Digital Growth · SEO
A fourteen year old domain with real authority, ranking for almost none of the searches that win environmental permitting, consultancy and training work. This is the plan to capture them.
Wiser Environment has been online since 2012, longer than most of the firms now ranking above you. Yet today the website attracts an estimated 185 organic visits a month and ranks for 117 keywords, only 18 of them on page one. Almost all of that page one presence is your own brand name and a single training term. For your highest value services, permitting, ISO consultancy, land and air assessment, you do not appear in Google at all.
This is not a credibility problem or an age problem. It is a targeting and technical problem, and both are fixable. The strategy below has two pillars.
Resolve the technical faults found in our audit (missing meta descriptions across every page, a fire prevention plan page that takes 16 seconds to load on mobile, accessibility gaps) and rebuild your service pages so Google can rank them for commercial terms.
Publish targeted content and earn authority around the keywords that generate enquiries: environmental permits, ISO 14001, fire prevention plans, WAMITAB training and the rest. Compounding month on month.
Estimated organic visits per month, Mar ’25 to May ’26. Traffic is down roughly 30% over the period, from about 265 to 185 a month, while keywords ranked fell from 199 to 117. Organic search estimates, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| wamitab asset | 1,000 | 6 |
| fire prevention plan asset | 90 | 5 |
| continuing competence wamitab | 140 | 3 |
| wiser environment brand | 90 | 1 |
| wiser thetford brand | 50 | 6 |
| pe27 5uw brand | 90 | 8 |
Your only commercial footholds are wamitab and fire prevention plan. Almost everything else on page one is your own brand.
You rank for the people already searching for Wiser by name. The commercial searches that win new clients, environmental permits, ISO consultancy, land and air assessment, sit with your competitors instead. The next pages show what those searches are worth, and who is collecting them.
We ran Google's PageSpeed Insights (the same Lighthouse engine Google uses to assess pages) across five key pages, on mobile and desktop. Scores are out of 100.
| Page | Perf mobile | Perf desktop | SEO | Access. | Best prac. |
|---|---|---|---|---|---|
| Homepage | 71 | 98 | 92 | 69 | 100 |
| Environmental permitting | 84 | 90 | 92 | 66 | 100 |
| Fire prevention plans | 20 | 49 | 92 | 83 | 100 |
| WAMITAB assessment | 93 | 98 | 92 | 71 | 100 |
| Contact | 92 | 100 | 92 | 68 | 100 |
Source: Google PageSpeed Insights API, June 2026. Green is 90+, amber 50 to 89, red below 50.
All five pages failed the meta description check. Google then writes its own snippet from random page text, which weakens click through from search results. This is a same week fix across the site.
It scores 20 out of 100 on mobile. Largest Contentful Paint is 16.4 seconds (Google wants under 2.5) and layout shift is 1.08 (Google wants under 0.1), caused by oversized images and unused code. This is one of only two service pages you rank for, so the fix lifts both rankings and conversions.
Contrast, link naming and labelling issues affect users on assistive technology and are an increasingly weighted ranking and compliance signal. Brought up to standard alongside the page rebuilds.
Every term below is a real UK search with commercial intent, pulled from the Google Ads Keyword Planner. The cost per click column is what advertisers pay Google for one visitor, a direct read on how valuable each enquiry is. The final column is where Wiser ranks today.
| Keyword | UK searches / mo | Advertiser CPC | Your position |
|---|---|---|---|
| Permitting and compliance | |||
| waste permit | 1,600 | £1.27 to 5.35 | Not in top 100 |
| environmental permit | 390 | £1.32 to 7.07 | Not in top 100 |
| waste management licence | 390 | £0.99 to 5.43 | Not in top 100 |
| standard rules permit | 210 | n/a | Not in top 100 |
| environmental permit application | 50 | n/a | Not in top 100 |
| Environmental consultancy | |||
| environmental consultant | 2,900 | £1.46 to 3.76 | Not in top 100 |
| environmental consultant near me | 320 | £1.45 to 5.32 | Pos 21 |
| environmental compliance | 210 | £1.55 to 6.77 | Not in top 100 |
| environmental consultants uk | 140 | £1.67 to 4.39 | Not in top 100 |
| ISO and management systems | |||
| iso 14001 | 12,100 | £1.25 to 4.87 | Not in top 100 |
| iso 50001 | 1,900 | £0.85 to 3.78 | Not in top 100 |
| iso 14001 certification | 1,000 | £3.03 to 12.00 | Not in top 100 |
| iso 9001 consultant | 480 | £5.94 to 29.71 | Not in top 100 |
| iso 14001 consultant | 210 | £6.02 to 59.06 | Not in top 100 |
| iso 45001 consultant | 170 | £7.76 to 90.48 | Not in top 100 |
| integrated management system | 260 | £2.07 to 12.44 | Not in top 100 |
Source: Google Ads Keyword Planner, June 2026. CPC is the Google top of page bid range for each term, a direct read on how much each enquiry is worth.
| Keyword | UK searches / mo | Advertiser CPC | Your position |
|---|---|---|---|
| Land, planning and air | |||
| environmental impact assessment | 1,300 | £1.49 to 3.93 | Not in top 100 |
| environmental monitoring | 590 | £1.71 to 10.02 | Pos 23 |
| contaminated land assessment | 110 | £3.57 to 9.92 | Not in top 100 |
| phase 1 desk study | 110 | £2.02 to 8.56 | Not in top 100 |
| air dispersion modelling | 20 | £2.16 to 5.05 | Not in top 100 |
| Training | |||
| wamitab | 1,000 | £0.50 to 4.28 | Pos 6 |
| wamitab training | 70 | £0.53 to 1.85 | Pos 13 |
| waste management training | 140 | £0.79 to 3.76 | Not in top 100 |
| Fire prevention | |||
| fire prevention plan | 90 | £1.53 to 4.99 | Pos 5 |
Note: search volumes for highly specific B2B terms are smaller than consumer markets but far higher in intent. A single environmental permit or ISO consultancy engagement is worth thousands of pounds, so even 20 to 50 qualified visitors a month on the right terms changes the pipeline.
