Services / Search Marketing / SEO

SEO Services for Expertise-Driven Organizations

Being found is critical to your business. No matter where someone is in the customer journey or funnel, making sure you’re there when they search (in Google, in Bing, or in the AI tools they ask) is what matters. Having a strategy to make sure you’re the authority they’re looking for, with the answer they need, is where our approach starts.

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How we start

Our SEO engagements start with a plan we can all agree on.

There are a lot of tactics and things to do in SEO. It’s a big and complex discipline to master as a marketing channel, which makes starting with strategy and planning even more important than in many other channels. If someone tells you how much you should spend on SEO without much more than a conversation, that should be a warning sign.

We start with the hard questions about your business goals and what a win is worth to you, then work backward from those outcomes to the scope and investment we recommend. If you already have a budget in mind, we’ll show you what it can realistically do. Either way, we’re big on pricing transparency, and we don’t rush to get started or to take your money.

We want to know it’s going to work and have a solid plan in place that we all agree on. Then we work the plan, stay agile, and work toward the ROI you’re looking for.

How we think about SEO

Our SEO plans are built on three signals.

Search engines and AI tools are trying to give people the most useful answer to their question. To do that, they have to be able to find your content, understand it, and trust the brand behind it, so we assess and prioritize everything we do against those three signals.
Indexability

Can search engines and AI tools find, crawl, and index your site and its content? It’s pass or fail, and it sets the floor for everything else, because if your content can’t be found, nothing else about it matters.

Relevancy

Relevancy is how well your content matches what people search for and how they ask. It sets your ceiling, and it changes the fastest, since search engines and AI tools now read meaning (not just keywords).

Authority

Authority comes from others vouching for you, through links, mentions, reviews, and your team’s expertise. It’s the slowest signal to build, and it sets how fast you climb.

What we do

Our SEO work covers six areas, and we go deep in each one.

We build the work on a documented strategy and plan, and that plan stays the foundation as we move into ongoing campaign work. Regular reviews are built in, so we can make adjustments and update the strategy as search, your business, and the results change, without losing sight of the plan. Through the traditional pillars of technical, on-page, and off-page SEO, our approach keeps up with how fast search changes while sticking to what has worked since the beginning.
Technical

If your site can’t be found, why invest in all the other stuff? Your site needs to be fast, high quality for people, search engines, and AI crawlers alike, and easy to use.

Explore Technical SEO
On-Page

Context matters. Getting content right, including strategy, optimization, and matching content to user intent and where someone is in their journey, is the crux of SEO.

Explore On-Page SEO
Off-Page

External sources and connections to your content can act like votes for your authority. We make sure your organization gets the credit and status it authentically deserves.

Explore Off-Page SEO
Local SEO

If you have a physical location or a defined service area, you need a local search strategy. Local has its own factors that decide who shows up in maps and the local pack, on top of the ones it shares with traditional SEO.

Explore Local SEO
Content

SEO is fueled by content. Content plans vary by client, and our approach is to be strategic, close the gaps, and have a plan for quality content on an ongoing basis.

Explore SEO Content
Audits

SEO can be overwhelming, and sometimes the best starting point is an outside, comprehensive, and contextual view of where your site stands. We run audits in a strategic, human-led way, so they become meaningful roadmaps.

Explore SEO Audits
How it works

Strategy comes first, and the work follows the plan.

Your SEO strategy can come out of a broader Digital Marketing Success Plan®, start with an audit, or stand on its own. From there, many clients keep going with us on the ongoing work, and the roadmap is yours either way, written so any capable SEO team could carry it out.
Strategy

Over about four weeks, we assess your site and your competitors, research the keywords and questions your buyers search for (including what they ask AI tools), and build a roadmap for up to 12 months.

Measurement

We set up tracking before the work starts, in Google Analytics, Search Console, Bing Webmaster Tools, and a dashboard, so we can separate the demand you already have from the demand SEO creates.

Explore Strategy & Measurement
Ongoing campaign

Each month we work through the roadmap. That includes technical and on-page fixes, refreshing content that’s close to breaking through, writing new content (often with your experts as authors), building authority through links, mentions, and listings, and managing local profiles where they apply. We report on progress against your goals, meet regularly to review it, and adjust the plan when the data calls for it.

