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Professional SEO services in London from a HubSpot Diamond Partner. We build search engine optimisation strategies that connect directly to your pipeline

SEO SERVICES THAT PROVE WHICH RANKINGS GENERATE REVENUE—NOT JUST TRAFFIC

PROFESSIONAL SEO SERVICES GET YOUR FREE SEO AUDIT

Unlike agencies that chase vanity metrics, we build SEO strategies that connect directly to your pipeline. As London's leading HubSpot Diamond Partner we've delivered SEO services for B2B companies since 2011 and we track every ranking improvement through to revenue—so you know exactly which keywords drive business, not just clicks.
 
What makes our approach different:
Whether you're struggling with declining organic traffic, can't prove SEO ROI to leadership, or want to reduce PPC dependency, we'll show you exactly where the opportunities are.

Get Your Free SEO Audit

WHAT EFFECTIVE SEO SERVICES ACTUALLY INCLUDES

SEO isn't a single tactic—it's a discipline spanning technical infrastructure, content strategy, and authority building. Here's what comprehensive SEO services requires:

TECHNICAL FOUNDATION

Your website must be crawlable, fast, and properly structured before any content strategy can work. We audit and fix:

CONTENT STRATEGY

Content that ranks is content that genuinely serves searcher intent. We develop:

AUTHORITY BUILDING

Off-page SEO builds the trust signals that determine who ranks for competitive terms. We focus on:

MEASUREMENT & REPORTING

You can't improve what you can't measure. We provide:

HOW WHITEHAT APPROACHES SEO MANAGEMENT DIFFERENTLY

We've managed SEO for B2B companies since 2011. In that time, we've seen what separates effective programmes from wasted investment.

Our philosophy: SEO should be accountable to business outcomes. Rankings and traffic matter only insofar as they generate leads and revenue. Everything we do connects back to your pipeline.

As a HubSpot Diamond Partner, we bring unique advantages:

  • Closed-loop reporting
    Track organic visitors from first touch through to closed-won in HubSpot
  • Topic cluster methodology
    Build SEO strategy using HubSpot's content tools for maximum efficiency
  • Sales enablement integration
    Organic content that supports your sales team's conversations
  • Unified analytics
    One source of truth across marketing channels

We also lead the world's largest HubSpot User Group (London HUG), giving us:

  • Deep platform expertise beyond typical agency knowledge
  • Direct relationships with HubSpot product teams
  • Access to beta features and best practices before they're widely available
  • A community of over 1,000 marketing professionals for peer insights

OUR PROCESS FOLLOWS FOUR PHASES

Phase 1: AUDIT & DISCOVERY

We analyse your current organic performance, technical health, content gaps, and competitive landscape. You'll receive a prioritised roadmap of opportunities ranked by potential impact.

Deliverables: Technical audit report, keyword opportunity analysis, content gap assessment, competitor benchmarking, strategic recommendations

Phase 2: FOUNDATION & QUICK WINS

We fix technical issues blocking performance and optimise existing content for immediate improvements. This phase often delivers early ranking gains while we build the strategic programme.

Deliverables: Technical fixes implemented, existing content optimised, quick-win keywords targeted, tracking and attribution configured

Phase 3: STRATEGIC EXECUTION

With foundations solid, we execute the comprehensive SEO strategy—creating new content, building authority, and expanding keyword coverage systematically.

Deliverables: New content creation, link-building campaigns, topic cluster development, and ongoing technical monitoring

Phase 4: OPTIMISATION & SCALING

Continuous improvement based on performance data. We double down on what's working, adjust what isn't, and identify new opportunities as your authority grows.

Deliverables: Monthly reporting and analysis, strategy refinement, scaling successful tactics, and competitive monitoring

SEO SERVICES WE PROVIDE

TECHNICAL SEO

Full technical audits and implementation covering site speed, mobile usability, Core Web Vitals, crawlability, indexation, schema markup, and site architecture. We don't just identify issues—we fix them.

Best for: Sites with declining traffic, poor mobile experience, slow load times, or crawl errors

ON-PAGE SEO & CONTENT OPTIMISATION

Keyword research, content strategy, and on-page optimisation that improve rankings for high-value commercial terms. Includes existing content refreshes and new content development.

Best for: Companies with content that isn't ranking, or gaps in their keyword coverage

LINK BUILDING & DIGITAL PR

Ethical authority building through earned placements, digital PR campaigns, and strategic outreach. We build genuine links from relevant, authoritative sources—never purchased or manipulative links.

Best for: Companies competing in crowded markets where authority differentiates rankings

LOCAL SEO

Google Business Profile optimisation, local citation building, review management, and location-page strategy for businesses serving specific geographic areas.

