Your SEO SpecialistWhy you are not
being found.
Your SEO Specialist deals with everything between your site and a search result: what you could realistically rank for, what is holding you back technically, and who is beating you and why. Measured in enquiries, not impressions.
What this person does for you
They find what you could actually win
Ranking for the obvious term is rarely possible or profitable. The money is usually in the specific ones nobody has bothered with.
They fix the technical half
Crawling, indexing, structure, speed, duplicated pages. A site can be invisible for reasons that have nothing to do with its words.
They watch the competition properly
Not a screenshot of a ranking. What those pages actually do that yours does not.
What people come to us with
These are the sentences business owners actually say on the first call, and what an SEO Specialist does about each one. If one of them is yours, the audit will tell you how many hours it takes to fix.
A competitor is above me on Google and they are not better than us
We find out what those pages actually do that yours does not, and fix the gap. That is usually structure, internal linking and a page that answers the question, not a secret.
I pay for SEO and all I get is a report I do not understand
You get movement reported against enquiries, in English, by the manager who knows your business. If a number went up and no more work came in, we will say so.
We do not show up on Google Maps
Local search is its own job: the listing, the categories, the opening hours, and whether the same details appear identically everywhere else. It is usually the fastest win for a business with an address.
We only come up when somebody searches our own name
Then the site has no authority on anything else yet. We work out which terms you could realistically win — normally the specific ones nobody has bothered with — and build towards those rather than the obvious one.
Someone told me our site is not being indexed properly
A full technical crawl tells you whether that is true, and what is causing it: canonicals, redirects, duplicate pages, blocked resources. A site can be invisible for reasons that have nothing to do with its words.
I do not know which keywords are worth paying for
Neither does anybody who has not looked at your market. The audit works out what you could win and what is a waste of money, and you see the reasoning rather than a list.
What they are good at
Disciplines rather than software. The bench changes tools as the work changes; what does not change is what the role is accountable for.
- Working out which terms you could realistically win, and which are a waste of money
- Technical crawls: indexing, canonicals, redirects, duplicates, site structure
- Fixing what the crawl turns up, or briefing whoever has to
- Internal linking, so the pages you care about are the ones with authority
- Local search: the map listing, categories, and consistency across directories
- Structured data that agrees with what the page actually says
- Competitor analysis past a screenshot of a ranking
- Reporting movement against enquiries rather than impressions
Outside this role
Every agency page reads as though one person does everything, which is how you end up disappointed by work nobody agreed to. These sit outside this role, and where something is simply somebody else’s job we have said whose.
Nobody can promise a rank, and anyone who does is selling you something else.
It is a short-term gain and a long-term liability.
Those are the Content Writer and the Web Developer.
This is the organic side. Ads are a separate budget and a separate conversation.
What the hours actually go on
Hours are recorded against your account and reported back to you every month, so you can see exactly where the time went rather than taking it on trust.
Nobody is on a retainer here. In a quiet month you buy fewer hours of this role, and in a heavy one you buy more.
- Tracks positions that matter and ignores the rest
- Fixes what the crawl turns up
- Finds the terms worth writing for next
- Keeps the structured data honest and current
- Reports movement against enquiries, not impressions
How they work on your business
You never brief this role directly, and you never chase it. There is one route in and one route back, and it is the same every month.
- You raise it
One conversation with your Marketing Manager. You describe the problem, not the solution — working out which discipline it belongs to is their job.
- It goes in the plan
With hours against it, agreed with you before anything starts. If it does not fit this month, you are told that rather than discovering it later.
- The work happens
Fixes go out, and the terms that matter are tracked against enquiries, not impressions.
- You get it back
Reviewed by your Marketing Manager before it reaches you, reported with the hours it actually took, and kept on the rolling view for next quarter.
The searches that bring work start moving, and you can see which page did it.
Where they would start
A full crawl, and the fixes that are stopping pages being indexed at all.
Your audit works out whether you need an SEO Specialist at all, and for how many hours. We would rather tell you that you do not.
The rest of your team
You do not brief any of them directly. You tell your Marketing Manager what the problem is, and working out which of these it belongs to is their job.
Marketing Manager
Runs your account, presents your audit, and is the only number you need.
Web Developer
Builds it, fixes it, and keeps it fast and standing up.
Content Writer
Writes the pages, articles and answers that get you found and believed.
AI Discoverability Specialist
Makes sure ChatGPT and the rest can describe you, and get it right.
Social Media Manager
Keeps the channels alive where your customers actually are.
Designer
Makes it look like a business people would buy from.
Security & Hosting Specialist
Keeps it online, patched, backed up and out of trouble.