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.
Search expertise,
without the
agency baggage.
Canonicals is an organic search consultancy led by two hands-on founders and backed by a hand-picked network of specialist freelancers. Senior expertise on tap — no bloated retainers, no junior account managers.
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 pay for 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 best the market.
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 outreach team secures placements that move the needle on your rankings.
Outreach
Digital PR
Guest Posting
Link Audits
Turn more clicks into customers. We test and refine your landing pages to improve conversion rates and get more value from your traffic.
A/B Testing
CRO
UX Design
Analytics
Your website is your hardest-working salesperson. We design and build fast, conversion-focused websites engineered from the ground up for search performance.
Responsive Design
Next.js
WordPress
UI/UX
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
Know exactly what's working. We set up proper tracking, build custom dashboards, and deliver reports that actually make sense.
GA4 Setup
Tag Manager
Dashboards
Monthly Reports
Two founders. One direct line.
Canonicals is run by the two of us. When you work with Canonicals, you work with us — not a rotating cast of account managers. We lead every project personally and bring in our specialist network as needed.
John Fegan
Co-Founder & Search Consultant
10+ years in SEO, from in-house to agency-side. Alex leads organic strategy for our clients and has helped brands from startups to FTSE 100s achieve page-one rankings and sustainable growth.
Tom Gregan
Co-Founder & Paid Search Consultant
Former Google Ads specialist turned consultant. Jordan owns paid search and analytics, has managed millions in ad spend, and has a track record of delivering exceptional ROI for clients.
Behind the two of us sits a carefully vetted bench of freelance specialists — technical SEO auditors, content writers, PPC managers, digital PRs and developers — who we bring in project by project. You get big-agency capability with the focus and accountability of a boutique.
What our clients say.
"Canonicals transformed our online presence. Within 6 months, we were ranking on page one for our key terms and seeing a 340% increase in organic traffic."
"Finally, a team that actually delivers. Working directly with the founders means no messing about — our organic traffic is up 5x and they handle everything. Highly recommend."
"The team at Canonicals are genuine experts. They took the time to understand our business and created a strategy that's driving real results."
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