SEO that starts
at the foundation,
not the afterthought
Technical SEO, on-page optimisation, local search, and AI visibility — built into every WordPress site from day one, and available as a standalone service for sites that need it retrospectively.
What good SEO looks like in the wild
“@type”: “Service”,
“name”: “WordPress SEO”,
“provider”: {
“@type”: “Person”,
“name”: “Warren Groom”
},
“areaServed”: “Toronto, CA”
SEO score
validation
Vitals target
optimised
Most WordPress SEO is
done too late, too thin,
or not at all
The majority of WordPress sites are built, handed over, and then someone turns to an SEO tool and adds a few meta descriptions. That’s not SEO — that’s tidying up. Real SEO starts with how the site is architected, how content is structured, and how fast the pages load.
I work the other way around. Technical foundations, schema markup, and performance targets are set before a line of content is written. Then on-page, local, and AI visibility work layers on top of a structure that was built to support it. That’s the difference between SEO that’s bolted on and SEO that actually works.
How I deliver SEO
Four ways to work
together on SEO
SEO isn't one thing — it depends on where a site is in its lifecycle and what the agency or client needs. I deliver it four different ways, and they can be combined.
Baked into
every build
Technical SEO, on-page foundations, Rank Math configuration, schema markup, and performance targets are included in every WordPress site I build — not as a premium add-on, as a baseline expectation.
SEO for
existing sites
Already have a WordPress site that's underperforming in search? I can potentially apply technical and on-page SEO improvements retrospectively — no rebuild required, though a rebuild often helps more than any amount of patching.
SEO audit &
recommendations
A thorough review of a site's technical health, on-page signals, schema implementation, and AI visibility readiness — delivered as a clear, prioritised report your agency can act on directly or hand back to me to implement.
Ongoing SEO
retainer
Monthly SEO support for agencies who want consistent technical oversight and on-page improvement across one or more client sites — without hiring someone full time or managing another agency relationship.
The full service list
Every SEO service,
in detail
All services are available standalone or as part of a build or retainer. Mix and match based on what your client actually needs.
The infrastructure layer that everything else sits on. If a search engine can't crawl, parse, and trust a site's architecture — no amount of content or keywords will compensate. I get this right at build time, or fix it retrospectively on existing sites.
The signals on each page that tell search engines — and readers — what the content is about, who it's for, and why it's authoritative. Built into the content model from the start, with guardrails in the CMS so editors can't inadvertently break them.
JSON-LD schema generated automatically from ACF fields — so it stays accurate as content changes, rather than being hand-coded once and forgotten. Validated against Google's Rich Results Test before launch and monitored ongoing.
For businesses that serve a specific city or region, local signals are what gets them into map packs and location-based results. I implement technical and on-page local SEO that connects a site's content to its geography — consistently and correctly.
Generative Engine Optimisation (GEO) is the practice of making content discoverable and citable by AI systems like ChatGPT, Perplexity, and Google's AI Overviews. It's not separate from good SEO — it's the next layer on top of it. I've been implementing this for clients already.
Why Rank Math —
and why it matters
Most WordPress SEO runs on Yoast by default — not because it’s the best tool, but because it’s the most familiar. Rank Math has quietly become the developer’s choice: more granular schema control, better integration with ACF, and a cleaner approach to structured data that matters more as AI crawlers become a primary audience.
I configure Rank Math properly — not just installed and left at defaults, but set up to match the site’s content model, auto-generate schema from ACF fields, and maintain accuracy as content changes over time.
Warren covered everything from website management, custom web design, lead generation strategies, SEO leadership — and in recent times he was implementing strategies for AI visibility also.
For agency partners
SEO your agency
can resell with confidence
Most agencies either skip SEO entirely on WordPress projects, or bolt on a basic Yoast setup and call it done. Neither is a sellable SEO service. I give you a technical SEO foundation that’s genuinely comprehensive — and an ongoing retainer option your agency can resell with a real value story behind it.
White-label as always. I deliver the work, you present the results. If you need me client-facing to explain the technical detail, I can do that too.
Common questions
What people usually
ask about SEO
Is SEO included in every build, or do I have to add it?
The technical foundations — clean architecture, Rank Math configuration, schema markup, Core Web Vitals, sitemaps, redirects — are included in every WordPress build I do. Deeper on-page strategy, local SEO, or ongoing retainer work is scoped separately.
Can you do SEO on a site you didn't build?
Yes — I offer SEO audits and retrospective improvements on existing WordPress sites. The honest caveat: if the site's architecture is fundamentally broken, I'll tell you — and sometimes the right answer is a rebuild rather than patching over structural problems.
Do you write content, or just optimise the structure?
I focus on technical SEO and on-page structure — not content creation. I'll give clear guidance on content requirements, headings, and keyword focus, and I work well alongside content writers or agencies who are handling the copy side. AI tools can help me assist with drafts when needed.
What does a Rank Math setup actually include?
Full configuration of schema types matched to the site's content model, automated JSON-LD generation from ACF fields, metadata field setup, sitemap configuration, redirect management, and Search Console integration. Not just installed — properly configured for the specific site.
How is GEO different from regular SEO?
Traditional SEO targets Google's crawlers and ranking algorithms. GEO — Generative Engine Optimisation — targets AI systems like ChatGPT, Perplexity, and Google's AI Overviews, which answer questions directly rather than returning a list of links. The technical overlap is significant, but the content architecture and entity signals required are different enough to warrant specific attention.
How do you report on SEO retainer work?
Monthly — covering what was done, what changed in rankings or technical health, and what's planned for the next cycle. Reports are written to be shared directly with clients if needed, or summarised internally for your team. No dashboard login required on your end unless you want one.
Want SEO that actually
starts at the foundation?
Whether it's baked into an upcoming build or applied to an existing site — let's talk about what your client actually needs and how to get there.