SEO services
SEO Services Shaped by Your Industry, Your Site and Your Goals
I am an independent SEO consultant. You can come in through your industry, through the discipline you need, or through a specific project such as an audit or a migration - and whichever door you use, the work is judged on one thing: whether the right searcher lands on the right page and then calls, books or buys.
- years in SEO
- 6+
- client websites worked on
- 60+
- person doing the work
- 1
How my SEO services fit together
My SEO services cover the six disciplines that decide whether a website wins search - keyword research, on-page, technical, content, local and off-page - planned from one keyword-to-URL map instead of bought from separate suppliers.
Most businesses buy those pieces from different people. One agency chases rankings and reports traffic. A developer rebuilds templates. A writer publishes to a monthly quota. Nobody is accountable for whether the site produces more customers, and the work often collides: a redesign hides the copy that ranked, and a rewrite buries the phone number under four paragraphs.
I run them as one system. Keyword research labels every query cluster with an intent and assigns it to one page. That label becomes the brief for on-page SEO: what the heading must confirm, what the first screen must offer, which proof belongs beside the claim. Technical SEO makes sure the page can be found and loads fast enough to keep the visitor. Content strategy, local SEO and off-page SEO bring the right visitors in greater numbers.
The result is measured at the end of the chain: calls, bookings, quote requests, orders and the share of them that become customers.
Key takeaways
- Search intent is the through-line: it decides which page should rank for a query and what that page has to offer the person who lands on it.
- The offer has three entry points: eight industry hubs, six discipline hubs, and specialist services for projects that cut across sectors - audits, migrations, link building, international SEO and AI search.
- Industry-specific SEO beats a generic playbook because vocabulary, regulators, directories, platforms and buying cycles all change by sector.
- An engagement starts with measurement and a keyword-to-URL map, then works through fixes in the order most likely to move revenue.
- I do not offer ranking guarantees, buy manipulative links or report vanity metrics. Progress is measured in enquiries, customers and revenue.
What's included in my SEO services
An engagement draws on the parts below in the order your site needs them. Smaller sites may only need three or four; larger ones use all of them over time.
A measurement baseline that ties search work to real enquiries
Before anything changes, I check that Search Console, GA4 and your call or form tracking record what matters, so every later fix can be judged against enquiries and sales rather than traffic. Where the analytics setup itself needs work, Google Analytics consulting covers GA4 audits, GA4 builds and Tag Manager containers.
- Search Console and GA4 access and settings reviewed
- Key enquiry, booking or purchase events confirmed
- A baseline recorded before the first change ships
Keyword research that gives each valuable search one owning page
Every query cluster worth winning is labelled by intent, scored on what it is worth to you and assigned to exactly one URL - existing, to fix or to build. The map is the shared reference for every later decision, from page briefs to internal links.
- Intent label and value score per cluster
- One owning URL per cluster, so pages stop competing
- A build order your team can plan around
Technical fixes so crawlers can reach, render and index the pages that earn
Crawl paths, JavaScript rendering, indexation rules, structured data and page speed, checked in that order and written up as tickets your developers can ship. I stay through implementation and re-crawl to confirm each fix rather than leaving a report behind.
- Rendered crawl compared with the raw HTML
- Indexation rules tied to the keyword map
- Core Web Vitals work on the templates that convert
On-page work on the templates behind your service and product pages
Most sites generate the bulk of their URLs from a handful of templates, so I fix the template first: title and heading patterns, first-screen content, proof placement, internal links and schema. Priority pages then get individual rewrites, starting with the ones closest to page one.
- Template briefs a developer and a writer can both use
- Page-level rewrites for the highest-value URLs
- Schema that matches what the page visibly shows
Content and local search plans built from the clusters worth winning
Informational and comparison clusters become a content plan with a clear keep, merge, rewrite or remove decision for what already exists. For businesses that serve an area, the same map drives Business Profile work, reviews, citations and location pages that have something local to say.
- Topic clusters sequenced by value and funnel stage
- Expert review on regulated topics
- Location pages only where there is real local work
Off-site authority from earned links, mentions and reviews
Links, brand mentions, reviews and directory listings that a real business would be proud to show, never bought from networks. Wider reputation work sits under off-page SEO, and outreach run as a dedicated campaign sits under link building.
