SEO: technical first, content second

We run technical SEO before content SEO, on purpose. No amount of good copy fixes a site Google can’t crawl properly, thin indexation, or a Core Web Vitals score dragging down mobile rankings. We audit site architecture, internal linking, canonical tags, and schema markup, fix what’s broken, then move to on-page and content work: keyword mapping against real search intent, metadata, and content briefs for the pages actually worth writing. Five pages that rank for what people are searching beat twenty pages optimized for keywords nobody meant.

Paid search and paid social

On Google Ads we run Search, Shopping, and Performance Max — but we’re cautious with Performance Max specifically, since it’s a black box that optimizes hard toward whatever conversion data it’s fed. We won’t hand it the wheel until GA4 events are verified against real leads or orders, not just pageviews labeled as conversions. On Meta, we set up Conversions API alongside the pixel, because since Apple’s App Tracking Transparency prompt landed in iOS 14.5, pixel-only tracking has quietly under-reported, and most accounts never got recalibrated for it.

Conversion rate optimization

A lot of agencies sell a formal A/B testing program regardless of whether a client’s traffic can make the results mean anything statistically. Most small and mid-size sites can’t, and we’ll say so upfront. We used to lean on Google Optimize before Google shut it down in 2023; now, unless a site has real volume behind it, we run CRO directionally instead — Microsoft Clarity heatmaps and session recordings, before/after comparisons on real changes, and a prioritized list of friction points on landing pages, product pages, and checkout flows that we fix and watch rather than “test” past what the traffic supports.

Measurement underneath all of it

GA4 and Google Tag Manager setup is part of every engagement here, not an upsell, because nothing above means anything without it: custom conversion events mapped to what the business cares about — leads, purchases, signups — instead of default pageview tracking, Search Console wired in, and for clients running real spend, a server-side GTM container instead of relying purely on client-side tags for better match rates and less breakage from ad blockers. It all lands in a monthly Looker Studio dashboard built around those numbers, not clicks and impressions.

Why this sits next to the development team

This is also why Digital Marketing lives next to our WordPress, WooCommerce, and Shopify work instead of in a separate department. A fast, well-structured site is a prerequisite for marketing spend to work, not a nice-to-have alongside it. When we find a checkout with four unnecessary steps or a homepage failing Core Web Vitals, we fix it ourselves instead of handing over a PDF and someone else’s invoice. Paid campaigns need eyes on them across the day, not a check-in once every 24 hours, so we treat monitoring as part of the job, not an afterthought.

This isn’t the right service if you want organic social content and community management — that’s Social Media Marketing, a separate engagement — or if you’re hoping for a full testing program on a site getting a few hundred visits a month; we’ll tell you honestly when the traffic isn’t there yet. It’s a strong fit if you’ve got a site worth sending people to, ours to build or already yours, and you want the SEO, the paid spend, and the tracking to actually agree with each other.

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The second thing we fix is treating every platform like the same feed. Instagram, TikTok, LinkedIn, Pinterest, and Facebook reward different formats, different lengths, and different posting behavior, and the audience a brand has on one platform is often looking for something different than its audience on another. A B2B SaaS company usually gets more out of LinkedIn and a well-timed founder post than it does from TikTok. A direct-to-consumer skincare brand often gets the opposite. We start by working out which one or two platforms your buyers actually spend time on and build a content strategy specific to each, instead of resizing one square graphic five ways and posting it everywhere on a schedule nobody’s checking against results.

What’s included

A social media engagement with us covers:

• Platform selection and a content strategy built around what performs on each one — a Reel, a LinkedIn text post, and a Pinterest pin are different jobs, and we write and design for the platform rather than a shared template.
• A rolling content calendar with post copy, creative briefs, and posting times, built around your launches and promotions rather than filled with generic posts to hit a weekly quota.
• Creative production: photography and video direction, short-form editing, and a reusable design system in Figma or Canva, so on-brand assets don’t get rebuilt from scratch every week.
• Organic and paid social run as one program, not two budgets that never talk to each other — organic tells us what resonates before we put money behind it, and the strongest organic posts usually become the first paid creative we test.
• Community management: comments and DMs answered on a defined schedule, a saved-reply library for common questions, and a same-day escalation path back to your team for refunds, complaints, or anything that needs a real decision.
• Monthly reporting on cost per lead, click-through to your site, and social-attributed signups or sales — not a screenshot of your follower count.

How we work

We start with an audit: what’s currently posted, what the analytics actually say happened to it, and where comparable brands are getting engagement that you’re not. From there we set content pillars per platform and build the first content calendar, usually four weeks at a stretch so we can adjust based on what’s landing rather than committing to a quarter of content before we have any data to act on. Paid social, where it makes sense, starts narrow — a couple of ad sets testing organic content that already proved itself, not a broad campaign built on guesses. When a client’s lead volume from social forms gets high enough to be a hassle to handle by hand, we’ll often wire the ad platform into their CRM with n8n or Make so leads land somewhere useful instead of a spreadsheet nobody opens.

This runs as a retainer, not a one-off project. Content and ad performance both need a few weeks of real data before either of us can say what’s working, and platforms change their algorithms often enough that the strategy needs revisiting every quarter regardless of how well it’s going.

Is this the right service for you?

It’s a good fit if you already have a product or service people buy and you want social to bring in more of the right kind of attention for it, judged honestly against what it actually produces. It’s not the right fit if the goal is to go viral as an end in itself — we can build content with a real shot at wide reach, but we won’t promise it, because nobody honestly can. It’s also not the right fit if the funnel past the click is broken — if the landing page is slow, checkout takes eight steps, or there’s no clear next action once someone’s interested. We’ll say so before taking your budget, because better social traffic into a broken funnel just means more people bounce off it faster.

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