Website Optimization and SEO

The problem optimization solves

Most sites do not lose visitors because the content is bad. They lose them before the content is ever read: the page takes four seconds on mobile, an image shifts the layout, a button responds late. Each of those moments is an exit that shows up in analytics only as lower conversion.

The second loss is invisible: the site is simply absent from search. Missing or duplicated titles, broken internal linking, unindexed subpages, canonicals pointing at the wrong URL. To Google such a site is ambiguous – and when in doubt it picks a competitor.

• Unoptimized images and fonts that block the first render.
• Core Web Vitals in the red: LCP over 2.5 s, CLS over 0.1 or INP over 200 ms.
• Duplicate or missing titles and meta descriptions.
• No structured data – search engines cannot interpret the content.
• Content that matches a keyword but not the question a person actually asks.

Speed and Core Web Vitals

We start by measuring on real devices and real connections, not just in a lab test. We look at Chrome user data (CrUX), PageSpeed Insights and a WebPageTest waterfall to see where the time actually goes: server response time, render-blocking resources, oversized images, third-party scripts.

Then comes the work that makes a measurable difference: converting images to WebP/AVIF at the right dimensions, lazy loading, font preloading and display strategy, extracting critical CSS, caching layers on the server and CDN, and removing unnecessary plugins and scripts. Every change is measured before and after.

• LCP under 2.5 seconds on mobile, measured from real user data.
• CLS under 0.1 – images and ad slots get fixed dimensions.
• INP under 200 ms – heavy scripts are split or deferred.
• Caching and CDN configuration that does not break CMS previews.

SEO, AEO and GEO – visibility in search and AI answers

Technical SEO is the foundation: indexing, robots.txt, sitemap, canonicals, hreflang, internal linking and structured data (Organization, Service, Article, FAQ, Breadcrumb). Once that layer is right, content starts to work – not before.

AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are the next layer of the same work: content has to be written so ChatGPT, Claude, Perplexity and Google AI Overviews can extract a direct answer and cite you as the source. In practice that means clear question-shaped headings, short factual answer paragraphs, tables and lists, consistent company and service data, and an llms.txt file.

• Keyword and question research: what your buyer actually searches and asks.
• Unique titles and meta descriptions on every indexable page.
• Structured data and FAQ markup that search engines actually use.
• Content formatting that AI engines are able to quote.
• Monthly report: rankings, clicks, impressions and AI mentions.

Visibility in AI search

Classic SEO fights for a place in a list of results. AI assistants never show that list – they write the answer themselves and cite a couple of sources. If your site is not among them, that visitor never reaches you, no matter where you rank in Google.

We have written that work out on a page of its own: what has changed, why most sites are invisible to AI crawlers, exactly what we do and how we measure it every month. Read AI search visibility. The two are usually done together – technical SEO is the prerequisite, AI visibility is the next layer.