SEO and marketing
Digital marketing you can measure.
Digital marketing should bring in enquiries, not just clicks and impressions. We start with measurement and use it to choose channels, improve pages and track what each customer costs.
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Updated by Dorian Nikola
What is digital marketing?
Digital marketing is the work that gets the right customers to find and choose a company online, through search, ads on Google, Meta and LinkedIn, content and email. What separates good digital marketing from bad is measurement. When every channel is tracked with the same numbers, the budget goes where it brings in customers.
From your inputs to a useful result
- 01
Your starting point
Offer, search traffic, advertising and recorded sales.
- 02
Our work
Check tracking, improve pages and test channels.
- 03
Your next move
Cost per customer and priorities for the coming month.
How the work happens
- Check the measurement
You learn which numbers can support budget decisions.
View the work +
We trace enquiries and sales back to the channels that brought them.
- Prioritise search
You receive a keyword map and a prioritised page plan.
View the work +
We review technical issues and map useful search terms to pages.
- Test advertising
You see which activities to keep, change or stop.
View the work +
We plan campaigns and track their cost per customer.
- Review every month
You receive a report that sets out the next actions.
View the work +
We assess rankings, conversions and spending together.
What you receive
- A keyword map with one main phrase per page
- A technical SEO review with a prioritised list of fixes
- Ad accounts set up with conversions from your own measurement
- A monthly report with the cost per customer for each channel
- A content plan for the pages you want to rank
At a glance
- Who it helps
- Businesses that need more enquiries from search and advertising.
- The work
- Check conversion tracking, prioritise search topics and plan advertising.
- Your deliverable
- A keyword map, action list and monthly report with clear decisions.
- Timing
- Monthly reviews guide the work. New pages in competitive searches often take three to six months.
- Price
- A fixed price in a quote after a free first meeting. You approve the scope and schedule before work starts. View the engagements
Explore the work in detail
Digital marketing without measurement is just a cost. With measurement, it becomes an investment you can compare with others and use to decide which channels get the money. We cover search, advertising and visibility in AI answers, guided by your web analytics.
Digital marketing in the right order
We start by checking that the measurement counts correctly. Search comes next, because a page that ranks costs nothing per click, and then advertising, which gives quick answers while search traffic grows. Visibility in AI answers is part of the search work, because it rests on the same foundation, and is also available as a separate engagement. The order is the same for every budget. Only the amounts differ.
Search is the foundation
A page that ranks for a phrase your customers use keeps bringing in visitors after the work is paid for. So that is where the work begins: technical setup, site structure, a keyword map where each page targets its own phrase, and content that answers the question better than the page ranking first today. The work follows Google’s own SEO starter guide and its guidance on helpful content.
Should you hire an SEO agency or an SEO consultant?
Choose an SEO consultant if your own team will do part of the work, and an SEO agency if you want to hand over full responsibility. We can work either way. The follow-up is the same: rankings in Wincher, traffic in GA4 and a monthly report on what to change.
| SEO consultant | SEO agency | |
|---|---|---|
| Who does the work | Us and your team together | Us, from technical review to finished copy |
| Suits you when | Someone on your team writes and publishes | You lack the time or people for SEO |
| Tools and accounts | Yours | Yours |
| Follow-up | Wincher, GA4 and a monthly report | Wincher, GA4 and a monthly report |
Advertising scales what works
Google Ads, Meta and LinkedIn add reach to what already works and give quick answers. We manage them by cost per customer, which comes from your measurement. When a channel stops paying off, we move the money the same month. Conversions come from your own measurement rather than from the platforms’ own numbers, so every channel is judged on equal terms.
B2B marketing with long sales cycles
B2B marketing needs different measurement from e-commerce. Several people decide over weeks or months, and the deal is rarely closed on the website. So we follow each enquiry all the way to a closed deal in the CRM. We choose channels that reach decision makers, such as LinkedIn and searches for the problems they want solved. And we write content that answers their questions before they are ready to get in touch.
Growth marketing without guesswork
For us, growth marketing means small, measurable experiments: a new channel, a new landing page or a new offer, each with a goal set before it starts. We scale up what works and switch off what does not. That needs measurement that counts the same way every week, otherwise you cannot see what made the difference.
Visibility in AI answers
More and more people ask an AI service instead of searching on Google. These services tend to refer to pages that are clear, well structured and written by an author with documented experience. That is why every page we build gets structured data, clear statements with sources and an author page.
