Cogito Belgique
× 3
Share of visitors who fill in the contact form, after we stepped in. Organic traffic is up, the UX/UI work converts more of those visitors, conversion rate multiplied by three.
Source — Site statistics, forms submitted.
Organic search
The site is live, it is decent, and nobody reaches it unless they were given the address. Organic search, SEO, fixes that over months rather than weeks, and it keeps producing once you stop paying for it.
One measure of our impact
What makes a page rank
One address per page, settled before the first sketch. One title per page, using the words your customers use rather than your internal vocabulary. Text that genuinely answers the question asked, instead of circling it to fit a keyword in. Pages that load quickly and read on a phone. Internal links that lead somewhere.
The rules move, the work follows
Search is not a setting you put in place once and leave. Google keeps changing how it assesses a page, and what counted five years ago, keyword density and the number of inbound links, now weighs far less than the question of who is writing and whether that can be verified. The trade even has an acronym for the shift, E-E-A-T, for experience, expertise, authoritativeness and trustworthiness.
We follow those movements rather than apply a recipe learned once. In practice, today, that means a named author on the substantial pages, an honest update date, claims that carry their source, and an identifiable company behind the site. The same care serves in assistants’ answers, which handle badly anything they cannot attribute to anyone. Tomorrow it will be something else again, and that is exactly why search is followed rather than delivered.
Repair before writing
So the work rarely starts with writing. It starts with what your site is already doing badly without anyone noticing: duplicate pages competing with each other, two pages aiming at the same query, addresses that changed without a redirect, a sitemap listing pages that no longer exist. Those faults cap everything else, and they are fixed in a few days.
What a diagnosis finds before a line is written
An address tree of the kind we meet, with what caps everything else. None of these pages needs rewriting: they need tidying.
//services//services/website-build//services/build-a-website/Duplicate, same query/our-services/Old address, no redirect/contact.htmlOutside the address convention/blog//blog/news-2019/In the sitemap, page gone/blog/?p=248Same page as the one above
A generic example: these addresses are made up for the demonstration and point at no real site. The five faults shown are fixed in a few days and turn up on most sites older than three years.
What the work covers
- A technical survey: speed, indexing, addresses, duplicates, redirects.
- The list of queries that bring customers, not the ones that bring volume.
- One page per search intention, and only one, to avoid competing with yourself.
- Writing or rewriting the pages that carry those queries.
- Structured data, so the content can be read by a machine.
- A named author, an update date and sources on the substantial pages.
- Tracking of enquiries received, and not only of positions.
When search is not what you need
It happens that the diagnosis concludes the site cannot rank as it stands. A platform that is too slow, an unmanageable address structure, content that cannot be edited without a developer. In that case we say so before committing months of writing, and what you need is a rebuild, not search work.
Time is the price of durability
The timescale is the honest price of durability. First effects are usually visible over a quarter, serious gains over a year. If you need enquiries next month, advertising is the answer and nothing else is. In both cases, measurement goes in before you start, or nobody will be able to say what worked.