- Link targets vetted by hand
- Assets worth citing, built from your own expertise
- Industry directories and associations that carry weight
Specialist SEO projects with a defined start, end and deliverables
Some work belongs to no single industry or discipline. A fixed-scope SEO audit ends in one prioritised plan. SEO migration planning protects rankings through a redesign or domain move. International SEO handles markets and languages, and AI search optimisation works on being cited in AI answers.
- Scoped as a project or as a strand of wider work
- URL mapping, redirect rules and launch checks for moves
- Hreflang and per-market research for multi-country sites
Monthly reporting on what changed, what it produced and what comes next
Each month you get a short account of the work shipped, the movement on the pages it touched and the enquiries or sales those pages produced, plus the next items on the roadmap and why they come next. No impressions-only dashboards and no keyword counts presented as results.
- Changes logged against the baseline
- Results reported as calls, bookings, orders and leads
- The roadmap re-ranked as evidence comes in
Experience
SEO from someone who has done it many times
You work with me from the first call to the last report. No account managers, no hand-offs to a junior team.
Book a free call- years in SEO
- 6+
- client websites worked on
- 60+
- documented case studies
- 35
SEO services by industry
Each industry hub covers what changes for that market - the queries, the regulators, the competitors and what a lead is worth.
Law firm SEO
Practice area, jurisdiction and urgency decide what a legal search is worth. Pages built for signed matters, within regulator and bar rules on claims and testimonials.
Read moreHealthcare SEO
Patient-language keywords, clinician-reviewed content, booking paths that can be measured, and local visibility for every clinic and practitioner, within health advertising and confidentiality rules.
Read moreHome services SEO
Job type, town and urgency drive every search. Map pack visibility, fast click-to-call pages and location content backed by real local work rather than swapped town names.
Read moreAccountant SEO
Niche clusters by client type, software and deadline, fee-transparent service pages and content refreshed every tax year, so small firms win where generic accountant searches cannot.
Read moreInsurance agency SEO
Lines of business and local queries that carriers and comparison sites ignore, unique pages in place of vendor templates, and quote paths built for each line.
Read moreArchitecture practice SEO
Project-type and planning searches clients actually make, portfolios that search engines can read, and consultation enquiries qualified by project type, budget and timeline.
Read moreE-commerce SEO
Category architecture, faceted navigation under control, product and category templates that scale, and copy that answers shoppers on the pages organic visitors actually land on.
Read moreB2B SEO
Specification, problem and alternative queries that tools show as zero, content for every member of the buying committee, and lead quality measured through to pipeline.
Read moreSEO services by discipline
Each discipline hub explains the method and links to how it changes per industry.
Keyword Research
Every query labelled by intent, scored on value, urgency, geography and fit, and mapped to one owning page - the input every other discipline runs on.
ExploreOn-Page SEO
Page templates built so each page owns one intent, with titles, headings, proof, internal links and schema that tell search engines and visitors what it is for.
ExploreTechnical SEO
Crawl, render, index, understand - in that order. The technical problems typical of your industry's platforms found first, then fixed with developer-ready tickets.
ExploreContent Strategy
Topic clusters mapped to funnel stage and intent, expert review for regulated topics, and a plan for what to keep, merge, rewrite or remove.
ExploreLocal SEO
Business Profile categories, reviews within platform and regulator rules, the directories that matter in your industry, and location pages that are genuinely local.
ExploreOff-Page SEO
Everything that builds trust away from your site: earned links, brand mentions, reviews and reputation, citations, digital PR and the entity signals AI answers draw on.
ExploreSpecialist SEO services
Work with a defined start and end, or a specialism that sits across every industry.
SEO Audits
A fixed-scope review of technical health, content, links, local presence and analytics, ranked into a plan your team can start on straight away.
ExploreSEO Migrations
Redesigns, replatforms, domain changes and site mergers planned so rankings move with the site: URL mapping, redirects, launch checks and monitoring.
ExploreLink Building
Link building campaigns run by hand: vetted prospects, personal outreach, digital PR and reclaimed mentions, with paid placements and networks refused.
ExploreInternational SEO
International SEO services for sites selling into more than one country or language: market priorities, URL structure, hreflang and research done per market.
ExploreAI Search Optimisation
Getting your business cited in AI Overviews, ChatGPT, Perplexity, Copilot and Gemini answers through crawl access, entity clarity and content worth quoting.
ExploreAnswer Engine Optimisation
Structuring pages so search engines lift your text as the reply: featured snippets, People Also Ask, AI Overview passages and voice answers.
