SEO that earns rankings and gets you into AI answers.

Key terms, in plain words

Crawling

Search engine bots following links to discover your pages. A page that is never crawled cannot rank.

Indexing

The search engine storing a page so it can show it in results. Crawled pages are not always indexed.

Canonical tag

A line of code that tells search engines which version of a page is the main one. It stops duplicate URLs from competing.

301 redirect

A permanent move from one URL to another. It passes most of the old page's value to the new one.

Core Web Vitals

Google's measures of page experience. Good scores are LCP under 2.5 seconds, INP under 200 milliseconds and CLS under 0.1.

Hreflang

Tags that tell search engines which language or region a page is for. They help French searchers land on French pages.

Search intent

What the person searching actually wants: to learn, compare, buy or find a place. Pages rank when they match it.

Internal links

Links between your own pages. They help search engines find pages and understand which ones matter most.

What actually moves the needle

Search engines reward sites that are easy to crawl, clear about each topic and trusted by other sites. Most gains come from a short list of fixes done well, not from tricks.

Topic clusters help with the second part. One pillar page covers a broad subject. Supporting pages each answer one narrower question. Internal links tie them together in both directions.

This shows search engines that you cover a subject in depth. It also gives readers a clear path to the next question. A cluster of eight useful pages usually does more than forty thin ones.

Authority still matters. Links from relevant, real sites remain one of the clearest trust signals. They are earned with content and relationships worth linking to.

Common mistakes we see

• Publishing before fixing the base. New content on a site with indexing problems often never gets seen. Fix crawling, redirects and duplicates first, then publish.
• One page per keyword variation. Separate pages for near-identical phrases compete with each other. Merge them into one strong page that covers the topic.
• Translating French pages word for word. Quebec searchers use their own terms. Research French keywords on their own and write for them.
• Changing URLs without redirects. A redesign that drops old URLs throws away years of links and rankings. Map every old URL to a new one before launch.
• Chasing volume over intent. A high-volume term that does not match what you sell brings visits that never convert. Start with terms close to a purchase.
• Letting old content rot. Pages with outdated prices, dates or advice slowly lose ground. Review your top pages at least once a year and update them.

A quick self-check

What changes the price

• Site size. A 30-page site and a 30,000-page store need very different audits, fixes and monitoring.
• Technical debt. Years of redirects, plugins and duplicate URLs take longer to untangle than a clean build.
• Number of languages. Each language needs its own keyword research, content and hreflang setup.
• Who writes and builds. If your team writes and develops, we brief and review. If we do it, the effort goes up.
• Competition. Crowded terms need more content and authority work before rankings move.

What we measure

• Indexed pages. Whether the pages you care about are in Google's index. From the Page indexing report in Search Console.
• Impressions and clicks. How often you appear in results and how often people click. From Search Console, by page and query.
• Rankings for priority terms. Where key pages sit for the terms you chose. From a rank tracker such as Semrush.
• Organic conversions. Leads, calls or sales from search visitors. From GA4, with conversions set up properly.
• Core Web Vitals. How real visitors experience speed and stability. From Search Console and PageSpeed Insights field data.
• Referring domains. How many separate sites link to you, and how relevant they are. From a backlink tool.

How to choose a partner

• What will you fix in the first 90 days? A specific, ranked list based on your site, not a generic package.
• How do you build links? Content, PR and partnerships. No paid links or private networks.
• Who does the work? The names of the people who will audit, write and report, and how often you will talk to them.
• How will you report results? Search Console and GA4 data tied to leads or sales, with the next actions listed.
• Can you promise first place? A good partner says no. Nobody controls search results.