Root & Reach MediaWebsite SEO · Technical · On-page
A website that ranks is a website that actually works
Most websites have fixable technical and on-page problems quietly holding them back. I find what’s wrong, rank it by what matters most, and do the work that moves your visibility in Google, Bing and AI search.
What gets fixed
The short answer
What is website SEO optimization?
It’s the work of making your existing website easy for search engines and AI tools to crawl, understand and trust, and genuinely useful for the people who land on it.
It’s for businesses that already have a site but aren’t showing up the way they should: pages missing from Google, slow templates, thin service pages, or a structure that buries what you actually sell. Local SEO and AI search optimization both depend on this foundation. When it’s broken, everything built on top of it stalls.
It starts with an audit and a prioritized roadmap, delivered within 2 weeks. From there I implement the fixes myself (or alongside your developer) and monitor results monthly. Pricing depends on the size of the site and the scope of the fixes; you’ll get a clear quote after a short conversation. And because every recommendation comes from the same person who does the work, nothing gets lost in a handoff.
What’s included
Seven things that decide whether your site can rank
Website SEO isn’t one tactic. It’s a set of layers that each affect how search engines and AI tools read your site. They have to work together.
Crawling & indexing
If Google can’t find or index a page, nothing else about that page matters. I start here.
- Search Console coverage and indexing review
- Full site crawl for broken links, redirects and errors
- XML sitemaps, robots.txt and canonical tags
- Duplicate and parameter URL cleanup
Core Web Vitals & speed
Google measures real-visitor experience with three metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability). I work from field data, not just lab scores.
- LCP, INP and CLS diagnosis by template
- Image, font and script optimization
- Mobile performance and layout fixes
- Hosting, caching and plugin bloat review
Site architecture & internal linking
A clear structure tells search engines which pages matter most and helps visitors find the next step. Most sites I audit have important pages buried three clicks deep with almost nothing linking to them.
- Page hierarchy and URL structure
- Internal linking with descriptive anchor text
- Orphaned and buried page fixes
- Navigation and breadcrumb review
On-page SEO & content depth
Every important page should have one clear job and answer the questions your buyers actually ask. I look for gaps, thin pages and pages competing with each other for the same search.
- Keyword research and search-intent mapping
- Titles, meta descriptions and heading structure
- Content gap analysis against real competitors
- Consolidating overlapping or thin pages
Structured data hygiene
Schema markup helps search engines understand who you are and what you offer. It’s worth getting right, but it’s hygiene, not a shortcut: it doesn’t earn AI citations on its own, and Google no longer shows FAQ rich results. I fix errors and keep it honest.
- Organization, LocalBusiness and Service markup
- Validation and error cleanup
- Consistent business details across the site
- Removing markup that no longer does anything
AI crawler access
Sometimes a site is invisible to AI search simply because a security setting blocks the crawlers. I check that the bots you want can reach your content and that you’re indexed where AI tools look.
- robots.txt and CDN/firewall rules for OAI-SearchBot and others
- Bing Webmaster Tools setup and indexing
- Content that renders without relying on heavy JavaScript
- Search Console and Bing AI performance reporting
Accessibility (WCAG 2.2 AA)
An accessible site works better for everyone, including search engines. I check your key templates against WCAG 2.2 AA and fix what’s in reach.
- Alt text, heading order and link text
- Color contrast and focus states
- Forms, labels and keyboard navigation
- A prioritized list for your developer if needed
How it works
From audit to roadmap in two weeks
You’ll know what’s wrong, what to fix first, and why, before any changes are made.
Audit
Weeks 1–2. A full crawl, Search Console and Bing data, real-user Core Web Vitals, content review and an accessibility check.
Roadmap
Every issue ranked by impact and effort. Technical blockers first, then on-page, then content. You see the plan before work begins.
Implementation
I make the fixes myself or work alongside your developer. Every change is logged, so you always know what was done.
Monitor & refine
Monthly reporting on indexing, rankings, traffic and leads, with adjustments as Google reprocesses the site.
Fix or rebuild?
Most sites can be fixed. Some can’t.
The audit tells us which. I’ll give you a straight answer either way.
