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How we work

The whole process,
week by week

Published in full, including the parts where nothing visible happens for a month. If any of it looks wrong for how your company operates, better to find out now.

  1. 01

    Week 0

    First conversation

    Thirty minutes. We ask what you sell, who signs the cheque, and what has already been tried. If SEO is the wrong lever for the problem you are describing, we say so here rather than three months into an invoice. That happens more often than you would expect — usually the answer is paid search, pricing, or a positioning problem.

    You get

    • A yes or a no
    • If yes, a scope and a number
  2. 02

    Weeks 1–4

    Diagnosis

    We go through analytics, Search Console, your CRM, server logs, twenty recorded sales calls, and the codebase. Nothing gets recommended until we can explain why the current approach is not working. Most agencies skip this because it is four weeks of billable time with nothing visible to show.

    You get

    • Technical crawl and render audit
    • Every URL classified: keep, refresh, merge, remove
    • Commercial keyword map with expected pipeline per cluster
    • Competitor link gap analysis
    • Ranked 12-month roadmap with effort and impact
  3. 03

    Weeks 5–10

    Foundation

    The unglamorous part. Rendering and indexation fixes, canonical strategy, internal link architecture, template changes, and removing the dead weight from the existing library. This is where a lot of the first-six-month gain actually comes from, and none of it looks impressive in a report.

    You get

    • Merged pull requests or shipped tickets
    • Content pruning executed with redirects
    • Site architecture reworked
  4. 04

    Weeks 6–16

    Commercial pages

    Comparison pages, alternative pages, use case pages, vertical pages, integration pages. The smallest search volumes on the roadmap and by a wide margin the highest conversion rates. These usually start ranking between week 8 and week 14 and are the first thing sales notices.

    You get

    • 8–20 commercial pages live
    • Conversion tracking wired per page
    • First rankings on money terms
  5. 05

    Month 3 onward

    Authority and depth

    Editorial content that earns links and gives the commercial clusters topical weight, plus a permanent digital PR workstream. In competitive categories this is the binding constraint, and it is the reason programs stall at position 6 with objectively better content than the pages above them.

    You get

    • 9–14 editorial placements per month
    • Original data assets
    • Internal link routing to commercial pages
  6. 06

    Every month

    Reporting and correction

    A written report and a call. Keyword to page to session to opportunity to closed won, plus what we got wrong that month and what we are changing. The wrong-things section has done more for client retention than any of the wins.

    You get

    • Pipeline attribution report
    • Next month’s plan
    • What we changed our mind about
  7. 07

    Every quarter

    Prune, refresh, re-forecast

    Every URL reviewed again. Rankings decay, SERPs change intent, and competitors ship. A page published fourteen months ago is either an asset or a liability depending entirely on whether anyone maintained it. We also re-forecast the next two quarters against actuals, which keeps the projections honest.

    You get

    • Refresh queue for the quarter
    • Updated forecast vs actual
    • Board-ready summary

Questions

About working together

01 Why does diagnosis take four weeks?
Because the alternative is guessing. Two weeks of it is waiting on data — a crawl of a large site, log files your infrastructure team has to export, sales calls we need to sit through. The rest is analysis. Any agency presenting a strategy in week one built it from a template before they met you.
02 What do you need from our team?
Roughly three hours in the first month for interviews and access, then about ninety minutes a month for the report call plus review time on content. Technical work needs an engineer available for questions, though not full time. If we can get repo access it needs about half a day of setup from your side and then we are self-sufficient.
03 What happens if the forecast is wrong?
We re-forecast quarterly against actuals and show you both numbers side by side. When we have been wrong it has usually been because the search demand was smaller than the tools suggested — which is a real risk in narrow B2B categories and one we flag in the audit when it applies. The honest version of this is that forecasts get more accurate from month six once there is real data.
04 Do you need access to our CRM?
Ideally yes, at least read access to opportunity data. Without it we can only report on sessions and form fills, which in a five-month cycle tells you very little about whether the work is producing revenue. We can work through a data warehouse or a scheduled export if direct access is a problem.
05 How quickly can you start?
Usually three to five weeks out. I run a limited number of accounts at a time and only start a new one when the capacity genuinely exists. If you need someone next Monday I am the wrong choice, and I would rather say that than start you badly.

No cost, no call required first

Get a teardown of your site
plus an initial SEO strategy

Send a URL. Four working days later you get a recorded walkthrough of what is holding the site back and a plan for the next two quarters.

Get my free teardown
  • The specific reasons you are not ranking
  • A commercial keyword map for your category
  • A 12-month plan with expected results
  • A price, so you can decide