Start with intent
Every search has a job behind it: learn something, compare options, find a specific site or buy. A page ranks when it does that job better than the alternatives. Before changing a word, I look at what currently ranks for your target terms and what that says about what searchers expect: a guide, a comparison, a service page or a product.
One topic per page
I map your keywords to pages so each important page owns one primary topic and its close variations. That removes cannibalisation, where several pages compete for the same search, and shows where new pages are needed.
Titles and descriptions that earn the click
The title tag remains one of the strongest on-page signals and the first thing searchers read. I write titles that put the main phrase early and give a reason to choose you, and meta descriptions that set out what the page offers. Your site's admin panel lets you edit both on every page.
Headings, copy and the first paragraph
One clear H1, subheadings that match the questions people ask, and a direct answer near the top. That structure helps readers skim, helps search engines understand the page and makes your content easier for AI answers to quote accurately.
Images and media
Descriptive file names, useful alt text and properly sized modern formats help accessibility, image search and page speed at the same time.
Internal links
Links between your own pages pass authority and context. I add links from strong pages to the ones that need a lift, with anchor text that describes the destination, as part of a wider content strategy.