ExploreGenerative Engine Optimisation
Getting your brand named, recommended and cited by ChatGPT, Perplexity, Gemini and Copilot through entity clarity and the sources they draw on.
ExploreGoogle Penalty Recovery
Diagnosing and fixing manual actions and algorithmic drops: link cleanup, thin or scaled content, spam, and reconsideration requests that hold up.
ExploreWordPress SEO
Search work built around how WordPress behaves: themes, page builders, SEO plugin settings, archive and tag pages, media handling, speed and multisite networks.
ExploreShopify SEO
SEO for Shopify stores: fixed URL paths, collection duplicates, theme templates, app weight, filter URLs, Markets and redirects handled inside the platform's rules.
ExploreWooCommerce SEO
Store-level search work for WooCommerce: product and category templates, attribute filters, variable products, structured data, hosting and plugin conflicts.
ExploreWebflow SEO
SEO for Webflow sites: CMS collections and template pages, 301 rules, sitemap and indexing settings, custom code schema, Localization and interaction-heavy designs.
ExploreEvery SEO service page, by industry
Pick your industry, then the discipline you need. Every cell is its own page.
| Industry | Keyword Research | On-Page SEO | Technical SEO | Content Strategy | Local SEO | Off-Page SEO |
|---|---|---|---|---|---|---|
| Lawyers | View | View | View | View | View | View |
| Healthcare | View | View | View | View | View | View |
| Home Services | View | View | View | View | View | View |
| Accountants | View | View | View | View | View | View |
| Insurance Agencies | View | View | View | View | View | View |
| Architects | View | View | View | View | View | View |
| E-commerce | View | View | View | View | View | View |
| B2B | View | View | View | View | View | View |
Three ways into the work
The grids above are organised the way people usually arrive. Pick whichever matches the question you are asking today; they all lead to the same method and the same keyword-to-URL map.
| Entry point | Start here when | What you will find |
|---|---|---|
| Industry hub | Your sector has its own rules, vocabulary or platforms and you want an adviser who already knows them | How each discipline changes for that market, the regulators and directories that matter, and the mistakes I see most often there |
| Discipline hub | You know which part of SEO is weak - rankings stuck by a technical fault, thin content, no map pack presence | The method for that discipline in order, what it delivers, and links to the version of it written for your industry |
| Specialist service | You have a defined project or a problem that looks the same in every sector | A scoped engagement with a start, an end and a list of deliverables, from a one-off audit to a domain move |
Not sure which applies? The free review call exists for exactly that, and I will point you to one starting place rather than three.
The four search intents, across industries
Intent is the through-line of every page on this site. The same four classes appear in every industry I work in; only the vocabulary changes.
| Intent | Professional services | Trades and local services | E-commerce and B2B | What the page must do |
|---|---|---|---|---|
| Informational | "how long does probate take"; "do I need to register for VAT" | "why is my boiler losing pressure" | "how to choose a standing desk"; "ISO 9001 requirements" | Answer clearly, show expertise, offer a small next step |
| Commercial investigation | "best family solicitor Bristol"; "independent insurance broker vs direct" | "top rated roofers Denver" | "Shopify vs WooCommerce"; "alternatives to [competitor]" | Give reasons to choose you: proof, process, pricing approach |
| Transactional | "DUI lawyer near me"; "book physio appointment" | "emergency plumber Leeds" | "buy oak dining table"; "industrial valve supplier quote" | Put the action - call, book, buy, quote - in the first screen |
| Navigational | "[firm] client portal" | "[company] opening hours" | "[brand] returns"; "[supplier] login" | Make the next step obvious and own your brand results |
Free review
Get a free SEO review
Send me your site. Before the call I look at your rankings and pages, then tell you what I would fix first and what it is likely worth.
Why industry-specific SEO beats a generic playbook
The fundamentals of SEO are shared. Almost everything that decides results in practice is not. A law firm's keyword research turns on jurisdiction and matter value; a store's turns on categories and attributes; a B2B manufacturer's depends on queries that tools report as zero. A clinic's technical problems come from booking systems and tracking limits; an insurance agency's come from vendor templates shared with hundreds of other agencies.
Regulation changes what a page may say. Testimonials, outcome claims and specialist titles are restricted for lawyers, clinicians and financial firms in ways that do not apply to a roofer. Market vocabulary changes what people type: solicitor or attorney, broker or agent, boiler or furnace. And the directories, associations and review sites that carry weight are different for every sector and every country.
