Route 1
SEO services for Telford businesses
The work is unglamorous and mostly consists of removing reasons Google has to ignore you, then giving it reasons to prefer you. This page sets out what that looks like in practice.
The three things that move a Shropshire site
Most sites belonging to manufacturers and suppliers around Telford have the same three problems, in the same order of severity. They are worth naming plainly before talking about method.
Slow pages, duplicated titles, capability pages buried four clicks deep, or a PDF catalogue standing in for a page. Google cannot rank what it cannot cheaply crawl and parse.
A buyer searches for five axis machining or bonded warehousing, not for your company name. Pages written as corporate biography never intercept that search.
Certifications, materials handled, tolerances, sectors served and accreditation detail are the signals both Google and an AI assistant use to decide you are a credible answer.
What the work covers
Technical
A crawl of the whole site, checking what is indexable, what is duplicated, what returns errors, and how fast pages render on a mid range phone. This produces a fix list ordered by cost of fixing against likely gain.
Most technical wins are not exotic. Fixing titles, removing accidental noindex tags, compressing oversized product images and flattening a deep navigation tend to account for most of the early movement.
Structure
Every capability a firm sells needs a page that is genuinely about that capability. A single services page listing fourteen things ranks for none of them, because it gives a search engine no clear subject.
For a Telford subcontract engineering firm that usually means separate pages for each process, each material class, and each sector served. Those pages then link to each other in a way that makes the relationship obvious.
Content
Content here means specification, not blogging. Tolerances, capacities, lead times, batch sizes, accreditations, and the questions a procurement manager asks before requesting a quote.
This is also the content that gets quoted by AI assistants, because specific factual detail is easier to cite than a paragraph of adjectives. The two goals overlap far more than most agencies admit.
Measurement
Google Search Console is the ground truth, not a third party rank tracker. Impressions, clicks, average position and which queries a page actually earns are the four numbers that matter, and they are reported monthly.
What the pattern looks like
Two sites from my own portfolio
These are my own sites, not client engagements, shown by sector rather than by name. They are here to show the shape of a search curve over months, not to imply your site would do the same.
Health and wellness, search impressions
Own portfolio SOURCED3,645
26,547
32,153
44,193
26,373
TLF/FIG/01
EV charging, search clicks
Own portfolio SOURCED8
188
622
767
TLF/FIG/02
Retainer
What £600 a month buys
A fixed block of work each month: the technical fix list worked through in priority order, one or two substantial pages written or rewritten, and a monthly report from Search Console with what moved and what did not.
It is deliberately month to month. If the work stops being worth the fee, you should be able to stop it without an argument about a contract term.
What it costs
AI Visibility Sprint, fixed FIXED
Seven days. The usual starting point.
per month, retainer floor FIXED
Month to month, no minimum term.
marginal cost of an organic click MECHANISM
Once a page ranks, each additional click costs nothing extra. That is the whole economic argument for organic search.
Public consultation
Common questions about the SEO work
What is actually done in the first month of a retainer?
A full technical crawl, a review of how every page is titled and structured, and a map of which queries the site already earns impressions for. The first month is diagnosis plus the fixes that are cheap and obvious, not a content pipeline.
Do you rewrite existing pages or write new ones?
Both, but existing pages first. A page that already earns impressions and sits on page two is far cheaper to move than a new page starting from nothing, so the early wins usually come from rewriting what is already there.
How long before anything changes in Google?
Technical fixes can register within days of a recrawl, while content and authority changes commonly take two to four months to settle. Anyone giving you a firm date is guessing, so I give you a re-check date instead.
Do I need to change my website platform?
Usually not. Most WordPress, Shopify and hand built sites can be fixed in place, and a rebuild is only worth recommending when the platform itself is blocking indexing or making pages unusably slow.
Can you work with the marketing agency we already use?
Yes. Where a firm already has a designer or a paid media agency, I work to the same brief rather than duplicating it, and I will say plainly when a change I want conflicts with something they are doing.