Digital Marketing

Growing a business online requires more than posting on social media and hoping for the best. InMetrica delivers full-funnel digital marketing — technical SEO, GEO (Generative Engine Optimisation), AIO (AI Optimisation), paid search, social, LinkedIn, email and analytics — built around measurable goals, ethical data use and continuous optimisation.

Whether you need a single channel managed well or an integrated programme tying awareness to conversion, we audit your starting point, define KPIs, execute with craft, and report honestly on what is working.

Digital marketing — technical SEO, GEO, AIO and measurable outcomes

Marketing spend should be accountable. We tie campaigns to leads, revenue, cost per acquisition, lifetime value or other metrics you care about — not vanity numbers alone. Technical SEO, GEO and AIO run alongside paid and owned channels so your brand is discoverable in traditional search and AI-powered answer engines. That discipline starts with tracking: tags, conversions, call tracking where needed, and CRM integration so sales sees marketing-sourced opportunities clearly.

We work with businesses in B2B and B2C contexts, adjusting tone, targeting and compliance for your audiences. Cookie consent, privacy policies and platform rules are respected as part of campaign setup, not bolted on later.

Technical SEO, GEO and AIO

Search visibility today is not only about traditional Google rankings. InMetrica combines three complementary disciplines so your brand is found wherever prospects look for answers:

• Technical SEO — site speed, crawlability, indexation, Core Web Vitals, structured data, canonical hygiene, mobile experience and server-side fundamentals that determine whether search engines can rank your content at all
• GEO (Generative Engine Optimisation) — optimising content, entity clarity, citations and authority signals so AI-powered search tools — ChatGPT, Gemini, Perplexity, Copilot and similar — surface your brand accurately in generated answers
• AIO (AI Optimisation) — structuring pages, FAQs, product data and knowledge bases so AI assistants and answer engines can retrieve, summarise and recommend your business with correct, up-to-date information

These are not buzzwords bolted onto a generic SEO package. We audit your current technical foundation, identify gaps in AI discoverability, and implement practical fixes — schema markup, content architecture, llms.txt guidance where appropriate, entity-rich copy, and monitoring of brand mentions across AI platforms.

Channels we manage

• Google Ads — Search, Display, Shopping, Performance Max and YouTube where relevant
• Meta advertising — Facebook and Instagram for awareness, consideration and conversion
• LinkedIn Ads — B2B lead generation, account targeting and thought leadership amplification
• Technical SEO — audits, remediation, ongoing monitoring and sustainable organic growth
• GEO and AIO — generative search visibility, AI answer optimisation and brand accuracy in LLM responses
• Email marketing and automation — newsletters, nurture sequences and lifecycle campaigns
• Analytics, attribution modelling, dashboards and monthly performance reporting
• Landing pages — coordinated with website design & development when changes are needed

Strategy before spend

Jumping straight into ads without positioning clarity wastes budget. We review your offer, competitors, existing assets and funnel leaks. Then we propose channel mix, messaging angles, budget splits and testing roadmaps. You approve direction before significant media investment.

For organic visibility, we prioritise technical SEO fixes that unlock crawlability, then content and authority work aligned with how your customers search — including queries that AI engines answer directly. GEO and AIO planning runs in parallel so you are not optimising for yesterday's search landscape alone.

Our optimisation rhythm

Digital platforms change constantly. We monitor performance weekly, run structured tests on creative and audiences, pause underperforming segments, and scale winners. Monthly reports explain results in business terms — not just platform jargon — with recommendations for the next period.

Strategy calls keep stakeholders aligned. We welcome constructive challenge; marketing works best as a collaboration between your market knowledge and our channel expertise.

Creative and messaging

Strong targeting with weak creative still fails. We develop ad copy and briefs for visual assets, adapt existing brand materials, and ensure consistency across touchpoints — ads, landing pages, thank-you emails. Where video or rich media helps, we guide production requirements and formats per platform.

B2B and B2C approaches

B2B programmes often lean on LinkedIn, search capture for high-intent keywords, gated content and nurture email. B2C may emphasise Meta, Google Shopping, seasonal promotions and retention campaigns. Hybrid businesses get segmented strategies so messages do not blur across audiences.

We integrate with sales processes — form routing, SLA reminders, lead scoring hooks — so marketing does not stop at the CRM boundary.

