SEO consultancy measured in business, not rankings
Based in Madrid since 2012. We rank your website on Google and on AI-powered search engines, and we show you the full picture: what went up, what didn’t, and why.
An SEO consultancy is not a task list. It is about deciding where it is worth fighting and where it is not — and that changes entirely depending on whether you have an online shop, a services website, or forty offices spread across the country.
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 simply will not index, or a sector where the top ten results have not budged in a decade.
None of those cases, clearly, can be fixed with the same recipe. That is why we always start with the diagnosis: an SEO audit that tells you what is broken, what is a priority, and what can wait.
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 who are looking for it.
Let me explain. Imagine a librarian with twenty million books and thirty seconds to recommend three. He has not read them all. He relies on how they 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 is not about repeating them — that stopped working well over 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: just 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 is no surface to appear on.
That is 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 optimisation for AI search engines.
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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 decidedly unglamorous things: server speed, a link structure that does not send it down dead ends, and not having thousands of junk URLs eating up crawl budget. I have 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: just because a page has been crawled does not mean it gets indexed. Google decides, and it discards a great deal. Essentially, if your page is not in the index, it does not exist — however well written it may be.
When a query is made, the search engine ranks the indexed pages according to how well they answer that specific intent.
And that is the key word: intent. Two people who type the same thing may want different things, and Google knows it. That is why a page trying to sell rarely wins a search where people only want to understand something.
This is where the real work happens: changes are made to 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, an internal architecture that channels authority towards the pages that generate business, and external links that have been earned. No mass directory submissions: that stopped working over a decade ago and today only serves to get you into trouble.
SEO Consultancy
What does your business gain from an SEO consultancy?
I will spare you the list of generic benefits. In practice, a well-managed project produces four cascading effects — and the order matters, because each one depends on the one before it:
- Visibility. Your pages begin to appear in searches that previously did not even graze you. This is the only one of the four that shows results within weeks.
- Qualified traffic. It is not about more visits, but the visits that carried buying intent. I have 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 item under marketing spend and starts having its own profit and loss account.
- Reputation. Appearing at the top — and being cited by AI systems — is read as a signal of credibility, even if nobody says it aloud.
If someone promises you the number-one 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 over what is being done, and measurement that you yourself can audit. That is our SEO ethics commitment.
Even More Difficult
How do we improve your SEO?
Our process has four phases and skips none. I would advise you to distrust anyone who starts making changes to a website before diagnosing it — in medicine, we would call that prescribing without seeing the patient.
We study what your audience actually 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 compared to what is already ranking.
Also the code the search engine reads and you do not see: structured data, canonicals, and hreflang if you operate across multiple languages or markets.
Internal linking first — it is free and almost nobody makes proper use of it: distributing authority towards the pages that drive business. Then external links, earned through content worth citing and genuine presence in your sector.
We do not buy links, nor do we submit your website to mass directories. It does not work, and it puts you at risk.
Search Console, analytics, and position tracking, month by month. We tell you which keywords went up, which did not, and what part of the result is attributable to the work and what part to the market.
If something did not work, it appears in the report too. It is the only way for the report to be useful for decision-making.
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Frequently Asked Questions
What does it mean for a result to be organic?
It means you have not paid to be there. The search engine placed you because it considers you answer that query better than the rest.
It is the difference between being recommended at a dinner party and having an advert on a bus shelter. Both serve a purpose, but they are 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 means.
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 does not switch off when the campaign ends.
I would recommend not choosing. In most projects we manage, both coexist: paid sustains the business while organic matures, and later organic allows you to reduce advertising spend without losing sales.
How long before you see results from an SEO consultancy?
Between three and six months for the first solid signals, and nine to twelve before you can speak of a genuine change in the landscape.
I know that is 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 have seen impeccable audits sitting idle for six months, waiting for a developer.
What you should demand, however, are early signals: impressions, average position, and pages that begin to get indexed. If none of that has moved after three months, something is wrong.
Is hiring an SEO consultancy worthwhile?
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 do not add up, we tell you. It has happened to us. There are businesses whose demand simply is not in the search engine, and we would rather lose the project than charge for a channel that will not return the investment.
When it does add up, the advantage of organic is that you are not renting it: the traffic you earn keeps arriving the month you stop paying the invoice.
What makes AMDT different from other SEO consultancies?
We show you the full picture, including the part that does not flatter us.
Here is 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 truly extractable before-and-after: in the rest, the figures lived inside screenshots. That has been the industry norm for years — and ours too. That is why we now measure differently: traceable data, or it does not get published.
The second thing is that we separate search visibility from AI visibility and never blend them into a single mark that looks tidy. And the third is our SEO ethics commitment: only practices that 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 terms are often used interchangeably, but there is a nuance. An SEO agency tends to focus on executing the work — optimising, creating content, building links; an SEO consultancy emphasises strategy and advice: analysing your case, deciding what truly moves the needle, and guiding the decisions. At AMDT we do both: we advise with judgement and, when you need it, we execute as well. Ultimately, what matters is not the label but that whoever handles your SEO understands your business.
Do you offer face-to-face SEO consultancy in Madrid?
Yes. We have been in Madrid since 2012 and work on-site when the project calls for it: kick-offs, sessions with the technology team, in-house training.
That said, we are not going to sell you proximity as a technical argument. SEO works just as well remotely, and a good number of our clients are based 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 business pack, whereas “SEO consultancy” does not. In plain terms: for searches with a local component, what moves the needle is not so much your website’s content as your business listing. That is local SEO and it is handled separately.
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