Spending on SEO has historically been a black box. Returns are hard to predict and it’s not always clear what is being done by SEO companies. Typically, clients seek answers to the following questions when they have an online presence and want to improve its effectiveness:
1. What is the current state of organic search ranking and performance?
2. What is important and needs action?
3. What are the technical (e.g., backlinks, site speed and technology) and content gaps and opportunities to address?
4. How best to continuously monitor the state of competition (competition scanning), opportunities and re-prioritisation of actions to improve search engine rankings?
5. What ROI on investment into SEO are they likely to get?
6. What to prioritize to get the fastest results.