Paid traffic is an accelerant, not a foundation. If a site is slow, thin, or hard to crawl, campaigns leak budget.
The baseline
- Unique titles and descriptions on every indexable template
- Stable Core Web Vitals on real devices
- Clean internal links and one canonical URL per page
Article, product, and organization schema belong in the template, not in a hand-written script. Search Console and analytics should tell the same story about what gets found and what converts.