SEO
SERVICES.

Search engine optimisation is the work of making sure that when someone searches for what you sell, in Google or in an AI assistant, your business is one of the answers. For most of the last twenty years that meant a ranked list of ten blue links. Now a growing share of searches end in a written answer that names a handful of businesses and cites a few pages, and the person asking may never scroll at all.

The foundations have not changed much, though the bar has risen.

What our SEO service covers

How Google says it decides

Google publishes more about how search works than most people read, and three of its statements shape how we work.

"No one can guarantee a #1 ranking on Google," says Google's own guide to hiring SEO help. Anyone who promises one is either guessing or planning something Google will eventually punish.

Google's guidance on helpful, reliable, people-first content asks whether a page was made for people or to attract search engines, and whether it shows real experience and expertise. Pages written for a keyword and nobody in particular are what its systems are designed to demote.

Google's spam policies draw the lines not to cross. They name, among others, doorway abuse (many near-identical pages built to catch variations of a search), link spam (buying or trading links) and scaled content abuse (pages produced in bulk to manipulate rankings, however they are written). That is why we will not build fifty pages that differ only by the name of a neighbourhood, and why we will not buy links.

Technical SEO: can Google read your site?

The first month of most engagements is an audit and a list of fixes, because content cannot rank from a page that search engines cannot reach.

Google indexes the mobile version of a site, using the mobile version of a site's content for indexing and ranking, so a site that hides content or links on phones is hiding them from Google too. Speed matters to visitors first and rankings second: Google's Core Web Vitals call a page good when its main content appears within 2.5 seconds and it responds to a tap within 200 milliseconds for most visits. Structured data describes the business, its services and its articles to search engines; Google says it never guarantees a special result and must match what the page shows.

Then the housekeeping that loses traffic when nobody does it: old addresses redirected to their replacements in one hop, duplicate pages pointed at the version that should rank, broken links fixed, a sitemap that lists every page worth indexing with the date it last really changed. On our own site, sitemap dates move only when a page's content changes, because Google uses the date only if it is consistently and verifiably accurate. When a site needs more than fixes, our website development team rebuilds it.

Content that answers the question

Most business websites describe the business, while customers often search with questions.

We find the questions your customers ask, from search data, your sales and support teams, reviews, and the questions people put to AI tools about your category. Then each important question gets a page, or a section of one, that answers it in the first sixty words, in a form someone could quote, and then earns that answer with detail: numbers, examples, named sources and the business's own experience. Headings are written as the questions people ask. Pages show when they were last updated, and get updated when the facts change. Our own blog articles are written this way, and our guide to answer engine optimisation explains why in more detail.

For hospitals, clinics and other health businesses the bar is higher. Pages that affect people's health should be checked by qualified doctors and make only the claims the law allows, and our guide to what healthcare brands can say applies to websites as much as to social media.

Local SEO and Google Business Profile

For any business people visit or call, the map results matter more than the blue links. Google says local results are ranked on relevance, distance and prominence, that "more reviews and positive ratings can help your business's local ranking", and that "there's no way to request or pay for a better local ranking on Google."

So local SEO is mostly patient, steady work. A complete Google Business Profile with the right categories, hours, photos and services. The same business name, address and phone number on the website, the profile and every directory, character for character. On our own site the address and phone are stored once and reused on every page and in the structured data, so they cannot drift apart. Then reviews: asked for consistently, from real customers, and answered, good and bad. Google's policy forbids reviews that have been paid for, directly or in kind, including discounts or free products offered in exchange.

Authority: being talked about

Search engines judge a business partly by what the rest of the web says about it. Ahrefs' study of 75,000 brands found that the number of web pages mentioning a brand correlated with how often AI tools named it at around 0.66 to 0.71, against 0.27 to 0.33 for the site's backlink authority. Links still matter for ordinary rankings; mentions now matter at least as much for being cited.

The work is closer to public relations than to link-building as it used to be sold: listings on the directories that matter in your category, reviews on Google and the platforms your customers use, interviews and guest articles in trade press, partnerships, events, podcasts and YouTube appearances. Bought links are what Google's link spam policy targets.

AI search: getting cited

Google says there are no additional requirements to appear in its AI Overviews or AI Mode, and its guide to generative AI features says Google Search ignores llms.txt and similar AI files. So the work above is also the AI search work: indexable pages, clear answers near the top, specifics, freshness and a brand that is mentioned consistently across the web.

What changes is how much those things matter. Seer Interactive found that pages cited inside an AI Overview had about a 35% higher organic click-through rate than pages that were not, at a time when the overviews were taking clicks from everyone else, though Seer says it cannot prove the citation causes the clicks. Once a month we ask the AI tools the questions your customers would ask about your category and city, record who gets named, and work on the gaps.

How we report, and how long it takes

The report leads with what search brought the business: visits from organic search, enquiries and sales where they can be tracked, calls and direction requests from the Business Profile, and which pages earned them. Then rankings for the questions that matter, the technical issues found and fixed, and what the AI tools say about you this month compared with last.

SEO compounds slowly. In our experience, technical fixes can show up within weeks once Google recrawls the pages, while new content usually takes months to settle, and competitive searches longer. We set that expectation at the start. A page that earns its place keeps sending visitors long after an ad budget would have run out.

What it costs

We quote against the brief. Most engagements start with an audit and a list of fixes, then move to monthly work on content, local SEO and authority, and the size of that monthly work depends on the competition in your category and how much content needs writing. If the site itself is the obstacle, we will tell you, and website development may come first. GST at 18% applies to agency fees. Send the brief with your site and the searches you wish you showed up for.