Professional SEO
& AI SEO

Search engine optimisation (SEO) is a process that involves hundreds of tasks spanning Technical, On-page, and Off-page SEO, as well as Content efforts.

Comprehensive SEO can be categorised by these 4 pillars, and is valid from foundational tasks for start-ups to advanced strategies for large, complex websites. 

Every SEO job MUST start with a Site Audit and Keyword Research, before applying the following 4 pillars of SEO.

1. On-page SEO

On-page SEO involves optimising the content and HTML source code of individual pages to help them rank higher. 

• Keyword research: Identify relevant and high-value keywords that your target audience uses to search for your content.

• Search intent analysis: Understand the goal behind a user’s search query to create content that directly addresses their needs.

• Title tags: Craft unique, descriptive, and engaging page titles that include your target keywords to encourage clicks.

• Meta descriptions: Write compelling meta descriptions (under 160 characters) to summarize your page and entice users to click from the search results.

• Heading tags (H1–H6): Structure your content with headings that improve readability and provide topical context for search engines.

• High-quality content creation: Publish authoritative, user-focused, and well-researched content that demonstrates expertise and trustworthiness (E-E-A-T).

• Internal linking: Build relevant internal links from authoritative pages to important new or underperforming pages on your site to distribute “link equity”.

• URL structure: Create short, descriptive, and keyword-rich URLs for better usability and search relevance.

• Image optimisation: Compress images, add descriptive filenames, and include alt text for accessibility and search engine context.

• Readability and formatting: Use formatting like short paragraphs, bullet points, and visuals to make content easy to read and understand. 

2. Technical SEO

Technical SEO focuses on a website’s infrastructure to ensure search engines can crawl, index, and understand it effectively. 

• Site audit and analysis: Use tools like Google Search Console and Third-party tools to identify crawl errors, broken links, and site performance issues.

• Crawlability and indexation: Manage how search engines access and store your pages using sitemaps and robots.txt files.

• Site architecture: Create a logical and intuitive website structure to improve navigation for both users and search engines.

• Page speed optimisation: Improve site loading times by compressing images, leveraging browser caching, and minimising code.

• Mobile-friendliness: Ensure your site is responsive and provides an excellent experience on all devices, as Google uses mobile-first indexing.

• Secure site (HTTPS): Use HTTPS encryption to protect user data and meet modern search engine standards.

• Structured data (Schema markup): Add code to your site to help search engines understand the content, which can earn you rich snippets and enhance your appearance in search results.

• Canonicalization: Address duplicate content issues by using canonical tags to tell search engines which version of a page is the preferred one to index.

• Redirect management: Implement 301 redirects to fix broken links and properly merge pages to avoid 404 errors.

3. Off-page SEO

Off-page SEO involves activities performed outside your own website to build its authority and credibility. 

• Backlink acquisition: Earn or acquire high-quality backlinks from other reputable websites in your niche.

• Link audit and disavowal: Regularly monitor your backlink profile to identify and disavow harmful or spammy links that could hurt your site’s reputation.

• Digital PR: Secure brand mentions and links from news outlets, journalists, and high-quality publications.

• Content promotion and outreach: Promote your content through strategic outreach to bloggers, influencers, and industry websites to earn links and visibility.

• Social media engagement: Leverage social media to share content, engage with your audience, and increase brand visibility.

• Community participation: Participate in relevant online forums, Q&A sites, and communities to build authority and earn mentions (e.g., Reddit, Quora). 

4. Content strategy: 

Creating a plan for producing content that attracts the target audience.

• Content creation and marketing: Developing various forms of content, including blog posts, videos, infographics, and case studies.

• SEO copywriting: Writing persuasive, keyword-optimised content for webpages. 

Additional: Local SEO

These specialised activities help brick-and-mortar businesses attract more local customers. 

• Google Business Profile optimisation: Manage and optimise a business’s profile on Google to appear in the local pack and on Google Maps.

• Citation building: Ensure consistent NAP (name, address, phone number) information across all local directories and business listings.

• Review management: Encourage and respond to customer reviews on Google, Yelp, and other relevant platforms. 

Additional: Advanced and ongoing tasks

These activities are part of an advanced, long-term SEO strategy. 

• Competitive analysis: Analyse competitor strategies, including their keywords, content gaps, and backlinks.

• Content audits and updates: Regularly review, update, or remove outdated or underperforming content to maintain freshness and relevance.

• Rank tracking: Monitor keyword rankings over time to measure the effectiveness of your SEO efforts.

• Analytics and reporting: Track key performance indicators (KPIs) like organic traffic, conversions, and revenue using tools like Google Analytics.

• Voice search optimisation: Adapt content to a more conversational tone to rank for conversational, question-based search queries.

• Enterprise SEO: For very large websites, this includes managing SEO at scale, multi-language/multi-region targeting (hreflang), and advanced structured data implementation.

• Featured snippet optimisation: Structure your content using specific formats (e.g., lists, tables, questions) to capture featured snippets.