Welcome to the world of Generative Engine Optimisation (GEO), where the goal isn't just to rank in search results anymore. It's about becoming the answer itself.
The technical foundations, done properly
Search engines no longer reward attempts to game them. They reward compelling content that answers real questions, kept fresh and at the right length, and linked to by reputable sources. Those four are up to your content team. We help with the other three: a clear site structure, a fast and accessible experience, and solid on-page metadata.
Drupal supports all three well. Its structured content gives you correct heading hierarchies, complete metadata, and clean URLs.
What you get:
- A site search engines understand. Clear structure, breadcrumbs, and page descriptions.
- A fast, accessible experience. We target a Lighthouse SEO score of 100 on every page, and work on the speed and accessibility that feed it.
- Content ready for AI answers. Structured data and FAQ markup that answer engines can extract and quote.
Our approach to SEO
Build a clear structure
The main menu defines your hierarchy; breadcrumbs, taxonomies and pages classify content, and fields define relationships. A good content model and information architecture let search engines and people both see how your content fits together.
Get the metadata right
We set up page titles, descriptions, and images, plus Schema.org structured data, XML sitemaps, canonical URLs, and Open Graph and Twitter Card details. Where we can, metadata is generated automatically.
Test for speed, accessibility, and ease of use
We use Google's Lighthouse tool extensively to check our builds. When it finds a shortcoming, we investigate and fix it, which improves your chances in search. See our performance and accessibility services.
Protect your rankings through change
When a site moves or its structure changes, we map old URLs to new ones with redirects. For the Australian Energy Regulator, almost every URL changed, and we mapped them to retain the search value of the old site.
Prepare for AI answer engines
Tools such as ChatGPT and Google's AI Overviews now summarise or answer queries directly. They favour clearly structured, reliable, well-sourced content, including FAQ-style content with schema markup.
Frequently asked questions
Drupal delivers strong on-page SEO fundamentals. Its structured content model supports correct heading hierarchies, complete metadata, and clean URLs. GovCMS and Convivial for GovCMS target a Lighthouse SEO score of 100 on every page. Standard features include XML sitemaps, canonical URLs, Open Graph and Twitter Card metadata, Schema.org structured data including FAQ markup, and automatic metadata generation. Page caching and responsive images also help Core Web Vitals, which search engines reward.
Drupal has a strong record on technical SEO: clean URLs, metadata control, structured data support, and fast pages when properly optimised. That matters for government and enterprise sites that depend on organic search, not paid advertising, for people to find their services.
SEO now has to account for AI systems that summarise or answer queries instead of listing links. That rewards clearly structured, reliable, well-cited content, including FAQ-style content with schema markup that AI systems can confidently extract and quote. That's why the FAQs across our site are written the way they are.
Accurate, current metadata; a clear information architecture and URL structure; fast performance; and accessible markup, which overlaps heavily with SEO-friendly markup. Government sites also often suffer from near-duplicate content across agency sub-sites, when several divisions publish overlapping material.
Some of it. Content quality, freshness, length, and inbound links depend on your content team and your reputation. Site structure, speed and usability, and on-page metadata depend on how the site is built, and that's what we look after.
Case studies
Case study
Morpht rebuilt the Reef Guardian School site on GovCMS SaaS, introducing a secure teacher resource library, topic-based content structure, and streamlined webforms for schools to submit action plans and news.
Case study
AER embarked on a transformation journey, where Morpht rolled outa rigorous approach that encompassed extensive discovery phases, detailed content modelling, and the migration of numerous data sources.
Case study
Morpht was able to provide IPEA with a new website on the GovCMS SaaS platform, upgraded to Drupal 9 and allow site editors to import all reporting data without the need of external help. The site also has a greatly improved page speed and a new design and interface which maximises the findability of Parliamentarian expense reports.
Case study
An optimized information architecture, a refreshed contemporary design, and improved resource management were all delivered in record time to prepare the site for a national awareness raising and behavioural campaign, and to support the wider work of the National Office for Child Safety (NOCS).
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