How we approach SEO

Most agencies sell SEO as a black box. We do not. Every site we ship goes through the same nine-step SEO pass before it goes live, and we run the same pass on every deploy after that. Here is the short version of what that actually looks like.

1. Schema markup on every page

Schema.org JSON-LD is what tells Google what kind of thing a page is — Person, Organization, Service, Article, Product, FAQPage, ContactPage, GeoCircle. Every page on every site we build emits the right schema. The home page advertises the business. Service-area pages emit GeoCircle so local search knows the radius. Blog posts emit BlogPosting with author and date. Schema is invisible to humans but dramatic for search rankings.

2. Single h1 + semantic structure

One h1 per page, h2 for sections, h3 for sub-sections, semantic HTML5 landmarks (header, main, nav, article, footer). Most "AI-built" sites get this wrong because the templates do not enforce it. We enforce it in code so it cannot drift.

3. Sitemap + robots.txt that work for you, not against you

The sitemap lists every page that should rank, with priorities so the most valuable pages get crawl-budget first. The robots.txt is the gatekeeper: we explicitly allow Google, Bing, and the modern AI crawlers (GPTBot, PerplexityBot, ClaudeBot, anthropic-ai), and we explicitly block the spam farms (SemrushBot in non-business mode, MJ12bot, DotBot, BLEXBot, ByteSpider when abusive). This is a deliberate policy, not a default.

4. Metadata you would actually click

Title tags under 60 characters, meta descriptions 140-160 characters, canonical URLs on every page, OpenGraph images that look right when someone shares the link in iMessage. Every page gets handwritten metadata — no templates, no placeholders, no "Lorem ipsum" left in production by accident.

5. Core Web Vitals as a feature, not a check

Google ranks fast sites higher. We hit Lighthouse 95+ on every page and Core Web Vitals in the green band — LCP under 2 seconds, INP under 150ms, CLS under 0.05. We do not chase the score by hiding content; we ship pages that genuinely load fast. The score is the receipt.

6. AI-friendly indexing as a default

When someone asks ChatGPT or Perplexity for "best HVAC contractor in Rochester," your site should be in the answer. That requires explicitly allowing the AI crawlers (most sites have not even thought about this), having clean schema so the LLM understands what your business does, and writing copy that answers questions humans actually ask. Default-deny is the wrong move; we default-allow with smart filtering.

7. Measurement loop

After launch we run Lighthouse on every deploy, watch Core Web Vitals in Search Console, and check rankings on the queries that actually matter for your business. If a page slips, we see it the same week — and the fix usually ships within 48 hours.