About

How we work

Every engagement runs through the same four steps, in order: Discovery (the business, the revenue line search moves, the personas), Audit (diagnose with data and interpret it), Strategy (architecture, topical map, content specifications, equity plan, prioritisation), and Advisory (continuous oversight while your team executes).

Execution stays with you. We specify, brief and verify in production. The consultancy is most useful where decisions are made, not where tickets are closed. When the gap is execution capacity rather than direction, we say so and recommend who to bring in.

Structural rules

• One named senior on every engagement. No bait-and-switch to a junior after the close. The work is scoped against the time of one senior consultant; if scope exceeds what one senior can hold, we reduce scope, we don't add layers.
• Mutual fit is a gate, not a step. We screen out engagements where the business isn't ready for long-term work, where execution capacity doesn't exist, or where the brief is "make us rank in three months". Walking away early is part of the model.

Source-grounded, in practice

Every claim in every deliverable anchors to a declared source: GSC, DataForSEO, your analytics, a primary technical paper, a documented behaviour observed on the site. A brief without a source manifest doesn't go to draft. An audit finding without a business rationale doesn't go in the priority stack.

By default, language models produce convincing-sounding nothing; so do consultants trying to look prolific. The substance check is built in to keep both out of your deliverables.

How we think about AI search

The surfaces are new. The mechanism isn't. AI search retrieves and synthesises from the same web Google already indexes, weighted by the same signals of relevance and authority, applied at chunk granularity instead of page granularity. SEO done well covers most of what GEO requires; what changes is what you measure (citations, AI Overview presence, retrieval stability) and how you write (extractable, scope-clear, evidence-dense).

We treat GEO as a layer of SEO, not a replacement category. Engagements include AI-visibility measurement from day one: a prompt suite on the queries that matter, citation tracking, retrieval-stability checks.

Founder

Canonicality is founded and operated by Enrique García. SEO consultant since 2020; Senior CSM at LinkBuilder since 2021, managing organic-visibility programmes for 40+ portfolios across ecommerce, SaaS, fintech, professional services and local. Canonicality is built on the method refined through that work.

Engagements are signed by Canonicality; the voice is Enrique's.

The way in is an Exploratory Touchdown: a short conversation to look at the site together and decide if the work makes sense for both sides. Get in touch.