01
A baseline before anything changes
Before any work starts, we record where you are now, using the data available to us: how you show up in Google Search and Maps, which searches you appear for and where, and how your site performs technically.
Some businesses come to us without full tracking in place. Where that is the case, we set it up first and the baseline starts from there. Everything later is measured against it, so progress, or a lack of it, is visible rather than assumed.
02
A written plan, not a list of tricks
From the baseline we write a plan for your first months: what we will fix, what we will build and why, in priority order.
We keep a written record of planned, completed and outstanding SEO work. Unfinished actions are reviewed and prioritised in the following month's plan, so the next steps stay clear. Your plan's monthly deliverables, such as new pages on Growth and Lead Engine, are delivered as agreed.
03
The monthly work
Each month, we carry out the agreed SEO work according to your plan and the priorities identified in your strategy. This can include technical improvements, existing-page optimisation, new content, local search work and reputation building, depending on the package you have chosen.
- Technical improvements
- Existing-page optimisation
- New content
- Local search work
- Reputation building
Before each month's work we re-check what is live, credit what is done and adjust the plan to what the data shows.
If you have your own developer, we can write precise specifications for them to implement, and then check the result.
04
Your monthly report
Every month you get a written report in plain English: what we did, what changed against your baseline, and what is next. It shows the quiet months as well as the good ones.
Plans with strategy calls (quarterly on Lead Engine, monthly on Strategic Growth) walk through it together.
Example pages from a monthly report, shown with our own website's data rather than a client's.
05
How we measure AI visibility
For Strategic Growth clients, we set a baseline using a consistent set of questions potential customers might ask AI tools. Each month we check whether your business is mentioned, recommended or cited, and record the changes.
AI answers vary between tools, questions and sessions, so we treat these results as indicators rather than rankings. We report what we see, including when your business is not mentioned.
06
How we use AI
We use AI tools to support research, analysis and content preparation. A person reviews and approves the work before it is published, and we check recommendations against the available evidence rather than treating AI-generated information as fact.
AI supports the groundworkResearch, analysis and content preparation.
Checked against evidenceRecommendations are tested against the available evidence, not taken as fact.
A person approves itNothing is published until a person has reviewed and approved it.
07
What we commit to
Every SEO plan has a defined scope of work, documented priorities and a monthly written report. We carry out the agreed work, review what's changed and explain what we're doing next. Where progress is slower than expected, or work needs to be rescheduled, we explain why and agree the next steps.
Our job is to make informed improvements, measure their effect and keep your business moving towards its search visibility and enquiry goals.
What we commit to
- A clear plan
- Agreed monthly work
- Honest reporting
How we respond to change
- We measure what's happening
- We explain the findings
- We adjust the priorities
SEO takes time. Google's own guidance says some changes can take effect within a few hours, while others can take several months to show in search. Whether and when improvements appear depends on your competition and where you are starting from.
Source: Google Search Central, SEO Starter Guide
08
Continuity and accountability
Mako is founder-led, with Martin personally accountable for your SEO work. Your plan, completed actions and outstanding tasks are documented, so there is a clear record of where things stand.
If Martin is unavailable through illness or time away, some planned work may pause. Outstanding work stays recorded and is caught up when he returns.
09
If you leave
When your SEO plan ends, the completed pages, content and improvements published on your website stay in place. Rolling plans end with 30 days' notice; 12-month plans run for their agreed term.
Ownership and licensing remain subject to your agreement, including any third-party software or subscriptions. Your website does not lose the SEO improvements we have made simply because you stop working with us.
Published pages and contentStay on your website.
Improvements we've madeStay in place when the plan ends.
Clear notice terms30 days on rolling plans; 12-month plans run their term.
