What SEO covers
Search engine optimisation makes a site crawlable, understandable and worth ranking. It divides into four areas: technical foundations, content and intent matching, earned authority, and measurement. Most engagements find their constraint in one of those rather than spread evenly across all four.
The reason SEO still matters when everyone is talking about AI search is that generative engines retrieve from indexes. A page an engine cannot crawl or render cannot be cited by an assistant either, so the technical half of this pillar is a prerequisite for the other two rather than a legacy concern.
Where engagements go wrong is usually diagnosis. A site with a rendering fault does not need a content programme, and a site with thin content does not need more links. Establishing which constraint is actually binding takes days and routinely saves quarters of misdirected work, which is why almost every engagement here starts with an audit.
The other recurring failure is measuring the wrong thing. Rankings and sessions move for reasons unconnected to revenue, and answer surfaces have made that worse — impressions can climb while clicks fall because the result page satisfied the query. Reporting against pipeline resolves most arguments about what to work on next.
All 18 SEO services
Everything that makes a site legible and authoritative to a classic search index: architecture, rendering, internal linking, content depth and earned authority. Most engagements start here, because it is also the foundation the other two pillars retrieve from.
Typically a 3-month minimum with a named senior lead.
Questions about SEO
Where should we start with SEO?
Almost always a technical audit, because a crawling or rendering fault caps everything else and is cheap to rule out. If the technical layer is sound, the constraint is usually content depth or earned authority, and the audit will say which.
Is SEO still worth investing in given AI search?
Yes, and increasingly as a prerequisite. Generative engines retrieve from indexes, so a page that cannot be crawled or rendered cannot be cited by an assistant either. The technical half of this pillar underpins the other two rather than competing with them.
How long does SEO take to work?
Technical fixes often show within four to eight weeks. Competitive ranking gains typically take four to seven months. Anyone quoting faster than that for a contested term is describing an easier term than the one you asked about.
Do we need all eighteen services?
No, and we would rather scope you down than sell a programme you do not need. Most clients need two or three, and the audit exists to establish which. Buying the full set is almost never the right answer.
Not sure which of these you need?
Thirty minutes with a senior strategist. We pull your live visibility while we talk and tell you plainly which constraint is actually binding — including when the answer is none of the above.