The groundwork search engines need.
Built into the site rather than bolted onto it. What follows is an honest account of what that covers — and, at equal length, what it does not.
We do not promise rankings, and nobody credible can. What we can promise is that nothing on your site is stopping you from earning them.
SEO is four distinct disciplines wearing one label, which is why quotes for it vary by a factor of twenty and why so many businesses end up paying for something other than what they thought they bought.
Here are the four. Two are included in every LaunchNaro build; two are not. The other two are real work — they are just not work we do, and we would rather say so than blur the line.
Two disciplines in, two out
Printed side by side, on the two copies, so the boundary is impossible to miss.
Technical SEO
Whether search engines can reach, read, and index your pages at all.
- Crawlability: a correct robots policy, an accurate XML sitemap, and no page accidentally blocked or orphaned.
- Indexation: canonical URLs so the same content is not competing with itself across www, https, trailing-slash, and query-string variants.
- Structured data: Organization, WebPage, Service, BreadcrumbList, and Article markup that matches what the page actually displays.
- Core Web Vitals and mobile usability, both measured against real field data.
On-page foundations
Whether each page is understandable, and about one thing.
- One search intent per page, decided during architecture rather than after writing.
- A unique title and meta description on every indexable page — never templated across a set.
- A logical heading hierarchy chosen by structure, not by which size looked right.
- Internal linking with descriptive anchor text, so people and crawlers can follow the path between related pages.
Content strategy
Deciding what to publish, then producing it over time.
- We build the architecture content slots into, and will tell you which topics your service pages leave uncovered.
- We do not write ongoing article programmes. That is continuous work and belongs with someone who knows your industry — often you.
Off-page and link acquisition
Earning references to your site from elsewhere.
- We do not do outreach, digital PR, or link building, and we do not resell it.
- Anyone selling guaranteed links is selling you a risk, not an asset.
Why this belongs in the build
Almost every technical SEO problem is a decision that was made — or skipped — while the site was being built.
A page that is not server-rendered is expensive for a crawler to process. A site with no canonical policy competes with itself. An architecture where every page targets the same phrase means none of them is the best answer to anything. None of these can be fixed with a plugin afterwards, because none of them is a plugin problem.
That is why clause 02 and this one are the same work, done once. And why clause 05 is the moment to fix a site search engines have never been able to read.
After launch you get Search Console access in your own account. These are checkable without taking our word for anything:
- 01Every page you expect to be indexed shows as indexed
- 02The sitemap is submitted and reporting no errors
- 03Core Web Vitals show as good on real mobile traffic
- 04Rich results tests pass for the structured data on each page type
- 05No page is accidentally excluded by robots or a stray noindex
What you receive, and what you do not
Named artefacts on the left. On the right, the limits of this clause — printed beside the scope rather than in a later document.
- A page map with one search intent per page — included
- Metadata and canonical URLs across every indexable page — included
- An accurate XML sitemap and robots configuration — included
- Structured data for organisation, pages, services, and articles — included
- Search Console setup and a written record of what was implemented — included
Everything above is handed over in your own accounts and stays yours. See when each piece arrives.
- Any guarantee, forecast, or promise about rankings or traffic — not included
- Ongoing content production, editorial calendars, and article writing — not included
- Link building, digital PR, guest posting, and outreach — not included
- Paid search management — not included
- Local listing management and review generation — not included
- Recovering a site from a manual action or penalty — not included
If you need one of these, say so at discovery and it gets quoted as its own line — never absorbed silently and billed later.
Questions about clause 03
No references yet
Case studies are published as projects finish and clients approve what can be shown. Nothing is invented in the meantime.
Read first
- 01What are Core Web Vitals?A plain explanation of LCP, CLS, and INP — what each one measures, what makes them bad, and why they matter to a business website beyond the score itself.
- 02What pages should a small business website have?The pages a small business site genuinely needs, the ones that are usually a waste, and how to structure them so both visitors and search engines can follow.
Review your SEO foundations.
Describe the business and what is not working. You get a straight answer on whether clause 03 is the right fit, what it involves, and what it costs.