Best for: Multi-location businesses, professional services with local clients, businesses wanting to dominate London/UK local search

SEO AUDITS & CONSULTING

One-time comprehensive audits for companies wanting strategic direction before committing to ongoing management. Includes prioritised recommendations you can execute internally or with our support.

Best for: Companies with internal marketing teams needing expert guidance

HUBSPOT SEO INTEGRATION

SEO strategy built natively within HubSpot's content tools, topic clusters, and reporting. Full attribution tracking from organic search through to revenue.

Best for: HubSpot users wanting a unified inbound strategy with closed-loop analytics

AI SEARCH & ANSWER ENGINE OPTIMISATION

Prepare your content for the next generation of search. We optimise for AI citation across ChatGPT, Google AI Overviews, Perplexity, and Claude—ensuring your brand is recommended when AI answers questions in your market.

Best for: Companies wanting to future-proof their organic visibility and capture the growing AI search channel

SEO FOR AI SEARCH: ANSWER ENGINE OPTIMISATION (AEO)

Answer Engine Optimisation (AEO) is the practice of optimising content to appear in AI-generated search responses from ChatGPT, Google AI Overviews, Perplexity, and Claude. Unlike traditional SEO which targets ten blue links, AEO focuses on getting your brand recommended and cited when AI answers user questions directly.

Why AEO matters now:

Search is fragmenting. While Google still dominates, a growing share of B2B research now happens through AI tools:

  • ChatGPT has 800 million weekly active users—many using it for product research
  • Google AI Overviews now appear for 30%+ of searches, often above traditional results
  • Perplexity is becoming the default research tool for technical buyers
  • AI-referred visitors convert at 3x the rate of traditional organic traffic

If your brand isn't being recommended when AI answers questions in your space, you're invisible to a growing segment of your market.

How AEO differs from traditional SEO:

Traditional SEO Answer Engine Optimisation
Optimise for ranking position Optimise for AI citation and recommendation
Success = clicks to your site Success = brand mentioned in AI response
Target keywords Target questions and sub-questions
Build backlinks Build mentions across authoritative sources
Content for crawlers Content structured for AI extraction

 

Our AEO methodology:

We've developed a systematic approach to AI search visibility that complements traditional SEO:

Content structure for AI extraction

Authority building for AI citation

  • Strategic mentions on platforms AI engines trust (industry publications, review sites, Reddit, YouTube)
  • Review generation on G2, Capterra, and Trustpilot—sources AI heavily references
  • Expert positioning that builds the credibility signals AI looks for

Technical foundation for AI crawlers

  • Robots.txt configuration allowing AI search bots (ChatGPT-User, PerplexityBot, Claude-Web)
  • Server-side rendering ensuring AI crawlers can access your content
  • Structured data that helps AI parse and cite accurately

Brand integration throughout content

  • Natural product mentions that train AI to associate your brand with solutions
  • Positioning statements AI can extract and repeat
  • Competitive differentiation AI can communicate to users

Why Whitehat for AEO:

Most agencies are still catching up to AI search. We've been studying and implementing AEO strategies since ChatGPT launched search features. Our HubSpot integration means we can track when AI-referred visitors convert—giving you visibility into a channel most companies can't measure.

We don't treat AEO as a replacement for SEO. We integrate both: traditional SEO captures search demand today while AEO positions you for where search is heading.

SEO AND PPC: BETTER TOGETHER

SEO and PPC aren't competitors—they're complements. The best B2B marketing programmes use both strategically.

PPC excels at:

  • Immediate visibility for priority keywords
  • Testing which terms convert before investing in SEO
  • Capturing demand during SEO ramp-up period
  • Competitive defence on branded terms

SEO excels at:

  • Long-term cost efficiency (22:1 ROI vs PPC's 2:1)
  • Building authority and trust with prospects
  • Capturing informational searches that feed the funnel
  • Sustainable traffic without ongoing cost-per-click

HOW WE INTEGRATE THEM:

Data sharing between channels:

  • Use PPC conversion data to prioritise SEO keyword targets
  • Apply SEO content insights to improve ad copy and landing pages
  • Identify gaps where one channel should cover for the other

Strategic coordination

  • Reduce PPC spend on keywords where SEO achieves top rankings
  • Maintain PPC presence for high-competition terms while SEO builds
  • Use PPC to test new markets before committing SEO resources

Unified reporting:

  • Single dashboard showing both channels' contribution to the pipeline
  • Attribution modelling across organic and paid touchpoints
  • True cost-per-acquisition comparison between channels

SEO RESULTS WE'VE DELIVERED

Professional Services Firm — 156% Organic Traffic Increase

Challenge: Invisible for key service terms despite years of content investment. Over-reliant on referrals with no predictable inbound pipeline.

Solution: Technical audit revealed critical indexation issues blocking 40% of content. Rebuilt site architecture, implemented topic clusters around core service areas, and launched targeted link building campaign.

