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SEO strategy that connects search to revenue

A senior SEO consultant with over 20 years in search works out where your revenue can grow and the order to go after it. The person who writes the plan is the person who sees it through.

What it is

A plan for where search can earn money

SEO strategy decides where search can add revenue and what to do about it first. It sizes the demand in your market and shows how much of it you can realistically win. The result is a plan in sequence, with each step tied to a commercial number your finance team already tracks.

Sites that stall in search usually have plenty going on. Technical fixes and new content get commissioned in the order the requests arrive, and the change that would unlock the rest waits its turn. Strategy puts the work in the order that pays back, and says plainly what should wait.

It suits a business about to put serious budget into search, and a brand whose team or agency is busy with nobody senior setting direction. Many strategies start from an SEO audit, which supplies the evidence the plan is built on.

Approach

How the plan gets made

01

Sized in revenue

Search demand is modelled against your own conversion rates and order values, so every opportunity carries a commercial value before it gets a priority.

01

Sized in revenue

Search demand is modelled against your own conversion rates and order values, so every opportunity carries a commercial value before it gets a priority.

01

Sized in revenue

Search demand is modelled against your own conversion rates and order values, so every opportunity carries a commercial value before it gets a priority.

02

Set against who wins today

We study the sites holding your most valuable searches and find the gaps a brand like yours can credibly take.

02

Set against who wins today

We study the sites holding your most valuable searches and find the gaps a brand like yours can credibly take.

02

Set against who wins today

We study the sites holding your most valuable searches and find the gaps a brand like yours can credibly take.

03

Sequenced by dependency

Some work unlocks everything after it, so it goes first. Work that will not pay yet waits, with the reason written down.

03

Sequenced by dependency

Some work unlocks everything after it, so it goes first. Work that will not pay yet waits, with the reason written down.

03

Sequenced by dependency

Some work unlocks everything after it, so it goes first. Work that will not pay yet waits, with the reason written down.

04

Measures agreed up front

The numbers we report against are agreed before the work starts, so progress reads the same way to everyone.

04

Measures agreed up front

The numbers we report against are agreed before the work starts, so progress reads the same way to everyone.

04

Measures agreed up front

The numbers we report against are agreed before the work starts, so progress reads the same way to everyone.

05

Reset every quarter

Search shifts. Each quarter the plan is checked against what actually happened, and the order changes when the evidence does.

05

Reset every quarter

Search shifts. Each quarter the plan is checked against what actually happened, and the order changes when the evidence does.

05

Reset every quarter

Search shifts. Each quarter the plan is checked against what actually happened, and the order changes when the evidence does.

What you get

Six deliverables, one plan

Each one arrives as a working document your team can use the day it lands.

01

Competitor audit

Who holds the searches that matter to you, and the authority and content gaps behind their lead.

01

Competitor audit

Who holds the searches that matter to you, and the authority and content gaps behind their lead.

01

Competitor audit

Who holds the searches that matter to you, and the authority and content gaps behind their lead.

02

Keyword strategy

The searches worth winning, grouped by intent and each mapped to the page that should rank for it.

02

Keyword strategy

The searches worth winning, grouped by intent and each mapped to the page that should rank for it.

02

Keyword strategy

The searches worth winning, grouped by intent and each mapped to the page that should rank for it.

03

Site architecture

Which pages the plan needs, and how authority should flow to the ones that earn money.

03

Site architecture

Which pages the plan needs, and how authority should flow to the ones that earn money.

03

Site architecture

Which pages the plan needs, and how authority should flow to the ones that earn money.

04

AI Search baseline

Where your brand appears in AI answers today, recorded next to its Google visibility, so the plan covers both from the start.

04

AI Search baseline

Where your brand appears in AI answers today, recorded next to its Google visibility, so the plan covers both from the start.

04

AI Search baseline

Where your brand appears in AI answers today, recorded next to its Google visibility, so the plan covers both from the start.

05

Priority roadmap

The work in sequence and sized in effort and value. It is written twice, once for the people who fund it and once for the people who ship it.

05

Priority roadmap

The work in sequence and sized in effort and value. It is written twice, once for the people who fund it and once for the people who ship it.

05

Priority roadmap

The work in sequence and sized in effort and value. It is written twice, once for the people who fund it and once for the people who ship it.

06

Measurement frame

The numbers progress will be judged on, agreed before the work starts and reported in revenue terms.

06

Measurement frame

The numbers progress will be judged on, agreed before the work starts and reported in revenue terms.

06

Measurement frame

The numbers progress will be judged on, agreed before the work starts and reported in revenue terms.

FAQ

Common questions

Answers to what most people ask before we start. If yours is not here, get in touch.

Contact us

Contact us

What is the difference between an SEO consultant and an SEO agency?

Mostly, who does the thinking. An agency usually sells a team, with senior people at the pitch and others on the account. A consultant sells their own judgement. At addhass the consultant who scopes your strategy is the one who writes it and sees it through, and specialists join only when the work needs them.

What is the difference between an SEO consultant and an SEO agency?

Mostly, who does the thinking. An agency usually sells a team, with senior people at the pitch and others on the account. A consultant sells their own judgement. At addhass the consultant who scopes your strategy is the one who writes it and sees it through, and specialists join only when the work needs them.

How long does it take to build an SEO strategy?

It depends on how many markets and how much of the site the strategy has to cover. The timetable is set before we start, so you know when each part lands.

How long does it take to build an SEO strategy?

It depends on how many markets and how much of the site the strategy has to cover. The timetable is set before we start, so you know when each part lands.

Will the strategy tell us how much revenue SEO will bring in?

It sizes the opportunity, showing the searches worth winning and what they are worth at your conversion rates. It will not put a number on future revenue, because rankings are Google’s decision. The measures progress will be judged on are agreed before the work starts.

Will the strategy tell us how much revenue SEO will bring in?

It sizes the opportunity, showing the searches worth winning and what they are worth at your conversion rates. It will not put a number on future revenue, because rankings are Google’s decision. The measures progress will be judged on are agreed before the work starts.

Who carries out the strategy once it is written?

Your own team or agency, working from a roadmap written so each item can be picked up by whoever owns it, with the reasoning attached. If you want senior oversight while it runs, ongoing consultancy or a fractional Head of SEO covers that.

Who carries out the strategy once it is written?

Your own team or agency, working from a roadmap written so each item can be picked up by whoever owns it, with the reasoning attached. If you want senior oversight while it runs, ongoing consultancy or a fractional Head of SEO covers that.

Can you build a strategy for several countries?

Yes. Addam led search across every Dr Martens market as Global Head of Search, and has worked in the UK, US, Germany, France, Italy, Australia, South Korea and Japan. A multi-market strategy sizes demand country by country, because the same product is searched for differently in each language.

Can you build a strategy for several countries?

Yes. Addam led search across every Dr Martens market as Global Head of Search, and has worked in the UK, US, Germany, France, Italy, Australia, South Korea and Japan. A multi-market strategy sizes demand country by country, because the same product is searched for differently in each language.

Ready to know where the revenue actually is?

One conversation with the person who would actually do the work. No juniors, no handoffs.

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