Good SEO work begins with a useful conversation. I need to understand what the business sells, who it wants to reach and what is stopping the website from doing its job. My process has kept evolving through every major change in Google, but it has never stopped being centred on the customer.
Before opening a report, we agree what the website is meant to achieve.
We discuss the offer, important services or products, target customers, locations, sales process and the result that would make the work worthwhile.
I review the pages customers use, the routes they take and the places where information, trust or usability may be letting the business down.
A website can produce a very long task list. The value comes from choosing the right order.
Anything preventing important pages from being found or used comes first. After that, priorities follow customer demand, commercial value and the team’s ability to deliver.
Each action explains what needs to change, why it matters, who can handle it and what a completed result should look like.
A recommendation is only useful when it becomes a real improvement on the website.
I can complete agreed work directly or prepare clear instructions for your developer, writer or marketing team.
For redesigns and large changes, we identify valuable pages and customer journeys that should be preserved before anything is replaced.
Completed work is reviewed before the plan moves on.
We review the change itself, relevant search visibility, customer actions and enquiry quality. A number only matters when it helps the next decision.
If a result does not move as expected, we revisit the assumption and decide whether the implementation, message or priority needs to change.
The process I used in 2012 could not simply be repeated today. Major Google changes have reshaped how quality, meaning, mobile use, trust and helpful content are assessed.
When results move, I compare dates, affected pages, competitors and recent website work before blaming an update. If the evidence points to a wider change, the response is built around the underlying weakness rather than a quick trick.
Clear information, genuine experience, credible proof and an easy customer journey have remained valuable through Panda, Penguin, Hummingbird, BERT, helpful content systems and AI Overviews. The way we present those strengths keeps improving.
I will review the context and explain the most useful place to begin.