Search engine optimisation that moves you up in Google
Your competitors rank above you and you are not quite sure why. We find out: technical SEO, the keywords your customers actually use, and content that turns visits into enquiries. You deal with one advisor with over 20 years in the field. The first conversation costs nothing.
What is search engine optimisation?
Search engine optimisation – SEO – is about making your website easier to find, understand and choose when someone searches for what your business offers. It does not mean tricking Google. It means making sure the search engine can find and index the right pages, that the content actually answers what the customer is trying to work out, and that the site offers enough quality and trust to deserve visibility.
In practice we work on three things at once: the technology under the bonnet, the content on the page, and the signals that show the business has real expertise and authority. For a local business, Google Business Profile and local search come on top. And in 2026 we also have to watch how that same content is used in AI Overviews and other generated answers.
The goal is not as much traffic as possible. The goal is visibility in the searches that can actually bring you customers – and making it easy for them to take the next step.
How does search engine optimisation work?
Four things have to be in place, in this order. If the first one fails, it matters little how well the last one is solved.
Google has to find the page
Internal links, sitemaps, crawlability and a tidy structure are what get important pages discovered.
Google has to understand the page
The title, headings, body copy, internal links, images and the structure around the page help the search engine understand what the page is actually about.
The page has to be a good answer
Relevance, quality, experience, clarity and how well the content answers the search intent all count here.
The site has to be trustworthy
A clearly identified company, real experts, good reviews, consistent information, relevant links and documented experience make it easier for both users and search engines to trust the content.
How we work with SEO
Discovery
Technical audit, keywords and competitors — we find the opportunities.
Strategy
We prioritise actions by impact and set a clear plan.
Execution
Technicals, content and structure in place — step by step.
Measurement
Reporting on rankings, traffic and conversion. We adjust continuously.
All of this is included
Six disciplines. Which one matters most depends on the site — that is part of what the audit is there to answer.
Not just speed. We look at crawling, indexing, canonicals, status codes, internal links, rendering, Core Web Vitals and whether Google actually reaches the content that is meant to rank.
We do not just map volume. We look at what the person is trying to get done, what Google shows for the query, and which type of page should actually cover the need.
Good SEO copy should not sound like SEO copy. It should be precise, useful and written by someone who knows the subject. Keywords go where they belong – not where a tool says they are missing.
For local searches we work on the site, Google Business Profile, local content, consistency and the signals that decide whether the business gets chosen.
We work on what can be documented: expertise, reviews, relevant links, a clear author and content that genuinely deserves to be used as a source.
We do not just track positions. We look at impressions, clicks, non-brand, landing pages, leads, conversion and – where the data exists – visibility in Google's generative search features.
What we have learned after 20+ years of SEO
It is rarely one big mistake that holds a site down. More often it is ten smaller things pointing the same way: an important page buried too deep in the structure, old content competing with the new, a title promising something the page does not answer, or a technical signal leaving Google unsure which URL is the right one.
So we do not start by writing ten new articles. We start by finding the bottleneck.
On some sites it is the technology. On others it is the content. Quite often there is already more than enough content – but it is organised wrongly, too generic, or spread across too many pages competing with each other.
That difference matters. Good SEO is as much about what you leave undone as what you add.
SEO is still the foundation – also in AI search
SEO is still the foundation, also when Google shows generated answers. Google says itself that the same basic SEO principles apply to AI Overviews and AI Mode: the page must be crawlable and indexable, and the content must be useful, reliable and original.
AEO and GEO are therefore not a separate set of secret techniques. For us it is about making the content clear enough, well documented enough and useful enough to work both as a search result and as a source in a generated answer.
That means clear answers, a strong subject-matter author, good structure, concrete examples and content that adds something a language model cannot simply repeat from a hundred other sites.
Go deeper on SEO
Each guide goes deep on its own area. This page gives the whole picture.
What needs continuous monitoring for Google to reach the content meant to rank — and how to catch problems before they cost visibility.
When a site has more content than it needs: how to find pages competing with each other, and what to do about them.
What happens to authority and traffic when addresses change, and how 404s are handled without losing rankings.
How the same content is used in AI Overviews, and what actually differs from ordinary SEO work.
The searches with lower volume and higher purchase intent, and which page type should cover them.
The interplay between the site, Google Business Profile and local signals.
What you control yourself, what you influence indirectly, and why the distinction matters for prioritisation.
The three planned guides in the cluster have not been written yet. They appear as planned content rather than links, so no card points at an address that does not exist. See all articles →
Frequently asked questions
It depends on goals, competition and your current situation. We give a clear estimate and a plan after a free assessment — and there's no commitment to get started.
Technical improvements can show within a few weeks, while lasting growth in organic traffic builds over 3–6 months. You get progress reports along the way.
We work with all three, and they solve three different things: SEO makes you visible in search results, while AEO and GEO make your content citable in AI answers like ChatGPT and Google AI Overviews.
SEO pays off for almost everyone whose customers search online. We assess search volume and competition before recommending an approach.
SEO is about the organic visibility you build over time. Google Ads buys visibility for as long as the campaign runs. They can work well together: Ads can give fast data and traffic, while SEO builds pages and visibility you do not pay per click for.
No. No serious agency can control a specific position. We can control the quality of the work: the technology, the content, the structure, the prioritisation and the measurement. The goal is documented improvement on searches that matter to the business.
We look at more than rankings. Search Console shows impressions, clicks and the queries that actually trigger the page, among other things. Where possible we tie that to leads, bookings, sales or other conversions. We also track visibility in Google's generative search features when the data exists.
No. Some sites need more content. Others need to tidy up, merge or improve what they already have. We decide based on search intent, existing coverage, Search Console data and the competitive picture – not on a fixed publishing quota.
“Skilled, up-to-date, trustworthy and solution-oriented — SeoWeb has lifted our marketing into a new digital era.”