Migration

When a new website launches, our SEO migration process (redirects, canonicals, sitemaps, and checks before and after launch) helps protect the visibility you’ve earned.

Explore Websites
How we measure

We start with the business outcome and work backward to the metrics.

Total traffic can make SEO look better than it is, because it includes branded and recruiting searches from people who already know your name or want a job. In many of the B2B sites we audit, those make up the large majority of organic clicks, while the service pages that bring in new business get very little.

So we separate branded from non-branded traffic and set goals around the non-branded searches that bring in new prospects. Then we tie it to what you care about, like RFPs, form fills, and calls, and we set up that tracking before the work starts. The outcomes look different for nonprofits and consumer brands, like donations, registrations, or online sales, but the approach is the same, and we tie SEO to what matters most to your organization.

SEO and AI search

The same foundation helps you show up in AI answers.

AI tools like ChatGPT, Gemini, Claude, Copilot, and Google’s AI Overviews lean on many of the same signals as search engines. If they can’t read your pages, can’t tell what you do, or don’t see others vouching for you, they’re unlikely to cite you. So the technical, on-page, and off-page work on this page is also the foundation for AI visibility, and we pair the keywords we target with the questions your buyers ask AI tools.

“Significantly improved rankings on many branded and non-branded keywords. Increased # of leads generated from both organic and paid platforms.”
Jennifer Moreno, Marketing Director, Analytics8, via Clutch
What happens next

No sales process. Just a real conversation.

You won’t be put into a sales process, talked at, or pitched with slide decks when you talk with us. You’re not getting handed off to a sales team and will be talking directly with our senior level staff and leadership. Our focus is on understanding your goals, culture, and making sure that we fit what you’re looking for. We are as good at working ourselves out of a deal as we are demonstrating that we are the right partner. We want mutual wins that start with a solid strategy that leads to ROI.

When you fill out our form to reach out to us, we’ll prepare for our initial conversation. We do our homework to prepare as we’ll ask a lot of questions, give you the opportunity to do the same, to get a sense for how we think, and to also fairly evaluate the fit of us for your team. No pressure, no obligations.

01 You fill out the form
02 We do our homework before we talk
03 A real conversation, with no slides and no pitch
04 We both decide if it’s a fit
FAQ

Questions about SEO.

Over about four weeks, we assess your site’s technical health, content, and authority, benchmark you against the competitors you actually face in search, and research the keywords and questions your buyers use. You get a roadmap of up to 12 months, with the pages to create or refresh and the fixes to make, in priority order. It’s yours to keep, whether we carry it out or your team does.

It depends on where you’re starting. Pages that already rank near page one can often move sooner, while new topics where you have little presence usually take several months to build. We’ll show you which is which in the strategy, so you know what to expect before the work starts.

We set goals around the non-branded searches that bring in new prospects and tie them to leads like RFPs, form fills, and calls. Rankings and traffic still matter as signs of progress along the way.

No, and we’d be wary of anyone who does. Search engines, AI tools, competitors, and your industry all change in ways no one controls. We commit to effort, transparency, and a sound method, and we show our work along the way.

Yes. We often work alongside in-house developers, IT teams, and other agencies. We write technical findings as clear tickets with the fix, so your team or your web partner can act on them, and we review new sites before they launch.

When we’re part of a website launch, we recommend an SEO migration process, including redirect mapping, canonical, sitemap, and robots.txt checks, and reviews before and after the site goes live, to help protect the visibility you’ve earned. We can do this for sites other agencies build, too.

Yes. AI tools look for many of the same things search engines do, including pages they can read, clear content, and signs that others trust you. We also check what AI crawlers can see on your site and pair the keywords we target with the questions buyers ask AI tools.

Strategy and audits are fixed-fee projects, so you know the investment up front. Ongoing SEO is a monthly retainer. Sometimes we price the strategy and the retainer together from the start, and sometimes we price the retainer coming out of the strategy, once the roadmap shows what the work should be. Either way, we recommend the scope and investment by working backward from your goals and what success is worth to you, and if you have a set budget, we’ll show you what it can realistically do.