A marketing agency for both plan and delivery
You do not have to choose between a marketing agency that does everything and a consultant who only gives advice. We take responsibility for both plan and delivery, and work just as well alongside your team or an existing agency. You can read how an engagement runs under the method, how pricing is set under pricing.
Compare responsibilities before choosing
| Question | Working with us | Doing it internally | Ask another supplier |
|---|---|---|---|
| Measurement first | Agree the goal and baseline before the work. | Define goals, sources and how to track the outcome. | How will you check the measurement before starting? |
| Accounts and data | Work in your accounts with documented connections. | Assign responsibility for access and documentation. | Who owns the accounts and what is handed over? |
| Follow-up | Agree the measures and responsibilities in the scope. | Allow time to check and improve the work. | What is reviewed, how often and by whom? |
| Price | Fixed quote after review; tools and hosting itemised. | Include staff time, tools and hosting in the cost. | Which costs are included and which are additional? |
| Timing | Agree scope and schedule before starting. | Plan around available skills and team capacity. | What must we supply to keep the schedule on track? |
Engagements and scope
Measurement Base
Measurement that shows what each channel returns. All other work builds on it.
- Review of existing measurement
- Measurement plan with named events
- Setup of GA4 and Google Tag Manager
Search
Ongoing work to get you found in search, tracked in rankings and new customers.
- Technical SEO review with action list
- Keyword map with one phrase per page
- Page optimisation every month, at a pace that suits you
Advertising
Google Ads, Meta and LinkedIn, managed by cost per customer. You pay the ad spend directly to the platforms.
- Campaigns in Google Ads, Meta and LinkedIn
- Ad accounts set up with conversions from your own measurement
- Budget moved when a channel stops paying off
Visibility in AI answers
Pages that search engines and AI services can find, understand and cite when customers ask.
- A check that key pages can be indexed
- Answers to the buyer's questions in readable text
- Structured data that matches the page
One specific question? Advisory is a 60-minute online meeting. Read more about advisory.
What it could look like
Demonstration with example data. These scenarios illustrate the approach, not results from client projects.
A keyword map with sixty phrases across twenty pages, where each page targets its own phrase and no two pages compete.
An e-commerce company moves part of its Meta budget to Google Shopping when the measurement shows a lower cost per purchase there.
A SaaS company stops bidding on its own brand and spends the money on phrases customers searched for before they knew the company.
A consulting firm builds a page that answers the question its clients search for, and tracks which enquiries the page brings in.
An agency gets a technical SEO review for each client, which its own writers can work from.
Common questions
How long does it take to rank?
Fixing technical errors and obvious gaps can show results within weeks. New pages built to compete in crowded search results take three to six months. We tell you which applies to each phrase before the work starts.
Should we advertise or invest in SEO?
Both, in the order your measurement suggests. Advertising gives quick answers and can be switched off. Search takes longer and gets cheaper over time. Most companies need advertising to bridge the months before search brings in enough on its own.
What is GEO?
GEO means being visible in AI answers, such as ChatGPT, Perplexity and Google's AI Overviews. It builds on the same foundation as search, plus structured data, clear statements with sources and a named author. We build it into every page.
Do you work with agencies?
Yes, for example as the measurement partner behind an agency that handles the creative work. If you prefer, we deliver measurement and reports under the agency's name.
How is the work priced?
We agree a fixed fee after reviewing the scope. Advertising spend is paid directly to the platforms and is separate from our fee. You approve the work before it begins. A defined question can also be handled in a 60-minute online advisory meeting.
Who owns the accounts and data?
We work in accounts owned by your business. The proposal sets out the reporting, access and documentation your team receives.
A first meeting. A clear next step.
Tell us where you are today.
Contact us and tell us what you want to make happen. We will discuss where you are today, what is getting in the way and where it makes sense to start.
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Know what you are buying. Stay in control.
Scope, schedule and price are agreed in the quote. You keep your accounts and material. Advertising spend is paid directly to the platforms and is separate from our fee.
Before your next decision
Read what helps you move forward.
SEO, GEO and AIO in practice
What separates SEO, GEO and AIO? A practical guide to technology, content, sources and measurement for businesses developing visibility in search and AI.
Read the guide : SEO, GEO and AIO in practice