Consulting
SEO outsourcing
At the start I gather the context of the site and we agree how we will work: communication, the way topics are raised and the approval rules. We also define the responsibilities on both sides and the implementation model (I implement in the CMS or deliver guidelines and a backlog). For the audit I need access to the CMS, traffic and conversion data, and information about the offer and priorities.
About the service
SEO outsourcing: starting the cooperation, agreeing the implementation model and preparing for the audit
About the SEO outsourcing service
A few service details- Agreeing communication channels
- Rules for raising and approving changes
- Division of roles: materials and implementation
- Choice of implementation model: me or the client
- Access to the CMS and content editing
- Traffic and conversion data
Work process
The cooperation process: from audit findings to SEO implementation
I start by translating the audit findings into specific work on the site. We agree the priorities, scope, reporting metrics and the points that require approval. I then implement the tasks in stages, in line with the backlog and the current status.
- 01/ 03
Audit findings
I organise the findings from the audit and the earlier diagnosis to define the technical and content areas that need improving.
- 02/ 03
Backlog and priorities
I create the backlog, map topics and queries to URLs, resolve keyword cannibalisation, and set the order of implementation and the reporting metrics.
- 03/ 03
Staged implementation
I carry out technical and on-page tasks in the CMS or as guidelines, covering, among other things, crawl and indexing, redirects, canonicals, the sitemap, metadata, content and internal linking.
Starting an SEO outsourcing cooperation
Starting an SEO outsourcing cooperation means gathering the context of the site and agreeing the rules that will apply to the further work. At this stage the communication channels, the way topics are raised and the rules for approving changes are agreed. In parallel, the responsibilities on the contractor’s side and on the client’s side are defined, so that it is clear who prepares the materials, who approves and who implements. These arrangements are the starting point for the audit and the later implementation.
The key decision at the start is the Cooperation model: the contractor implements vs the client implements, because it determines the format of the work and of the results after each stage. If the contractor implements changes in the CMS and content, the work takes the form of finished fixes on the site. If implementation is on the client’s side, guidelines and a task backlog are delivered for the client’s team. The approval arrangements also cover changes that may require consultation, especially when they concern the structure or sales content.
Access required for an effective audit
The access required for an effective audit covers access to the site/CMS and to the data that makes it possible to assess the current state and measure the effects of the work. The ability to edit content is needed, so that the recommendations can actually be implemented within the agreed cooperation model. Access to traffic and conversion data is also essential, so that the conclusions of the diagnosis can be linked to what is happening on the site. In addition, information about the offer and business priorities is needed, because it affects the choice of topics and the order of work.
Without this input data it is not possible to carry out a reliable audit or to report credibly on progress after implementation. Access is required before the “Audit and diagnosis” stage, which covers an assessment of the technical condition, content and visibility, and the identification of indexing blockers and topical gaps. The scope and pace of further work also depend on the editing capabilities of the CMS and on the availability of people on the client’s side for implementation and approval. That is why agreeing access and the rules of cooperation is a condition for moving smoothly on to the diagnosis, the action plan and the task backlog.
Cooperation model: who implements the changes?
The cooperation model determines whether the contractor makes the changes in the CMS and content, or prepares guidelines and a backlog for the client’s team. This choice affects the form in which the results of the work are handed over: as fixes implemented on the site or as tasks to be carried out on the client’s side. In practice, the model also sets the approval workflow, especially for changes that may affect the structure, URLs or sales content. As a result, it is clear which elements can be implemented straight away and which require consultation and sign-off.
As part of the arrangements, responsibility for implementation, approval and providing subject-matter information is specified. The pace of work depends on the resources on the client’s side, including the availability of people for implementation, product decision-making and the editing capabilities of the CMS. Technical and structural changes usually require approval, because they can affect UX and sales. Similarly, content for key landing pages often goes through approval before publication.
- The contractor implements: changes in the CMS and content are carried out directly on the site, in line with the agreed approval rules.
- The client implements: the contractor prepares guidelines and a task backlog, and the client’s team carries out the implementation based on the agreed priorities.
- Approval of changes: it is agreed which fixes go live straight away and which require consultation (e.g. changes to URLs, structure, sales content).
