The Methodology
No shortcuts. No guesswork. Just a proven process.
As a Norfolk SEO agency, every campaign I run follows the same eight-step process - adapted to your specific market, goals, and starting point. Each step builds on the last, creating a compounding effect that grows stronger over time.
Below is a full walkthrough of exactly what I do - whether you need local SEO, ecommerce SEO for an online shop, or broader organic growth.
All Eight Steps at a Glance
The full campaign framework from start to growth.
Discovery
Understanding your goals, market, and current performance.
Technical Audit
Identifying every issue that is holding your rankings back.
Keyword Research
Finding the terms your customers actually search for.
Strategy & Content
Keyword mapping, content planning, and on-page optimisation.
On-Page Optimisation
Titles, meta, headings, and content aligned to target keywords.
Link Building
Earning quality backlinks that strengthen your domain authority.
Track & Measure
Monitoring rankings, traffic, and conversions to prove ROI.
Review & Refine
Monthly analysis and strategy adjustments to keep results growing.
Step One
01.Discovery
Before a single keyword is researched or a technical fix is made, I need to understand your business - properly.
Every effective SEO campaign starts with listening. I'll ask about your goals, your customers, your competitors, and what success looks like to you. This isn't a box-ticking exercise - it's the foundation everything else is built on.
I'll review your existing analytics data (Google Search Console, GA4), audit your current rankings, and build a picture of where you sit in your market right now. I also look at your top competitors to understand the gap we need to close.
By the end of discovery, I have a clear brief: what you want to achieve, what's getting in the way, and where the fastest opportunities are.
What you get from this step
- Clear business goals mapped to SEO objectives
- Baseline rankings and traffic data
- Initial competitor landscape overview
- Agreed scope and priorities
Current step
Discovery
Step Two
02.Technical Audit
Technical issues are often the single biggest drag on rankings. I find every one of them.
A thorough technical SEO audit examines everything that affects how Google crawls, indexes, and understands your site. This includes site speed, Core Web Vitals, mobile usability, crawl errors, duplicate content, internal linking, HTTPS configuration, and structured data.
I use a combination of professional crawling tools (Screaming Frog, Ahrefs) and manual review to produce a prioritised list of technical fixes - ranked by their likely impact on rankings and traffic.
For many clients, resolving technical issues alone produces noticeable improvements within a few weeks. For others, it clears the path for the content and link work to really take effect.
What you get from this step
- Full site crawl and issue report
- Core Web Vitals assessment
- Indexation and canonicalisation review
- Prioritised fix list with recommended actions
Current step
Technical Audit
Step Three
03.Keyword Research
Ranking for the wrong keywords is just as costly as not ranking at all. I find the terms that actually drive enquiries.
Keyword research isn't about finding the highest-volume terms - it's about finding the terms your ideal customers are searching for at the moment they're ready to buy or enquire.
I map keywords to each stage of your customer's journey: awareness, consideration, and decision. This shapes both the content strategy and the on-page optimisation work. It also highlights quick-win opportunities where you're already ranking on page two and a small push could deliver significant traffic gains.
For local businesses, I layer in location modifiers and analyse Google Business Profile visibility to ensure your local presence matches your organic strategy.
What you get from this step
- Primary, secondary and long-tail keyword targets
- Local keyword and intent mapping
- Quick-win opportunity identification
- Keyword-to-page mapping document
Current step
Keyword Research
Step Four
04.Strategy & Content
With the data in hand, I build the roadmap - a clear, prioritised plan for the campaign ahead.
The strategy document ties everything together: which pages to optimise first, what new content needs to be created, how to build topical authority in your niche, and how the technical and link-building work will be sequenced.
Content planning is central to modern SEO. Google rewards sites that cover topics in genuine depth. I'll identify content gaps on your site and create a plan to fill them - whether that's service pages, location pages, or informational articles that attract links and establish expertise.
Every piece of planned content is mapped to a keyword target, a search intent, and a business objective. Nothing gets created for its own sake.
What you get from this step
- Prioritised 90-day action plan
- Content gap analysis
- Content brief for each new page
- On-page optimisation schedule
Current step
Strategy & Content
Step Five
05.On-Page Optimisation
Every page that matters gets optimised to give Google and your visitors the clearest possible signal.
On-page SEO is about aligning each page's content, structure, and metadata with what your target visitors are searching for. I work through title tags, H1s and heading hierarchy, meta descriptions, URL structure, internal links, and body copy - making sure everything is consistent, relevant, and purposeful.
For new content, I write or brief copy that satisfies search intent while reading naturally for human visitors. Good on-page SEO never feels forced - it's simply well-organised, helpful content that's easy for Google to understand.
