What is Included in SEO Services?

SEO isn't magic and it isn't guesswork. It's disciplined, ongoing work that compounds – technical fixes, content that answers real questions, and steady optimization that earns visibility where it matters. Here's exactly what that looks like when you work with Aztek.

What You Get in Aztek's SEO Program

Our SEO program isn’t a grab bag of tactics meant to provide empty deliverables. We use a structured system of technical, on-page, off-page, and local work to provide comprehensive SEO support. Together, these disciplines work together to give your site the best chance to outrank competitors and convert more visitors.

Discovery & Strategy (Month 0-1)

We don't start with tactics; we start with a plan. In a digital world this competitive, moving forward without a clear strategy is like navigating without a map. 

The foundation of any SEO campaign that drives real business growth is understanding precisely where you are today and charting a deliberate course to where you need to be. To do that, we first dive into the data to:

• Audit Your Technical Foundation and Analytics Health: Is your site built for performance, and does your data (GA4, Search Console) give you a clear picture?
• Map Opportunities to Outcomes: We conduct thorough keyword and intent research to ensure our efforts are laser-focused on your business goals.
• Analyze the Competitive Landscape: We identify where you can gain an immediate edge and build long-term authority.
• Define Success: Together: We'll establish the KPIs and metrics that matter, so we’re all aligned on what a "win" looks like.

From there, we build a prioritized, actionable roadmap – clarifying what we’ll do now, next, and later to deliver a measurable impact.

Monthly Optimizations

This is where strategy translates to momentum. Real SEO results aren't from a single "fix," but from the steady, compounding value of continuous improvement. 

Month after month, we implement targeted optimizations that build on each other, turning small wins into significant, long-term gains. Our ongoing focus includes:

• Strengthening Content & Authority: We enhance on-page elements (titles, schema, internal links) and use data-driven briefs to update existing content or create new, high-value pages. We also acquire high-quality links and referrals that build credible authority. That means no junk, ever.
• Optimizing for Conversion: We look beyond rankings to the end goal, refining CTAs, removing friction from forms, and clarifying the user’s next step to turn traffic into tangible business outcomes.
• Maintaining Technical Health: We proactively monitor crawl data and Search Console to triage issues like 404s, duplicate content, or cannibalization, ensuring your technical foundation remains flawless.

Quarterly Deep-Dive Technical Audits 

While our monthly execution drives forward momentum, our quarterly audits protect your investment. 

Every three months, we take a strategic step back to perform a comprehensive technical analysis of your site. This deep-dive ensures we identify and neutralize larger issues before they can impact performance, keeping your digital foundation solid and future-proof. Our audits cover critical health factors, including:

• Crawlability and Indexation: A full review of the pathways for search engines (sitemaps, robots.txt, canonicals) to ensure your content is found efficiently.
• Core Web Vitals & Page Experience: We analyze performance with a focus on all Core Web Vitals (including the new INP metric), speed, and media optimization to guarantee a seamless user experience.
• Code & Accessibility: We validate structured data, check for mobile and JavaScript rendering issues, and ensure your site is accessible to all users.

Monthly Intelligence and Quarterly Strategy

Reports don't drive results – strategic action does. We believe reporting should be a catalyst for smart decisions, not a recap of the past. 

Each month, we deliver a strategic briefing that cuts through the noise to provide actionable insights on performance and a clear vision for what's next. This information includes:

• Performance intelligence, not just data, with a clear dashboard and a readable summary connecting our work to your bottom line.
• An honest assessment of wins and opportunities, detailing where we’re gaining traction and how we’ll adapt to accelerate progress.
• A clear, prioritized roadmap, detailing the work completed and outlining our collaborative plan for the next 30-90 days.

Our toolbox: GA4, Google Search Console, Google Business Profile, Screaming Frog, Semrush, Looker Studio, and a few in‑house workflows.

SEO + AI: Become the Source AI Cites

AI hasn’t changed what wins. Instead it’s raised the bar on how well you do the fundamentals.

Large language models (LLMs) and AI search features summarize the web and cite sources. If your technical foundation is clean, your on and off‑page work is disciplined, and your brand reputation is strong, AI is far more likely to find you, cite you, and recommend you over competitors. Google’s own documentation makes the point: AI features in Search are designed to help users find your site (with links), not replace it.

