BRANDS WE'VE HELPED
Our SEO strategies
Unearth your brand's potential
Most brands stay buried in the search results, unseen by the audiences that matter. With more than a decade in SEO, we know what traditional search engines (Google, Bing, Yahoo etc) and AI search engines (Chat GPT, Gemini, Perplexity etc) require to rank content top of search.
Search engines prioritise authentic content crafted through human expertise. Most businesses already have huge amounts of expertise and stored value — it’s just not always visible in their marketing comms. We uncover that knowledge, bring it to the surface, and transform it into content that earns authority and visibility online.
Content on it's own is not enough to rank - we also ensure your website meets the technical standards required for search engines to crawl, index, and rank your content effectively.
Our strategies reveal the biggest opportunities in search, helping you rise above competitors and claim visibility where it matters most.
The AI search revolution
An opportunity for all brands
AI search is the most disruptive shift in digital since smartphones and mobile web in 2007. Google is still marketer leader in global search by a significant margin, but AI search adoption will peak in 5-8 years and at some point take the top spot from traditional search.
The rise of ChatGPT, Gemini, Perplexity, and other LLMs presents a major opportunity for brands, as more people are searching for information than ever before. Much of this AI-driven search is incremental to traditional search, as users can now ask specific long-tail questions and find solutions that were previously impossible to discover through conventional search engines.
Buried is an agency designed to help brands capitalise on the growing organic search market through both SEO (search engine optimisation) and GEO (generative engine optimisation.
SEO Services
Integrated SEO & GEO
SEO & GEO are built on three pillars: technical, content and off-page (backlinks). Together, these elements ensure your brand is discovered, understood, and elevated across search engines.
Content SEO
Content SEO involves the creation and optimisation of high-quality, relevant material that demonstrates your expertise while being structured for search engines to rank.
Technical SEO
Technical SEO ensures that search engines can crawl, interpret, and index your site efficiently. It’s the foundation that allows your content and authority to be recognised and surfaced.
Off-page SEO
Off-page SEO builds your site’s authority through relevant links, mentions, and signals that show search engines your expertise extends beyond your own content.
How does content SEO work
And why is it important?
Content SEO is the research, creation, and optimisation of your website’s content to ensure it aligns with what your audience is searching for. We identify the keywords, topics, and gaps in your content, addressing thin pages, duplicate content, or areas where topics overlap. A key part of this is building E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness — the framework Google uses to evaluate content quality. By demonstrating real knowledge, credibility, and authenticity, we create content that search engines understand and users trust.
Without the right content in place, your website won’t rank for the searches that matter. Our team of in-house writers find the balance between optimisation, authority, and user experience, improving engagement and strengthening your site’s E-E-A-T signals. By developing content strategically, we turn your expertise into pages that attract traffic, demonstrate relevance, and drive conversions.
How does technical SEO work
And why is it important?
Technical SEO is the process of optimising a website’s behind-the-scenes structure so search engines can efficiently crawl, index, and understand its content. This includes improving page speed, fixing site architecture issues, and implementing tools like schema markup to help Google interpret and display pages correctly. In essence, it ensures your website speaks the same language as search engines.
Without technical optimisation, even the best content can go unseen. A poorly structured or slow website is difficult for search engines to index and frustrating for users to navigate, leading to low rankings and high bounce rates. Effective technical SEO audits identify and resolve these barriers, improving visibility, user experience, and conversions by ensuring your site performs to the standards search engines expect.
How does off-page SEO work
And why is it important?
Off-Page SEO focuses on building your website’s authority and trustworthiness through external signals, such as backlinks, mentions, and relationships with other reputable websites. We work to identify high-value opportunities to earn links, foster partnerships, and promote your content in ways that demonstrate credibility to search engines. The aim is to strengthen your site’s authority so it ranks higher for relevant search queries.
Without strong off-page signals, even the best content and technical setup may struggle to reach the top of search results. Our team helps you build a natural, high-quality link profile, amplifying your expertise across the web, increasing referral traffic, and positioning your brand as an authority in your industry. By strategically managing off-page SEO, we enhance your visibility, trustworthiness, and long-term search performance.
