How we approach real search problems

Each study below sets out the page or structural challenge, the work we carried out, and the outcome we would measure. Every business has its own search intent, so we start with the question the page needs to answer.

A UK firm's service pages described its work in broad language that did not match how local buyers searched. We mapped each page to a specific query group, rewrote headings and internal links to reflect that intent, and set clearer page structures so search engines could read the relationship between topic and page.

A US retailer's category pages mixed product lists with thin introductory copy. We reviewed the query landscape for each category, grouped related terms, and restructured the page so its title, opening section, and navigation pointed toward one primary search need, reducing overlap between similar pages.

Several location pages for a UK business shared near-identical text, which made them hard to tell apart. We set out distinct local angles for each page, aligned them with the places people actually search for, and clarified how each page linked back to the core service page.