Oussama BenzitaYou publish and nothing happens
There is a blog, there is a copywriter, there is a calendar, and the traffic line has not moved in a year. The advice you keep getting is to publish more.
Technical SEO consultant in Montreal
Your site publishes and the line does not move. More often than not, that is not a content problem. It is a structure problem in a content problem's disguise.
I find what is actually holding the site back, then tell you what to fix and in what order.
The argument
Why publishing more has not moved your traffic
It usually goes like this. Traffic is flat, so someone suggests more content. You hire a copywriter, you publish twice a month for a year, and the line stays flat. So you publish more. Still flat. At that point the obvious conclusion is that the writing was not good enough, and you start again with a better copywriter.
The writing was probably fine. What failed sat underneath it. Search engines and AI answer engines have to reach a page, work out what it is about, and decide it belongs to a site that knows what it is about. All three happen before a single sentence is read.
If your important pages sit four clicks deep behind a filter, if nine near-identical service pages compete with each other for the same query, if the site's own internal links insist the blog matters more than the thing you actually sell, then no amount of writing corrects it. You are not publishing too little. You are publishing into a structure that cannot carry it.
So I look at structure first, every time. What links to what. What is genuinely indexable and what only looks indexable. Which pages are quietly cannibalising each other. How the site explains itself to a machine that has never heard of you. The list runs a good deal longer than that, and it is different on every site.
None of that is visible in a content calendar, and all of it decides what a content calendar is worth.
It is unglamorous work, which is exactly why it gets skipped. A redirect map rarely makes it into a pitch deck.
Starting points
Where an SEO project usually starts
Which one you are in changes what gets done first.
It used to do better
Something changed. A redesign, a migration, an update. Nobody can say exactly what broke, and whoever you asked says they are looking into it.
You are about to rebuild
The cheapest moment to get this right and the one most often missed, because the structure is still a decision rather than a repair.
If what you want is four articles a month with a report attached, I am the wrong call. That is a real service, and plenty of people do it well. It is just not what I do.
What I do
What technical SEO consulting covers
Everything is scoped per project. There are no packages and no monthly tiers, because no two sites are broken in the same way. An audit comes first, and everything else depends on what it finds.
Technical and architectural audits
The front door, and where most engagements start. I go through the site the way a crawler does and the way a buyer does, and I write down every place those two paths disagree. Indexation, crawl depth, internal linking, duplication, redirect chains, and page speed where it is actually costing you something. What you get is a document that says what is wrong, what it is likely costing, and what order to fix it in.
Site structure and internal linking
Which pages exist, what each one is for, and how they point at one another. This is where most of the available gain sits and it is almost never where people look first. Two sites with identical content and different structures do not perform the same, and the gap between them is not small.
Local search in Montreal
If your customers are within driving distance, the map pack is often worth more to you than the blue links underneath it. Business profile, citations, the local signals on the site itself, and the location pages that earn their place rather than the twenty that do not.
Migrations and rebuilds
URL structure, redirect maps, and the part of a redesign that everyone remembers about two weeks after launch. If you are rebuilding, this is the moment to call, not the month after.
Content direction, not content volume
Which pages should exist, what each one has to answer, and which ones should be merged or removed. Direction comes first, so that whatever gets written lands on a page with a reason to exist.
Diagnosis when something has dropped
Traffic fell and nobody can say why. Often it is an update, sometimes it is a change nobody logged, and occasionally the rankings are fine and something else entirely is happening. Telling those three apart is the hard part.
The sequence
How a project runs, in order
Five stages, always in this order.
- 01.
Structure
What exists, what should exist, and what should stop existing. The sitemap comes out of this stage, agreed before a single word is written.
- 02.
Technical
Crawlability, indexation, redirects, clean code, speed. The plumbing gets fixed before anything is built on top of it.
- 03.
Keywords
Mapped onto pages that already have a reason to exist, rather than pages invented to hold keywords.
- 04.
Content
Written into a structure that can carry it, and reviewed in the layout rather than in a document.
- 05.
Measurement
A recorded baseline once the work lands, so there is something real to compare against later.
Most SEO work runs this backwards. It opens with a keyword list, invents pages to hold the keywords, and discovers at the end that the site now has forty pages and no shape. I have been hired to clean that up more than once. The cleanup always costs more than doing things in the right order from the start.
How it works
What working together looks like
The shape of an engagement, from the first call to the last deliverable.
Every project starts with a written scope. What gets examined, what gets delivered, and when. You know exactly what you are getting before anything begins.
You have a direct line to me for the whole engagement. Questions get straight answers from the person who did the analysis, and if something in the plan needs to change along the way, you hear it early, with the reasoning behind it.
Two commitments sit underneath all of it.
What I guarantee
A written scope with dates attached, set before the work starts. No surprises about what is coming or when it lands.
Nothing depends on me
Every deliverable comes with the reasoning written down, so your team or any developer can act on it without needing me in the room.
Clients
Clients I have worked with
Questions
Questions about working with an SEO consultant
The ones that come up on almost every first call.
What does an SEO consultant actually do?
In my case, I work out why a site is not earning the search traffic it should, and then I tell you what to change and in what order. Some of that is technical, most of it is structural, and a meaningful part of it is talking you out of things that will not help.
What does it cost?
Everything is scoped per project, so there is no price list on this page and I would not trust one if there were. An audit of a small site is nothing like a migration for a site with thousands of URLs. Tell me what the site is and what it is doing, and you get a number and a scope before anything starts.
How does a project start?
You send the URL and a description of what the site is doing, or failing to do. I take a first look, tell you whether I think I can help, and if I can, you get a written scope with a number attached. Nothing is committed until you have both.
I already had an audit done. Do I need another one?
Send it over, but I will still run my own. A lot of audits are tool exports with a logo on top, long lists of warnings with no order and no reasoning, so nothing gets taken at face value. What yours found gets read, fact-checked against the site, and folded into mine where it holds up.
Do you implement the changes or just recommend them?
Both happen, and the split is set in the scope. Some fixes I make directly. Others belong in the hands of whoever built the site, and those arrive as instructions precise enough that your developer knows exactly what to change and why.
We are rebuilding our site. When should I contact you?
Before the new structure is decided, not after launch. During a rebuild, structure is still a decision. After it, structure is a repair, and repairs cost more. If the rebuild has already started, contact me anyway. The earlier the call, the more of it is still cheap to fix.
Contact
Talk to me about your site
If the site matters to revenue and nobody can tell you why it is not earning what it should, that gap is the whole of what I work on. It is usually cheaper to find out than to keep publishing against it.
Send the URL and what it is doing. The more specific you are, the more useful the first reply is.