Strategy and planning

First, we need to understand where you currently stand, what your competitors are doing and where the real growth opportunities are across organic search and AI search. I look at current visibility, search demand, competitor performance, customer intent and the resources needed to compete properly.

Your website needs to be easy for search engines and AI tools to access, crawl, render, understand and index. I audit the technical foundations, map the requirements and work with your development team to prioritise the tickets that matter most.

Once the market and technical work is clear, I review the content itself: what exists, what performs, what is missing and what needs to be removed, merged or improved. The goal is a practical content plan that answers real customer questions and gives search engines and LLMs the right signals.

Your website is only part of the picture. Search engines and AI tools also look at how your brand is mentioned, linked to and cited across the wider web. I review backlink profiles, competitor gaps, citations, brand mentions and external opportunities that can build authority over time.

The findings are turned into a prioritised roadmap that shows what needs to happen, why it matters, who needs to be involved and how progress will be measured. This includes objectives, KPIs, reporting requirements, development tickets, content activity and link or citation work.

A strategy only matters if it gets implemented. I can work directly with your team to help turn the roadmap into live improvements. That can mean working with developers, briefing content creators, reviewing outputs, monitoring performance and adjusting the plan as the work progresses.