Privacy Policy

1. Who We Are

Potteries Digital (trading as SEO Agency Stoke-on-Trent) is a digital marketing agency based in Stoke-on-Trent, Staffordshire. We provide SEO, local SEO, technical SEO, eCommerce SEO, and digital PR services to businesses across the UK.

Our contact details:

• Business name: Potteries Digital
• Trading name: SEO Agency Stoke-on-Trent
• Registered address: Unit 4, Festival Park, Etruria Road, Stoke-on-Trent, ST1 5TB, United Kingdom
• Email: hello@seoagencystokeontrent.com
• Phone: 01782 534 210
• Companies House number: 13456789
• ICO Registration number: ZB512784
• VAT number: GB 392 5471 82
• Data Protection Officer: Henry Collins (founder and lead SEO consultant)

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2. What Data We Collect

We may collect the following personal data when you interact with our website, book a free audit, or contact us:

2.1 Information You Provide Directly

• Contact information: Name, email address, phone number, business name, website URL
• Enquiry details: Information you provide in contact forms, email messages, or phone calls
• Free audit information: Website access details (read-only), business goals, current marketing channels
• Client onboarding information: Google Analytics access, Google Search Console access, CMS login details (stored securely, encrypted)

2.2 Information Collected Automatically

• Technical data: IP address, browser type, device type, operating system
• Usage data: Pages visited, time spent on site, referral source, clicks, scroll depth
• Cookies: We use essential cookies for website functionality. See Section 7 for details.

2.3 Information from Third Parties

• Google Analytics: Anonymous usage statistics
• Google Search Console: Website performance data (for clients only, with permission)
• Calendly: Booking information for free audits

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3. How We Use Your Data

We use your personal data only for legitimate business purposes, as permitted by UK GDPR:

Purpose	Lawful Basis
Responding to enquiries and providing free SEO audits	Legitimate interests (responding to potential clients)
Delivering contracted SEO services to clients	Contractual necessity
Sending marketing communications (newsletter, offers)	Consent (opt-in required)
Improving our website and services	Legitimate interests (analytics and optimisation)
Legal and regulatory compliance	Legal obligation

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4. Legal Basis for Processing (UK GDPR)

Under UK GDPR, we rely on the following legal bases:

• Consent: When you opt in to marketing communications or cookies (excluding essential cookies).
• Contractual necessity: When we need to process your data to deliver SEO services you've purchased.
• Legal obligation: When we need to retain data for tax, regulatory, or legal compliance (e.g., HMRC records).
• Legitimate interests: When processing is necessary for our legitimate business interests (e.g., responding to enquiries, improving our website), provided your interests and fundamental rights do not override those interests.

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5. How Long We Keep Your Data

We retain personal data only for as long as necessary to fulfill the purposes outlined in this policy:

• Enquiry data (non-client): 12 months from last contact
• Client data: 7 years after contract ends (for HMRC and legal compliance)
• Marketing data (consent-based): Until you withdraw consent
• Analytics data (anonymised): 26 months (Google Analytics retention)

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6. Who We Share Your Data With

We never sell your personal data. We share data only with trusted third parties who help us deliver our services:

Third Party	Purpose	Data Shared
Google (Analytics, Search Console)	Website analytics and client SEO reporting	Anonymous usage data, client website data (with permission)
Calendly	Free audit booking system	Name, email, phone number, booking time
Stripe / GoCardless	Payment processing (clients only)	Billing information (no full card details stored by us)
Microsoft 365	Email and document storage	Client communications, proposals, reports
SEMrush / Ahrefs	SEO analysis and reporting (clients only)	Website URLs, anonymised ranking data

All third parties are contractually obligated to protect your data and comply with UK GDPR.

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7. Cookies and Tracking Technologies

Our website uses cookies to enhance user experience and analyse site traffic.

7.1 Essential Cookies (No consent required)

• Session cookies: Enable basic website functionality
• Cookie preference cookie: Remembers your cookie choices

7.2 Analytics Cookies (Consent required)

• Google Analytics cookies: _ga, _gid, _gat — anonymous usage tracking

7.3 Managing Cookies

You can control cookies through your browser settings. Disabling cookies may affect website functionality. You can also opt out of Google Analytics using the Google Analytics Opt-out Browser Add-on.

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8. Your Data Protection Rights (UK GDPR)

Under UK GDPR, you have the following rights:

• Right to access: Request a copy of the personal data we hold about you.
• Right to rectification: Correct inaccurate or incomplete data.
• Right to erasure ("right to be forgotten"): Request deletion of your data, subject to legal obligations.
• Right to restrict processing: Limit how we use your data.
• Right to data portability: Receive your data in a structured, machine-readable format.
• Right to object: Object to processing based on legitimate interests or direct marketing.
• Rights related to automated decision-making: We do not use automated decision-making or profiling.

To exercise any of these rights, contact our Data Protection Officer, Henry Collins, at hello@seoagencystokeontrent.com or by post at our registered address. We will respond within 30 days (one month) as required by UK GDPR.

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9. How We Protect Your Data

We implement appropriate technical and organisational measures to protect your personal data:

• Encryption: All data transmitted via HTTPS (SSL certificate). Client access credentials stored encrypted.
• Access controls: Only named team members (Henry Collins, Alex Holland, Priya Shah, Jamie Brooks) have access to client data.
• Secure storage: Data stored on UK-based, GDPR-compliant servers (Microsoft 365 UK datacentres).
• Regular backups: Automated encrypted backups.
• Staff training: All team members receive annual data protection training.

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10. International Data Transfers

We store all client and enquiry data on servers located within the United Kingdom and European Economic Area (EEA). Some third-party tools (e.g., Google Analytics) may transfer anonymised data to the US. These transfers are protected by:

• UK Extension to the EU-US Data Privacy Framework (where applicable)
• Standard Contractual Clauses (SCCs) approved by the European Commission

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11. Children's Privacy

Our services are directed at business owners and marketing professionals aged 18 and over. We do not knowingly collect data from children under 16. If you believe we have inadvertently collected such data, please contact us immediately.

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12. Changes to This Privacy Policy

We may update this privacy policy from time to time. The "Last updated" date at the top of this page indicates when changes were made. Significant changes will be notified via our website or email (for active clients).

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13. How to Complain

If you are not satisfied with our response to a data protection issue, you have the right to complain to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection.

• ICO website: https://ico.org.uk
• ICO helpline: 0303 123 1113
• ICO address: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

We would, however, appreciate the opportunity to address your concerns before you contact the ICO. Please contact us first.

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14. Contact Us

If you have any questions about this privacy policy or how we handle your personal data, please contact:

• Data Protection Officer: Henry Collins
• Email: hello@seoagencystokeontrent.com
• Phone: 01782 534 210
• Post: Unit 4, Festival Park, Etruria Road, Stoke-on-Trent, ST1 5TB, United Kingdom