SEO
SEO for services
I carry out changes on the website according to the agreed priorities: I tidy up indexing and URLs (redirects, canonicalisation, duplicates), and refine the sitemap and the on-page elements of key pages. I correct linking and navigation, implement structured data and, where needed, fixes for load time and mobile. I prepare a content plan with guidelines, and develop pages and materials in iterations with approval. After implementation I hand over a list of changes with verification and next steps.
About the service
On-site implementation, technical optimisation and content creation for search queries
About the SEO service for businesses
A few service details- Prioritised implementation in the CMS
- Indexing, URLs and the sitemap
- Redirects and canonicalisation
- On-page: titles, descriptions, headings
- Internal linking and navigation
- Content plan, briefs and iterative fixes
Work process
How I run SEO: from audit to iterations
I start the cooperation by gathering information and access and agreeing the model for implementing and approving changes. I then carry out an audit and turn the findings into an action plan, and deliver the work cyclically in iterations based on monitoring and reporting.
- 01/ 03
Arrangements and diagnosis
I gather information and access, agree how changes will be implemented and approved, and then audit the technical side, content and visibility in order to identify barriers and priorities.
- 02/ 03
Plan and backlog
I turn the audit findings into an action plan and a backlog of technical and content tasks with priorities, dependencies, responsibilities and criteria for correct implementation.
- 03/ 03
Implementation and iterations
I carry out on-site changes and content work, monitor indexing, errors and visibility trends, and in the periodic report recommend the next pieces of work for the following iteration.
The SEO process for company websites
The SEO process for company websites is a cyclical sequence of SEO activities: analysis → plan → technical and on-page implementation → content → strengthening visibility → monitoring and reporting. The work begins with gathering information and access, followed by an audit and diagnosis of the technical side, content and visibility in order to identify barriers and priorities. The audit findings are turned into an action plan and an implementation backlog, which organises the tasks and defines the criteria for correct delivery. Next, the changes on the website and the content work are carried out, and the whole is monitored and reported on in order to decide on the next iterations.
Within the cycle the client receives specific artefacts: an audit report with a list of priorities, a backlog of SEO tasks and a summary of the changes implemented, with verification. In parallel, a map of keywords to pages is created, along with a content plan and guidelines that organise the expansion and updating of materials. The authority-building module can be included optionally when optimisation and content alone are not enough, and the decision depends on needs and resources. There is no guarantee of rankings, because results depend, among other things, on the competition, algorithm changes and the pace of indexing, which is why the cooperation is based on planning, delivering and assessing the work against data.
- Audit and diagnosis: technical side (crawl/index), architecture and linking, content and intent, query analysis and topics.
- Plan and backlog: technical and content tasks with priorities, dependencies and information on who implements them.
- On-site implementation: tidying up indexing and URLs, optimising meta tags and headings, internal linking, structured data (where justified), performance and mobile (according to the diagnosis).
- Monitoring and reporting: checking indexing, errors and visibility trends, plus a periodic report with recommendations for the next pieces of work.
Organisational arrangements and access to tools
Organisational arrangements and access to tools mean defining the way of working, gathering information about the website and obtaining the access needed for analysis and implementation. At this stage the implementation model is agreed: whether I carry out the changes as the contractor in the CMS, whether the client’s team (dev/IT) implements them, or whether we work in a mixed mode. This choice affects the pace of the work and the format in which tasks and implementation requirements are handed over. In parallel, the process for approving changes is set, including the decision-makers, the approval time and any legal or industry constraints.
The cooperation also requires clarifying the responsibility for content: it can be created by the contractor, by the client or jointly, which determines the number and format of the materials and the way they are approved. Without access to the CMS and to traffic and indexing data, the scope of the analyses and recommendations is limited, which is why the completeness of the access affects the quality of the diagnosis and the ability to implement. The organisational arrangements gathered are the basis for starting the audit and preparing a backlog of SEO tasks with dependencies and assigned responsibilities. As a result, the later stages can be run operationally, with clear criteria for correct implementation and approval.
Technical audit and diagnosis of the state of the website
The technical audit and diagnosis of the state of the website consist of checking the technical side, content and visibility in order to identify indexing barriers, quality problems and the priorities for further work. In the technical part I analyse indexing and the site’s accessibility to crawlers, as well as errors, redirects and canonical URLs. The sitemap and the files that can block access to resources are verified too. The aim is to catch the elements that genuinely make it harder to crawl and interpret the website correctly.
The diagnosis also covers the information architecture and internal linking, including the menu structure, the layout of services/categories, click depth and URL consistency. In parallel, I check how well the content matches user queries and intent, assessing, among other things, uniqueness, completeness of information, duplication, keyword cannibalisation and the quality of service and blog pages. An important element is the analysis of queries and topics related to the offer, user questions and decision stages, and grouping them into clusters for specific pages. The result of the audit is a report with a list of problems, recommendations and the order of implementation, plus a keyword map assigned to existing or new pages, with recommendations on content structure.
Planning the work and building the backlog
Planning the work and building the backlog mean turning the audit findings into specific tasks for implementation, each with a description, a priority and criteria for correct delivery. The backlog organises the technical and content work so that it is clear what we do first and what the next steps depend on. Each task can include implementation requirements and information on who is responsible for the implementation under the agreed cooperation model.
This format makes it easier to run the work operationally and to account for progress on the basis of completed tasks.
At the planning stage the scope of the content is also specified: whether it is prepared by the contractor, by the client or jointly, which affects the format of the materials and the way they are approved. The process for approving changes (decision-makers, approval time and legal or industry constraints) is treated as a condition that affects the schedule and the scope of the copy. The backlog is then used as a working list for implementation and as a reference point for further recommendations arising from monitoring and reporting. As a result, the next iterations can be based on priorities set on the basis of the diagnosis and current data.
On-site implementation and technical optimisation
On-site implementation and technical optimisation mean carrying out changes on the website in line with the agreed priorities, so as to remove indexing barriers and improve the key pages. In practice, this includes tidying up indexing and URLs, including setting up redirects and canonicalisation and eliminating duplication, as well as refining the sitemap and URL consistency. In parallel, the on-page elements of the most important pages are optimised, including titles, descriptions and headings, in line with the intent of each page. The scope and pace of implementation depend on the implementation model adopted (in the CMS, by the client’s team or mixed), because it affects the format of the tasks handed over and the way they are verified.
As part of the on-site work, internal linking and navigation are also corrected, so that the important user paths are clear and related services and topics support one another. Structured data is implemented when it is justified for the type of content and consistent with what is on the page, without being misleading. If the diagnosis points to performance or mobile usability as a barrier, fixes focused on load time and mobile are carried out. After implementation, a list of the changes made is prepared, with verification that they are visible on the website and do not generate errors, and with an indication of the next steps.
Content creation and optimisation
Content creation and content optimisation mean expanding or creating pages and updating existing materials for user queries and user intent. The priority for company websites is expanding the service pages, that is, clarifying the offer and the scope of the service, and adding information and answers to typical questions. This work takes into account the elements that organise the message of the page and support the user’s decision, without keyword stuffing. The way the materials are produced depends on what has been agreed about whether the content is prepared by the contractor, by the client or jointly, and on the approval process adopted and any formal constraints.
The second component is supporting content, such as articles or FAQ sections, which answers users’ questions and problems and directs traffic to the service pages within organised topic clusters. For each area, a content plan and guidelines are prepared, covering a list of topics, briefs and proposed heading structures. The guidelines also include the internal linking requirements and the rules for updating content, so that the work is consistent with the development of the site. The materials and updates are then produced and refined in iterations, in line with the approvals and the order set during planning.
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.