Results:

  • 156% increase in organic traffic within 12 months
  • 43 keywords ranking on page 1 (up from 8)
  • 34% of new business now attributed to organic search
  • Reduced PPC spend by 25% while maintaining lead volume

B2B Technology Company — 89% Increase in Organic Leads

Challenge: Ranking well for informational terms but not converting visitors to leads. Competitors dominating commercial keywords.

Solution: Content strategy shift from awareness to consideration-stage topics. Created comparison and evaluation content targeting buyers actively researching solutions. Integrated HubSpot tracking for full attribution.

Results:

  • 89% increase in organic leads within 9 months
  • 2.3x improvement in organic lead-to-MQL conversion
  • First page rankings for 12 high-intent comparison keywords
  • Clear ROI visibility: £340k pipeline attributed to organic in Year 1

Multi-Location Healthcare Provider — Local SEO Dominance

Challenge: Multiple locations competing with each other in search results. Inconsistent Google Business Profile data causing ranking confusion.

Solution: Location-by-location SEO strategy with unique content for each area. Google Business Profile optimisation and review generation programme. Local citation cleanup and consistency.

Results:

  • 67% increase in organic calls across locations
  • 4 of 6 locations now in local 3-pack for primary service terms
  • 412% increase in Google Business Profile views
  • 52 new reviews generated in 6 months (up from 3)

We're now tracking AI search attribution for clients using our AEO methodology. Early results show AI-referred visitors convert at 2-3x the rate of traditional organic—validating the channel's commercial value.

SEO PACKAGES AND INVESTMENT

TWO WAYS TO WORK WITH US

We offer two engagement models designed for different team structures and resource levels. Both deliver the same strategic approach and methodology—the difference is who implements them.

DONE-WITH-YOU SEO

From £1,967/month + VAT

Ideal for teams with marketing resources who need expert strategy and guidance

You have people who can write content and make website updates—you just need the roadmap and expertise to point them in the right direction. We provide the strategy, research, and oversight; your team handles execution.

What's included:

  • SEO keyword and competitor research
  • Comprehensive SEO audit and on-site recommendations report
  • 2 blog post outlines per month (you write, we optimise)
  • 1 pillar page strategy per quarter
  • Regular project and strategy meetings
  • Promotion via backlink opportunities
  • Performance tracking and reporting

Best for: Companies with in-house marketing teams, content writers, or web developers who can act on strategic recommendations.

DONE-FOR-YOU SEO

From £2,967/month + VAT

Ideal for teams who need full execution without adding headcount

You want results without the burden of implementation. We handle everything—from strategy through to content creation, technical fixes, and link building. Your involvement is limited to approvals and strategy discussions.

What's included:

Everything in Done-With-You, plus:

  • Full content creation (we write the blog posts and pillar pages)
  • Technical SEO implementation and fixes ✓ On-page optimisation and content updates
  • Active link building and outreach
  • Hands-off execution—we do the work, you see the results

Best for: Companies without dedicated marketing resource, or teams already at capacity who need SEO handled without adding to their workload.

NO LONG-TERM CONTRACTS

We don't lock you into 12 or 24-month agreements. Our SEO programmes run on a rolling monthly basis after an initial 3-month foundation period. We keep clients by delivering results, not by contractual obligation.

That said, SEO is a long-term investment. Meaningful results typically emerge at months 4-6, with significant business impact by months 6-12. We'll always be honest about what timeframes are realistic for your situation.

WHAT INFLUENCES YOUR STARTING POINT

While our packages start from the prices above, your specific investment depends on:

  • Competition level — Highly competitive industries may require additional content or link building
  • Current website state — Sites with significant technical debt may need foundational work first
  • Geographic scope — National campaigns require more than single-location focus
  • Content volume — Some businesses benefit from accelerated content production

We'll recommend the right starting point after your free SEO audit—no pressure, just honest assessment of what's needed to hit your goals.

SEO MANAGEMENT: FREQUENTLY ASKED QUESTIONS

HOW MUCH DOES SEO MANAGEMENT COST IN THE UK?

Professional SEO management in the UK typically ranges from £2,000 to £8,000 per month depending on scope and competition. One-off audits range from £1,500 to £5,000. Be cautious of agencies offering SEO for under £1,000/month—effective SEO requires genuine expertise and meaningful time investment. At Whitehat, our managed programmes start from £2,500/month.

HOW QUICKLY WILL I SEE RESULTS FROM SEO?

Most businesses see initial ranking movements within 2-3 months, with meaningful traffic improvements by months 4-6 and significant business impact by months 6-12. SEO is a long-term investment—unlike PPC, the results compound over time. Quick wins are possible through technical fixes and content optimisation, but sustainable rankings require consistent effort.

WHAT'S THE DIFFERENCE BETWEEN SEO AND PPC?

