Service 06 of 08
SEO & Content Marketing
Rank for the searches that actually bring in revenue.
Background
SEO From Someone Who Built an Agency Doing It
Sam Allcock founded Custard in 2007 — an independent SEO agency that grew to over 50 staff and a million-pound annual turnover within two years. Over more than a decade, Custard delivered SEO campaigns for clients across gaming, insurance, finance, sports, travel and entertainment, including national and international brands. Sam sold the business successfully in 2018.
This is not theoretical knowledge. Sam has been at the sharp end of technical SEO, content strategy and organic acquisition for over 20 years — through every major Google algorithm update, from the earliest days of link building to the modern era of E-E-A-T, Core Web Vitals and AI-influenced search results. He knows what actually moves rankings, and he knows what wastes budget.
Approach
The Problem With Most SEO
Most SEO engagements fail not because of poor execution but because of poor strategy. Businesses chase keywords their competitors are already dominant in. They invest in content that generates traffic but no conversions. They fix technical issues that make no commercial difference. And they receive reports full of metrics that bear no relationship to revenue.
Sam’s approach starts with commercial intent. Which searches are your customers actually making when they are ready to buy? Which pages need to rank to drive enquiries, not just visits? Where is the competitive gap that can be won within a realistic timeframe and budget? The answers to these questions drive every decision — from technical fixes to content briefs to link acquisition targets.
Results
What Good SEO Actually Delivers
Done properly, SEO is one of the highest-return digital investments a business can make. Unlike paid advertising, organic rankings compound over time — each month building on the last. A well-executed SEO strategy typically shows meaningful ranking improvements within 3 to 6 months, with significant traffic and revenue impact becoming visible at the 6 to 12-month mark.
Sam’s SEO retainer is built around monthly deliverables with clear commercial KPIs: keywords moving into top 10 positions, organic sessions from target queries, and leads or transactions attributed to organic. Vanity metrics — domain authority scores, total keyword counts — are reported but never treated as the primary measure of success.
Content
Content That Ranks and Converts
Technical SEO alone cannot drive sustainable organic growth. Content that demonstrates genuine expertise, answers the questions your customers are actually asking, and builds the topical authority Google rewards is what separates high-performing sites from those stuck on page two. Sam’s content strategy integrates seamlessly with PR and editorial work to create a consistent, authoritative digital presence across every channel.
Deliverables
What's Included
- Technical SEO audit (crawl, indexation, Core Web Vitals)
- On-page and content gap analysis
- Competitor benchmarking
- Backlink profile and authority review
- Prioritised 90-day action plan (Audit)
- Monthly keyword strategy and content calendar (Retainer)
- 2–4 optimised content pieces per month (Retainer)
- Link acquisition strategy and outreach (Retainer)
- Monthly commercial performance reporting
Investment
SEO Audit
£1,500
One-off, includes 90-day action plan
SEO Retainer
£2,000
/ month
Ongoing strategy, content and reporting
Ready to get started?
Book a free call to discuss your current SEO performance and the opportunity ahead.