SEO strategies that
Drive conversion
Founded by award-winning performance marketers, we turn every click, impression, and visitor into measurable results. Everything we do is focused on conversion, so you get more leads, more sales, and more profit — without relying on expensive platforms taking their cut.
Every successful project begins with a discovery phase where we gain a deep understanding of your business and you learn a little bit about us.
During our discovery call, we will:
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Provide an overview of our business and how we work
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Focus on listening — learning your goals, challenges, and what success looks like for you.
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Discuss your currently marketing deploy along with your understanding of competitors performance
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Using the insights gathered during our discovery call, we create a top-line proposal outlining how we will deliver results. This includes reviewing your objectives, assessing your current performance, and analysing competitors to identify the most effective route forward — one that maximises the return on our time and effort.
Once the proposal is approved and the contract is signed, we meet to gather the final requirements. This includes defining KPIs and objectives, and exchanging access or login details for any tools or systems we’ll need.
With everything in place, we’re ready to move into project setup.
How we work
A step-by-step guide
Getting started
We get started in three clear steps. It’s about understanding each other: for us to fully grasp your business and requirements, and for you to see how we work. Once we’re aligned, we've presented our proposal and the contract has been signed, we move into project setup.
We start with a comprehensive audit of your website, content, and current SEO and GEO (AI Search) performance to understand what’s working and what’s holding you back. This includes content, technical and off-page. This gives us a clear picture of opportunities, gaps, and areas that need improvement, forming the foundation for all future work.
Based on your objectives and audit insights, we develop a content calendar that details what content to produce and when. This ensures a structured, strategic approach to creating content that drives engagement, authority, and search visibility.
We map out the technical improvements your website needs to perform at its best. This includes prioritising fixes and enhancements so that search engines can crawl, index, and understand your site efficiently — setting your website up for long-term success.
We design a strategy to build your website’s authority through off-page link building. This involves identifying opportunities to earn high-quality backlinks, mentions, and partnerships that increase trust with search engines and your audience.
We setup tracking and analytics using using our industry-leading reporting framework and toolset, allowing us to measure progress over time. This ensures transparency and enables informed decisions, showing the impact of every optimisation, piece of content, and authority-building activity.
Project setup
Once the proposal is agreed and we've had our kick off meeting, we move into the project setup phase. Here we put the building blocks in place for success. We dive deep into your brand and the strategies that will drive results, gaining a full understanding before creating a prioritised plan to guide our work.
We produce and optimise content planned within the agreed content calendar, targeting the keywords and topics that matter most to your audience. Each piece is crafted to improve visibility, demonstrate expertise, and support your wider commercial goals.
We continually refine your website’s technical performance to ensure it meets search engine standards. From improving crawl efficiency to enhancing site speed and structure, we make sure your platform supports growth and delivers a seamless user experience.
We strengthen your brand’s credibility and search visibility by earning high-quality backlinks and mentions from trusted sources. This builds authority over time, helping your site rank more competitively and attract referral traffic from relevant audiences.
Performance data is tracked daily to allow us to measure progress and inform ongoing decisions. We use insights from analytics and reporting to refine our approach, ensuring each month’s activity focuses on the tactics delivering the highest return.
Strategy implementation
At this stage, we move into the monthly implementation phase, working from the plan defined during project setup. Our efforts focus on the three core pillars of organic search — content, technical, and authority — with prioritised tasks delivered each week. Insights from ongoing reporting guide continual optimisation, ensuring our time and attention are always directed toward the areas that drive the greatest impact.
WHAT OUR CLIENTS SAY
Will has been instrumental in driving performance and growth marketing success for us over the past five years. He led our acquisition team at Buymie and continued to play a key role following our acquisition by Dunnes Stores in 2023. Will’s expertise helped us build and scale an in-house team at Dunnes Stores establishing strong foundations across performance, growth and organic search.
DEVAN HUGHES, CDO, Dunnes Stores
Buried is our organic search partner at DMajor. We bring them in to plan and deliver SEO strategies that support our web build projects and ongoing client work. One project that stands out was a website migration and SEO strategy for a men’s fashion eCommerce brand, which led to substantial post-live gains in organic traffic and revenue for the client. Their work is detailed, considered, and focused on outcomes.
Duncan MacDonald, Founder, DMajor
