEO audit

At the end of an SEO audit you should hold: a list of issues found in order of impact and effort, evidence for each (example URL and screenshot), a recommended fix and who does it, a target query and page map, and a plan for the first 90 days. Simply turning tool output into a PDF is not an audit; the interpretation and prioritisation of findings is the real value.

How keyword research is done

• Starting list: seed queries come from your products and services and the questions customers ask you most often.
• Expansion: search suggestions, the “people also ask” area and related searches widen query variety.
• Real data: if you have a site, the real queries in Search Console show which searches you appear for but are not clicked.
• Competitor review: the structure, depth and gaps of pages that appear for the same query are assessed.
• Prioritisation: each query is scored on intent, competition and contribution to your business; which page targets which query becomes a written map.

A technical SEO checklist

• Are robots.txt and the sitemap correct, and are pages that should be crawled open?
• Does each page have a self-referencing canonical and are duplicate URLs consolidated?
• Do pages open fast, with images in the right size and a modern format?
• Does the site work smoothly on a phone with sufficient touch targets?
• Are title, description and the H1–H3 hierarchy single and meaningful on every page?
• Does structured data (organisation, service, FAQ, breadcrumb) match the visible content?
• Are there broken links or redirect chains?
• Are HTTPS and security headers complete?