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SEO

Organic visibility for the searches that end in an enquiry

SEO is the only channel that gets cheaper the longer you do it properly. But most SME SEO spend goes on rankings for terms nobody buys from. I focus on commercial intent: the specific searches your buyers make when they have a problem and a budget.

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The problem

Rankings are not the point. Enquiries are.

Plenty of businesses rank well and generate nothing. They've optimised for high-volume generic terms, or for words the industry uses internally rather than the words buyers actually type. The traffic arrives, bounces, and the monthly report shows green arrows.

In B2B and technical markets the valuable searches are narrow and unglamorous: a specific application, a problem phrased as a symptom, a comparison between two approaches. Volumes are low. Intent is extremely high.

The other half of the problem is technical. If your site is slow, badly structured or invisible to crawlers, no amount of content will compensate. I fix the foundations first, then build content on top of them.

Outcomes

What changes for your business

  • Visibility for commercial-intent terms your buyers actually search.
  • A technically sound site: crawlable, fast and correctly structured.
  • A content plan mapped to real buying questions, not keyword volume.
  • Local visibility where geography influences the buying decision.
  • Reporting that connects organic sessions to qualified enquiries in your CRM.
A compounding asset that reduces your dependence on paid acquisition.
Scope

What the work involves

Technical audit and fixes

Crawl and index coverage, site architecture, internal linking, Core Web Vitals, structured data and the mobile experience — prioritised by commercial impact.

Commercial keyword research

Mapping the searches that precede an enquiry, segmented by buying stage, with honest assessment of the effort required to compete for each.

Content strategy

A publishing plan built around application pages, technical explainers and comparison content that answers the questions your sales team fields daily.

On-page optimisation

Titles, headings, copy and internal linking on the pages that matter commercially, written for buyers first and crawlers second.

Local and AI search

Google Business Profile, local landing pages and structured content that stands a chance of being cited by AI search and answer engines.

Measurement. GA4 and Search Console configured properly, with organic performance reported through to enquiry volume and pipeline value.

Scope, process and price

How SEO work is scoped for a small business

For businesses whose website is broadly sound but is not being found for the services and towns they cover. If the site itself is the problem, a rebuild usually comes first.

  1. Free check

    Start with the free Website Checker or a short enquiry so we can see the site and the searches that matter.

  2. Audit and priorities

    Technical, content and local issues are listed and ranked by likely effect on enquiries, not by how many there are.

  3. Fix and improve

    Foundations first, then service and location pages, internal links and Google Business Profile.

  4. Measure

    GA4 and Search Console set up so you can see searches, visits and enquiries, reviewed monthly if work continues.

Pricing

SEO projects
Quoted per project after the audit, with the scope agreed in writing first
Ongoing support
Advisory retainers from £500/month; you can also run the plan yourself
If the site needs replacing
The £1,000 website rebuild (up to 40 pages) includes search foundations
Check my websiteSend a short enquiry

Related

Fit

Realistic expectations

  • Technical fixes can show impact within four to eight weeks.
  • New content typically takes three to six months to mature in search.
  • Competitive commercial terms take nine to twelve months of consistent work.
  • SEO works best alongside paid search, which covers demand while organic builds.
  • Low search volume in a niche is normal — and often more profitable.
This is a compounding investment, not a campaign with an end date.
In detail

How this works in practice

The detail behind the headline: how the work is structured, what it depends on and how progress is judged.

How commercial SEO is prioritised

SEO is worth doing only where the search intent is commercial. The starting point is a keyword and intent map built around how your buyers actually search — problem terms, solution terms, product and specification terms, brand and competitor comparisons — scored by realistic difficulty and value per enquiry rather than raw volume.

That map determines site structure: a page for each thing you genuinely sell, supporting content for the questions that arise before a purchase, and internal linking that concentrates authority on the pages that earn money. Traffic that cannot convert is a cost, not a result.

Technical foundations that actually move rankings

Technical work is scoped to what affects visibility: indexation and crawl coverage, page speed and Core Web Vitals, mobile rendering, structured data, canonicalisation, redirect hygiene, sitemap accuracy and clean information architecture.

Most SME sites do not need a rebuild. They need the twenty per cent of technical issues that suppress otherwise good pages fixed, then the discipline to stop reintroducing them — which is usually a process problem rather than a development one.

Content, authority and local visibility

Rankings for competitive commercial terms follow demonstrated expertise. That means content written from real operational knowledge — specifications, comparisons, application notes, buying guides, pricing explanations — rather than generic articles that restate what everyone else already published.

Authority is then built through the routes that are credible in your sector: trade publications, suppliers and distributors, industry bodies, partner sites and genuine PR. Where you sell regionally, Google Business Profile, service-area pages and consistent citations do more for enquiry volume than any amount of national keyword chasing.