Estimated monthly organic visits for the firms competing on your service keywords in the UK. Sorted by traffic. Your bar is highlighted.
Organic search estimates, June 2026. Estimated organic visits per month for the whole domain.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| environmental permitting regulations | 1,000 | 13 |
| waste management licence | 390 | 14 |
| ea permits | 260 | 9 |
| mcp environmental | 480 | 19 |
| environmental consultant near me | 320 | 17 |
| environmental survey | 390 | 17 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| scope 1 emissions | 590 | 7 |
| baseline environmental assessment | 260 | 5 |
| standard rules permits | 210 | 8 |
| air quality assessment | 260 | 12 |
| waste water treatment works | 260 | 16 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| iso 9000 consulting | 590 | 1 |
| consultant iso 9001 | 480 | 2 |
| iso 9001 training | 720 | 3 |
| iso 9001 course | 720 | 4 |
| lead auditor course | 590 | 5 |
| iso 17020 | 590 | 6 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| wamitab | 1,000 | 1 |
| ciwm | 1,000 | 2 |
| wamitab qualification | 260 | 1 |
| certificate in waste management | 210 | 3 |
| inert waste | 480 | 8 |
| management of hazardous waste | 260 | 15 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| consignment note for hazardous waste | 480 | 8 |
| hazardous waste consignment note | 480 | 12 |
| register of waste carriers | 480 | 18 |
| waste transfer note | 2,400 | 20 |
| check waste carriers licence | 5,400 | 20 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Estimated organic visits per month, June 2026.
| Keyword | Vol | Pos |
|---|---|---|
| consultancy environment | 2,900 | 1 |
| engineering consultancy | 2,900 | 2 |
| environmental consultant | 2,900 | 6 |
| consultant engineer | 2,900 | 10 |
Commercial keywords in your sector that they hold rankings for. Position is their live Google rank.
Meta descriptions and title tags across all pages, fix the fire prevention plans page (image compression, code cleanup, layout stability), resolve accessibility issues, tidy internal linking and the XML sitemap so Google crawls and understands the site.
Rewrite and restructure each service page (permitting, ISO, land quality, fire prevention, monitoring) around its target keyword, with the headings, depth and internal links Google needs to rank it. This is where your existing pages start competing.
10 articles a month (800 to 1,500 words) answering the questions your buyers search: how to apply for an environmental permit, what a fire prevention plan must contain, ISO 14001 versus 9001, WAMITAB routes. Each targets a keyword from the opportunity list and links to the relevant service.
Earn relevant backlinks through guest posts, supplier and partner citations and trade directory listings, building the domain authority that lifts every page. This is the lever your competitors have pulled and you have not.
Optimise your Google Business Profile and local citations so St Ives and regional searches convert, and protect the brand terms you already rank for. Quick wins while the larger pieces compound.
An illustrative first six months. Every piece targets a keyword from your opportunity list and supports a service page. Topics flex to seasonality and to what the ranking data tells us is moving.
| Month | Content and work | Target keywords | Why |
|---|---|---|---|
| 1 | Technical fixes live, all service pages optimised, Google Business Profile setup | Permitting, ISO, fire prevention, land quality pages | Foundation |
| 2 | How to apply for an environmental permit (full guide) | environmental permit, waste permit | 1,600+ /mo |
| 2 | Fire prevention plan requirements explained | fire prevention plan | Defend pos 5, push to top 3 |
| 3 | ISO 14001 explained, and do you need a consultant | iso 14001, iso 14001 consultant | 12,100 /mo |
| 3 | ISO 14001 vs 9001 vs 45001 for environmental teams | iso 9001 / 45001 consultant | £30 to 90 CPC |
| 4 | Choosing an environmental consultant: a buyer's guide | environmental consultant | 2,900 /mo |
| 4 | WAMITAB and CIWM routes, fully explained | wamitab, wamitab training | Lead your asset term |
| 5 | Contaminated land and Phase 1 desk study guide | contaminated land assessment, phase 1 desk study | High intent |
| 5 | Environmental impact assessment: when and how | environmental impact assessment | 1,300 /mo |
| 6 | Air dispersion modelling and environmental monitoring | air dispersion modelling, environmental monitoring | 590 /mo |
The full technical and strategic engine.
A consistent publishing engine aimed at your money keywords.
| Item | Monthly |
|---|---|
| Management and SEO | $650 |
| Content production (10 articles a month) | $300 |
| Total per month | $950 |
| Minimum 6 month term, total commitment | $5,700 |
Digital PR and press placements are available as an optional add-on, quoted separately. All figures in USD. Indicative pricing prepared June 2026, valid for 30 days.
Fourteen years of authority, pointed at the searches that actually win work. We are ready to start with the technical fixes the week you say go.