SEO (search engine optimisation) improves your organic rankings through content, technical improvements, and authority building—traffic is "free" once rankings are achieved. PPC (pay-per-click) buys immediate visibility through paid ads—you pay for each click. SEO typically delivers 22:1 ROI versus PPC's 2:1, but takes longer. Most B2B companies benefit from both working together.

HOW DO YOU MEASURE SEO SUCCESS?

We measure SEO by business impact, not just rankings. Key metrics include: organic traffic growth, keyword ranking improvements, organic leads generated, lead-to-customer conversion from organic, revenue attributed to organic search, and market share versus competitors. As a HubSpot Diamond Partner, we can provide closed-loop attribution showing exactly which organic efforts drive revenue.

CAN YOU INTEGRATE SEO WITH OUR HUBSPOT CRM?

Absolutely—this is one of our core strengths. As a HubSpot Diamond Partner, we build SEO strategies natively within HubSpot's content tools and reporting. This enables full attribution tracking: you can see which organic keywords generate leads, which leads become customers, and calculate true organic ROI. No spreadsheets or manual tracking required.

WHAT IF WE WANT TO BRING SEO IN-HOUSE LATER?

We support this transition regularly. Our process creates documented strategies, training materials, and handover procedures. Many clients start with managed services to build their organic foundation, then transition to a consulting relationship where we provide strategic oversight while their internal team handles execution. We'll never hold your data or work hostage.

DO YOU GUARANTEE FIRST PAGE RANKINGS?

No ethical SEO provider can guarantee specific rankings—Google's algorithm considers hundreds of factors beyond any agency's control, and anyone promising "guaranteed #1 rankings" is either lying or using tactics that risk penalties. We commit to measurable improvement using proven, white-hat methodology, with full transparency on progress, challenges, and opportunities.

How do I choose an SEO company in London?

Look for proven expertise (Diamond Partner status or equivalent certifications), transparent pricing, measurable results from similar businesses, and methodology alignment with your values. Avoid agencies promising guaranteed rankings or using black-hat tactics. At Whitehat, we encourage prospects to speak with existing clients—we're confident in our track record.

What's the difference between white hat and black hat SEO?

White hat SEO follows search engine guidelines using ethical techniques: quality content, genuine link building, and technical best practices. Black hat SEO uses manipulative tactics like link schemes, keyword stuffing, and hidden text—these may work short-term but risk severe penalties. Whitehat (the clue's in our name) exclusively uses ethical, sustainable methods.

Is SEO worth it for small businesses in the UK?

Yes, but the approach matters. Small businesses often benefit more from local SEO and targeted keyword strategies than competing for broad national terms. SEO typically delivers 22:1 ROI versus PPC's 2:1, making it especially valuable for businesses with limited marketing budgets. Our Done-With-You package starting from £1,967/month is designed for smaller teams.

What is Answer Engine Optimisation (AEO)?

Answer Engine Optimisation (AEO) is the practice of optimising content to be cited and recommended by AI search tools like ChatGPT, Google AI Overviews, Perplexity, and Claude. While traditional SEO focuses on ranking in search results, AEO focuses on getting your brand mentioned when AI directly answers user questions. It involves structured content formatting, authority building across platforms AI trusts, and technical configuration allowing AI crawlers to access your content.

Do I need AEO if I'm already doing SEO?

AEO complements SEO—it doesn't replace it. Traditional SEO still captures the majority of search traffic, but AI search is growing rapidly. ChatGPT alone has 800 million weekly users, and Google AI Overviews now appear for 30%+ of searches. We recommend integrating AEO into your SEO strategy now to capture both traditional search and the growing AI search channel. The tactics overlap significantly, so the incremental investment is modest.

How do you measure AEO success?

We track AEO through multiple metrics: AI visibility monitoring (how often your brand appears in AI responses for target queries), citation tracking (when AI engines reference your content), AI referral traffic in analytics, and—most importantly—conversions from AI-referred visitors. As a HubSpot Diamond Partner, we can attribute leads and revenue to AI search sources, giving you genuine ROI visibility for this emerging channel.

FIND OUT WHAT'S WORKING—AND WHAT'S HOLDING YOU BACK

GET A FREE SEO AUDIT FROM A HUBSPOT DIAMOND PARTNER

Most SEO audits tell you what's broken. Ours shows you what to prioritise based on actual business impact.

In your free audit, you'll discover:

  • Technical issues blocking your organic performance
  • Content gaps where competitors are winning traffic you should own
  • Quick wins that could improve rankings within weeks
  • Strategic opportunities for sustainable organic growth
  • Attribution setup recommendations for proving ROI

No obligation. No hard sell. Just an honest assessment of where you stand and what it would take to improve.

GET YOUR FREE SEO AUDIT

Or call us directly: 020 8834 4795