Search engine optimisation (SEO)
I work on SEO for companies, freelancers and local businesses that need to stop relying solely on word of mouth, ads or social media. The aim isn’t to get more visits for the sake of it. The aim is for your website to appear when someone searches for exactly what you sell.
Does your website exist but Google doesn’t show it?
Having a website doesn’t mean you’re visible in search. If Google doesn’t clearly understand what you do, where you operate and why it should show you ahead of others, your site can remain invisible.
You don’t appear for your main services.
Competitors are outranking you despite having worse websites.
You get visits, but few enquiries.
You don’t know which pages are ranking.
Your website has content, but no strategy.
What SEO is and why it matters
SEO is the set of improvements made to a website so Google understands it better, considers it relevant and shows it in search results when a user looks for a product, service or solution.
Put simply: if you run a renovation business, a clinic, an office, an online store or a professional service, you need to appear when potential customers search for what you do. That’s where SEO comes in.
But SEO isn’t just about stuffing keywords. It’s about structure, search intent, speed, authority, useful content, user experience, internal linking, well-crafted pages and a website that converts visits into enquiries.
Why a well-designed website may not rank
Many websites look good visually but aren’t built to compete on Google.
There isn’t a clear SEO architecture
The site has loose pages, mixed services and URLs that compete with each other. Google doesn’t know which page to rank for each search.
The content doesn’t match search intent
Writing a lot isn’t enough. Each page must answer what the user is searching for and show that your company can solve that problem.
The website lacks authority
You may have good copy, but if Google doesn’t find external signals, mentions or links, it will be hard to compete in important searches.
There are technical issues
Indexing, speed, misused headings, crawl errors, duplicate content or pages without internal links can hold back growth.
There’s no local strategy
If you operate in specific areas, you need pages, signals and content that help Google associate you with those locations.
The website doesn’t convert
Ranking is good, but if a visitor arrives and doesn’t understand what you do, why they should choose you or how to make contact, the SEO only goes so far.
How I approach SEO
I don’t treat SEO as a list of disconnected tasks. First I organise the website, then I target the important searches and finally I reinforce what begins to work.
Initial analysis
I review the website’s state, which pages exist, what technical errors appear, which URLs are indexed, what traffic is coming and what opportunities exist.
Keyword map
I define which search each page should target to avoid cannibalisation and build a logical structure: services, locations, categories and supporting content.
Technical optimisation
I work on crawling, indexing, speed, architecture, internal linking, headings, metadata, schema and issues that might limit ranking.
Business-focused content
I create or rewrite pages so they better match search intent and help the user understand why they should contact you.
Local SEO and authority
I strengthen local signals, Google Business Profile, citations, geolocated content and links when a project needs to compete in tougher searches.
Measurement and continuous improvement
I measure rankings, clicks, impressions, conversions and pages that start to move to prioritise the actions that can genuinely bring customers.
Comprehensive SEO service
The work depends on the state of each website, but a serious SEO strategy typically combines several areas.
SEO audit
Technical review, content, indexing, architecture, competitors, keywords and growth opportunities.
Technical SEO
Improvements to speed, structure, crawling, canonicals, redirects, sitemaps, robots.txt, headings and structured data.
Content SEO
Creation and optimisation of service pages, category pages, articles, local landing pages and supporting content.
Local SEO
Optimisation for searches with local intent, Google Business Profile, area pages, reviews and proximity signals.
SEO for WordPress
Specific optimisation for sites built with WordPress, Elementor, WooCommerce, Rank Math, common plugins and themes.
Conversion optimisation
Improving calls to action, forms, commercial copy, visual structure and the user’s journey to contact.
I don’t do SEO to make pretty charts. I do SEO so the website works.
A site can have more traffic and still not sell. It can also have fewer visits but better leads. That’s why I don’t treat SEO solely as a question of volume.
I approach SEO with a very simple question: what does someone need to search for for it to make sense that they land on your page and end up contacting you?
From there, the site is organised, necessary pages are created, content is improved, errors are fixed and the signals Google needs to trust your project are strengthened.
Well-planned SEO versus improvised SEO
| Improvised SEO | Strategic SEO |
|---|---|
| Publishing articles without a clear intent. | Creating content connected to services, searches and commercial goals. |
| Optimising every page with similar words. | Assigning a primary keyword and a specific intent to each URL. |
| Only looking at rankings. | Measuring clicks, leads, conversions and real opportunities. |
| Copying what competitors do. | Analysing the SERP and creating a page that’s more useful, clear and complete. |
| Doing SEO once and forgetting about it. | Reviewing, improving and reinforcing based on real data. |
This service makes sense if you want to attract clients from Google
Service businesses
Firms, clinics, renovation companies, workshops, consultancies, industrial companies, IT services, local professionals and B2B businesses that need to appear in searches with commercial intent.
WordPress websites
If your site is built on WordPress, Elementor or WooCommerce, I can work on both the SEO and the technical adjustments needed within the site itself.
Local businesses
Companies operating in a specific city or county that need to improve their visibility on Google, Maps and geolocated searches.
Projects that already have a website but no results
If you have a published website but aren’t getting enquiries, aren’t ranking for your services or don’t know what’s failing, the first step is to sort the strategy.
SEO isn’t immediate, but it doesn’t have to be a lottery either
SEO takes time because Google has to crawl, understand, compare and validate your site against other results. But that doesn’t mean working blindly.
In the first weeks it’s possible to detect what’s holding the site back, which pages have potential, which searches are worth targeting and which content needs urgent improvement.
From there, work is prioritised by impact: first what can unlock growth, then what can build authority and finally what allows scaling.
Common questions about SEO
How long does SEO take to work?
It depends on the website’s condition, the competition, domain authority and the type of searches you want to target. In local projects or less competitive niches you may see movement sooner. National or highly competitive searches usually require more time and consistency.
Can I rank a new website?
Yes, but be realistic. A new site needs a clear architecture, good content, correct indexing and trust signals. It’s common to start by targeting more specific searches and then move up towards more competitive keywords.
Do you only do SEO or can you also work on the website?
I can do both. Especially on WordPress, Elementor and WooCommerce. This is important because many SEO improvements require changing structure, content, internal linking, speed, templates or technical elements.
Does SEO guarantee the top spot?
No credible provider can guarantee first position on Google. What can be done is work strategically, fix errors, create better pages than the competition and increase the real chances of ranking.
What’s the difference between SEO and web positioning?
In practice they are almost used interchangeably. SEO is the set of techniques and strategy. Web positioning is the desired result: appearing higher on Google for relevant searches.
Do you also do local SEO?
Yes. For businesses operating in a city, county or specific area, local SEO is essential. That involves the website, Google Business Profile, reviews, local pages, geolocated content and external signals.
Want to know why your website isn’t ranking?
I can review your site, identify what’s holding back its ranking and tell you what I would work on first so it starts gaining visibility on Google.
Request an SEO review