Search & marketing
Guides to discoverability, AI search, website performance and SEO delivery. Separate technical checks from claims about rankings or growth.
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A website migration SEO checklist should connect the old URL inventory to the new content, redirects, canonicals and internal links. Check the released pages after cutover, not only the staging site.
Read the guide: Website migration SEO checklistGuideMeasure search and AI visibility with observed search reports, relevant referrals and business outcomes. A sampled prompt result is a narrow observation, not a reliable market-share estimate.
Read the guide: Measuring search and AI visibilityGuideLighthouse is a controlled diagnostic; real-user performance describes what actual visitors experience. Use both, and do not treat a perfect lab score as proof of a fast site for everyone.
Read the guide: Lighthouse and real-user website performanceGuideGoogle's AI search features use the foundations of search eligibility: accessible, indexed pages with useful visible content. There is no special AI schema or text file that guarantees inclusion.
Read the guide: How Google and AI search discover a websiteGuideAn SEO engagement should define the pages and business questions it targets, the changes it will make and how implementation and results will be evaluated. A report alone is not a delivery plan.
Read the guide: What should an SEO engagement include?Search work begins with the questions customers ask and the pages that genuinely answer them. Crawl access, page structure and speed matter, but they cannot turn thin or misleading content into a good answer. Define the services, audiences and outcomes the business cares about; then look at which pages exist, what they explain and how people reach a meaningful next step.
These guides explain what each layer can show and where its conclusions stop.
Check whether important pages can be found and indexed, how canonical URLs and internal links point to them and what content a crawler receives. AI search has its own presentation, but the site still needs accessible information.
Read the guide: How Google and AI search discover a websiteLab tools help diagnose loading and interaction issues; real-user observations show what visitors experience across devices when enough data exists. Use both to find causes rather than chase a perfect single score.
Read the guide: Lighthouse and real-user website performanceAn SEO engagement should name target questions and pages, implementation owners, deliverables and measurement limits. Reports are useful when they lead to reviewed changes and business-relevant observations.
Read the guide: What should an SEO engagement include?Which pages bring qualified enquiries rather than only visits? Who can approve factual claims and publish updates? Are search accounts verified, and what does the available data actually cover? How will changes to content, navigation or URLs be tracked? If targeted advertising is later added, its consent and conversion measurement are separate decisions; organic performance does not establish paid-campaign readiness.
Review important pages as a customer would, then check their technical delivery and available search reports. Prioritize a limited set of fixes that has an owner and an acceptance check. Search engines and AI systems can change how they display a result; no checklist guarantees a ranking or citation. Better decisions come from useful answers, sound delivery and honest measurement over time.
Structured data can clarify eligible page information when it matches visible content, but it does not guarantee a rich result or AI citation. Start with accurate, useful pages and verify technical eligibility before adding markup.
There is no fixed timetable. Indexing, competition, content quality and customer demand vary. Agree the changes being made and measure relevant visibility and enquiries over a useful period, while recording limits in the data.
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Share what exists today and what you want to change. We can discuss the scope, dependencies and a practical way forward.
