SEO

For every query, Google picks results by how useful they are to the person asking. SEO is the set of actions that help a site be recognised as a good answer: easy to crawl and understand, containing what people actually search for, and recommended by other sites.

Three strands of work follow from that. The technical strand is about the site loading fast, working on a phone, and a search engine reaching every page without obstruction. The content strand is about there being a page for every important term that answers it better than anyone else's. The third strand is links from other sites, which Google reads as someone else's recommendation.

None of those three strands is enough on its own. A fast site with no content has nothing to rank. Excellent copy on a site that takes five seconds to load won't survive the comparison. And a site nobody mentions will struggle to overtake the ones everybody mentions.

SEO suits companies that plan in years. They have usually already tried ads, seen what each enquiry costs them, and realised it would be good if some of the traffic arrived without paying. A client like that understands the result is built over time and doesn't ask for a report every week.

We work best with clients like that because we agree early on what gets measured. Not the number of clicks, but the number of enquiries that come from them. When that is clear at the start, there is no argument later about whether anything moved.

We are not the right choice if you expect first place on Google within a week, or if somebody has promised you that is possible. We don't promise a position, because we don't decide it. If you need enquiries right now, the honest thing is to suggest ads and tell you SEO is not the right tool for that month.

The first movement usually shows after two to three months, and serious results for competitive terms take six months to a year. That is not us being slow but how search works: Google has to recrawl the site, compare the changes with what everyone else offers, and see how visitors behave.

Exactly how long it takes depends on three things. How competitive the term is — “web design” and “florist in Niš” are not the same task. How old the site is and how well Google already knows it. And how much content and work go in along the way.

So we don't promise first place, not in a week and not at all. Nobody who promises it can deliver, because the ranking is decided by Google, not by the contractor. What we do promise is that every step will be measured and that you will see what moved and what didn't.

If you need enquiries right now, SEO is not the right tool for that month — paid ads are. The combination works best: ads bring traffic while SEO builds, and once SEO takes hold, the cost per enquiry falls.

An SEO audit is a one-off €200 and gives you a written review of the current state with a list of what needs fixing. You can take it without any further commitment — the findings are yours and you can do what you like with them.

The basic package is a one-off €250 and covers keyword research, on-page and technical SEO. Standard is €400 a month and adds work on links from other sites plus local SEO. Premium is €600 a month and brings competitor analysis and return-on-investment measurement with it.

The price is adjusted to the size of the site and how competitive your line of business is. Terms fought over by agencies with ten-year-old sites need longer work than a local service does — and it is only fair to say so at the start rather than after three months.