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/ Creating digital without compromise since 2011

Technical SEO, structured content and AI systems

Search, discovery & AI

Search is no longer the only way people find information.

Platforms need to perform across search, discovery and AI. That means creating strong technical foundations, well-structured content and digital experiences that help people find information and complete tasks more easily.

As search behaviours evolve, organisations need content and systems that can be understood by people, search engines and AI tools alike. We bring these elements together to improve visibility, strengthen discovery and support better digital experiences.

Visibility is not an add-on. It’s the result of how content, systems and experiences work together.

How search, discovery & AI shape our work

Search, discovery and AI all rely on strong foundations. Content needs to be structured, systems need to be connected and information needs to be easy to understand.

Whether someone is using a search engine, browsing a website or interacting with an AI tool, the same principles apply. Information should be clear, discoverable and trusted.

Our approach combines technical SEO, structured content and AI capabilities to help organisations build stronger digital foundations.

  • We structure content
  • We design for discovery
  • We make AI useful

Our approach

We bring structure, search performance and AI thinking together to help organisations build digital services that are easier to find, understand and use.

Intelligent website content services

Structured content and AI systems

We design content models and systems that are clear, reusable and built to be understood by both people and machines. This forms the foundation for discovery, visibility and AI-powered experiences.

Key areas we address:

  • Structured content modelling
  • Content types and relationships
  • Taxonomy and classification systems
  • Structured content modelling
  • Content types and relationships
  • Taxonomy and classification systems

Our services include:

Digital strategy User research Stakeholder workshops Content audits Accessibility audits Competitor benchmarking
Technical SEO services

Technical SEO and performance

We establish the technical foundations that improve search visibility, helping your platform perform reliably, making it easy to crawl and built for long-term growth.

This includes:

  • Technical SEO audits and recommendations
  • Site architecture and crawl optimisation
  • Core Web Vitals and performance improvements
  • Indexation and rendering strategies
  • Metadata and on-page optimisation
  • Search monitoring and reporting

Our services include:

Content strategy & planning Tone of voice development Content design & structure Brand alignment & visual direction Campaign and content support

Discovery and visibility

We shape how content is organised, connected and surfaced across platforms, supporting both user journeys and modern search environments.

Key areas we address:

  • Content architecture planning
  • Topic clustering and internal linking
  • Navigation and discovery design
  • Zero-click and AI search considerations
  • Content gap and opportunity analysis
  • Long-term content strategy

Our services include:

Information architecture User journey mapping Navigation & interaction design Content structure & taxonomy Search & filtering design Editorial workflow design

A trusted partner

It has been an absolute joy to work with Feel Created. This was a technically complex project, but the solutions were well thought out and clearly communicated. Their responsiveness resulted in a deep sense of trust, and we are looking forward to seeing what we can achieve together in the future.

Aaron Inglethorpe Web Manager University of Chichester

Trusted, flexible and dependable

Feel Created are always a pleasure to work with. They’ve been a trusted partner of ours for nearly a decade now and the team are always incredibly responsive and committed. They are creative, forward-thinking and 100% dependable. They are always accommodating, even when we have ambitious deadlines and their attention to detail always impresses.

Emily Taylor Gregory Marketing Director FT Longitude

Great to work with

Feel Created were great to work with. They listened to what we needed, explained things clearly and helped us create a website and brand that works much better for the college and our students.

Kalust Manukyan Marketing Manager Stanmore College

Built around our needs

We’re extremely pleased with the new platform. It brings everything together in a way that’s intuitive for our users and simple for us to manage. Feel Created have been brilliant to work with, always responsive and willing to help us get the most out of the system.

Michelle Fasted Marketing Manager APHA Scientific / DEFRA

Supporting what’s next.

The Prosper Portal gives postdoctoral researchers a practical way to explore their options, build skills and gain confidence. We’re already seeing first-hand the impact Prosper has had on postdocs involved in the pilots and we’re expecting it to be the gold standard for the sector.

Dr. James Howard Director of the University of Liverpool Development Academy

Teen Health

Feel Created was fantastic to work with throughout both the website and transitions booklet projects. The team listened carefully to what we needed, guided us through the process clearly and brought creative ideas that helped make the resources far more engaging for young people. We are thrilled with the outcome and have already received lots of positive feedback from professionals, parents and children. The resources will continue supporting young people across Leicestershire for years to come.

Laura Foster Team Leader Teen Health, Leicestershire County Council

Creating understanding

Content creates meaning

Clear content starts with clear purpose. We work with organisations to understand audiences, goals and information needs.

Structure enables understanding

Content is organised into clear types, relationships and patterns. This helps search engines and AI systems understand, connect and use information more effectively.

Signals build trust

Trust is built through consistency, clarity and quality. This includes content depth, internal linking, structured data and editorial standards.

Visibility is earned through use

When content is structured, trusted and connected, it becomes easier to discover, recommend and reuse. This supports visibility across search, discovery and AI experiences

Building stronger foundations for discovery

Strong digital foundations help people find information more easily, support better discovery and create opportunities for search, AI and future digital experiences. We focus on building systems that make content easier to understand, connect and use.

  • Clearer content structures and relationships
  • Content that is easier to understand and reuse
  • Stronger performance in search and AI experiences
  • Greater long-term discoverability
  • Better discovery across websites, search and AI
  • More consistent signals of quality and relevance
  • Reduced reliance on short-term optimisation tactics
  • Improved confidence in content performance

Related work

We improve how websites are understood by search engines and AI systems through technical SEO, structured content and stronger connections between information.

See more work