Be Found: Getting Search Right from the Start

Search is the foundation of your online presence. If people can’t find your site organically, all the other work (design, campaigns, content) won’t reach its full potential.

Why Search (SEO) Should Be Part of the Plan, Early

• Good SEO starts before design or development: identify the actual search phrases your target customers use.

• Build pages and content around those phrases, and structure your site so natural search is a priority.

• This upfront work pays off later: better rankings, more relevant traffic, and stronger results overall.

Protect & Build Your Search Equity

• When redesigning or refreshing a site, it’s crucial not to lose your existing ranking.

• Old URLs, broken links, or missing redirects can hurt your SEO. We can help ensure a smooth transition.

• For new sites or startups, a strategic launch with SEO in mind gives you a head start on building visibility.

What Patchwork Brings

• With our experience, we help Google index your content properly and leverage features like featured snippets or content grouping.

• We’re best brought in early so SEO is built into the project, not just tacked on afterward.

SEO vs Paid Search (SEM)

• SEO (organic search) is a long game. It evolves as you learn the actual search behaviour of your audience.

• SEM (paid search) is more immediate: Google Ads, Bing Ads, etc. but if you don't have the organic content right, paid ads cost more and don't perform as well. It's an art form really - we love this stuff!

• Particularly for US audiences, Bing Ads still matter—ask us if you want to explore that.

Paid Search, Partnerships & Retargeting

• Paid search campaigns can be complex. We’ll run campaigns for you, report regularly, and help you compare traffic volumes and ROI.

• You can keep working with us or bring things in-house later, it’s up to you.

• As campaigns evolve, you’ll often need new landing pages, tweaks to existing copy, and adjustments to links and structure. 

Landing Pages & Ongoing Optimisation

• You’ll want flexibility during a campaign: access to your content management system helps us make changes fast.

• Ongoing coordination between your site content and ad campaigns makes optimisation efficient.

Why Choose Patchwork?

• Decades of experience across both organic and paid search.

• We take a holistic approach: your site, your ads, your content, all working together.

• Peace of mind that your search strategy is in capable hands.

A Note on Generative / AI-Driven Search (GEO / AI SEO)

While SEO for traditional search engines is still crucial, there’s a shift happening: AI-powered, generative search systems (Google’s SGE, ChatGPT-like interfaces, etc.) are changing how people find information. We’re starting to see “Generative Engine Optimisation” (GEO / AI SEO) emerging. That means optimising not just for search indexes, but for how content is pulled into AI-driven answers.

We’ll keep watching and testing in this space, and you can expect more from us soon on how to adapt your content strategy to this evolving landscape.