Understand the business. Improve the result.
I investigate the technical and structural issues limiting organic visibility, then help improve the pages that matter commercially. The work connects search discovery with a website customers can understand and use.
Organic visibility is useful when it brings people who need what your business sells. I look at your products or services, how customers describe them, what appears in search and the pages those customers reach.
Available Search Console and analytics information helps reveal impressions, visits, missing opportunities and landing pages that fail to convert interest into action. I combine that information with site inspection and competitor comparisons.
The aim is a practical understanding of the obstacles: important pages may be hard to discover, relevant content may be weak or technical signals may conflict. Those situations require different changes.
I review navigation, internal links, URLs, templates and the instructions given to search engines. For ecommerce, products, categories, filters and pagination need to work together. For service businesses, the main offers need useful pages and clear routes from the rest of the site.
The investigation examines the output customers and search engines actually receive. Settings in an administration panel can look correct while the rendered page, redirect or canonical says something different.
I review product and category information against the questions customers ask and the competing pages they encounter. Useful detail can make a page more relevant and help visitors decide whether the offer fits them.
That may mean clarifying product suitability, strengthening category introductions, explaining wholesale requirements or making a service page specific enough to inspire an enquiry. Titles and descriptions should accurately represent the page and its purpose.
We prioritise valuable commercial pages and maintainable content. Recommendations take account of catalogue size, available product information and the workload for the team responsible for it.
I examine how competitors organise their offer, the subjects they explain well and where their search presence overlaps with yours. That helps reveal missing product coverage, unclear positioning or valuable customer questions your pages leave unanswered.
Your business needs a credible presentation of its own strengths. The recommendations connect search opportunity with products, availability, expertise and service you can genuinely deliver.
Platform migrations, category restructuring and website redevelopment can change many URLs at once. I identify valuable existing destinations, plan redirects and check the released pages and templates.
The work includes staging restrictions, canonical output, internal links, sitemaps and the treatment of old content. We agree responsibilities with your developer and marketing team before release, then monitor the live result.
Findings should explain what is affected, why it matters and what needs to change. I prioritise blocked important pages, broken routes and structural problems alongside commercially useful content improvements.
I can implement the technical work, support your developer or coordinate with your SEO agency. The plan includes dependencies and verification, followed by monitoring search visibility, relevant visits and enquiries or orders over time.
Organic improvement can sit alongside other acquisition activity. The immediate purpose is to strengthen the site and resolve identifiable weaknesses so advertising is supported by a better customer experience.
A technical search problem, migration or implementation brief can be scoped directly. The £1,500 Ecommerce & Operations Audit provides a wider assessment of online presentation and organic opportunity in the context of sales, workflows and costs. A detailed specialist SEO investigation can then be commissioned where appropriate.
I’m based in Bournemouth and work with businesses across Dorset and through to Southampton. Start with a free discovery meeting lasting 30 to 45 minutes, preferably on site. Consultancy is £80 per hour, with project quotes available.
Yes. I can handle technical investigation and implementation alongside your agency’s search and content work, with agreed responsibilities and verification.
Yes. I can review the staging site, existing URLs, redirects and release settings, then check the live output.
Yes. I examine how the structure and information support discovery and buying decisions, and recommend improvements relevant to your range.
Talk directly with Tom Turner
Tell me about your products, customers and search concerns. We’ll discuss the useful starting points during a free discovery meeting.
Free discovery · usually 30–45 minutes · directly with Tom.
Technology for good
Have a charitable technology project in mind? As a new Nominet member, Serallo must complete 12 months’ membership before we can apply through Members’ GiveHub. We’re welcoming ideas now.
