Beyond SEO Tools and Theory

What Makes a ‘hands-on’ Technical SEO Consultant Different

• Strategy only or data interpretation consultants are solely concerned with finding the errors and providing their strategic development or, in most cases the ‘fix-list’ to combat. Some of these fixes can be misleading – for example, a very common issue can be implementing redirects when instead, it is often best policy to find the link replace to the new page afresh, ongoing issues, such as these very simple and very common occurrences can result in very misleading task lists and much more complex problems, especially with programmatic urls.

• AI tools & generic audits stop short of actual fixes.

The world of technical SEO and now AEO has given rise to quite a plethora of SEO tools, and additionally some AI SEO tools. The complexity of this subject is probably worth a break out topic – which I shall aim to do in the not too distant, however, these tools cost and they cost quite a lot! Most of the well known versions include SEMrush, AHrefs, screamingfrog – but the list is quite extensive and their tool functionality tends to offer a key feature that is unique to their platform – this making agency and freelancer agreements quite favourable – you have access and benefit to these tools included in the fees. Additionally, these tools are bench markers and essentially provide you with a fairly accurate list of issues, they still require someone of competence to be able to administer and get to the root cause of the issues. Finally, Assisted SEO AI tools, these are currently still evolving and as yet still require some refinement. One of the biggest issues of these tools, certainly with WordPress is that it adds additional weight to the website – this aggravating speed and performance as opposed to achieving any substantial benefits.

• Initial Audit and Competitor Analysis

A new project typically begins with a comprehensive audit that goes beyond the basics. I delve into the technical setup, site architecture, and detailed findings from crawl reports. With the recent Google Helpful Content Update (HCU), technical SEO now plays a vital role in ensuring that your site meets these updated guidelines, such as providing high-quality, relevant schema markup, and maintaining an organised, user-friendly site structure.

In addition to technical factors, I conduct an in-depth content analysis to identify the keywords you currently rank for, those you should target, and those your competitors are targeting. This includes uncovering content gaps, opportunities for improvement, and aligning your SEO strategy with the most effective content practices.

• Audit Findings and Recommendations

My audits encompass detailed insights into backlinks, visual traffic flow, and competitive comparisons. I provide visualizations showing where your traffic originates—whether it’s brand-related, content groups, or specific landing pages—and how these compare to your competitors. You’ll receive a breakdown of anchor text usage, identifying issues with overly generic, ‘naked,’ or ‘brand’ anchors, which often signal a need for diversification to improve your SEO health.

Furthermore, by leveraging structured data and schema markup, I ensure that your content aligns with the latest search engine expectations, enhancing your visibility and engagement in search results.

• Determining Technical SEO Requirements and Fees

Based on these audits, I can accurately identify the level of technical work needed before optimising your site and its content. From URL restructuring to enhancing internal linking and implementing advanced schema, my approach ensures that your website is well-prepared to rank competitively.

• Comprehensive SEO Service

Should you accept the proposed fees, I offer a full range of SEO services, including the potential involvement of additional specialists. As your technical SEO lead, I will manage the project to ensure every element—whether content, backlink strategy, page speed optimization, or schema markup—is executed to the highest standard and within the required timeframe.

• Providing a Complete Digital Experience

What sets me apart is my ability to provide a holistic digital service, combining creative, data analytics, technical expertise, and campaign management into a cohesive strategy. This means I don’t just drive traffic; I offer strategic insights, implement site functionality improvements, and develop campaign strategies that align with your business objectives, ensuring long-term competitiveness and relevance in your industry.