What matters for SEO
SEO helps search engines discover and understand pages that genuinely answer customer needs. The work can include technical fixes, useful service content, internal navigation, and accurate business information. A successful brief identifies the customers and enquiries the business wants, rather than targeting traffic without regard to relevance. Search visibility develops under conditions no agency fully controls, so proposals should distinguish deliverables from forecasts.
What to ask a prospective agency
Ask what the agency would do first, what it needs from you, and why it recommends that approach. Request a written proposal covering the work included, exclusions, approvals, reporting, ownership, and ongoing support. Ask for relevant examples with enough context to understand what was done and what the results mean.
Give each agency the same goals and requirements so you can compare proposals fairly. Discuss who will do the work, what your team needs to contribute, and how the plan will change if the initial approach does not work. You can discuss your requirements with Broad Promo in an introductory consultation. Confirm the services, availability, timing, and fees before committing.
A practical checklist
- Check that important pages can be accessed, crawled, and indexed.
- Map customer needs to useful pages rather than creating duplicates for every keyword.
- Make titles, headings, links, and business information clear and accurate.
- Prioritize technical or content issues that affect valuable customer journeys.
- Preserve useful URLs and plan redirects when changing the website.
- Connect organic visits with qualified enquiries and review progress over time.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Use relevant impressions, clicks, landing page performance, and qualified enquiries together. Rankings vary by query, location, and context. Record implemented changes and compare suitable periods, allowing for seasonality. Traffic growth that does not reach the intended audience should prompt a review of the content strategy.
What to include in your brief
Share your website, search reports, services, actual service areas, and recent site changes. Explain which customers you want to attract and who can make changes to the site. Agree on the technical fixes, content work, priorities, and reporting instead of relying on a guaranteed ranking promise.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.