What is SEO service and what results does it bring?
What exactly is included in the SEO (search engine optimization) service Verseo provides to its clients? Do you have to pay extra for additional SEO services? Why isn't SEO a one-stop shop, and why does the SEO contract itself last a full 12 months? We take a closer look at common questions our account managers encounter.
SEO Visibility - Source: AhrefsPositioning service and SEO – what are we dealing with?
Website positioning services are more than just a one-time website review – they're simply an audit, even in an extended version, combined with the preparation of optimization recommendations. The SEO work performed by Verseo SEO specialists begins with an audit of the website itself and its links. The information gathered during this audit becomes the basis for developing a positioning strategy, including elements such as:
- website optimization, e.g. in terms of speed,
- optimization of meta tags for the keywords specified in the contract,
- preparation and implementation of unique, optimized and appropriately length content on the website,
- linking divided into stages and diversified in terms of type and source of links,
- performing redirects,
- implementing improvements and changes suggested by Google Search Console.
The above list of tasks is not exhaustive, but merely provides examples. A SEO specialist's work package is tailored to the specific needs of a given website. The type of website access an SEO specialist has is also important. Full website access is essential for comprehensive SEO services .
Decline due to lack of SEO strategy – source: AhrefsThe SEO strategy may change over the course of the contract. This may be due to, among other things, changes in the algorithm, the website's response to the SEO specialist's actions, or the quality of competing websites. If the SEO specialist observes that competitors are increasing the amount of content on their websites, they may recommend introducing larger text pools on the website under their management. They may also suggest creating new subpages, such as a blog on the website, which will serve as a platform for systematically publishing new content that supports the SEO process.
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SEO activities – what is included in the price of the service?
We understand that being surprised by additional costs during the contract period isn't what our clients want. To avoid such unpleasant surprises, we indicate which services are included in each package when presenting our SEO offer and packages. If our clients are interested in a specific package but would like to add something extra from another package, it's worth contacting our account manager, who will provide a quote for this additional service. Our goal is to offer SEO services that are as tailored as possible to our clients' needs.
SEO audit performed with the SurferSEO toolWe follow a simple principle: if something directly impacts SEO , it's included in the service package. Therefore, we prepare new content for subpages directly related to keywords—this is done as part of the service. However, if our client would like a copywriter to write content for all subpages, including those that don't impact SEO, this will be considered an additional service and charged extra.
There is no way we will perform some additional work on the website and only later inform the client that it is an additional fee.
Why can't SEO services be described as lightning fast?
One of the main differences between Google Ads and SEO is that with SEO, you have to wait for results (on the other hand, they are more durable than with Google Ads). Depending on the website you're working on, its existing link profile, optimization depth, competition, selected keywords, and many other factors, you might have to wait several weeks, several months, or even a year for results. Unfortunately, SEO isn't an exact science, and there are no simple, guaranteed conversion rates like "10 added links = 5 position increase."
Website SEO visibility analysis – Senuto toolSometimes, simply implementing optimization can yield satisfying results in the form of a ranking increase. In practice, we may also encounter situations where, for example, a subsequent round of link building yields results and increases occur. However, this doesn't mean that previous actions were unnecessary – it's more about the cumulative effect. Due to this inherent unpredictability of an SEO specialist's work, we avoid making clear declarations or assurances that the client will have to wait, for example, five weeks for results.
Just as certain actions translate into ranking increases, removing them can mean declines. One of the most common examples of this is the removal of meta tag optimization. Implementing appropriate meta tags is one of the foundations of the SEO process.
During the SEO process, changes to the Google algorithm inevitably occur. Given the dynamics and frequency of their implementation, it's impossible for a 12-month SEO contract to avoid them. SEO specialists don't learn about these algorithm changes in advance. Only after some time can they react and implement changes to the website, adapting them to the new realities. Algorithm changes shouldn't be associated solely with position drops. Such updates can sometimes offer a chance for a quick boost in search results (and this doesn't have to be a temporary boost). Algorithm changes are generally aimed at supporting high-quality websites – comprehensive, with engaging content, and user-friendly (see, for example, the issue of page speed). If your website aligns with this trend, updates can be a helpful tool.
