SEO, SEA and SEM: three letters, one search strategy
Search is where many buying journeys begin, and it has two doors. The first is organic: results are earned. The second is paid: results are bought. Running them as separate projects wastes budget and hides what the data could teach you.
SEO: organic visibility
Search engine optimisation makes your site easy to crawl, fast and genuinely useful for the searches that matter. It builds slowly, and what you build keeps working.
SEA: paid search ads
Search engine advertising puts your ads on Google Ads and Microsoft Advertising when someone searches for what you offer. You set the budget and the targeting, and data arrives quickly.
SEM: both, planned together
Search engine marketing is the joined-up view. Paid campaigns show which queries turn into enquiries, organic pages capture that demand for the long run, and one report covers both.
Technical SEO: the foundations of a healthy site
A page that cannot be crawled cannot rank, however well it is written. Most technical SEO is invisible to visitors, so our job is to see the unseen, starting with what search engines meet first.
The platform your site runs on matters too: some frameworks make good SEO the default, others fight it at every step. We assess yours before promising anything and tell you honestly what it allows.
Crawlability and indexing
Robots rules, XML sitemaps, canonical tags, status codes and redirects, checked so the right pages are found and the wrong ones are left out.
Speed and Core Web Vitals
Loading, responsiveness and visual stability measured on real devices, then fixed at the source: images, scripts, fonts and server response.
Structured data
Schema.org markup in JSON-LD that describes your organisation, services and content accurately, and always matches what visitors see on the page.
Clean URLs and architecture
Short, readable addresses and a logical hierarchy, so people and crawlers understand how your pages relate to one another.
Content, search intent and internal linking
Every search has a reason behind it: to learn, to compare, to buy, to find a place. We map your keywords to that intent and give each page one clear job, with titles, headings and copy written for the person reading rather than for a keyword counter.
Internal links then join those pages into a path that guides visitors and shows search engines which pages matter most. Link building helps too, but we earn links through useful content and real relationships, never through automatic plugins or links bought in bulk.
Multilingual SEO and local SEO
Our translators cover Italian, English, German, French, Turkish and Spanish. That matters for SEO because people don’t search in translated phrases; they type the words they really use, so keyword research must be done language by language. Each language gets its own URLs, linked with hreflang and an x-default, so the right version reaches the right searcher.
If your business serves a place, local SEO covers your Google Business Profile, consistent contact details across the web, local pages with real content and a sensible approach to reviews.
SEA campaigns on Google Ads and Microsoft Advertising
A paid account is only as good as its structure. We group campaigns by theme and intent, write ads that match the query, and send every click to a landing page built to keep that promise.
Keywords and negatives
Match types chosen on purpose, and negative keywords added from search-term reports so budget stops flowing to searches that never convert.
Landing pages
Fast, focused pages with one action, a message that matches the ad and a form or call button that works on a phone.
Conversion tracking with consent
Enquiries, calls and sales are tracked only after the visitor agrees, and consent signals are passed to the ad platforms. Where consent is refused, we report what is known and say what is not.
Budget and bidding
Budgets set against your goals, bidding strategies reviewed regularly and spend you can follow line by line.
Measurement, reporting and a site that works as a whole
We report on what matters to your business: visibility for the searches you care about, the traffic that arrives and the enquiries or sales that follow. Search Console and analytics are set up with consent, and every report explains what the numbers mean and what we will do next.
Some tactics change fast, because search engines keep adapting to how people search. The fundamentals last: a fast site, clear content and a trustworthy brand. SEO works when the whole site works and your brand reputation backs it up, so we look at all of it.