What still works in SEO (and what to stop doing)
Search keeps changing, but the fundamentals that drive pipeline are surprisingly stable.
Every few months someone declares that SEO is dead. Meanwhile, our clients keep getting a large share of their best leads from organic search. The tactics have shifted, but the logic hasn't: answer real questions better than anyone else, on a site that's fast and easy to crawl.
Keep doing: answering specific questions
Broad, generic articles are increasingly summarised away. Specific, experience-led pages that answer a buyer's exact question, with real numbers and examples, still earn clicks and trust.
Keep doing: technical hygiene
Fast pages, clean internal linking and sensible site structure remain the foundation. We regularly find that fixing crawl issues on a mid-sized site lifts traffic more than six months of new content.
Stop doing: publishing for volume
Ten thin posts a month will not beat two genuinely useful ones. Search engines and readers both reward depth, so plan fewer pieces and give each one a clear job.
Measure against revenue
Rankings and traffic are signals, not goals. Tie organic sessions to demo requests, trials or sales so you can see which topics actually bring in customers and double down on them.
From the blog
Fresh from the blog.
Practical guides, behind-the-scenes stories and updates from the Halftone House team.
Reviews
Loved by clients across Cape Town.
Hundreds of five-star reviews and counting. Here's what clients say about Halftone House.
“Halftone House rebuilt our brand and site in ten weeks. Demo requests are up 41% and our sales team finally has a story they enjoy telling.”
Maya Richter
CEO, Lumen Health
“They behave like part of the team. Weekly demos, no surprises, and a launch that went out on the exact day we planned.”
Jordan Pike
Head of Marketing, Ferrow
“The packaging they designed sold out our first run in three weeks. Retail buyers keep mentioning how good it looks on shelf.”
Aisha Bello
Founder, Oat & Ember
“Their research changed what we built. The new onboarding flow cut drop-off almost in half within the first month.”
Tom Lindqvist
VP Product, Tallyway
“We've worked with big agencies before. Halftone House gave us more senior attention for less money and the work is better.”
Priya Nair
Marketing Director, Brookline Group
“Organic traffic has more than doubled in eight months. Their reports are honest about what's working and what isn't.”
Chris Adeyemi
COO, Fernway Travel
“Their research changed what we built. The new onboarding flow cut drop-off almost in half within the first month.”
Tom Lindqvist
VP Product, Tallyway
“We've worked with big agencies before. Halftone House gave us more senior attention for less money and the work is better.”
Priya Nair
Marketing Director, Brookline Group
“Organic traffic has more than doubled in eight months. Their reports are honest about what's working and what isn't.”
Chris Adeyemi
COO, Fernway Travel
“Halftone House rebuilt our brand and site in ten weeks. Demo requests are up 41% and our sales team finally has a story they enjoy telling.”
Maya Richter
CEO, Lumen Health
“They behave like part of the team. Weekly demos, no surprises, and a launch that went out on the exact day we planned.”
Jordan Pike
Head of Marketing, Ferrow
“The packaging they designed sold out our first run in three weeks. Retail buyers keep mentioning how good it looks on shelf.”
Aisha Bello
Founder, Oat & Ember