Make every important page understandable
Give each page a descriptive title, a useful heading structure and content that matches its purpose. Create separate pages when users have meaningfully different questions, not merely to repeat a keyword.
Build around intent
A service page should explain the problem, the approach, what is included and the next step. An article should answer the question it promises to answer. Clear information architecture supports people and search systems together.
Get the technical basics right
- Fast, responsive and accessible pages
- Crawlable internal links and descriptive URLs
- Canonical URLs, an XML sitemap and sensible status codes
- Useful titles, descriptions and image alternatives
- Structured data where the content is eligible
Publish from experience
Useful content adds what you know from doing the work: decisions, trade-offs, examples and limitations. A smaller library of strong articles is more valuable than a large set of near-duplicates.
Measure before changing everything
Use search and analytics data to understand which pages receive relevant impressions and which journeys lead to useful actions. Search work is iterative, and no agency can honestly guarantee a specific ranking.