AI search, LLM visibility and measurement

Buyers increasingly ask ChatGPT, Gemini and AI Overviews before they ever open a search results page. Those systems favour pages that answer specific questions directly, in structured, quotable prose, on sites with clear entity signals — which is why every page here carries explicit FAQ content and structured data.

Measurement is reported against commercial outcomes: rankings for the terms that matter, organic enquiries, assisted pipeline and cost per qualified enquiry compared with paid. You will always know whether SEO is earning its place in the budget.

Free website checker

Not sure whether your website is the problem?

The free website checker scores your site out of 100 across findability, message clarity, conversion path, credibility, technical health and AI visibility — and tells you what to fix first.

Check my website
Watch

Marketing thinking in short form

Strategy, SEO and paid search explained in a couple of minutes on Instagram and TikTok.

Proven in

Where this service has done the work

Live engagements that used this service, and the sectors it applies to most often.

  • PropTech / SaaS

    Logical Planning

    New site launch — Planning Potential Score with a paid self-serve funnel

  • Professional services

    Part 1 Claims

    60 secs — to self-qualify instead of enquire

  • Chartered surveying

    McGarrigle and Co

    Niche authority — tenant-side surveyor positioned as the specialist

  • Legal reference / AI search

    The 1954 Act

    Ranked by AI — lease renewal reference built for answer engines

  • Marketplace / PropTech

    HausMart

    113 — live homes proving demand at launch

  • Consumer / media

    FootyGrounds

    5M — TikTok post views in 60 days

Sector hubsPlanning and developmentPropTech and marketplacesEducation and EdTechProfessional servicesProperty and lettingsConsumer platforms
In their words

Clients on work like this

Verbatim quotes from engagements that used this service, attributed by role as agreed. Read the case study to see exactly what was delivered.

“We had the data and the technology. What we did not have was a way of explaining it that made someone reach for their card. Sam turned it into an offer, decided the pricing with us and built the route people take to get there.”

Founder

Logical Planning · PropTech / SaaS

Engagement: Launch positioning, pricing and acquisition

Read the case studyProposition and positioning

“Nobody wakes up looking for Part 1 compensation, so the whole thing hinged on explaining it in plain English and proving there was no risk. The eligibility check does the qualifying for us — the enquiries that reach me are worth having.”

Director

Part 1 Claims · Professional services

Engagement: Go-to-market and enquiry funnel

Read the case studyProposition and positioning
Ask about your projectAll client quotes
Keep reading

Where to go next

A few things worth reading — and the pages most people move to from here.

Related insights

All insights

Related services

All services

Related case studies

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Questions

Frequently asked questions

How quickly will we see results?
Technical fixes and existing-page optimisation often move within a couple of months. New content competing for commercial terms realistically takes six to twelve months. Anyone promising faster is either lucky or misleading you.
Our search volumes are tiny. Is SEO worth it?
Usually yes — low volume with high intent is exactly where B2B SEO pays. Fifty searches a month from people specifying a component is worth far more than fifty thousand generic sessions.
Do you build links?
I focus on earned relevance: technical content, trade press, supplier and association listings, and industry directories. I don't buy links from networks — the risk isn't worth the short-term gain.
What about AI search and answer engines?
The fundamentals overlap heavily: clear structure, genuine expertise, well-marked-up content and consistent entity information. Content written to be genuinely useful is what gets cited.
Can you work with our existing website?
Almost always. If the platform is fundamentally holding you back I'll say so early, with the commercial case rather than a preference for a particular CMS.
Do you work with small businesses and sole traders?
Yes. MCG offers agency-style delivery with the flexibility of working directly with a freelance marketer. You do not need a marketing department or a large turnover to start. A website rebuild, a focused campaign or practical advice can be a standalone piece of work.
How much is a full website rebuild?
The standard website rebuild is £1,000 fixed for up to 40 pages, including structure, design, core page copy, technical SEO, enquiry forms and launch. Care is optional at £100 a month. Ecommerce, bespoke applications, complex integrations and third-party costs are quoted separately before work starts.
Can I hire you for a one-off project?
Yes. You can book a website rebuild, an SEO project, campaign work or a marketing review without taking an ongoing retainer. We agree the work and the price in writing first. Ongoing support is available if you need it afterwards.
Who will actually do the work?
You work directly with Samuel McGarrigle, founder of MCG Growth Marketing, with an MSc in Digital Marketing Management and MCIM membership. Samuel plans and delivers the work, and can work alongside your existing team or suppliers when needed.
Where do you work?
MCG is based in Cheshire and works with businesses across Staffordshire, Shropshire and the wider North West, with remote support available UK-wide.
Next step

Make organic search a real channel

Send a short note about what you need, or book a free 15-minute introduction. We can agree a sensible next step without a sales pitch.

Get in touch
Book a call