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NAKO
United Kingdom · SEO services

SEO services

Item by item, what search work actually consists of — so you can compare two proposals on the same terms.

What is actually in the scope

Most proposals are hard to compare because they describe outcomes rather than work. This page does the opposite: it lists what the work consists of, so two quotes can be read side by side. Four blocks make up almost every honest engagement. Technical work, which is finite and mostly front-loaded. Content, which is the largest ongoing cost and the one quietly dropped from cheaper quotes. Links and mentions, which should be slow and unremarkable. And reporting, which is either an explanation or decoration. When a proposal is half the price of another, the difference is nearly always the second block — and that is the one that keeps working after the engagement ends.

What each block covers

Technical

Speed, indexing, structure, redirects, structured data — finite work, mostly done early

Content

Pages that answer real questions; the largest ongoing cost and the first thing dropped from a cheap quote

Links

Mentions that would plausibly exist anyway — slow, unremarkable, and never bought

Local

Business profile, consistent details and reviews — decisive for searches that include a town

Reporting

Action, effect, next step; a chart on its own explains nothing and hides a lot

Measurement

Search Console and server data alongside analytics, because consent removes part of the picture

How it fits together

Development

Technical fixes first — content on a site Google struggles to read is wasted.

Marketing

Content and campaigns, reported separately from each other.

Automation

Enquiries into the CRM, so the effect is countable at all.

Analytics

Correct measurement before the changes, not after.

Audit

A review that says which blocks you actually need.

How to compare two proposals

  • Does it say what will be done in the first month, specifically
  • Is content writing included, or quietly left out to reach the price
  • Are links described as earned, or as a monthly quantity
  • Does the report explain actions, or only show a chart
  • Was a price given before anyone looked at the site

Frequently asked questions

Why is one quote half the price of another?

Usually because content writing has been left out. It is the largest ongoing cost and the easiest line to drop without it being obvious. The cheaper proposal is not dishonest by definition — but it is a smaller scope, and the difference shows up in month four.

Do we need link building?

Only where mentions would plausibly exist anyway: trade press, associations, suppliers, partners. Bought links breach Google's guidelines and the damage lands on your domain, not on the agency's. Five earned mentions do more than a hundred from a list.

Is technical work a one-off?

Mostly. The bulk is front-loaded and finite, with occasional maintenance after a site change. An agency billing the same technical fee every month a year in is billing for something that finished.

How do we know it is working?

Enquiries, then revenue. Positions are a leading indicator, not the point. We track search terms and enquiries side by side, so a rise in visibility that produces nothing is visible as such rather than presented as progress.

Ask for a scope

Send us your site and we will come back with the blocks that apply to you — including the ones you can safely skip.