Founder-Led Strategy
Every engagement is owned by a co-founder. You get senior, accountable thinking from day one — never handed down to a junior.
Founder led
SEO & GEO
Services.
Canonicals is an organic search & AI consultancy led by two hands-on founders with a combined 30+ years exeperience.
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A consultancy, not an agency.
You work directly with the founders. We shape the strategy, are accountable for the outcomes and deliver the work — so you only ever recieve the expertise you actually need.
A Specialist Network
Where necessary, we lean on a small but trusted group of freelance writers and PR specialists to ensure you get the best from your campaigns.
Flexible & Lean
No long lock-ins or rigid roadmaps, our clients stick with us because of the quality of our work and the fact we mould to their businesses.
Consultancy vs Agency vs Freelancer
Most SEO support falls into one of three camps. Here's how a founder-led consultancy compares to a traditional agency and a solo freelancer.
| Capability | Consultancy Canonicals | Agency | Freelancer |
|---|---|---|---|
| Senior, accountable ownership | |||
| Direct access to decision-makers | |||
| Breadth of specialist skills | |||
| Capacity-capped for quality | |||
| Flexible, no long lock-ins | |||
| Consistent long-term partner |
Our Pledge
We cap our capacity, on purpose.
We pledge never to take on more work than our agreed maximum capacity. When we're full, we're full — so the standard of work we offer never becomes diluted across too many clients.
- A hard ceiling on active engagements, agreed up front.
- Founder attention on every account, never spread thin.
- A waitlist over a watered-down service, every time.
Everything you need to dominate search.
From technical fixes to full-scale campaigns, we have the expertise to grow your business online.
We audit your current performance, research your competitors, and build a roadmap to the top of search results. Our strategies are tailored to your business goals and backed by data.
Keyword Research
Competitor Analysis
SEO Audits
Roadmapping
From JS SEO to HREFLang and sitemaps, we fix the technical issues holding you back. Our audits uncover every opportunity to improve your site's crawlability and indexation, as well as making recommendations for how to grow and improve your standing with search engines
Site Audits
Core Web Vitals
Schema Markup
Crawl Optimisation
Content that ranks and converts. We research what your audience is searching for and create compelling content that answers their questions and drives action.
Content Audits
Blog Strategy
Copywriting
Content Briefs
Build authority with high-quality backlinks from relevant sites. Our digital PR partners secures placements that move the needle on your rankings.
Outreach
Digital PR
Guest Posting
Link Audits
A slow site kills rankings and conversions. We optimise every layer of your website — from server response times to image delivery and render-blocking resources.
Core Web Vitals
Page Speed
Image Optimisation
Caching
We audit what the AI systems say and know about you, and then build a roadmap to grow your market share across mentions and citations
Consistency auditing
Content seeding
Offsite seeding
Monthly Reports
Two founders. One direct line.
Canonicals is run by the founder's Tom and John. We lead every project personally and bring in our specialist network as needed.
John Fegan
Co-Founder & Search Consultant
15+ years in SEO, from agency to in-house. John has lead the techical and overall search channels for Casino.org, CMC Markets, Tesco Bank, Thorntons, Saga Travel and more
Tom Gregan
Co-Founder & Paid Search Consultant
Tom has spent the past 15 years growing the SEO and AI performance of brands like Forbes Advisor, Moneysupermarket, WhatCar, Timeout and more.
Ready to grow?
Tell us about your business and goals. Your enquiry comes straight to the founders — we'll get back to you within 24 hours with initial thoughts on how we can help.
What happens next?
- 1 A founder reviews your enquiry and does some initial research
- 2 We schedule a free 30-minute discovery call
- 3 We scope the right specialists and send a tailored proposal