SEO that is built to last, not to spike

How we approach SEO

SEO is four things done properly: a site Google can crawl and render, pages that match a single clear search intent, content that answers the question better than what currently ranks, and links that are earned rather than bought.

We do not buy links, spin content or publish mass-produced articles. Those tactics violate Google's spam policies and the recovery from a penalty costs more than the traffic was worth.

Technical SEO

• Crawlability and indexing: robots.txt, XML sitemap, canonical tags, redirects, broken links, index bloat.
• Speed and Core Web Vitals: LCP, INP and CLS measured on mobile, because that is how most of your customers arrive.
• Structured data: Organization, LocalBusiness, Service, BreadcrumbList and FAQ where it genuinely applies.

On-page and architecture

One page per primary intent, with a title and H1 that match how people search, a heading structure that covers the follow-up questions, and internal links that connect related pages.

Image filenames and alt text that describe the image instead of repeating keywords.

Content

Topic clusters rather than scattered blogs: a pillar page for the money term, supporting articles for the questions around it, all linked together.

Written to be useful on its own. If an article only exists to hold a keyword, it does not get published.

Measurement

Google Search Console is set up and monitored: impressions, clicks, average position, indexing errors. We report on movement monthly and say plainly what has not moved.