I also review image alt text, schema markup opportunities, and call-to-action placement. Small details that individually seem minor but collectively have a significant impact on both rankings and conversions.
What you get from this step
- Optimised title tags and meta descriptions
- Structured heading hierarchy
- Internal linking improvements
- Schema markup where applicable
Current step
On-Page Optimisation
Step Six
06.Link Building
Authority is earned, not manufactured. I build links that Google trusts.
Backlinks remain one of Google's strongest ranking signals - but quality matters infinitely more than quantity. One link from a respected, relevant website is worth more than a hundred from low-quality directories.
My link building focuses on earning genuine editorial links through outreach, digital PR, local citations, and content that naturally attracts links. I also audit your existing backlink profile to identify and disavow toxic links that may be holding you back.
For local businesses, I prioritise local press coverage, industry associations, and regionally relevant websites. For ecommerce or national brands, I focus on editorial coverage, supplier relationships, and content-driven campaigns.
What you get from this step
- Competitor backlink gap analysis
- Outreach to relevant, high-authority sites
- Local citation building and cleanup
- Toxic link identification and disavow
Current step
Link Building
Step Seven
07.Track & Measure
SEO without measurement is guesswork. I track the metrics that actually matter to your business.
I set up and maintain proper tracking across Google Search Console, GA4, and rank-tracking tools. This means you always have a clear view of how your organic visibility is progressing - not just traffic numbers, but rankings, click-through rates, and conversion data.
My monthly reports are written in plain English. I'll tell you what's improved, what's still in progress, and what we're focusing on next - with context, not just charts.
Tracking also feeds back into the strategy. If a page isn't converting, we look at why. If a keyword is climbing faster than expected, we double down. The data drives every decision.
What you get from this step
- GA4 and Search Console configuration
- Keyword rank tracking setup
- Conversion and goal tracking
- Monthly plain-English performance report
Current step
Track & Measure
Step Eight
08.Review & Refine
SEO isn't a one-time project - it's an ongoing process of improvement.
Every month I review performance data, assess what's working, and adjust priorities accordingly. SEO is dynamic: Google updates its algorithms regularly, competitors change their strategies, and new opportunities emerge. Staying ahead requires continuous attention.
Monthly reviews include ranking movement analysis, traffic and conversion trends, content performance, and a revised action plan for the period ahead. If something isn't working, I'll say so clearly and propose a better approach.
For clients on retainer, this cycle repeats indefinitely - steadily compounding the gains from earlier work and ensuring your rankings remain strong as your market evolves.
What you get from this step
- Monthly strategy review and reprioritisation
- Performance trend analysis
- Algorithm update impact assessment
- Ongoing content and optimisation work
Current step
Review & Refine
What to expect and when
A realistic guide to how results develop over time.
Month 1–2
Foundations
- Discovery and audit complete
- Technical fixes implemented
- Keyword research finalised
- Strategy document agreed
Month 3–6
Building Momentum
- On-page optimisation rolling
- New content published
- Early ranking improvements
- Link building underway
Month 6+
Compounding Growth
- Significant traffic gains
- Stronger domain authority
- More enquiries from organic
- Monthly refinement cycle
Common Questions
Questions about the process
How long does the SEO process take before I see results?
Most clients see meaningful movement in rankings within 3 to 6 months, with significant traffic gains typically appearing between 6 and 12 months. Timescales depend on competition, your starting point, and how aggressively we execute. I'll give you an honest assessment at discovery.
Do I need to be involved in the day-to-day process?
Not heavily. I handle the work and keep you informed through monthly reports and occasional check-ins. When I need input from you - such as background on your business or approval for a piece of content - I'll ask. Otherwise, you're free to focus on running your business.
What happens if Google updates its algorithm?
Algorithm updates are a normal part of SEO. Because I focus on building genuine authority and helpful, well-structured content, campaigns I manage tend to hold up well through updates. If there is an impact, I'll identify it quickly in monthly tracking and adjust the strategy accordingly.
Will you write the content for me?
Yes - copywriting is included for pages that require it as part of the campaign. I'll produce properly researched, SEO-optimised copy that reflects your brand voice. For larger content projects I may brief and review specialist writers, but I'm always responsible for the SEO quality.
How do I know the SEO work is actually happening?
You'll receive a monthly report covering every activity completed that month, the results it's generating, and the plan for the period ahead. My process is fully transparent - no mystery, no agency jargon, just a clear account of what's been done and what it's achieved.
Ready to start?
Let's put this process to work for your business
Request a free SEO audit and I'll show you exactly where your site stands and what the first 90 days of your campaign would look like.