Search Marketing FAQ

Yes - mobile-first, not mobile-adapted. Google indexes the mobile version as the primary version, more than half of buyers convert on mobile in most categories, and Core Web Vitals are scored on mobile by default. Designs start at 360px width and scale up.

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Targets: LCP under 2.0s, INP under 150ms, CLS under 0.05, and a Lighthouse Performance score above 90 on real-device testing. We hit these by default on Next.js builds; WordPress builds reach them with disciplined theme and plugin selection. Speed is a default outcome, not a phase.

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Defaults: Google Analytics 4, Google Tag Manager, Google Search Console verification, Microsoft Clarity for session replay, conversion pixels for any active ad platforms (Google Ads, Microsoft Ads, Meta if in use), and a cookie-consent solution that complies with the user's market (GDPR, CCPA, etc.). Custom event taxonomies are built per client.

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Yes - every site we build is editable by your team via the CMS. We deliver an admin training session and a 30-page editor guide. Code-level changes (new templates, structural updates) come back to us; content, images, and page additions stay with you.

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Yes, on Shopify (mid-market default) and on custom Next.js + commerce backends (enterprise/headless). We don't build new sites on Magento or BigCommerce - both have viable use cases but the maintenance burden is higher than the alternatives. WooCommerce when the rest of the site is on WordPress.

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Range: $25K-$250K+ depending on scope. A focused marketing site (15-30 pages, single CMS, standard integrations) runs $25K-$60K. A complex marketing site with custom modules, multilingual support, headless architecture, and integrations with marketing automation runs $80K-$200K. Enterprise builds with custom commerce or app-like functionality run higher. We scope every project off a discovery phase, not a price list.

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Yes - we offer monthly maintenance retainers covering security updates, performance monitoring, content updates, A/B test deployment, and ongoing SEO/CRO alignment. Most clients on a maintenance retainer also run an SEO or AEO program, which feeds the same site with continuous optimization.

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Discovery is a 2-3 week phase where we learn your business, audience, conversion paths, brand, technical constraints, and project goals before any design happens. Skipping it is the single most common reason agency projects miss the mark - design solves the wrong problem when the problem isn't defined. We don't take projects that skip discovery.

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Yes - including correct hreflang implementation, regional URL structures (subdirectories vs. ccTLDs), localized schema, and multilingual sitemaps. Internationalization is a discovery-phase decision because the URL architecture has long-term SEO consequences.

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Google ranks pages with hundreds of signals grouped into a few major categories: content quality (Helpful Content System, BERT, MUM), authority (PageRank from backlinks), technical (Core Web Vitals, mobile-friendly, HTTPS), engagement (clicks, dwell time inferred from SERP behavior), and intent match. The weights shift by query type, language, and locale. No single ranking signal is decisive; the combined profile is.

in Google (Organic)

It's the part of Google's algorithm that evaluates whether content is genuinely useful or written primarily to rank. It's sitewide - a single low-effort section can suppress rankings across the whole domain. The fix is content quality discipline: original perspective, primary-source data, expert authorship, and removing or rewriting low-effort pages.

in Google (Organic)

Typically 2-3 weeks of volatility before rankings stabilize. During the volatility window we don't make reactive changes - most fixes applied during a Core Update are noise reactions to noise data. We wait for the dust to settle, diagnose the directional move, and respond to the actual pattern.

in Google (Organic)

E-E-A-T = Experience, Expertise, Authoritativeness, Trustworthiness. Optimization tactics: real author bios with credentials and links, original first-hand perspective in content, citations to primary sources, transparent business information (about page, contact, address), and editorial coverage from authoritative sites. E-E-A-T isn't a ranking factor directly - it's a quality framework that Google's raters and algorithms approximate via dozens of signals.

in Google (Organic)

Organic rankings are the classic 10 blue links. AI Overviews are the AI-generated summary that appears above them for many queries, drawing from the top organic results plus Google's knowledge graph. Appearing in an AI Overview requires both organic ranking strength and content structured for extraction (clear answers, schema, primary-source authority).

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Discover is the personalized content feed inside the Google app and on Android home screens. It's a different surface from search - entry-driven by topic interest, not query. Articles with strong engagement, fresh content, large hero images, and topic-authority earn Discover impressions. It's high-volume and bursty when it hits, but unpredictable as a primary channel.

in Google (Organic)

Three signals matter: ccTLD or country-targeted subdomain/subdirectory, hreflang tags pointing each language version at its counterparts, and Google Search Console country targeting. Local relevance signals (local backlinks, local hosting, regional content) also feed into country-level rankings. We architect international SEO during discovery - retroactive fixes are painful.

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The Knowledge Panel is the entity card that appears in the right rail (or top of mobile) for a brand or person. It's populated from Google's Knowledge Graph, which draws from Wikipedia, Wikidata, structured data on your site, and authoritative third-party sources. To earn one: implement Organization schema, build an entity presence across authoritative sources, and submit knowledge corrections via Google's claim flow.

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Amazon's algorithm (A9/A10) ranks products by likelihood of purchase, not relevance to a query. Conversion rate is the dominant signal: the product that sells most often for a query rises to the top. Title, bullets, backend keywords, images, reviews, and price all feed into discoverability and conversion - and rankings update continuously based on sales velocity.

in Amazon (Organic)

A9 was Amazon's original ranking algorithm, weighted heavily on direct conversion velocity. A10 (the current iteration) added external-traffic signals - clicks from off-Amazon sources (Google, social, email) carry more weight, especially when those clicks convert. The implication: Amazon SEO benefits from traffic-generation outside Amazon, not just on-platform.

in Amazon (Organic)

Title: highest-priority keywords + brand + product spec, 150-200 chars. Bullets: benefit-led copy with secondary keywords woven in naturally. Backend keywords: hidden indexable terms - synonyms, alternate spellings, common misspellings - up to 250 bytes per field, no commas needed. Each field is its own SEO surface; misuse compounds.

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Heavily worth it - review count and average star rating both feed Amazon's ranking and conversion-rate signals. Products under 4.0 stars or under 25 reviews struggle to rank competitively in most categories. Review velocity (how fast new reviews come in) is also a freshness signal.

in Amazon (Organic)

Depends on category. If your product fits Amazon's buyer intent (consumables, gift, gadget, established category), yes - Amazon is a major search surface and being absent leaves market share on the table. If your product is service-led, customizable, or relationship-driven, Amazon may not be the right surface. We recommend by category, not by default.

in Amazon (Organic)

Yes, almost universally for any brand selling on Amazon. Brand Registry unlocks A+ Content (richer product pages with comparison charts and lifestyle imagery), Brand Stores (a multi-page brand presence), Sponsored Brands ads, and protection against unauthorized sellers. The application requires a registered trademark.

in Amazon (Organic)

A+ Content is the richer below-the-fold section on Amazon product pages - comparison modules, lifestyle imagery, brand storytelling, additional keywords. It doesn't directly raise organic ranking, but it raises conversion rate, which raises ranking. Pages with A+ Content typically convert 5-10% better than pages without.

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