A generic playbook ignores all of that and produces the same report for every client. Each industry hub listed above sets out what changes for that sector, and each discipline page shows how the method adapts. The specialist services are the exception that proves the rule: a redirect map or an hreflang setup follows the same logic in any sector, so those pages are organised by project instead.
How an engagement runs
The order is fixed; the depth of each stage depends on the size of the site and the market.
- 1
Free 30-minute review
We look at your site, your market and what you want more of. I tell you honestly whether I think SEO is the right investment and where I would start.
- 2
Measurement and baseline
Tracking checked and fixed first, so every later change has a baseline to be judged against.
- 3
Audit and keyword-to-URL map
A technical, on-page, content, local and link review - or a standalone SEO audit if that is all you need - plus the keyword-to-URL map.
- 4
Prioritised roadmap
Fixes and builds ranked by likely revenue impact against effort, with developer-ready tickets and page briefs.
- 5
Delivery and reporting
I work through the roadmap with your team or alongside your agency, and report monthly.
What I will not do
Some common agency practices make SEO look better in a report than it is in the bank account. These are the ones I avoid.
Common agency practice
- Promising first-page or number one rankings by a date
- Buying links from networks, paid guest posts or link exchanges
- Monthly reports built on impressions, traffic and keyword counts
- Publishing content to hit a quota, whatever the quality
- Templated town pages with swapped place names
- Long contracts that lock you in before results are visible
How I work
- No ranking guarantees - nobody controls the algorithm, and I say so
- Links earned from real relationships, press and assets; paid placements marked as sponsored
- Reporting on calls, bookings, orders, qualified leads and revenue
- Content only where a cluster is worth winning and an expert can stand behind it
- Location pages only where there is a real office or real local work
- Clear scopes and terms you can review, with everything documented and owned by you
Growth from real projects
SEO Services FAQs
What does an SEO consultant do?
An SEO consultant diagnoses why a website is not winning the searches that matter, decides what to fix and in which order, and either carries out the work or directs your team or agency through it. My work covers keyword research, on-page, technical SEO, content strategy, local SEO and off-page SEO, planned together from one keyword-to-URL map.
Why hire an independent consultant instead of an agency?
You work directly with the person doing the analysis, without account managers in between, and the advice is not shaped by which services an agency needs to sell. The trade-off is capacity: I take on a limited number of clients and work with your developers, writers or existing agency for larger volumes of implementation.
Which industries do you work with?
Law firms, healthcare practices and clinics, home services and trades, accountants and bookkeepers, insurance agencies and brokers, architecture practices, e-commerce stores, and B2B manufacturers, distributors and service firms. I work with businesses across Europe, the UK and the USA, and the industry pages explain how my approach changes for each sector.
Do you take on one-off projects such as audits or migrations?
Yes. Audits, site migrations, link building campaigns, international expansion and AI search visibility can each be scoped as a project with a defined end and a list of deliverables. Many clients start with one of these and later move to ongoing work, but there is no obligation to do so.
How long does SEO take to show results?
Technical fixes and improvements to pages already ranking on page two can show movement within weeks of being recrawled. New pages, new markets and authority building usually take several months. Timelines depend on competition, the state of the site and how quickly changes ship, so I agree milestones based on your situation rather than promising a date.
Do you offer ranking guarantees?
No. Nobody outside Google controls its rankings, and anyone guaranteeing a position is either taking a risk with your site or measuring something meaningless. What I commit to is a clear plan, honest reporting on what changed and what it produced, and recommendations ranked by likely impact on enquiries and revenue.
Can you work alongside our existing agency or developers?
Yes. Many engagements are exactly that: I set strategy, audit and prioritise, and write briefs and tickets, while your developers, writers or agency implement. I review the work before and after it goes live. It is often the most cost-effective setup for businesses that already have delivery capacity.
Which of your SEO services should I start with?
Usually the free review call, where I look at your site and market and tell you where the biggest gap is. Sites with an unclear picture tend to start with an audit or a keyword-to-URL map. If a redesign is planned, migration planning comes first. If one problem is obvious, such as a technical fault or no map pack presence, we start there.
Start with a free 30-minute SEO review
Tell me your industry, your market and what you want more of. I will look at your site before we speak and tell you plainly where I think the biggest opportunity is.