Backlink analysis is an important element of SEO - source MajesticSEOSEO Basics – What Do They Cover?
Can we talk about a kind of SEO primer, something that covers the basics of SEO for every website? A website audit is certainly one such tool, which we presented in more detail in the section "SEO: Positioning – what are we dealing with?" of this blog post. Such a meticulously crafted SEO audit provides a solid foundation for SEO strategies.
While an SEO audit is focused on examining a certain set of "essentials" (it is difficult to imagine SEO activities in this area, for example, without assessing meta tags, the presence of various types of duplicates, the amount of published content, or the possibility of indexing the website by Google's web crawlers - these are absolute SEO basics in the case of an internal audit), SEO strategies may differ from each other.
SEO strategies – where do these differences come from?
There are many sources of variation when it comes to SEO strategies. In this case, we'll focus on a few basic and common ones. Furthermore, the SEO industry isn't an exact science. The SEO services individual SEO specialists provide depend on their experience, established know-how, tools used, and so on. SEO strategies will vary depending on:
- whether we are dealing with a new website or one with a history – a good website history is an undoubted advantage when it comes to SEO services,
- whether the website has already accumulated links, and if so, what kind of links they are, where they come from, how many links the website has, etc.; the current link profile is important when it comes to preparing an SEO strategy,
- SEO website optimization – has it already been performed, is it the correct optimization, can the desired changes be safely and easily implemented on the website; the time allocated to SEO website optimization must be included in the SEO strategy,
- Has the website been penalized by Google (we are talking primarily about manual penalties – with appropriate actions we can work to remove such a penalty from the website).
Increase SEO visibility – GSC toolIt's also worth considering that SEO strategies are spread over time and divided into stages, which are executed in a logical order. SEO optimization, meaning internal website improvement, is usually performed before link building. Similarly, even the best optimization will not yield results if the website continues to suffer from a Google penalty.
Website optimization for SEO – a must-have
One of the first steps in the SEO process is to create and implement website optimization. Do you dream of effective SEO?
Optimization is a crucial point that can't be overlooked. Specific websites require optimization at different levels, and not all websites offer the same level of optimization. Let's expand on these rather enigmatic statements.
Not every website requires the same level of optimization . This means that some websites don't have, for example, errors in the header section that hinder SEO, have properly constructed menus and internal linking, and don't have problems with duplicate content. In such cases, the SEO specialist doesn't force these changes—because they don't have to. Such a website gains points right from the start. Therefore, when planning a new website and its SEO, it's worth consulting with an SEO specialist. They will certainly advise you on what to pay attention to and what to implement at this early stage. If the current website already has established results, such as rankings in the top 10 or near the top, it's worth migrating to the new version of the website to minimize the risk of declines in existing rankings (and this risk is always present). An SEO specialist can also help here.
Not every website allows for the same level of optimization – this depends on the accessibility of the website and the technology used to create it. SEO specialists receive access from their clients, allowing for varying degrees of freedom. Not every change can be implemented by an SEO specialist in such a situation. The client may require assistance or a conscious decision to forgo implementation and the potential benefits it brings.
SEO Parameter Analysis in ScreamingFrog ToolWebsite positioning – SEO supported by tools
SEO specialists benefit from the support of various tools that provide useful data. We've already presented an overview of popular SEO tools on our blog in this post , and it's still relevant. The list of eight tools mentioned there is, of course, not exhaustive. An interesting example of the tools mentioned there is Google Search Console. It stands out because it's free (like Google Analytics) and wasn't created with SEO specialists in mind (Google doesn't create any tools specifically for SEO specialists), but rather for webmasters. It's worth integrating it into your website. It provides information on website traffic (though not as comprehensive as Google Analytics ) and detects website performance errors. These errors are important not only for SEO purposes. The presence of 404 error pages on a website can negatively impact potential customers' behavior on the website and discourage them from making purchases. It is worth introducing redirects in this case, so that the potential customer has a reason to stay on the website and familiarize himself with the assortment that is similar to the one he is interested in.
