It is an estate. It is built through technique, content and authority, in that order, and three months will not undo three years of neglect.
The first mistake is to treat each page as an isolated competitor. An engine tries to understand WHO is speaking before deciding whether what is said deserves to be shown. It gathers everything it finds about a business: its site, its mentions elsewhere, its profiles, the consistency between what it claims and what others say about it. An excellent page attached to a blurred entity hits a ceiling; a decent page attached to a solid entity goes past it.
So we begin with the entity graph: a structured-data block defined once and emitted on every page, where the organisation, the places, the people and the services point at one another by identifier. It is tedious and invisible to the visitor. It is also what turns a search on your name into a knowledge panel rather than a plain blue link.
The rest follows a strict hierarchy. A slow or badly crawled site has no business publishing; a fast site with no content has nothing to rank; a fast, documented site with no authority stays behind those people cite. We work those three floors in order, and we refuse to write fifty articles on a broken technical base. It shows in the first quote, where the audit always precedes production.
The site crawled page by page, like a robot, to clear what blocks Google.
A full crawl of the site, page by page, the way a robot does it. We record status codes, redirect chains, orphan pages, canonicals that contradict each other, indexing tags set by mistake. One site in two that we take over forbids Google from pages it would want ranked, without anyone having decided so. That is the kind of fault that costs months and takes a day to fix.
The three measures Google takes on your real visitors, fixed at the source.
The three measures Google takes from real visitors: how long the largest element takes to paint, how stable the layout is, how quickly the page answers the first gesture. We treat them not as a score to raise but as a symptom. An image with no declared dimensions makes the page jump while it loads; a third-party font delays the first text; an analytics script blocks the first interaction. Each is fixed at the source.
A query is an intent: one page per intent, never two for the same one.
A keyword is not a volume, it is an intent. Searching for "shopfront price" and "how to choose a shopfront" do not call for the same page, and serving the wrong one loses a visitor who would have bought. So we sort queries by intent before sorting them by volume, then decide which page answers what. That document is what stops three pages fighting over the same query, the most common and most expensive fault of all.
Pages that genuinely answer, written by someone who understood the trade.
We write pages that genuinely answer, not texts calibrated for a word counter. Each subject is handled by someone who has understood the client's trade, reviewed by someone who has not, and published only if the second learned something. Internal linking is decided while writing, never afterwards: a link placed because it helps the reader beats ten links placed because a tool asked for them.
No bought links: real mentions, slower, that do not collapse.
We do not buy links and we say so plainly, because a bought profile always shows in the end and because the penalty falls on the whole domain. We work the mentions that already exist and point nowhere, the trade directories that still count in your sector, the partners and suppliers who cite you, the specialist press when there is something to tell. It is slower and it does not collapse.
Your business profile treated as a page in its own right.
For a house that receives visitors or travels to them, the business listing often weighs more than the site. We treat it as a full page: primary category chosen with care, exact opening hours, service area, refreshed photographs, pre-filled questions, reviews requested and above all answered. An address written differently on the site, the listing and the directory is enough to blur the signal; we align all three to the character.
Search is judged over a year, not a week, which is exactly why you need to know what happens each month. Here is the real course of an engagement, with no shortcut and no promise of first place.
Full crawl, baseline positions, analysis of the queries already bringing you visitors without your knowing, examination of the three competitors ahead of you. We hand over a document saying what works, what does not, and what fixing it will cost. You can stop there: that document is yours.
Technical faults fixed in order of severity, not in order of ease. Redirects, canonicals, structured data, sitemap, speed. It is the least spectacular period and the most decisive: everything published afterwards rests on it, and nothing makes up for foundations left aside.
Production of the pages decided at the intent stage, two to six a month depending on the plan, each tied into the rest of the site. First movement usually shows in the third month on long queries, later on short ones. We show you both, including when the second does not move.
Once there is something worth showing, we go and get it cited. Relations with the trade press, partners, suppliers, sector associations. We do not promise a number of links per month, because a guaranteed number always means bought links.
One page, not thirty. The positions that moved and why, qualified traffic by intent, the enquiries actually received, and what is planned for next month. We refuse hundred-page reports that drown a bad month in charts: if nothing happened, the first line says so.
Thirty to sixty pages depending on the size of the site: faults ranked by severity, estimated effort for each, baseline positions and competitor analysis. It is yours on delivery, even if you do not continue with us.
The table pairing each useful query with one page and one only, with its intent, volume and difficulty. It is the document that stops your site competing with itself, and it serves well beyond search.
Written, illustrated, linked and published. The texts are yours and stay yours, in an open format, including if you leave. We also deliver them as separate files so you can take them elsewhere.
Search Console and analytics are opened in your name, on your account, and we are invited in. Never the other way round. The day you leave, you need ask no one for permission to keep seeing your figures.
Nobody can promise it, and anyone who does is selling something else. What we can state: visible movement on long queries around the third month, on short queries between six and twelve months, and a plateau that depends on your sector as much as on our work. If your competitor has been publishing for ten years, catching up in a quarter will not happen.
No, and that idea has done a great deal of damage. A site of forty useful pages beats a site of four hundred hollow ones, because hollow pages dilute the whole and eat the crawl budget. We would rather have two pages a month that genuinely answer a question than eight that paraphrase the competition.
Nothing collapses overnight: what is technically gained stays gained, and published pages keep working. You do stop gaining ground, however, and competitors who continue eventually pass you again. Search is not a subscription you pay for access, it is capital that depreciates if it is not maintained.
Yes, that is our discipline 四, and the two feed each other. The queries that convert in advertising tell us which pages to write, and well-ranked pages lower the cost of ads on the same terms. We bill the two trades separately and never as a commission on your media budget.
Leave us your website and a word about your project. A director studies it and replies to you personally within twenty-four hours: what holds your visitors back, what we would do, and whether your house can join us. It is the first door of admission, and it commits you to nothing.