Search and discoverability

Most of what decides whether a site is findable is decided before anyone writes a word of copy: whether each thing that could be searched for has its own URL, whether that URL says what it is, whether a crawler can reach it, and whether the page describes an entity a search engine can identify. That is architecture, and it is engineering work.

The commonest failure we see is a single-page site, one title, one description, one canonical URL, one heading, trying to rank for six unrelated intents at once. Splitting it is not a growth hack; it is giving each intent a page that can answer it. The second commonest is a migration that dropped its redirects, which is the same problem arriving from the other direction.

We will not sell you rankings. Position depends on competitors, on links we do not control, and on an algorithm nobody outside the company has seen. What we can do is make the site legible to a crawler, make each page unambiguously about one thing, and tell you honestly which of your goals is an engineering problem and which is a public-relations one.