Consulting
SEO implementation
I carry out on-page implementation on pages and templates: titles, headings, descriptions, content sections and elements such as FAQs. I agree the scope of changes and the approval procedure. I sort out duplication, keyword cannibalisation and linking. After publication I carry out QA, report errors and run monitoring.
About the service
On-page implementation, content clean-up, and QA and monitoring after publication
About the SEO implementation service
A few service details- Updates to on-page elements
- Agreeing the scope of changes and approval
- Cleaning up duplicate content
- Decisions: canonical, noindex, redirects
- QA tests: HTTP, indexability, markup
- QA report, monitoring and changelog
Work process
The SEO implementation process: kick-off, priorities and iterative changes
I start by agreeing how we will work together and collecting the access and data needed to make changes safely. I then carry out a technical and on-page analysis to identify blockers and errors. On this basis I plan the order of work and run the implementation in iterations, in line with the release process
- 01/ 03
Kick-off
I define the roles, responsibilities and task channel, and collect access to the CMS/server, traffic and indexing data, as well as the rules for the test environment and for publishing changes.
- 02/ 03
Analysis and priorities
I review indexing and accessibility, run a crawl and analyse templates, on-page elements and performance, and then put together the list of problems and the priorities by impact, risk, effort and dependencies.
- 03/ 03
Iterative implementation
I prepare the tasks for implementation and carry them out directly or through the client’s team, matching the plan to the publication cycle, running tests before production and validation after implementation.
Key aspects of starting an SEO implementation
Starting an SEO implementation consists of agreeing how we will work together and collecting the access and data needed to introduce changes safely. At this stage I define the roles, responsibilities and the channel for submitting tasks, so that recommendations can be turned into specific work straight away. In parallel, access to the CMS/server (if applicable) is collected, along with traffic data and indexing data, which later make it possible to verify the impact of the implementation. I also establish the rules for publishing changes and how they will go through the release process.
In practice this means that right at the start we clarify whether the implementation will be carried out directly using the access granted, or by the client’s team on the basis of a specification. This choice affects the pace of work, the scope of testing and the level of detail in the documentation. If the site has a set publication cycle (e.g. sprints), the implementation plan is matched to it.
Another important part of the start is defining the test environment and the publication rules, in order to limit the risk of SEO errors after implementation. Implementation is planned around the available release process and ideally goes through a test environment before it reaches production. If a test environment is not available, or the publication process is long, this affects the way the work is planned and the priorities for carrying it out. These arrangements determine how tasks will be prepared and what post-implementation validation will look like.
- Agreeing the roles, responsibilities and the channel for submitting tasks.
- Collecting access to the CMS/server (if applicable) and traffic and indexing data.
- Defining the test environment and the rules for publishing changes in line with the release process.
Implementation analysis and identifying SEO problems
Implementation analysis consists of reviewing the technical and on-page state of the site in order to indicate the elements that need changing and to set the implementation priorities. As part of this stage I identify indexing blockers, template errors, problems with internal linking and content-related areas that need correcting. The aim is to prepare a list of problems that can be turned into specific implementation tasks. The analysis is geared towards detecting causes and dependencies, so that the later implementation is carried out in a safe order.
The verification includes a review of indexing and accessibility, i.e. checking which page types are indexed, which drop out of the index and why. At this stage, blockers are detected, such as unwanted disallow rules, incorrect canonicals or server response errors, which can prevent correct indexing. In parallel, a crawl and error diagnostics are carried out to map the structure of the site and find, among other things, 4xx/5xx errors, redirect loops, duplication, and incorrect pagination and filters. In addition, orphan pages and internal link problems are identified, which affect how accessible the pages are to crawlers.
The analysis also takes into account the elements generated by templates and the quality of on-page signals, in order to indicate where changes are needed in the code or the CMS. Titles, descriptions, headings, structured data, meta robots, canonicals, navigation and linking modules are assessed, because errors in these areas are often replicated across many pages. I also check performance and technical UX for elements that slow down rendering and loading, and for barriers that make it harder for crawlers to access the content (e.g. excess scripts, heavy resources, mobile problems). The result of this part is material for deciding on the order of work, taking into account impact, risk, effort and dependencies on the development team.
- Review of indexing and accessibility: identifying the causes of indexing problems and blockers.
- Crawl and error diagnostics: detecting 4xx/5xx errors, redirect loops, duplication, pagination/filter problems and orphan pages.
- Template and on-page analysis: assessing meta, headings, structured data, canonicals, navigation and linking.
- Performance and technical UX analysis: areas that slow down rendering and make access to the content harder.
- Setting the implementation priorities by impact, risk, effort and implementation dependencies.
Task prioritisation and implementation planning
Task prioritisation and implementation planning consist of arranging the work in order of execution and breaking the recommendations down into specific, implementable actions. I organise the tasks by impact and risk, taking into account the effort and the dependencies on the development team. As a result, the implementation can be run in a controlled way, without a random order of publication. The order of work is also matched to how the release process runs on the given site.
