SEO

A rebuild hurts search only when URLs, content and signals change without a plan. Inventory, URL mapping, redirects, launch checks and post-launch monitoring based on Google guidance.

Start with category pages, faceted navigation control, product pages and product data for Google, then technical health, then content. Google guidance and a 90-day plan.

Most agencies leave cleanly, but admin access creates real risk. What an agency could do, what Google says about negative SEO, and the ownership and access checklist to complete before giving notice.

Most small local businesses can handle the foundations themselves. What to do yourself on WordPress and Google Business Profile, when hiring pays off, and a middle path.

Much AI search work is ordinary SEO, and Google says no special optimisation is needed for AI Overviews. The distinct deliverables worth paying for, warning signs and a fair pricing structure.

One useful page usually beats 30 thin ones, but the real answer is a steady flow of pages that each deserve to exist. What Google says about volume and how to spend the same budget better.

SEO work falls into four visible streams: technical foundations, pages that answer searches, trust and reputation, and measurement. What each should produce every month.

Do not split your time evenly. Put the product and customer conversations first until users stay, then protect a weekly block for the few search pages closest to a sale.

Audit scores measure technical hygiene, not what ranks. A competitor failing every SEO metric usually wins on content coverage, intent match, links and brand demand.

Reporting, indexing checks and technical crawls can run on their own. Metadata and schema can be drafted by AI with a human gate. Publishing at scale and link building should stay human.