| Delivery Model | Senior-led, in-house execution across strategy, content, technical, and authority | Execution can vary depending on who is assigned or outsourced |
| Custom Strategy | Built around your market, competitors, and growth stage, not a template | Often follows standard deliverables with limited tailoring |
| Performance and ROI Focus | Prioritised around qualified traffic, enquiries, calls, and sales with clear KPIs | Reporting may focus on activity and rankings more than lead outcomes |
| Optimised for AI Search Visibility | Structured for visibility on Google AI Overviews, plus AI discovery on ChatGPT, Gemini, and DeepSeek | Usually prioritises traditional Google SEO first |
| Keyword Selection Transparency | Shared keyword research with intent, difficulty, opportunity, and competitor mapping | Keyword selection is sometimes pre-set with limited visibility |
| Content Creation and Optimisation | Human-written and reviewed for E-E-A-T, accuracy, and search intent alignment | Content quality can vary depending on process and resources |
| On-Page SEO Execution | Improves structure, internal linking, intent match, and conversion readiness | Often starts with metadata and basic on-page updates |
| Technical SEO Depth | Crawl and indexing control, site architecture, Core Web Vitals, and proactive fixes | Technical work may be limited to common fixes unless scoped in |
| Authority Building and Link Quality | Quality-first link acquisition with risk control and clean link profile practices | Link approaches vary widely across providers and budgets |
| Reporting and Iteration | Clear reporting on what was done, what moved, and what happens next | Reports may be more general with fewer actionable priorities |
| Account Management and Response Time | Dedicated point of contact backed by the in-house SEO team for faster turnaround | Response times can vary depending on workload and structure |
| Quality Control | In-house review process for technical work, content, and links | Quality checks depend on internal process and who delivers the work |