How AI “finds” and chooses brands

• It pulls from the open web and shows citations. Google’s AI Overviews include links to underlying pages, and Google has made those citations more visible over time. Other assistants like Perplexity also surface answers with source links. Translation: the more clearly you’re the best source, the more often you’re the link that shows up. 
• It favors signals of reliability (people‑first content, E‑E‑A‑T). Google continues to steer creators toward helpful, reliable content and the quality rater concepts of Experience, Expertise, Authoritativeness, and Trust. Your brand reputation, authorship, and proof points matter more than ever. 
• It parses structure and entities. Clear site architecture, consistent brand/entity data, and schema help machines understand who you are and what you’re the authority on. This clear understanding boosts your odds of being cited.

What that means in practice (our philosophy)

AI amplifies the winners. When you execute on technical, on‑page, off‑page, and reputation management, and publish unique, first‑party perspectives, AI is more likely to cite you consistently. That’s why we pair disciplined SEO with brand building, reviews, and thought leadership instead of shortcuts.

Technical SEO That Drives Business Value

Technical SEO isn't about chasing perfect scores in audit tools. It’s about creating a frictionless experience for both users and search engines to ensure your valuable content is discovered, understood, and delivered with speed and clarity.

Crawling & Indexation 

This process is the bedrock of a high-performing site. We ensure your architecture provides clear pathways for search engines to efficiently discover and rank your content. 

Our strategic approach to internal linking creates a logical user journey, guiding visitors to relevant information while distributing authority in a way that strengthens your entire site. Through meticulous sitemap and canonical management, we tell search engines precisely which pages to prioritize, ensuring your digital foundation is clean and powerful.

Core Web Vitals & Page Experience 

We focus on Core Web Vitals to deliver a superior user experience that search engines reward. Our approach isn't about metric manipulation; it's about real-world performance. 

We improve Largest Contentful Paint (LCP) with strict performance budgets and advanced image optimization, while stable design practices eliminate Cumulative Layout Shift (CLS). With a sharp focus on Interaction to Next Paint (INP), we optimize script execution to make your site feel instantly responsive to every user interaction.

Structured Data & Rich Results 

Our implementation of structured data translates your content into the native language of search engines. 
We go beyond basics to implement robust schema for products, articles, and FAQs, creating rich, contextual information that helps you stand out. This strategy enhances your search results with rich snippets and other features designed to capture attention and increase click-through rates directly from the SERPs.

Mobile & JavaScript Performance 

We ensure your site delivers a seamless and high-performing experience on any device. Our approach verifies that critical content is immediately accessible, not locked behind heavy JavaScript that creates barriers for users or search engines. We prioritize reliability and speed, guaranteeing your core message and functionality perform flawlessly under real-world conditions.

Accessibility as a Core Principle 

A site that’s accessible is better for everyone. By implementing logical heading structures, meaningful image alt text, and ensuring full keyboard navigation, we create a more inclusive user experience. These improvements not only serve a wider audience but also provide search engines with a clearer, more profound understanding of your content.

On-Page SEO & Content

Search intent is the foundation of our entire content strategy. On-page optimization isn't about checking boxes; it's about deeply understanding what a user wants and delivering it so effectively that you become their definitive answer.

Intent-Aligned Content 

This is our core philosophy. We don't try to make one page rank for a dozen different ideas. Instead, we create focused, comprehensive pages with a single, clear purpose. 

Each piece of content is engineered to thoroughly address a specific user need and guide them logically to the next step. This focus ensures that every page serves a strategic role in the customer journey.

Information Architecture 

Great content must also be easy to consume. We structure pages with logical headings that create a clear hierarchy for users and search engines alike. By organizing information into scannable sections, incorporating helpful visuals, and providing concise summaries, we ensure your audience can find the exact information they need without friction.

Strategic Internal Linking 

Our approach to internal linking is a strategic tool for building authority. We create purposeful connections that guide users to relevant content, use descriptive anchor text to set clear expectations, and develop topic clusters that organize your expertise. This method sends authority to your most critical pages and demonstrates a comprehensive understanding of your subject matter.

Content Optimization & Refinement 

Your existing content is one of your most valuable assets. We continuously analyze performance data to identify opportunities to refresh and strengthen your pages.

We actively update old content to match current search intent, fill content gaps, and prune thin or duplicative pages that dilute your authority. This process ensures your content library grows more valuable, not just larger.

Demonstrating E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) 

Trust is a critical ranking factor. We build it by showcasing your true expertise. Through clear author bylines, unique data points, and real-world examples, we demonstrate your experience in ways that build credibility with both users and search engines. The goal is to prove your authority, making it clear why you are the right answer.

Behind all of this is a modern, semantic approach to content planning that builds powerful topic clusters over time. This cohesive approach ensures every piece of content works together, creating a content ecosystem that is far more powerful than the sum of its parts.

