THE PROCESS
Five stages, run in the same order for every client: Discover & Prioritise, Optimise Foundations, Improve & Expand, Prepare for AI Discovery, Measure, Learn & Refine. Stage one sets the priority list. Every stage after it works directly off that list.
FIVE STAGES
One prioritised programme, from first audit to measured improvement.
01 DISCOVER & PRIORITISE
02 OPTIMISE FOUNDATIONS
03 IMPROVE & EXPAND
04 PREPARE FOR AI DISCOVERY
05 MEASURE, LEARN & REFINE
THE STACK
The stack I actually use.
Six connected tools give each decision commercial context: search demand, site health, conversion performance, AI visibility and fast collaboration.
Ahrefs
Google Search Console
GA4
Profound
AI search visibility, citation tracking and prompt-level opportunity analysis.
DataforSEO
Search demand, SERP data and scalable competitor intelligence for faster decisions.
Slack
Clear working communication, quick decisions and momentum across the delivery team.
THE PROCESS
Most SEO engagements start with a 90-page technical audit nobody reads to the end. This starts with the question that decides whether any of the rest is worth doing: where is the revenue actually sitting, and what's stopping it from showing up.
01
Discover & Prioritise
Search demand, current visibility, and content gaps are mapped against brand, sales, and distributor priorities. Every opportunity gets scored on revenue potential against effort to ship, not just listed.
What you get
A ranked priority list, the working document the rest of the engagement is built on.
02
Optimise Foundations
Technical health, crawlability, and site structure get fixed where they're suppressing a priority opportunity from stage one. Not a full technical audit for its own sake, scoped to what's actually blocking revenue.
What you get
Indexation, canonical, and Core Web Vitals issues resolved on the templates that carry commercial weight.
03
Improve & Expand
Three workstreams run against the same priority list.
On-page: existing product, category, and content pages re-optimised against the priority keyword map; new pages built where coverage gaps exist.
Off-page: authority built through targeted digital PR and outreach link building, focused on pages carrying priority commercial intent.
Shopping feed: Google Merchant Center data audited and optimised, product titles and attributes aligned to the same priority products so organic and Shopping visibility reinforce each other.
What you get
Pages that rank, links that back them, and a feed that isn't working against the rest of the site.
04
Prepare for AI Discovery
Content is structured for extraction and citation across ChatGPT, Perplexity, Gemini, and Google AI Overviews. Entity clarity and structured data, aimed at the same priority pages, not run as a separate content stream.
What you get
Pages built to be understood and cited by AI search, not just crawled by Google.
05
Measure, Learn & Refine
Reporting leads with non-brand organic revenue, then traffic, rankings, organic conversion rate, and AI citation visibility. Priorities get revisited monthly against what the data actually shows.
What you get
A monthly view of what moved, why, and what's next in the priority list.
WORKING WITH
A process for Shopify brands with a catalogue and a growth goal.
Shopify & Shopify Plus DTC brands
Category-heavy ecommerce
15+ years in SEO, ex-Head of SEO at Halfords
FAQ
How long before I see results?
Does Google Shopping feed work apply to every client?
Do you implement the recommendations?
What happens if priorities change mid-engagement?
Will I work directly with you?
What do you report on?
START HERE
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