As part of the implementation plan I prepare the backlog and describe the tasks in a form that can be handed over for execution or implemented directly (depending on the agreed model). Each task has a description of the change, its location on the site (e.g. template/section), a priority, dependencies, acceptance criteria and a testing method. I also establish the responsibilities and the order of publication, so that the implementation can be validated in stages. If the scope includes cleaning up URLs, the plan also includes a redirect map with rules for handling 404s and soft 404s.
- Arranging the tasks by impact, risk, effort and implementation dependencies.
- SEO task backlog with acceptance criteria and information on where on the site the change is to be made.
- Implementation specifications for changes in the CMS/code (including meta tag rules, canonical/hreflang if applicable, blocking/exposing pages, structured data, linking).
- Redirect map for migrations, URL clean-up or content removal, together with rules for handling 404s and soft 404s.
- Agreeing the delivery model: implementation directly using the access granted, or by the client’s team on the basis of a specification.
Technical implementation and SEO optimisation
Technical implementation and SEO optimisation cover implementing the changes that affect indexing, information architecture and the quality of signals for search engines. The work most often concerns templates, server configuration, and the rules for generating URLs and metadata. The changes implemented are tied to the backlog prepared earlier and the planned order of publication. The range of possible modifications may be limited by the site’s technology, off-the-shelf modules, the publication cycle, the lack of a test environment, dependence on an external supplier or limited permissions.
As part of the technical implementation, work is carried out on indexability, URL hygiene and redirects, and internal linking and navigation. It includes corrections to meta robots, canonicals, sitemaps and blocking rules, as well as limiting URL duplication and fixing redirect chains or loops. In addition, I implement or correct structured data and markup in templates, and make sure that automatically generated titles and headings are consistent, with verification after publication. Where the given environment allows it, changes are also made to limit problems with loading and rendering the content that is key for SEO, including mobile improvements.
- Improving indexability: meta robots, canonical, sitemaps, blocking rules, parameters/filters.
- URL hygiene and redirects: target URLs, redirects when the structure changes, limiting duplication, fixing loops and chains.
- Internal linking and navigation: menus, breadcrumbs, linking modules and reducing orphan pages.
- Structured data and markup: implementation/correction in templates and checking the consistency of automatically generated elements.
- Performance and rendering: improvements that reduce barriers to crawler access to the content and loading problems, as far as possible.
On-page implementation and content management
On-page implementation and content management cover making changes at the level of individual pages and templates, in order to bring order to content elements and limit problems replicated across the site. In practice the work concerns adjusting titles, headings, descriptions and content sections, as well as elements such as FAQs or definitions, if they are used on the given page type. In parallel, situations in which content competes with itself or is duplicated between pages are sorted out. The scope of changes is set so that it can be implemented and verified safely, in line with the agreed publication procedure.
A key element of this stage is establishing which content can be changed, who approves the modifications, and whether new content is being created or only existing content updated.
As part of cleaning up duplication and keyword cannibalisation, decisions are made about which pages remain the main ones (canonical) and which are merged, excluded from the index or redirected. In addition, linking and content are adjusted so as to separate intents and avoid conflicts between similar pages.
- Updating on-page elements: title/description, headings, introductory content, informational sections and category descriptions/product/service descriptions in line with the agreed rules.
- Agreeing the scope of content and approval: who approves changes, what can be modified, and whether new content is created or existing content updated.
- Cleaning up duplication and keyword cannibalisation: canonical, merging pages, excluding from the index or redirects, and adjusting linking and content to separate intents.
Quality control and monitoring after implementation
Quality control and monitoring after implementation consist of testing and ongoing observation of the site, in order to confirm that the changes are correct and to catch regressions quickly. QA can be carried out in the test environment and/or after publication, depending on the process adopted. The verification covers, among other things, HTTP statuses, indexability, and the correctness of markup, sitemaps, redirects and internal linking. The impact of the changes on key page types is also checked, so that the assessment is in line with the acceptance criteria defined in the backlog.
The result of the QA stage is a report containing a summary of the changes implemented, the errors detected that need fixing, and recommendations for next steps. After publication, changes in indexing, technical errors and visibility are monitored, and if problems arise, they are responded to and corrected in subsequent iterations. The backlog is updated as the site develops and the content changes, so that the work stays organised. In addition, a changelog is kept, which makes it easier to link the implementation to the changes observed and to roll back or fix things quickly if problems appear.
- QA tests: checking HTTP statuses, indexability, markup, sitemaps, redirects and linking on key page types.
- QA report + list of fixes: regressions, errors to fix, verification of acceptance criteria and recommendations for next steps.
- Monitoring and iterations: observing indexing, technical errors and visibility, and updating the backlog as the site changes.
- Changelog: a record of what was implemented, when and where, for linking changes to results and fixing things quickly if problems arise.
Testimonials
What clients and the industry say
Feedback from clients and industry people I have worked with on SEO projects.
I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.
01 / 08
You talk to me, not a salesperson
Tell me what you want to achieve. I’ll reply personally
I work as a freelancer: the same person reads your message, prepares the quote and then runs the project. No sales team in between.