Capabilities
Eight specialist capabilities, scoped to the problem.
Each is a discipline in its own right, run by the people who do the work. Most engagements use one or a few, depending on what is actually holding performance back.
The eight capabilities
- Search strategy & intelligence Diagnose where the problem and the opportunity actually sit before deciding what should be done. Demand & query research · Competitor share of search · Commercial opportunity mapping
- SEO & search performance Improve website and search-engine performance where organic demand exists. Technical SEO & migrations · Content & category architecture · Local & multi-location
- Paid search & media Capture existing demand and commercial intent through paid search and relevant paid discovery. Search & Shopping · Performance Max · Paid social & retargeting
- AI search & GEO Improve how a brand is understood, represented, cited and recommended in AI-generated search and answers. Answer-engine visibility · Entity & knowledge graph · Citation monitoring
- Social search Improve search-led discovery on the social, video and community platforms that matter to your customers. YouTube & TikTok search · Community presence · Social content for discovery
- Content & search experience Create and improve the content people use to discover, understand, compare and act. Search-led content · Landing & category pages · Conversion experience
- Digital PR & authority Earn the third-party visibility, mentions, authority and evidence that support discovery and preference. Earned coverage · Expert commentary · Citation & review presence
- Data, measurement & insights Understand what happened, why it happened and what deserves action next. GA4 & server-side tracking · Revenue attribution · Reporting & dashboards
Selected work · Hobbies Direct
One problem can need several capabilities.
Hobbies Direct's search activity was growing, but it was not being managed against margin, customer value or commercial intent. Ad spend was climbing and margin was not. We mapped demand to product economics, rebuilt paid search around intent, briefed organic content from the same map and tied it all to revenue.
- +96%
- Paid revenue, year on year
- +46%
- Organic revenue, year on year
Search strategy & intelligence · SEO & search performance · Paid search & media · Data, measurement & insights
View the Hobbies Direct case study
You probably don't
need all eight.
These capabilities describe what Firewire can deploy, not a package every client buys. Some engagements use one capability, some several. When it is not yet clear which, the first piece of work is finding out where the problem sits.
Questions
Do we need all eight capabilities?
No. Scope follows the problem. Most engagements use one or a few.
Can we engage Firewire for one capability?
Yes. A tightly scoped SEO, paid search, AI search or other single-capability engagement is completely normal.
What if we don't know where the problem is?
Then finding out is the first piece of work. Search strategy & intelligence works out where the problem sits before anything else is scoped.
Can Firewire work alongside our internal team or other agencies?
Yes. We are your specialist search partner, not a replacement marketing department, and we work inside the way your team and other partners already operate.
Ready when you are.
Be found first. Be chosen naturally.
Tell us what you are trying to fix. We will tell you which capabilities it needs, or whether it needs diagnosing first.