How to do SEO for a client

Start by conducting a technical audit of the client's website to identify crawlability issues, site speed problems, broken links, and indexation errors. Use tools like Screaming Frog or Google Search Console to catch low-hanging fruit that's preventing search engines from properly accessing and ranking the site. Address critical issues like robots.txt blocks, noindex tags on important pages, and XML sitemap problems before moving into strategy work. This foundation matters more than flashy tactics because a broken site won't rank regardless of your content strategy.

Next, perform keyword research specific to the client's business, geographic location, and target audience. Don't just chase high-volume keywords—focus on commercial intent keywords where people are actually ready to buy or convert. Analyze what the top-ranking competitors are targeting and ranking for, then identify gaps where the client can realistically compete. For local businesses, this means prioritizing local keywords and Google Business Profile optimization. Create a keyword map that assigns target keywords to existing pages and identifies content gaps where new pages should be created. This prevents keyword cannibalization and gives you a clear content roadmap.

Develop an on-page optimization strategy by updating title tags, meta descriptions, and heading structures to align with target keywords while maintaining natural readability. Improve content quality by expanding thin pages, adding relevant information that answers search intent, and incorporating keywords strategically. Build internal linking architecture intentionally—link from high-authority pages to newer pages that need ranking boosts, and use descriptive anchor text. Then tackle off-page SEO through strategic link building. Rather than chasing quantity, focus on earning links from relevant, authoritative sources in the client's industry. This might mean creating linkable assets like original research, tools, or comprehensive guides that journalists and industry sites actually want to reference.

Finally, establish a measurement framework before launch. Set up Google Analytics 4 and Google Search Console properly, create a baseline of current rankings and traffic, and define which metrics matter most for the client's business (leads, sales, phone calls, etc.). Plan for regular reporting that connects SEO efforts to actual business outcomes, not just vanity metrics. SEO requires consistency and patience, so set realistic timelines and communicate that results typically take three to six months to become apparent.