Fix what you have
- The platform gives you enough control over pages, speed and markup
- The design still fits your brand and converts visitors
- Problems are technical, structural or content gaps
- Fixes cost far less than starting over
Rebuild with SEO built in
- The platform blocks the fixes you need
- The design is working against trust and conversions
- Every fix would mean fighting the theme or builder
- If the site needs rebuilding rather than fixing, see website design & redesign
Platforms I work on
Proof
What a sound foundation made possible
Arux Group, a Pacific Northwest security company based in Vancouver WA, came to me with a site that search engines barely noticed. We rebuilt the foundation, fixed the structure and deepened the content on the pages that matter.
Within a year, organic and AI-driven leads were strong enough that they paused Google Ads.
702 → 15,411 / month
14 → 168 / month
AI search share of voice · April 2026
Measured monthly on a fixed set of real buyer prompts. Line marks the 30% target.Questions
Common questions about website SEO
Straight answers about what the work involves, how long it takes and what to expect. Have a different question? Email me directly.
How long does website SEO take to show results?
It depends on what’s holding the site back. Technical fixes like indexing problems, broken internal links or slow templates often show movement in the first 1 to 3 months, once Google recrawls the corrected pages. Competitive keywords usually take 4 to 6 months or longer, especially when the fix involves new or deeper content. No one can honestly guarantee rankings, so I report what’s changing every month and adjust from there.
What does a website SEO audit include?
I review crawling and indexing in Google Search Console and a full site crawl, Core Web Vitals (LCP, INP and CLS) from real-user data, site architecture and internal linking, titles, headings and content depth on your key pages, structured data errors, AI crawler access in robots.txt and your CDN, and accessibility against WCAG 2.2 AA. Within 2 weeks you get the findings plus a prioritized roadmap that says what to fix first, why, and roughly how much effort each item takes.
What is the difference between website SEO and local SEO?
Website SEO is the site itself: how it’s crawled, how fast it loads, how pages are structured and linked, and whether the content actually answers what people search. Local SEO builds on that with your Google Business Profile, reviews, accurate listings and local mentions so you show up in Maps and the local pack. Most local businesses need both, and they work better together.
Does schema markup help my site show up in AI search?
Not directly, and I won’t sell it that way. Structured data is technical hygiene: it helps search engines understand who you are, what you offer and how your pages relate, and it keeps you eligible for the rich results Google still supports. Studies in 2026 found no measurable lift in AI citations from schema alone, and Google no longer shows FAQ rich results. I fix errors and keep it accurate, then put the real effort into content, site quality and crawl access.
Will website SEO help with ChatGPT and other AI search tools?
Yes, it’s the foundation. Google AI Overviews, ChatGPT, Perplexity and Microsoft Copilot lean on pages that are crawlable, fast, clearly structured and genuinely useful. I make sure AI crawlers such as OAI-SearchBot aren’t blocked and that your site is indexed in Bing, since ChatGPT draws partly on Bing. For a dedicated program, see my AI search optimization service.
What website platforms do you work on?
WordPress, Shopify, Squarespace, Webflow, Wix and custom builds. WordPress and Webflow give the most technical control. Shopify, Squarespace and Wix have more limits, but on-page, content and internal linking work still makes a real difference. I’ll tell you plainly what your platform allows.
Should I fix my current website or rebuild it?
Most sites can be fixed, and the audit will show which. If the platform can’t support what you need, the design is working against conversions, or the fixes would cost more than starting fresh, I’ll say so. In that case my website design service builds SEO in from day one.
Related services
Built on the same foundation
Website SEO is often the first step. These services build on it.
AI search optimization
Get recommended in Google AI Overviews, ChatGPT, Perplexity and Copilot, measured on real buyer prompts every month.
Explore AI search optimization →Local SEO
Google Business Profile, genuine reviews and accurate listings so nearby customers find you first in Maps and the local pack.
Explore local SEO →Website design & redesign
When the site needs rebuilding rather than fixing: a fast, accessible new site with SEO built in from the start.
Explore website design →Further reading
Go deeper on this topic
Working locally? See how I approach websites and SEO in Vancouver, WA and in Portland, OR.
Let’s look at your site
A well-built website is the foundation everything else compounds on
Tell me about your site, where you rank today and what you’d like it to do. I’ll tell you honestly where the real opportunity is.
Prefer email? nikki@rootandreachmedia.com