SEO consultancy measured in business, not rankings
In Madrid since 2012. We rank your website on Google and on AI-powered search engines, and we show you the full numbers: what went up, what didn’t and why.
An SEO consultancy isn’t a task list. It’s deciding where it’s worth fighting and where it isn’t, and that changes completely depending on whether you have an online shop, a services website or forty offices spread across Spain.
We work on local, national and international projects. We also take on the uncomfortable scenarios: a migration that wiped out your traffic, a penalty nobody can trace, a new site that Google just won’t index, or a sector where the top ten results haven’t moved in a decade.
Clearly, none of those cases can be fixed with the same recipe. That’s why we always start with the diagnosis: an SEO audit that tells you what’s broken, what’s a priority and what can wait.
And if your company already has its own team and what it needs is external measurement and someone to test its thinking against, that’s our In-house SEO service.
What exactly is SEO?
SEO stands for Search Engine Optimisation: the work of getting a search engine to understand your website and show it to the people looking for it.
Let me explain. Imagine a librarian with twenty million books and thirty seconds to recommend three. They haven’t read them all. They rely on how the books are catalogued, on who cites them and on whether the previous reader left satisfied. Organic search is about giving that librarian objective reasons to pull yours from the pile.
Keywords are the visible part of the craft and also the most misunderstood. It’s not about repeating them (that stopped working more than a decade ago), but about covering the topic behind them properly.
Why does SEO no longer end with Google?
Because more and more answers are given before the click. ChatGPT, Perplexity, Gemini and Google’s own AI Overview summarise and cite sources, and there are no ten positions there: there’s a short list of cited sources.
Now, allow me a word of caution that runs counter to what you usually hear. Not every search has that layer. We measure week by week which of our own queries trigger it, and of the four we track closely, only one shows an AI Overview consistently. For the other three, optimising for AI is selling smoke: there’s no surface to appear on.
That’s why we always keep the two scores separate, search visibility and AI visibility, and never average them into a single mark. If that second layer interests you, we work on it separately under AI search engine optimisation.
Search engine optimisation
How does your website reach the search results?
The search engine’s bot crawls your website link by link, looking for anything new or changed.
Getting it to arrive quickly and reach what matters depends on very unglamorous things: server speed, a link structure that doesn’t send it down dead ends, and not having thousands of junk URLs eating up crawl budget. I’ve seen catalogues where the bot spent most of its time going round in circles through filter combinations nobody ever searched for.
What has been crawled is stored and organised in an index, which is where the search engine pulls from when someone asks a question.
Pay attention here, because this is the most expensive misunderstanding in SEO: a page being crawled doesn’t mean it gets indexed. Google decides, and it discards a lot. Essentially, if your page isn’t in the index, it doesn’t exist, however well written it is.
When a query comes in, the search engine ranks the indexed pages according to how well they answer that specific intent.
And that’s the key word: intent. Two people who type the same thing may want different things, and Google knows it. That’s why a page trying to sell rarely wins a search where people only want to understand something.
This is where the real work happens: things are changed on the website so that the search engine, on its next pass, finds reasons to rank it higher.
Content that covers the topic better than the competition’s, an internal architecture that channels authority towards what drives business, and external links that have been earned. No mass directory submissions: that stopped working more than ten years ago and today only serves to get you into trouble.
SEO Consultancy in Madrid
What does your business gain from an SEO consultancy?
I’ll spare you the list of generic benefits. In practice, a well-run project produces four effects in a chain, and the order matters, because each one depends on the one before:
- Visibility. Your pages start appearing in searches that previously didn’t even come close to you. It’s the only one of the four that shows within weeks.
- Qualified traffic. It’s not about more visits, but about the visits that came with buying intent. I’ve seen projects lose 20% of their traffic and increase organic revenue: it sounds odd until you look at which traffic was lost.
- Sales. The organic channel stops being a line of marketing spend and starts having its own profit and loss account.
- Reputation. Appearing at the top, and being cited by AI platforms, is read as a sign of credibility, even if nobody says it out loud.
If someone promises you the top spot within a fixed timeframe, be wary. Nobody controls Google’s algorithm, and anyone who says otherwise is selling you something. What you can demand by contract is the method, transparency about what is being done and measurement you can audit yourself. That’s our ethical SEO commitment.
Even More Difficult
How do we improve your SEO?
Our process has four phases and skips none. I’d advise you to be wary of anyone who starts changing a website before diagnosing it: in medicine, we’d call that prescribing without seeing the patient.
