From the outside, SEO can look simple—optimize a few pages, build some links, and wait for rankings to improve. But inside a professional SEO agency, campaigns are anything but random. Every successful SEO campaign is carefully planned, executed in phases, and continuously optimized based on data and results.
Understanding how an SEO agency works behind the scenes helps businesses set realistic expectations and appreciate why SEO is a long-term growth strategy rather than a quick fix. Here’s a step-by-step look inside an SEO agency and how campaigns are planned and executed for real results.
1. Client Discovery and Goal Alignment
Every SEO campaign begins with discovery. Before touching keywords or rankings, an SEO agency takes time to understand the business.
This phase typically includes:
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Understanding the business model, products, or services
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Identifying ideal customers and buyer intent
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Clarifying short-term and long-term goals (leads, sales, brand visibility)
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Defining geographic targets (local, national, or international SEO)
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Reviewing competitors in the same market
This step ensures the SEO strategy aligns with business objectives, not just vanity metrics like traffic volume.
2. Comprehensive SEO Audit
Once goals are clear, the agency performs a full SEO audit to identify strengths, weaknesses, and opportunities. This audit usually covers:
Technical SEO Audit
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Website speed and Core Web Vitals
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Mobile-friendliness
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Indexing and crawlability
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Site architecture and internal linking
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Duplicate content and URL issues
On-Page SEO Audit
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Page titles, meta descriptions, and headings
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Keyword usage and search intent alignment
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Content quality and relevance
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Image optimization and schema markup
Off-Page SEO Audit
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Backlink profile quality
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Anchor text distribution
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Toxic or spammy links
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Brand mentions and authority signals
This audit creates a clear roadmap for what needs fixing before growth can happen.
3. Keyword Research and Search Intent Mapping
Keyword research is one of the most strategic parts of an SEO campaign. Inside an SEO agency, this goes far beyond picking high-volume keywords.
Agencies focus on:
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Commercial and transactional keywords that drive conversions
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Informational keywords for content marketing and authority building
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Local keywords for map rankings and local searches
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Long-tail keywords with high intent and lower competition
Each keyword is mapped to specific pages based on search intent. This prevents keyword cannibalization and ensures every page has a clear purpose.
4. Strategy Development and Campaign Planning
With audit data and keyword research in place, the agency builds a custom SEO strategy. This plan outlines:
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Pages to optimize or create
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Technical fixes to prioritize
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Content topics and publishing schedule
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Link-building and authority strategies
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Local SEO actions (if applicable)
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KPIs and performance benchmarks
SEO agencies typically plan campaigns in 90-day phases, allowing enough time to implement changes and measure impact.
5. On-Page and Technical Implementation
Execution begins with high-impact fixes that improve site performance and usability.
Technical Execution
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Improving site speed and mobile experience
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Fixing crawl errors and index issues
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Enhancing internal linking structure
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Implementing structured data
On-Page Optimization
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Rewriting titles and meta descriptions
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Optimizing headers and content layout
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Improving keyword placement naturally
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Enhancing calls-to-action and UX
These changes help search engines better understand the website while improving the experience for real users.
6. Content Creation and Optimization
Content is where SEO agencies build long-term authority. Rather than publishing random blog posts, agencies follow a structured content strategy.
This includes:
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Creating service pages targeting high-intent keywords
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Writing blog posts that support topic clusters
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Updating and improving existing content
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Optimizing content for E-E-A-T (Experience, Expertise, Authority, Trust)
Well-optimized content helps websites rank for multiple related keywords, not just one primary term.
7. Link Building and Authority Growth
A major part of SEO execution happens off the website. SEO agencies focus on earning high-quality backlinks, not risky shortcuts.
Common link-building activities include:
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Guest posting on relevant industry sites
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Digital PR and brand mentions
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Local citations and directory listings
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Outreach to bloggers and publishers
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Reclaiming lost or broken links
Authority growth is gradual, but it plays a critical role in improving rankings and competitiveness.
8. Tracking, Reporting, and Optimization
SEO agencies constantly track performance using analytics and reporting tools. Key metrics include:
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Keyword rankings
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Organic traffic growth
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Conversion rates
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Engagement metrics
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Backlink acquisition
Monthly reports don’t just show numbers—they explain what changed, why it changed, and what’s next. Based on results, agencies refine strategies to improve performance over time.
9. Continuous Improvement and Scaling
SEO is never “done.” Successful agencies continuously:
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Expand keyword coverage
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Refresh and optimize existing content
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Adapt to algorithm updates
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Identify new growth opportunities
As results improve, campaigns scale—targeting more keywords, locations, or services to drive even greater returns.
Final Thoughts
Inside an SEO agency, campaigns are carefully planned, data-driven, and executed in structured phases. From discovery and audits to content creation and authority building, every action is aligned with business goals and long-term growth.
Understanding this process helps businesses see why SEO takes time—and why partnering with a professional SEO agency Edmonton delivers sustainable, compounding results that outperform short-term tactics.
