SEO and content pricing in Evreux

The site audit, the survey used to price the work

Everything starts with a survey, and it is free before any commitment. It covers what is crawled and what is indexed, response codes and redirect chains, missing or duplicate titles and descriptions, heading structure, images without alternative text, broken internal links and mobile speed. Every point recorded translates into time, and that pricing is what allows the work to be ordered. An audit concluding there is almost nothing to do is a useful audit: it avoids a cost, and it happens.

Indexing, the prerequisite nobody checks

A page missing from the index can hold no position. It is checked first because it does not show: the site displays normally in a browser. The causes are known and fix quickly, a robots file directive, a tag left behind after a staging run, a canonical address pointing at another page, or simply no internal link leading to it. Fixing the indexing of an existing page takes minutes and can release a ranking that had been waiting for months.

Technical optimisation, what can be fixed without writing

This item covers what needs no copywriting. The title tag and description of each page, which decide how it appears in results. Addresses, which must be unique and stable. The sitemap and robots file, which tell the engine where to go and where not to. Structured data, describing the content in a standard format. It is the quickest part to produce and the one whose effect shows soonest, because it removes obstacles rather than adding material.

Speed, measured on real traffic

Core Web Vitals measure three things on your actual visitors: how fast the largest element appears, how responsive the page is to early interactions, and how stable it stays while loading. A good score on a desktop connection says nothing about a phone in a rural area. The levers are known and handled in this order: images sized and compressed, fonts loaded without blocking display, third-party scripts cut to what is needed. Load time is not only a ranking factor, it is also the first reason people leave before reading a line.

Content, the item that takes time

One page per service, written in the words your customers actually use, ranks better than a page listing everything. How to split it is decided from what people search for, not from your org chart. And duplicate content needs watching, because a site creates it on its own: a filter adding a parameter to the address, pagination rebuilding the same list, a printable version reachable at a second address. Each variant becomes a page in an engine's eyes, diluting the signal instead of adding to it. Writing for the web follows a constraint print does not have: the answer comes first, the development afterwards. A reader on a phone makes up their mind on the opening lines. As for topic clusters, the principle is simple and often misapplied: a pillar page covers the broad subject, child pages each cover one precise question, and the links point back to the pillar. Done badly, that produces twenty pages repeating each other; done well, it makes clear what the site can actually handle. Link building comes afterwards, not before: links pointed at weak content bring visitors who leave again.

Publishing rhythm matters more than volume

Publishing ten articles in one week then nothing for a year produces less than one article a month held for two years. The engine returns more often when it finds something new, and a site that stops sees its crawl frequency drop. So the rhythm is set by what you can sustain, not by what sounds ambitious at signing. One topic a month, written on a question your customers actually ask, beats an editorial calendar abandoned in the third month. And every published article becomes an opportunity for an internal link to the pages that sell.

Internal linking, the free lever

Links between your own pages spread the value received from outside and point to what matters. Two things make the difference. The link text first, which should name the target page rather than say "read more": it is one of the few places where wording really works. Then placement, because a link from a heavily visited page is worth more than one from a page nobody reaches. This item costs only thinking time and is settled entirely in-house.

Local search, two separate grounds

On a search carrying a town name, Google first shows a map and three business listings. Classic results start below. The work therefore covers two grounds that are not won with the same levers: the Google listing on one side, fed by consistent contact details, opening hours, photos and Google reviews; the website on the other, with its structure and content. Consistency of name, address and phone number across all public sources is the first fix, and the most tedious.

Netlinking, the slowest and least sellable

Links from other sites remain decisive, and no provider can promise a schedule for them. A link is earned: a mention in the local press, a listing in a serious trade directory, a partnership, a publication picked up elsewhere. Networks selling them by the package produce the opposite of what they advertise. So this item is not priced by number of links but by prospecting time, and it runs alongside the rest, never in its place.

Three indicators that never move together

Two readings frame the engagement, one at the start and one at the end, covering the same indicators so they can be compared. Positions on the chosen queries, impressions and clicks reported by Search Console, and the number of enquiries the site receives. The three never move at the same time: positions rise first, impressions follow, enquiries come last and sometimes not at all if the pages attract the wrong audience. That is why we track them separately rather than summarising everything into one score. A single indicator reassures and teaches nothing.

Why three months, and not three weeks

A fix does not exist until it is live, crawled and reassessed by the engine. Weeks pass between going live and the first ranking movement, the time it takes for the pages concerned to be revisited. Concluding before that delay leads to two symmetrical mistakes, dropping a fix that was starting to work, or stacking others without knowing which one acts. The three months of position tracking included with the full rebuild cover exactly that window. Beyond it, tracking continues on request, and stays useful as long as the site evolves.

Rebuilding the site is not always the right answer

The lowest tier in this catalogue rebuilds nothing: it optimises what exists. That choice is deliberate, because a properly built site often needs only technical fixes and a few extra pages. A full rebuild earns its place when the structure itself prevents progress, when the site is unusable on mobile, or when the technology used is no longer maintained. The initial audit decides between the two, and its conclusion is not always the more profitable one.

What is not sold here

No position is guaranteed, and an agency promising one promises what it does not control: ranking depends on your competitors, on Google's rules and on real demand. No link buying is practised, since the networks selling them produce the opposite of the advertised effect. No mass-generated content to fill pages, which dilutes a site instead of building it up. And no invented average rating in the structured data, because review markup without real reviews invites a manual action. What is sold can be checked line by line in the final report.

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