An SEO (Search Engine Optimisation) company is a specialised agency that helps businesses improve their visibility online—particularly on search engine results pages (SERPs)—so they can attract more organic traffic.
Their ultimate aim is to improve a website’s positioning for relevant keywords and drive sustainable, relevant traffic.
Here are the key services an SEO company typically offers:
1. Keyword Research
They identify the most valuable and relevant search terms that potential customers use. This involves analysing search volume, competition, and user intent to select keywords that are profitable and meaningful for the client’s business.
2. On-Page Optimisation
An SEO company will optimise individual pages on the client’s website to make them more relevant for target keywords. This includes improving title tags, meta descriptions, headers (H1, H2, etc.), and other HTML elements to enhance both search engine relevance and user-experience.
3. Link Building
They acquire high-quality backlinks from other reputable websites. These links help improve the authority of the client’s website, which in turn can boost its ranking in search results.
4. Content Creation
SEO companies produce valuable, original content — such as blog posts, articles, infographics, or videos — to establish the client as an authority in their niche. This content also helps attract more visitors and supports SEO efforts. They may also use AI tools (like ChatGPT) to assist with content generation, though they emphasise that AI should complement, not replace, human creativity.
5. Technical SEO
They work on the structural and technical elements of the website to improve performance, mobile-friendliness, and crawlability. This can involve optimising server response times, cleaning up code, and implementing structured data markup so search engines can better understand the content.
6. Auditing and Analysis
Before any work begins, an SEO firm usually conducts a full audit of the client’s site. This audit identifies technical problems, content gaps, and backlink opportunities.
They also analyse the website structure, user behaviour, and backlink profile to build a custom strategy.
7. Strategy Development
Based on their analysis, the SEO company formulates a tailored plan that aligns with the client’s business goals. The strategy may cover on-page SEO, content marketing, link building, and other tactics specific to the client’s needs.
8. Implementation
Once the strategy is ready, the SEO company executes the plan. This includes all aspects like technical fixes, on-page tweaks, content creation, and building backlinks.
9. Reporting and Monitoring
They continuously monitor how the website is performing — tracking metrics like traffic, rankings, and user engagement. Regular reports (weekly or monthly) are provided to clients, showing progress and key insights.
10. Continuous Improvement
SEO is not a one-time task; it’s an ongoing process. SEO companies keep refining the strategy over time by adapting to algorithm changes, updating content, improving technical aspects, and optimising links.
Beyond these core SEO functions, many SEO companies also offer related services to support a holistic digital marketing strategy:
- Website Design — Building and designing sites with SEO in mind.
- Website Maintenance — Regular updates, bug fixes, and ensuring the site remains optimised and fast.
- Copywriting — Producing SEO-friendly content to attract and engage users.
- IT Support — Technical assistance beyond SEO, such as infrastructure or server-related support.
Why These Services Matter
By providing this suite of services, an SEO company helps clients:
- Improve their search rankings, making them more visible to potential customers.
- Enhance website performance, both technically and in content quality.
- Drive long-term, organic traffic, which is more sustainable and cost-efficient than paid ads.
- Gain insights and data, so that the SEO strategy can be continuously refined for better ROI.
