SEO services help a business improve how its website is discovered and understood in organic search. Before hiring an agency, clarify the work included, the problems it will address and how results will be measured.
This guide explains the main types of SEO work and seven deliverables to discuss with a provider. Start with evidence from your own website rather than a generic score or a promise of a guaranteed ranking.
See our SEO services, digital marketing services or tell us about your website to discuss an appropriate scope.
SEO service definition
SEO services are typically provided by an SEO agency and assist your company in achieving success in search engine optimization. Your company's goal with SEO is to increase its visibility in search results on search engines like Google and Bing. You specifically target search results related to your company, products, services, or industry.
An example of SEO services
For example, a bakery may use SEO to rank for searches such as:
- Gluten-free bakery central PA
- Bakery custom cookies
- Bakery for wedding cakes
Google uses multiple ranking systems, not a public checklist of a fixed number of factors. An SEO provider should explain its priorities using the site, its audience and measurable issues.
SEO services provided by SEO agencies
An SEO engagement may focus on technical access, content, local visibility or an online store. Ask which areas are included, who implements the changes and which dependencies remain with your team.
Some of the most common SEO marketing services include:
- Local SEO
- Ecommerce SEO
- Voice SEO
- SEO audits
Traditional SEO services are sufficient for many businesses. Local and ecommerce SEO services, on the other hand, provide a competitive advantage that can maximize the impact of your SEO strategy if you are a local or ecommerce store.
In some cases, SEO services will concentrate on specific areas of SEO, such as:
- On-page SEO, which focuses on optimizations related to your website, like your title tags, content, and more
- Off-page SEO, which focuses on optimizations related to your online presence, like your website’s backlinks
- Technical SEO, which focuses on optimizations related to your website’s backend, like your page speed, site architecture, and more
Most people will choose full-service SEO plans that include on-page, off-page, and technical SEO because they offer an all-in-one solution that allows them to focus their time elsewhere.
7 things your SEO company's services should include
Now that you've defined SEO services, it's time to look at the services offered by SEO companies. While every agency is different, you want to work with a provider who provides the full package when it comes to SEO.
When comparing agencies, look for those that provide the following SEO services:
1. SEO audit
Every SEO company's services should include an SEO audit. With an SEO audit, your SEO provider examines your current strategy in depth. Even if you don't have an SEO strategy in place, your agency will evaluate your website from an SEO standpoint, looking at where it excels and where it could use improvements.
While free SEO audit tools are available, they will not provide your company with the same level of insight as a team of SEO specialists. That is why SEO services should include an audit. If they don't, it indicates a lack of preparation and investment on the part of your SEO company.
An absence of an SEO audit may also indicate that your agency does not intend to create a custom strategy for your company. Instead, they use a template, which is why they don't want to spend the time auditing your site.
The best strategies are custom-tailored to your company, brand, and target audience.
2. Examination of competitors
You need a competitor analysis with your SEO services, no matter how niche your industry is. Your SEO company can discover online and offline competitors using competitor analysis tools. This discovery can help you inform your strategy, allowing you to take advantage of and benefit from competitor weaknesses.
While many SEO agencies include an initial competitor analysis as part of their services, you want to work with companies that make competitor analyses a regular part of their strategy. They constantly evaluate your competitors, looking for and spotting opportunities.
Ask for a comparison of the pages competing for your target searches, the gaps that matter to customers and the proposed response. Competitor revenue claims are not evidence of what an agency can deliver for your business.
3. Individualized strategy
A customized strategy is an essential component of the definition of SEO services. When you have an approach that is tailored to your company, you can maximize your return on investment (ROI) from SEO. This translates into more phone calls, orders, and visits to your business.
If you invest in SEO services, your team must ensure that your agency provides a customized strategy. This is because many SEO companies, particularly those promoting “cheap” SEO services, provide cookie-cutter or copy-and-paste strategies.
A useful plan connects target searches to specific pages and business goals. Avoid providers who promise the first position or rely on the same content for every client.
That is why your team should invest in services from SEO companies that provide customized strategies.
4. Off-page optimization
When you invest in SEO services, your package should include off-page optimization. Off-page optimization in SEO refers to optimizing factors outside of your website that influence your ranking in search results.
Your backlink profile, for example, can influence your search engine ranking. For example, your backlink profile refers to the number and quality of websites that link to your site. A food blogger, for example, may include a link to your website when discussing the custom cookies you made for their wedding.
Off-page SEO services are frequently provided by SEO companies as part of their services:
- Promoting your website's content to bloggers and webmasters
- Creating shareable content for your website's blog
- Monitoring your company's mentions on social media by users and influencers
- Optimizing your Google Business Profile profile
If you're unsure whether an SEO agency or enterprise SEO agency includes off-page optimization in their SEO services, simply ask! They can give your team an overview of their SEO services, as well as the meaning of specific deliverables. As a result, when it comes to selecting an agency, your staff will be able to make an informed decision.
5. On-page optimization
On-page optimization is another critical component of the meaning of SEO services. With on-page optimization, your SEO agency focuses on optimizing the features of your website for search engines such as Google.
Some examples of on-page SEO service deliverables include:
- Updating title tags, meta descriptions, and heading tags for search
- Examining your website's information architecture, redirects, and internal linking structure
- Creating a sitemap
- Optimizing your website's images in accordance with best practices
- researching and optimizing your website with valuable and relevant keywords
- Examining your site's usability, speed, and design
In most cases, on-page optimization accounts for a significant portion of your SEO services. As a result, if an SEO company does not offer on-page SEO, they are not providing SEO services, and your team should look for another agency.
6. Monthly reports
When it comes to SEO services, transparency is essential. You want an agency that your team can rely on, which is why working with an SEO company that provides regular monthly reports is critical.
A performance report provides your company with immediate insight into the results of your SEO strategy. As an example, your report could include information about your website's organic traffic, conversion rate, and search engine rankings.
In addition to receiving a monthly report, your SEO company's services should include time with your dedicated account manager. When you have regular meetings with your account manager, your team can ask questions, review your report one-on-one, and more.
In short, routine meetings keep you and your team on the same page as your SEO agency.
7. Progressive optimization
Because SEO is an ongoing strategy, the definition of SEO services generally emphasizes the partnership that your company forms with your SEO agency. Because you are constantly collaborating with your agency, SEO companies should function as an extension of your company.
This is also why their services should include progressive optimization. Your SEO agency optimizes your site on a continuous basis with continuous optimization. Even after your site meets SEO standards, they will continue to look for ways to improve and enhance your SEO strategy, allowing you to earn more money from SEO.
Your dedicated account manager, for example, may discover additional keywords to target for your company. This discovery results in new content, which is then promoted to bloggers and webmasters in your industry.
Agree on a review cadence and a record of changes. More activity is not automatically better: each change should address a documented problem or a clear opportunity.
Learn more about the advantages and significance of SEO services.
Review the scope of our SEO services and use our SEO measurement guide to agree on useful reporting before work begins.