The same applies to problems with adapting a website to mobile devices. Given the growing importance of mobile traffic and the number of transactions made this way, it's not worth discouraging these customers with an unfriendly, mobile-unfriendly website. Google Search Console indicates what mobile-friendly issues a website is facing (if any).
SEO service billing methods
The positioning service can be billed in one of three ways:
Settlement of the positioning service for the effect
Performance-based payment is a payment model for SEO where the monthly fee is constantly changing. This is because the company pays only when the phrases agreed upon during the contract are ranked in selected search engine positions (usually top 3 or top 5).
Search engine rankings are constantly changing, making it difficult to predict with certainty how much you'll be paid in the coming months. The tool you use to measure your position and where you check your website's visibility are also important.
Performance-based pricing is slowly becoming a thing of the past due to the significant risk involved for both the SEO agency and the client. Clients can—and unfortunately, this has been exploited by many SEO firms—agree to keywords that are theoretically related to the business, but don't generate customers because they aren't entered with the intention of making a purchase.
The agency, however, recommended them because they were easy to position. On the other hand, the agency puts in a significant amount of work at the very beginning of the collaboration. Optimization of the online store is done right from the start. What happens if, after two months, the client decides to end the relationship and the phrases haven't yet ranked in search results? The SEO agency will then see a waste of time and money.
Billing for the positioning service in the subscription
A subscription, as we know from other services, is a fixed monthly fee that lasts for the entire contract period. The client gains predictability of their investment, and the agency recoups the workload over time, which is particularly significant during the initial months.
Website optimization primarily requires technical work, which is performed upfront. Regardless of whether local or broad SEO is chosen, subscription billing is the preferred method of payment for most clients.
Settlement of the positioning service in the hybrid model
A hybrid SEO billing model means that the payment includes both a fixed and variable element. This could be, for example, PLN 2000 net per month plus a success fee for increasing the website's visibility for pre-defined keywords. This is a rare billing model that requires significant SEO awareness on the part of the company choosing it. This typically applies to larger e-commerce sites and websites.
FAQs about SEO services
SEO (Search Engine Optimization) services are comprehensive and multifaceted activities aimed at improving a website's visibility in the natural (organic) Google search engine results. This process involves adapting the website to the requirements of algorithms and the needs of users themselves.
Effective SEO rests on several key pillars. Standard services typically include:
- SEO audit: detailed technical and content analysis of the website.
- Keyword selection: researching the phrases that potential customers are searching for.
- On-Site Optimization: improving website code, loading speed, and expanding keyword-rich content.
- Off-Site Optimization: acquiring valuable links from external websites (link building), which builds domain authority.
Unlike paid advertising, SEO is a long-term process that requires patience. The first measurable results (increased visibility and traffic) typically appear after 3–6 months of consistent work. However, this timeframe depends on the competitiveness of the industry, the domain's history, and the initial technical condition of the website.
Search engine algorithms are incredibly complex and updated up to several thousand times a year. Doing it yourself carries the risk of Google penalties (so-called filters). Working with an agency provides access to the knowledge of experienced experts, secure linking strategies, and expensive, specialized analytical tools essential for success.
There's no single, universal price list for SEO services, as each website requires a unique approach. Costs depend on the size and complexity of the website, the number of markets (local, national, or global) the company wishes to compete in, and the level of competition it faces. These services are typically billed as a fixed monthly subscription.
Summary
The above article covers the following topics:
- The SEO service includes auditing, website and meta tag optimization, content, linking, redirects and changes from Google Search Console.
- SEO basics include an audit examining meta tags, duplicate content, and indexing.
- SEO billing: for results (payment for positions, a thing of the past), subscription (fixed fee, preferred) or hybrid model (fixed part + success fee, rare).