SEO audit: technical and content diagnosis
An SEO audit covers a technical and content diagnosis of the site, in order to assess the state of visibility and point out the blockers and gaps that need action. This stage analyses the technical condition, the quality and relevance of the content, and the elements that affect indexing. The aim is to identify quality problems, limitations in the structure and topical gaps that require new pages. In parallel, the competing search results are compared, in order to define the requirements for the format and level of content for the key topics.
The results of the audit are gathered in a report and a prioritised list of problems, which show what is blocking growth and what can have the greatest effect. The technical diagnosis covers, among other things, indexability, page statuses, redirects, canonical versions, sitemaps, technical metadata and the quality of the templates from an SEO point of view. The analysis of architecture and internal linking concerns the structure of sections, page depth, navigation, contextual links and orphan pages. The content part covers a review of the landing pages, the uniqueness and completeness of the content, headings, the match to query intent and the identification of topical gaps.
- Technical SEO analysis: indexability, statuses, redirects, canonical versions, sitemaps, technical metadata, template quality.
- Analysis of architecture and internal linking: category/section structure, navigation, contextual links, orphan pages, places to strengthen.
- Analysis of content and its match to queries: landing pages, headings, intents, topical gaps that require new pages.
- Analysis of competing search results: content types and formats of the pages ranking highly for the key topics.
Planning the work and prioritising SEO tasks
Planning the work and prioritising SEO tasks means translating the audit findings into specific work with an agreed order of implementation. At this stage the scope of technical and content work is established, along with the reporting metrics that will later be discussed in the periodic reports. A decision is made on the range of topics and queries to be covered and on mapping them to existing or new URLs. As part of the mapping, keyword cannibalisation conflicts are also resolved, so that it is clear which page is meant to answer which queries.
Prioritisation also includes the decision whether quick fixes and the removal of technical blockers come first, or whether larger rebuilds and content expansions are planned in parallel. The result of this stage is an SEO task backlog divided into technical, on-page, content and internal linking work, with assigned responsibility and approval status. The backlog also reflects which changes can go live straight away and which require the client’s sign-off, especially when they concern URLs, structure or sales content. The way the tasks are carried out is consistent with the agreed implementation model: directly in the CMS or as guidelines and a task list for the client’s team.
- Mapping topics and queries to URLs and resolving keyword cannibalisation.
- Setting the order of implementation and the division into areas: technical, on-page, content, internal linking.
- Defining the reporting metrics and the points that require approval of changes.
Technical and on-page optimisation
Technical optimisation and on-page optimisation cover the implementation work that tidies up the site and removes the errors affecting crawl and indexing. In the technical part, the fixes arising from the earlier diagnosis are carried out, including corrections to redirects, error pages, duplicate URLs, canonical versions and the sitemap. In parallel, technical standards are set in order to maintain quality and make further work on the site easier. Technical and structural changes are carried out with the approval rules in mind, because they can affect UX and sales.
On-page optimisation concerns the key landing pages, such as categories, services, products or guides, and focuses on matching them to queries and intent. It covers standardising and completing titles, descriptions and headings, as well as corrections to the content structure: expanding or shortening it, adding the required sections and eliminating problems related to keyword cannibalisation. An important element is strengthening internal linking by adding contextual links, correcting the navigation and indicating supporting pages, which improves the distribution of authority and makes indexing easier. The pace of work may depend on the availability of resources on the client’s side, including the ability to edit in the CMS and the time needed to approve key changes and content.
- Improving indexability and eliminating errors: redirects, page errors, duplicate URLs, canonical versions, the sitemap.
- Standardising metadata and headings on landing pages and matching them to the content structure.
- Matching content to intent, including corrections to scope and structure and eliminating keyword cannibalisation.
- Strengthening internal linking: contextual links, navigation, supporting pages.
Testimonials
What clients and the industry say
Feedback from clients and industry people I have worked with on SEO projects.
I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.
01 / 08
You talk to me, not a salesperson
Tell me what you want to achieve. I’ll reply personally
I work as a freelancer: the same person reads your message, prepares the quote and then runs the project. No sales team in between.