Technical SEO as a long-term asset

Paid media delivers immediate visibility; technical SEO and content build durable presence. Audits address speed, mobile experience, indexation, duplicate content, structured data and internal linking. We fix crawl errors, improve rendering, and ensure search engines and AI crawlers can access your most valuable pages.

Content improvements target topics that support consideration and conversion. Link and authority work is approached ethically — quality over shortcuts that risk penalties. SEO timelines are honest: meaningful movement often appears within three to six months depending on competition and site history.

GEO and AIO in practice

Generative engines synthesise answers from multiple sources. To appear in those answers, your site needs clear entity signals, authoritative content, consistent NAP and brand data, and pages structured for extraction — concise definitions, FAQ schema, comparison tables and expert-led copy.

AIO extends this: we ensure product pages, service descriptions and support content are machine-readable, factually accurate and aligned with how AI models summarise businesses. We track brand visibility in AI search tools, correct misinformation where possible, and refine content based on what models cite — or omit.

Our AI solutions team collaborates with marketing when automation, knowledge bases or chat interfaces support GEO and AIO goals.

Connecting offline and online

If you run out-of-home campaigns or events, we align tracking and messaging so offline spikes are captured online. Promo codes, dedicated URLs and branded search monitoring help attribute blended programmes fairly.

Technology and AI in marketing

We adopt AI tools pragmatically — summarising performance, drafting variant copy for human review, enriching audience insights — always with brand safety and accuracy checks. Automation handles repetitive reporting; strategic decisions stay with people who understand your commercial context.

Who we work with

Clients range from local service businesses generating leads in defined postcodes to national brands managing substantial monthly ad spend. We right-size management effort and reporting depth to your stage and budget. If you have been burned by agencies that over-promised, we will reset expectations and show you the plan before scaling.

Budget stewardship

Media spend is yours; our job is to deploy it efficiently. We separate management fees from pass-through ad costs in reporting so you always know what pays for platforms versus expertise. Pause rules, spend caps and anomaly alerts reduce the risk of runaway costs from misconfigured campaigns or compromised accounts.

When performance plateaus, we diagnose honestly — market saturation, offer weakness, landing page friction, tracking gaps — rather than blaming algorithms alone. Sometimes the right answer is creative refresh; sometimes it is narrowing focus to highest-intent segments.

Training your internal team

Some clients want full outsourcing; others want hybrid models where internal staff run day-to-day posting while we handle strategy, ads and analytics. We document playbooks and run workshops so knowledge stays in your organisation if you later reduce external support. Flexibility without lock-in is part of how we operate.

Content and brand consistency

Paid media amplifies what already works — or exposes weak offers quickly. We review your propositions, proof points and visual identity before scaling spend. Blog posts, case studies and landing pages should tell a coherent story across web, email and social touchpoints.

Editorial calendars align organic and paid activity where useful: launching a guide the same week a LinkedIn campaign promotes it, or syncing email bursts with retail promotions. Coordination does not mean every channel says identical copy — it means timing and messaging reinforce rather than contradict.

Analytics you can trust

Decisions are only as good as the data behind them. We audit tracking implementations, resolve duplicate tags, configure consent banners appropriately for UK visitors, and reconcile platform metrics with CRM outcomes. When numbers disagree, we investigate until you have a single credible narrative — not three dashboards telling different stories.

Local and national targeting

Campaigns often blend geo-targeted search and social with location-specific landing pages. We structure accounts so budget flows to postcodes, cities or regions that convert, pausing areas that drain spend without return. Seasonal businesses — tourism, trades, education — receive calendars aligned to demand curves rather than flat year-round spending.

Frequently asked questions

Do you offer GEO and AIO optimisation?

Yes. We help businesses improve visibility in AI-powered search and answer engines — alongside traditional technical SEO — through structured content, entity clarity, schema markup and ongoing monitoring of brand accuracy in generative results.

Do you require long-term contracts?

We typically work on monthly rolling terms with reasonable notice periods. We prefer earning retention through results and communication rather than locking you in.

Can you take over our existing Google Ads account?

Yes. We audit historical performance, fix tracking issues, and transition management with minimal disruption. Fresh builds are also fine if you prefer a clean start.

How quickly will SEO show results?

Most sites see meaningful organic improvements within three to six months, depending on competition, site health and content investment. Technical SEO fixes often show crawl and speed gains sooner; GEO and AIO visibility builds as content and entity signals strengthen.

Do you manage creative production?

We write ad copy, develop briefs and adapt assets. For specialised video or design production we coordinate with your team or trusted partners as needed.