Most keyword research is backwards.

You obsess over search volume, targeting high-competition keywords with little to no intent to buy. The traffic you do attract doesn’t have its problems solved, and moves on to your competitors.

Why? Intent. Someone googling “is it worth paying more for” isn’t ready for a product page. They need reassurance. There’s also an industry-wide, crucially incorrect understanding about where people are searching.

We’ve seen this firsthand with our client, Dreams. On Reddit & Mumsnet, queries about double beds often included references to “teenagers” (e.g., My teenager wants a double bed. What’s the best one?). We added one word – teenager – to the top copy.
Rankings jumped from #7 to #1. Our keyword research starts with your customers. Where are they searching?

What’s the intent behind those searches? How can we position you to solve their problems? 

Site architecture is your first chance to improve your user experience. An opportunity to show the humans on your site that you understand what they’re looking for and how you can help.

And yet, the vast majority of e-commerce sites follow out-of-the-box templates. Our clients aren’t worried about algorithm updates because we’re building sites that honour the navigational intent of the humans who use their site. Whether to browse, seek inspiration or have questions answered, Google’s favourite brands help users do that. 

What’s the purpose of a product page? By-the-book marketers assume that all users have gone through the same awareness-to-consideration funnel that brought them to your product page to convert, and hence, their only job is to present a pretty ‘buy’ button. The failing in this ethos is that day by day, fewer and fewer customers are buying ‘buy-the-book’.

A 10-second TikTok often sparks awareness. Consideration can take place over weeks, or, in the case of low-cost impulse buys, seconds. Two product pages rarely serve the same purpose. Our job is to build product pages that solve your users’ problems, to address that little voice in their heads asking, “But will this work for me?” and make it crystal clear why your product is better suited than your competitors’. 

Category pages are the overlooked middle child of e-commerce SEO. Everyone obsesses over product pages and the homepage, but category pages are where browsers become buyers. The category pages we architect for our clients have become industry standards.

A good category page provides users with the information they need, helps them narrow down choices, builds confidence with reviews and trust signals, and guides them from browsing to buying by addressing their specific needs and pain points.

Tech SEO is like plumbing. When it works, nobody notices. When it breaks, everything goes wrong. The unsexy truth is that most technical SEO is just being thorough. Checking your mobile usability, fixing your redirects, making sure Google can crawl your products. It’s maintenance, but when it’s done right, everything else gets easier

The SERP has evolved. There are ~70 different ways you can appear in SERPs in 2025. SERP features take up about 55 % of the above‑fold screen space on a typical SERP. It’s now more important than ever to have properly optimised schema and structured data to ensure you’re owning more SERP real estate.

Internal linking is your chance of influencing where users go next. More ≠ better. The more internal links you have, the muddier the water gets and the more confused users become. Someone reading about coffee grinders might want to know about coffee beans. Someone looking at running shoes might need running socks. The key is being helpful, not pushy.

Without optimised conversion journeys, best-in-class strategies lose money. Every bounce, every percentage point drop in conversion rate, and each penny lost tells a story that you need to hear. 

We’ve encountered countless challenges stemming from inaccurate, fragmented, and limited campaign data. We make the data part of search marketing simple. You’ll have all the right information to make strategic decisions without the number-crunching headaches.

We’ve spent over 1,000,000+ hours refining how search marketing teams & strategies should function. Our audits are about working towards a top-level, world-class search strategy. Maybe your competitors rank for terms you never considered. Maybe your site speed is killing mobile conversions. You walk away knowing exactly where growth lies.

Our approach starts with humans. Where does your site fail to connect? Where does your architecture disrupt intent? Which missed touchpoints let both humans and search engines slip through the cracks? The result is an audit that stands to serve the humans using your site. We’ve found that to be the best way to convert users and withstand algorithm updates.

Keyword research has a basic flaw. Most people get caught up in search volumes and chase after competitive terms without thinking about what searchers actually want. So, the traffic you earn is irrelevant, and worthless. You need to understand search intent. Someone asking “is it worth paying more for,” aren’t ready to buy anything, they want validation and advice first.

We approach keyword research differently. We start by understanding your customers. Where are they looking for answers? What drives their searches? How can we position your business as the ideal solution to their challenges? That way, we drive high-intent, convergence-ready traffic much more efficiently.

Far too many SEOs optimise for algorithms and chase best practices. That’s not how search engines work anymore. We’re Human-First. Our blueprint for clients is clear and useful category pages that solve problems and product pages that win trust and handle the questions that linger in the back of the user’s mind. Our internal linking, schema, and copy work because they mirror human decision-making, focusing on real objections, and the psychology of buying online. The better the SEO, the smoother the conversion journey and vice versa.

When customers visit your website, they all have different intents. Sometimes that’s browsing, other times, they need answers, and occasionally, they’re looking to purchase. We’re building sites that honour the navigational intent of the humans who use your site. Clients don’t panic during algorithm updates because their sites are built to genuinely serve users, not follow the ‘best practice’ of the last algorithm update. Search engines are now recognising this as a positive ranking factor more than ever, meaning you hold the advantage over your competitors through every new SERP feature, AI overview, and LLM that search engines have to throw at you.

We target links where your audience hangs out, not just based on domain authority or link volume. Campaigns are designed to make you memorable, cited, and included in the conversations about your industry. Our measure of success is not a banklink count; it’s whether you’ve earned a seat at the table among decision-makers and advocates in your space, and whether Google sees you as the topical authority yet.

Featured snippets and SERP features are prime real estate that you need to occupy. Today, SERPs offer around 70 different ways to appear. Rich results and featured snippets cover ~55% of the above-the-fold screen space. The first result displayed to users who search for “best running shoes for flat feet” is featured snippets.

The product carousel appears as the first result when users search for “wireless headphones under £100.” We analyse which SERP features actually appear for your key terms, then format your content to win them. Sometimes we need to rewrite a paragraph to answer questions more directly. Sometimes it’s adding structured data so Google can display your prices and ratings. The goal isn’t just visibility but to capture clicks from people ready to buy.

We build topical authority with content clusters matching buyers’ thinking and searching. We build topic coverage that establishes your brand as the go-to expert in your field. Content focuses on genuine value, relevance, and information people actually want to read. We work in agile sprints, meaning when SERPs change or algorithms update, we can adapt quickly than your competition. The result is content that performs well in search while genuinely helping the humans on your site. You get high-intent traffic, stronger brand authority, and supporting content that helps guide traffic from inspiration to consideration and conversion.

We handle every stage of content marketing, from planning to launch. You get a custom content plan that boosts your search visibility and shapes a website experience your customers will love.

Our services include:

• Articles and blog posts

• Multi-channel digital content

• Content repurposing for wider reach

Link-building support

Content marketing is a long-term game. You shouldn’t expect instant results.

In the first 12 months, focus on laying foundations and scoring early wins that bring in revenue. You’ll still see strategy and production kick off from day one.

We offer flexible models with custom packages that scale with your needs.

This can be a one-off project or a monthly retainer package—transparent invoicing with no hidden costs. Contact us for a quote.

We run biweekly checkpoint calls with all clients. Our real-time dashboard shows live metrics on search visibility, traffic and revenue impact. You choose how often to dive in.

We’re testing the waters. Real humans in northern England produce 90% of our content.

But we can’t ignore what AI can offer. Ultimately, we want to pass those gains on to our clients. We’re still working it out.

You’ll have a dedicated account manager and a direct Slack or phone line to our experts. We have weekly checkpoints, share calendars and fit seamlessly into your workflow. We’re always just a call away.