There is no arguing that content writing is an important part of SEO. Well-written, optimized content that targets relevant keywords is going to help users find your website and support conversions. And while that is a large part of SEO, it’s not the only piece of the puzzle. A truly strong SEO program is not just a set number of blogs and page optimizations delivered each month. That is only one part of a larger strategy designed to improve your website’s visibility, usability, and long-term organic performance.
Naturally, clients want to know what exactly they are paying for when they sign up for an SEO program. When they are receiving monthly content optimizations, it can feel like that budget is all going towards a few blogs or a few pages a month. It’s important to understand that there is much more happening behind the scenes.
A well-rounded SEO program includes:
1. Understanding the Client’s Business
Before an SEO strategy can be fleshed out, the team needs to understand the business behind the website. Every client is different, with different products, services, audiences, and goals. The exact program and strategy for one client may not make sense for another, which is why taking the time to really understand what the client does, what matters most to them, and what they are trying to achieve is paramount.
2. Competitive Analysis
At JumpFly, your SEO Account Manager will analyze what your strongest competitors are doing well. This helps us understand how competitors are structuring their content, what questions they are answering, and where your website has opportunities to improve.
This does not mean we will copy exactly what someone else is doing. Instead, it’s about understanding the search landscape and what users are already finding when they are looking for your product or service. These insights help inform your SEO strategy, allowing us to make recommendations that improve your website’s relevance, usefulness, and competitiveness in organic search.
3. Technical Audits
Even the strongest content won’t matter if a website has major technical issues. A technical audit is a comprehensive evaluation of your website’s infrastructure – crawling, indexing, rendering, and site architecture. This helps us understand whether or not search engines can properly access, understand, and rank your pages.
Your Account Manager will create an organized spreadsheet of technical red flags and prioritize them from most to least important. The SEO team will also present the findings in detail, giving you the information needed to truly understand the issues and begin making recommended fixes. Having a strong foundation is key to SEO success.
4. Performance Monitoring
SEO is not a “set it and forget it” type of program. Traffic, rankings, competitor strategies, and search engine results are regularly changing, especially with today’s AI-forward search landscape. You also have to factor in Google’s core algorithm updates, which happen two to three times a year and almost always have some type of effect on SEO performance.
Because of these changes, a strong SEO program will include regular performance monitoring to keep an eye out for any fluctuations in traffic and help the team determine where changes need to be made.
5. Monthly Reporting
Every month, our clients receive a performance report for the prior month. These reports include how traffic and rankings are trending and which landing pages and keywords are ranking highest, with data gathered from tools like Google Search Console, GA4, and Semrush. We also provide an outline of what deliverables were completed that month and what is planned for the upcoming month. But reporting is not just about listing numbers; your SEO team will also explain what the data means, why performance looks the way it does, and how those insights will inform the strategy moving forward.
6. Troubleshooting
It can be a little overwhelming when performance changes unexpectedly. Luckily, having a dedicated SEO team means that you have someone to investigate what’s going on. That may include looking into traffic drops, ranking declines, crawling issues, indexing problems, redirect concerns, or changes caused by a website update. Troubleshooting is an important part of protecting and maintaining organic performance, and having an SEO account manager who can identify the issue and recommend next steps can provide valuable peace of mind for your team.
7. Extensive Research
As we’ve shown above, a comprehensive SEO strategy does not solely revolve around content writing, but it is a key part of the program. Before the writing even starts, however, there is a significant amount of research and strategy that goes into making sure each piece of content holds value.
SEO specialists perform in-depth keyword research, competitor research, subject or product research, and search intent analysis to understand what users are looking for and what type of content is more likely to meet their needs. This step in the content writing process helps ensure that we are targeting the right keywords, answering the right questions, and creating content that is helpful, valuable, and also aligns with SEO best practices.
This type of research also supports other content deliverables, such as:
- Keyword Maps
- Blog Keyword Maps
- Title Tag Optimizations
- Adding FAQs to Existing Content
- Internal Linking Recommendations
All of this to say, SEO content is not just written without thoughtful preparation. It is researched, strategically planned, and optimized with clear intent.
8. Ongoing Support
At JumpFly, your SEO team is never going to disappear on you. Beyond page optimizations, blogs, and monthly reports, your program also includes ongoing communication, consultation, and support to help keep everyone aligned on business goals.
Regular calls and meetings give clients the opportunity to review current performance, discuss priorities, ask questions, and talk through upcoming business needs. Support also happens between scheduled meetings. You are welcome to reach out to your SEO team at any time with website updates, new page ideas, a migration, or any unexpected issues. We’re here to help.
SEO Is a Partnership, Not a Page Count
Investing in SEO means more than just receiving page optimizations or blogs. You are investing in a team that is taking the time to understand your business, monitor performance, research opportunities, analyze competitors, identify technical issues, and provide ongoing support when questions or concerns arise. Content writing is an important part of SEO, yes, but it is most valuable when backed by a fully fleshed-out strategy.
