SEO

SEO covers all the techniques that position a website in search engine results, so it remains visible to your audiences. Done well, it improves both the quality and quantity of traffic to your site through better rankings in organic, non-paid results.

For purpose-driven organisations, SEO plays a role that is often underestimated. It determines whether your report will be read by the journalists covering your topic, whether your campaign will be found by citizens looking to act, whether your position will be spotted by decision-makers looking online for information. Appearing in the first results is not a matter of vanity, it is a condition of influence.

Our approach

We work on SEO at two complementary levels: technical and editorial.

On the technical side, our experts work on all the elements that make your site readable by search engines and pleasant for your users.

The structure of headings (H1, H2, H3) and the hierarchy of information on each page. The size and uniqueness of meta tags (title, description), and the prevention of duplication. Image optimisation: next-generation formats, meaningful filenames, descriptive alt attributes. Responsive design and mobile adaptation, which has become critical since Google moved to mobile-first indexing. Loading time and Core Web Vitals (LCP, INP, CLS), now full-fledged ranking factors. Internal linking, which distributes value across the site and supports navigation for users and bots alike. Structured data (schema.org), which helps search engines and now generative AI tools understand your content.

On the editorial side, we focus on content relevance and depth. Identifying the keywords that genuinely matter to your audiences, aligning search intent with the content you provide, building coherent topic clusters, and paying close attention to the expertise and authority signals Google groups under E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). For purpose-driven organisations, these expertise signals are an asset: your legitimacy on your subject is precisely what search engines seek to surface.

SEO and AI search

The search landscape is changing fast. A growing share of queries now goes through generative engines such as ChatGPT, Perplexity, Google AI Overviews or Gemini. To remain visible in this new environment, traditional best practices still apply, but new ones come on top: structuring your content so it can be extracted and cited by AI tools, providing clear answers to your audiences’ questions, and building solid external authority signals. We integrate these dynamics into our recommendations whenever they are relevant to your project.

When to act

We integrate SEO directly into the creation of your website, from the design phase, because that is when the structural decisions are made. Information architecture, sitemap, URL conventions, markup: everything that becomes expensive to change later on.

We also carry out SEO audits on your existing websites, with a prioritised action plan: what is urgent, what brings the most value, what can wait.