SEO & Digital Marketing

Most SEO problems we are called about are not keyword problems. They are structural: the same content reachable at four URLs, category pages with nothing on them, pages that are too thin for Google to keep, or a sitemap that has quietly been advertising deleted pages for a year. No amount of keyword research fixes any of that.

We start with what Google can actually see

The first pass is diagnostic and unglamorous. How many URLs resolve to the same content. Which pages are indexed, which are "crawled — currently not indexed", and what those two groups have in common. Whether the sitemap agrees with the site. Whether structured data describes what the page actually shows, or something that used to be there.

Duplicate URLs are the usual culprit

A page reachable at both a slug and an id splits every ranking signal it earns between two addresses. It is one of the commonest patterns we find, it is invisible from the front end, and consolidating it with correct redirects often moves rankings on its own — before a single word is rewritten.

Thin pages cost more than they earn

A page that cannot say something substantial does not just fail to rank; it drags on how the whole site is assessed. We are usually arguing for fewer pages, not more. Removing a weak page with a 410 is a legitimate optimisation, and one most agencies will not suggest because it does not look like work.

Then, and only then, content

Once the structure holds, content work is worth doing — and it means writing something with a point of view, not stuffing a phrase into a paragraph. We would rather publish six pages a year that someone would cite than sixty nobody finishes.

What we will not do

We do not build location-permutation pages — the "service in city" template that generates hundreds of near-identical URLs. Google classifies them as doorway pages, and we have cleaned up more than one site penalised for exactly that. We do not buy links, and we do not promise a position on a search results page, because nobody controls that.

What comes after the structure is fixed

Technical work removes the reasons a site cannot rank. It does not, on its own, give anyone a reason to link to you. Once the foundation holds, the work becomes editorial.

Content that earns its place

We would rather publish six pieces a year that someone would cite than sixty nobody finishes. That means writing from first-hand experience — what you actually did, what it cost, what you would do differently — rather than assembling another overview of a topic already covered a thousand times. A page with a point of view is the only kind that reliably attracts links.

Search intent, not keyword volume

A term with high search volume and no buying intent will bring traffic that never converts and can make a site look worse to you, not better. We map the queries your actual customers use at the point they are ready to act, which are usually longer, more specific and much less contested.

Email, which nobody can take away from you

Search visibility is rented. An algorithm update can halve it overnight, and has for plenty of businesses. A list you own is the hedge. We set up capture that is honest about what someone is signing up for, and sending that respects it.

Paid search, where it makes sense

Paid ads are worth running when you already know which page converts and want more people on it. Running them before that is buying traffic for a page you have not proven — expensive tuition. We will usually tell you to wait.

Measurement you can act on

Reporting is limited to numbers that change a decision: which pages are indexed, which queries you appear for, which pages convert, and where visitors leave. Impressions and bounce rate on their own change nothing, so we do not lead with them.