We study what your audience really searches for and how much each term is worth. We analyse the competitors already winning those searches. And we review your entire website (technical, content and links) to find out what is holding it back.
The result is a list prioritised by impact and effort, not a two-hundred-page PDF that nobody opens.
Architecture, speed and content. We clean up duplicates and pages that add nothing, adjust titles, headings and images, and rewrite whatever falls short of what is already ranking.
Also the code the search engine reads and you don’t see: structured data, canonicals and hreflang if you work across several languages or markets.
Internal linking first, which is free and almost nobody makes the most of: channelling authority towards the pages that drive business. Then external links, earned with content worth citing and a real presence in your sector.
We don’t buy links to manipulate rankings or submit your website to mass directories. It doesn’t work and it puts you at risk.
Search Console, analytics and rank tracking, month by month. We tell you which keywords went up, which didn’t, and what part of the result is down to the work and what part to the market.
If something didn’t work, it appears in the report too. It’s the only way the report can help you make decisions.
Search engine optimisation
Frequently asked questions
What does it mean for a result to be organic?
It means you haven’t paid to be there. The search engine has placed you there because it considers you answer that query better than the rest.
It’s the difference between being recommended at a dinner party and having an advert on a bus shelter. Both serve a purpose, but they’re neither bought the same way nor do they last the same way.
What is the difference between SEO and SEM?
SEM buys the position; SEO earns it. Both pursue the same goal, appearing at the top, by opposite routes.
Without mixing apples and oranges: with Google Ads you appear tomorrow and disappear the day you cut the budget. With SEO it takes months, but what you gain doesn’t switch off when the campaign ends.
My advice is not to choose. In most of the projects we run, both coexist: paid sustains the business while organic matures, and later organic lets you cut advertising spend without losing sales.
How long does it take to see results from an SEO consultancy?
Between three and six months for the first solid signs, and nine to twelve to talk about a real change in the picture.
I know it’s not the answer anyone wants to hear. It depends on how much authority your domain already has, how competitive your sector is and (this matters more than it seems) how quickly your team can implement the changes. I’ve seen impeccable audits sitting idle for six months waiting for a developer.
What you should demand, though, are early signs: impressions, average position and pages starting to get indexed. If none of that has moved after three months, something is wrong.
Is it worth hiring an SEO consultancy?
It depends on a calculation you can do before signing anything: how many people search for what you sell, how much a customer is worth to your business and what it would cost you to buy that same traffic through advertising.
If the numbers don’t add up, we tell you. It has happened to us. There are businesses whose demand simply isn’t in the search engine, and we’d rather lose the project than charge for a channel that won’t return the investment.
When they do add up, the advantage of organic is that you don’t rent it: the traffic you earn keeps arriving in the month you stop paying the invoice.
What makes AMDT different from other SEO consultancies?
We show you the full numbers, including the part that doesn’t flatter us.
Here’s an uncomfortable fact from our own house. When reviewing fourteen years of records from 131 clients, we found that only 8 of them had a genuinely extractable before and after: in the rest, the figures lived inside screenshots. That was the industry norm for years, and ours too. That’s why we now measure differently: traceable data, or it doesn’t get published.
The second thing is that we separate search visibility from AI visibility and never blend them into an average that looks tidy. And the third is our ethical SEO commitment: only practices a search engine could audit without us breaking a sweat.
What is the difference between an SEO consultancy and an SEO agency?
In practice, the line is thin and the two are often used as synonyms, but there is a nuance. An SEO agency tends to focus on carrying out the work (optimising, creating content, earning links); an SEO consultancy puts the emphasis on strategy and advice: analysing your case, deciding what really moves the needle and guiding the decisions. At AMDT we do both: we advise you with sound judgement and, when you need it, we carry it out too. In the end, what matters isn’t the label, but that whoever handles your SEO understands your business.
Do you offer face-to-face SEO consultancy in Madrid?
Yes. We’ve been in Madrid since 2012 and work in person when the project calls for it: kick-offs, sessions with the technology team, in-house training.
That said, we’re not going to sell you proximity as a technical argument. SEO works just as well remotely, and a good number of our clients are outside Madrid.
One nuance that does matter if your business is local. When measuring our own searches, we found that a query like “SEO agency Madrid” returns a map pack of businesses, whereas “SEO consultancy” doesn’t. In plain terms: in searches with a local component, what moves the needle isn’t so much your website’s content as your business listing. That’s local SEO, and it’s handled separately.
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