How I work
Four stages, always in the same order.
The whole plan is drawn before any work starts. Do these out of order and the later ones have to be undone before the site can finish.
Google does not read a pile of pages. It reads structure.
A pile.
Most websites are a pile of pages nobody planned. Google reads them the way it finds them, as a pile, and gives none of them much credit.
Every page gets a job.
One page carries the service. The pages around it carry one thing each: a town, a price, a question people ask, a variation, a comparison. No job, no page.
Strength flows up.
Each supporting page links up to the service page. Google counts those links, so every real answer you publish makes the page that matters a little stronger.
One page earns the booking.
That is the page that has to win the search. Everything else on the site exists to lift it. Drawn here for a cleaning firm; the shape is the same for a law firm or a property firm.
A cleaning firm’s structure, five of its pages shown.
The order
The technical base
Before a single page is written, I make sure Google can see the site.
Broken addresses repaired or redirected. Pages that should be invisible made invisible. Pages that deserve to rank stopped from fighting each other. The site reports every new page automatically.
A law firm’s refused pages: 4,144 down to 2,549. Search Console, June to September.
The structure
Google does not read a pile of pages. It reads structure.
Pages are arranged into tight groups: a main page carries a service, supporting pages carry every question, town and variation around it. Every page has a job. If a page has no job, it does not get built.
A law firm’s top-three searches: 9 became 44. Ahrefs rank tracker, July 2026.
The content
Every piece targets one real search that a real customer types.
It links up to the page that earns the booking and across to its siblings. Same gates every time: real length, facts checked against primary sources, no filler, links that resolve.
195 pieces researched, dated and scheduled for one August, across four brands.
Local and proof
The listing is the front door, and the report is the receipt.
The Google listing aligned with the site page for page and kept active weekly. Town pages written about the actual town. Then reporting you can read on your phone without a glossary.
Exclusive Pro Cleaning’s listing: 4.9 stars across 65 reviews, shown 20,400 times in 28 days. Google, 3 September 2026.
The whole plan, before the first move
Out of order, and it comes undone.
Where it came from
The framework underneath this was already winning inside American agencies when a partner handed it to me and asked me to copy it. I did, and then I kept going.
A year of research followed. I worked through the most respected published playbook on local search cover to cover, not to follow it but to test what I had been handed against the best thinking in print. I tested the tools the industry sells, including the two most heavily marketed AI platforms, against live client work rather than demo data. Most of it did not survive.
Then I stress tested what remained by building a complete thirty two page site from an empty folder with it. That year is a case study of its own.
How I write a report
If a report needs a glossary, the report is hiding something.
I say
- ✓Times shown, page one, spot two, calls, bookings
- ✓Every page has a job
- ✓Here is what I did and what it produced
- ✓Your ranking climbed from page six to page one
I never say
- ×Impressions, SERPs, CTR, algorithm updates
- ×Holistic 360 degree synergy
- ×Deliverables were actioned as per scope
- ×Significant improvement in organic visibility
All of it is yours.
A site that ranks. A listing that rings. Content that compounds month over month. And an owner who knows exactly what they have, because they watched it being built.
An engagement takes one of three shapes, and the services page shows all three. See what it produced