Google Ecosystem — SEO, SEM, Analytics

Most SEO work is a report. Rankings go up, traffic is flat, and nobody can say which sale came from any of it. Most paid search is a spend with an agency-shaped incentive to keep spending.

Underneath both sits a measurement layer that quietly stopped working when browsers changed how they handle tracking — so the numbers everyone argues about are wrong in a direction nobody has checked.

Architecture

A site structure that mirrors how the category is actually searched, with internal linking that concentrates authority instead of scattering it.

Structured data

Product, price, availability, review and FAQ markup, so a result carries information rather than a blue link.

Performance

Core Web Vitals laid down during the build, not retrofitted a year later. Speed is a ranking factor and, more usefully, a conversion one.

Content that answers

Pages built around the question a buyer asks, in their words — the slow work that compounds, and the only kind that survives an algorithm update.

Brand defence

Competitors and marketplaces bid on your name. Holding that ground is usually the cheapest acquisition you will buy all year.

Non-brand

A measured programme against category intent, with a real cost per acquisition to set beside the margin it consumes.

Feeds

Shopping and product feeds built from the same source of truth as the store, so the price in the ad is the price at the till.

Server-side event collection with consent handled properly, conversions attributed to the channel that actually caused them, and a single agreed definition of every metric. It is unglamorous and it is the reason every other decision on this page can be argued from evidence.