How we plan, prioritize and measure
Measure first, fix what moves revenue, report what changed. The rest of this page explains the details.
Most search engagements fail in one of three places: nobody agreed how success would be measured, the work was ordered by habit rather than impact, or reports stopped at rankings. Our process is built to avoid all of them.
How does an engagement start?
Every engagement starts with a measurement baseline that ties organic and AI-referral traffic to leads, orders and margin.
Before recommending anything, we check that analytics, Search Console and Bing Webmaster Tools are collecting the right data and that conversions carry a value. Where revenue sits in a CRM, we plan a matchback. The SEO ROI measurement service covers this step on its own when that is all you need.
How do we decide what to work on?
Work is ordered by expected impact on revenue against the effort and risk it takes to ship.
| Priority | Typical examples | Why it comes first |
|---|---|---|
| Fix what blocks revenue | Noindex on key templates, broken tracking, blocked crawlers | Lost value is already measurable |
| Capture existing demand | Pages that rank on page two for buying queries, weak titles | Small changes, fast feedback |
| Build new demand | Content clusters, original data, digital PR | Slower, compounding returns |
| Extend to AI search | Entity work, answer-first rewrites, citation tracking | Builds on the same foundations |
What rules do we follow?
White-hat only: no paid links, no private networks, no fake reviews, no cloaking, no doorway pages.
We follow Google's spam policies and the FTC rule on fake reviews. These rules protect the return as much as they protect the site, because a penalty or a cleanup erases gains that took months to build.
How do we report?
Monthly reports lead with revenue or lead value, gross profit, cost and payback, then explain the drivers.
- Results against the forecast range.
- What shipped and what is waiting on someone.
- What moved, with the evidence.
- What we plan to change next month and why.
You can check our arithmetic any time with the SEO ROI calculator, which uses the same model as our forecasts.
Frequently asked questions
Do you report rankings at all?
Yes, as a diagnostic. Rankings explain why traffic moved, but the headline numbers in our reports are revenue or lead value, gross profit, cost and payback.
What if the forecast is missed?
We show actuals against the conservative, expected and stretch ranges every month, explain the gap and change the plan. A forecast is a tool for decisions, not a promise.
Do you work alongside other agencies?
Often. We can own SEO and GEO while another team runs paid media or development, and we share data so both sides see the same numbers.