Off-Page SEO & Digital PR

Authority is earned, not manufactured. Links should be the result of doing good work, not the primary goal of your SEO efforts. Our approach to off-page SEO focuses on building genuine authority and trust through valuable contributions to your industry and community.

Reputation Enhancement

We pursue connections that enhance your reputation and drive qualified referral traffic. This means securing placements with relevant partners, respected industry associations, and thought-leadership platforms that align with your business. It’s about quality and context, not just quantity.

Building a Real Presence

Our strategy focuses on helping you create content worth citing, such as original research, comprehensive guides, and unique perspectives that other authorities naturally want to reference. This approach builds a powerful and sustainable link profile while positioning your brand as an indispensable resource. 

This reputation-building extends beyond links; we ensure that when users search for your brand, they find a strong, positive presence that reinforces their decision to work with you.

Long-Term Authority, No Shady Business

Our focus is exclusively on sustainable, long-term growth that supports your business goals. We reject any tactics that put your brand's reputation at risk for short-term gain. We do not engage in paid link schemes, private blog networks, or any strategy that violates the principle of earning authority. 

Local SEO (If You Serve a Geographic Market)

Local visibility runs on Google Business Profile (GBP) optimization and maintaining consistent, accurate business data across the web. For businesses serving geographic markets, local SEO can be the difference between being found by ready-to-buy customers and losing them to competitors.

GBP optimization 

This step involves so much more than just claiming your listing. We optimize your categories to:

• Accurately reflect your services
• Ensure your service offerings are clearly defined and comprehensive
• Configure attributes that help customers understand what to expect
• Maintain current FAQs that address common customer questions
• Publish regular posts that keep your profile active and informative
• Keep your photos fresh and representative of your current business 

In addition to these steps, we also activate features like messaging, booking, and product listings when they support your business model and help customers take action.

Reviews and responses 

Review management isn't just about reputation; it's about customer service and business development. What is said and how you respond is a cornerstone of how search engines rank your authority and reputation. We help you: 

• Develop systems for generating steady reviews from satisfied customers
• Respond quickly and professionally to all reviews (both positive and negative)
• Create processes to turn customer feedback into actual business improvements. 

NAP consistency 

Name, Address, Phone Number (NAP) being consistent across the web ensures search engines and customers can trust your business information. We keep you consistent by:

• Auditing your presence across key directories and citations
• Correcting inconsistencies that can confuse search engines
• Maintaining accurate hours and contact information that helps customers reach you when they're ready to buy.

Location pages 

Each location or service area you do business in requires unique, useful content. We don't engage in copy-paste city swapping that creates thin, duplicate content. Instead, we develop genuinely useful pages that address local needs, showcase local knowledge, and provide specific value to customers in each service area.

How We Measure Success

Rankings matter, but they're not the finish line. Our measurement approach focuses on metrics that directly impact your business success and growth.

• Organic conversions take priority in our reporting, including form fills, phone calls, purchases, and assisted conversions where SEO traffic contributes to sales that close through other channels. We track both quantity and quality of conversions to ensure the traffic we drive consists of genuinely qualified prospects.
• Qualified traffic and engaged sessions to your most important pages provide insight into whether we're attracting the right audience. We measure not just total traffic numbers, but also how well that traffic aligns with your ideal customer profile and business goals.
• Visibility for queries that reflect real buying intent often provides more business value than rankings for high-volume, informational keywords. We focus on improving your presence for searches that indicate users are ready to take action, not just browse for information.
• Search Console improvements tied to your roadmap help us understand which strategies are working and where we need to adjust our approach. We track impressions, clicks, and coverage improvements that directly relate to the work we're doing and the goals we've established.

Every month you receive the story behind the numbers and the next steps we're taking to improve them. Data without context and action plans provides little value. Our reporting focuses on insights that drive decision-making and continuous improvement.

Frequently Asked Questions

How long does SEO take? 

Most teams start seeing meaningful movement within 60-90 days as we implement quick wins and begin building momentum. More durable, significant wins typically emerge by months 4-6 as the compounding effects of consistent optimization begin to show. Timelines vary based on competition levels, site size, and the amount of technical and content work required to establish a strong foundation.

What will you do each month? 

Each month includes a strategic mix of:

• On-page improvements that enhance how search engines understand your content
• Content updates or detailed briefs that keep your site fresh and comprehensive
• Technical fixes that remove barriers to performance
• Local optimization that helps nearby customers find you
• Quality link and referral work that builds your site's authority. 

You'll also receive a concise, clear insights report and plan that keeps you informed and aligned on priorities.

Do you guarantee rankings? 

