Insights
Planning a website relaunch in five steps
A relaunch goes further than a redesign: structure, content and often the CMS change too. Five steps from analysis to launch that protect your visibility and enquiries.
SEO
Technical SEO, content and structure that help Google and AI search find your pages, measured in visits and enquiries.
18 topics in SEO
-
Image SEO with AI
Alt text, file names, formats and loading for large image libraries, with help from AI.
-
Content pruning
Find weak content, then update, merge or remove it.
Analysis and strategy, 6 topics
- SEO audit and opportunity analysis An SEO audit shows what is holding your website back in search and where demand is going untapped. The result is a prioritised action plan.
- Keyword research and clustering Keyword research shows which terms your customers actually search for. Clustering groups those terms into topics, each covered by one page.
- Content strategy for SEO A content strategy decides which content should win enquiries and who creates it. Topics and formats follow from search demand and business goals.
- Backlink analysis and link building A backlink analysis shows which links build trust in your website and where the risks lie. Link building earns new links through content worth citing.
- International SEO International SEO makes sure search engines show the right version of your website in every country and language. It rests on hreflang, URL structure and local content.
- Local SEO for businesses Local SEO gets your business into Google's map results and local search. It rests on your Business Profile, consistent company data and dedicated location pages.
Technical SEO, 7 topics
- Technical SEO Technical SEO makes sure search engines can find and understand every important page. Crawling, indexing and page speed are the main levers.
- Page speed and Core Web Vitals Core Web Vitals show where slow loading costs you visitors and rankings. We measure LCP, INP and CLS with real user data and fix the biggest causes first.
- Mobile SEO Mobile SEO makes sure Google captures the full mobile version of your website. It also keeps pages fast and easy to use on a smartphone.
- Structured data (Schema.org) Structured data tells search engines exactly whether a page shows a product, an event or an article. It makes rich results with price, rating or date possible.
- URL structure and slugs A clear URL structure shows users and search engines where a page sits and what it contains. Short, stable slugs also make maintenance and migrations easier.
- Finding and fixing duplicate content Duplicate content can lead Google to show the wrong page or rank none of them properly. Its technical causes can usually be fixed centrally.
- SEO-friendly content migration An SEO-friendly content migration keeps rankings and search traffic intact during a redesign or CMS change. It relies on URL mapping, redirects and checks after launch.
Content and editorial teams, 5 topics
- On-page optimisation On-page optimisation makes each page match search intent and earn the click in search results. Titles, headings, internal links and images are the main levers.
- Image SEO with AI Image SEO makes images load fast, describes them for screen readers and helps them appear in image search. For large libraries, AI drafts the alt text.
- Content pruning Content pruning makes a website that has grown over years manageable again. Weak pages are updated, merged or removed, and a leaner site often does better in search.
- SEO consulting for editorial teams SEO consulting for editorial teams makes sure good writing gets found. Briefs, writing guidelines and reviews fit into the team's daily work.
- SEO workshops for teams SEO workshops give your team the knowledge it needs for everyday decisions. Content and exercises are geared to marketing, editorial and development.