No, we don't guarantee specific rankings because we don't control search engines, algorithm updates, or competitor actions. What we do guarantee is disciplined execution based on proven strategies, transparent reporting that shows exactly what we're doing and why, and clear communication about what we will and won't do. Our focus is on sustainable improvement in the metrics that matter most to your business.

Can you work with our in-house team or other vendors? 

Absolutely. We frequently collaborate with internal marketing teams, development departments, and PR agencies to move faster and avoid duplicate efforts. We're comfortable integrating with existing workflows and communication channels to ensure seamless collaboration that serves your business goals.

How much should we budget for SEO services? 

SEO investment typically ranges from $1,500 to $5,000 per month for most businesses, with some companies investing $10,000-plus monthly for comprehensive campaigns. 

Your specific budget depends on several factors: your market competition, business size, current website condition, and growth goals. Smaller businesses often start around $1,500-$3,500 monthly, while larger enterprises may invest $20,000 or more. 

We always recommend viewing SEO as a long-term investment rather than an expense. Organic conversion rate averages around 14% compared to PPC's 10%, and the compounding effects build valuable assets over time.

How does AI and Google's Search Generative Experience affect our SEO strategy? 

AI Overviews now appear for 13.14% of all queries as of March 2025, up from 6.49% in January, fundamentally changing how search results appear. However, this creates new opportunities rather than threats. Google reports that clicks from AI Overviews are actually higher quality, with users spending more time on sites they visit from these AI-generated summaries. 

Our approach adapts by focusing on comprehensive, authoritative content that AI systems want to cite, implementing structured data that helps AI understand your content, and optimizing for the longer, more conversational queries people use with AI search. The key is creating unique, non-commodity content that provides genuine value beyond what AI can summarize.

What's the difference between SEO and paid advertising? 

SEO builds long-term organic visibility that doesn't require ongoing ad spend for each visitor, while paid advertising provides immediate but temporary visibility that stops when you stop paying. SEO typically delivers higher conversion rates (around 14%) compared to PPC advertising (around 10%), and creates lasting assets that continue generating traffic over time.

 However, the two strategies complement each other well. Paid ads can provide immediate visibility while SEO builds sustainable growth. Most successful businesses use both, with SEO forming the foundation and paid advertising supporting specific campaigns or filling gaps while organic rankings develop.

Should we focus on local SEO or broader SEO? 

This depends entirely on your business model and target market. If you're a restaurant, dental practice, plumbing company, or other location-dependent business, local SEO should be your primary focus. Local SEO typically costs less because you're competing in a smaller geographic area. 

If you sell products nationwide, provide remote services, or operate in B2B markets, broader SEO targeting national keywords makes more sense. Many businesses benefit from a hybrid approach, dominating their local market while gradually expanding to regional or national keywords as they grow.

How do you measure SEO success? 

We focus on business impact, not just rankings. Key metrics include:

• Organic traffic growth to your most important pages
• Conversion improvements from search traffic (leads, sales, calls)
• Visibility improvements for queries that reflect real buying intent 
• Your overall share of search visibility compared to competitors. 

According to Conductor's 2025 State of SEO report, 91% of businesses stated that SEO positively impacted website performance and marketing goals. We provide monthly reporting that connects these metrics to your business goals, showing not just what happened but why it matters for your bottom line.

What happens if we stop our SEO efforts? 

SEO results don't disappear overnight, but they do gradually decline without ongoing maintenance. Search engines expect fresh content, regular updates, and continued optimization. Competitors who maintain their SEO efforts will eventually overtake you. 

The work we do creates lasting assets – improved site structure, quality content, and earned links continue providing value long after active optimization stops. Think of SEO like physical fitness: the gains from consistent effort build over time, but maintaining those results requires ongoing attention.

Why are some SEO services so cheap while others are expensive? 

Services under $500 monthly rarely deliver real results because quality SEO requires substantial time investment. At extremely low prices, providers are likely using automated tools, offshore labor, or shortcuts that can actually harm your site. 

According to Glassdoor, the average SEO specialist makes over $70,000 annually, making $150/month services financially impossible for quality work. Higher-priced services typically offer experienced professionals, proven methodologies, quality tools, and comprehensive strategies. Interestingly, clients who invest more in SEO services tend to report higher satisfaction rates, suggesting that appropriate investment correlates with better outcomes.

Ready to See What This Looks Like on Your Site?

Let's talk. We'll review where you are today, map what's realistically possible given your market and resources, and provide a clear, actionable plan to get there. No fluff, no black box strategies, just honest assessment and proven methodology applied to your specific situation.