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    In today’s rapidly changing world of digital marketing, search engine optimization (SEO) has become a key component of any company’s strategy for achieving online success. SEO plays an invaluable role, becoming an alternative to paid campaigns and social media brand promotion.

    In this article, we will examine in detail how SEO agencies, such as Up&More, work by combining technical optimization of a website with creative content marketing, external linking and data analysis.

    What does an SEO Agency do?

    Definition of SEO and SEO agencies

    Search Engine Optimization (SEO) is the process of optimizing websites to improve their visibility in organic search engine results. It is a key strategy for any company looking to increase its online presence.

    An SEO agency is a specialized company that uses various SEO techniques and tools to help clients achieve higher search engine rankings, thereby increasing traffic to their sites and promoting their business online.

    What does an SEO agency do?”

    The responsibilities of an SEO agency mainly include 4 areas:

    • a technical audit of the website to detect areas for optimization,
    • optimization of the website,
    • link building,
    • keyword analysis,

    SEO Audit

    An SEO audit is a detailed analysis of a website for its compliance with search engine standards and user expectations. It includes detailed technical recommendations, assessment of content quality, analysis of external link profile and evaluation of website usability and accessibility. The SEO Audit allows you to identify and remove technical barriers that may inhibit indexing and achieving high Google rankings.

    Site Optimization

    Optimizing a website can include various aspects of the website such as:

    • semantics of content,
    • content marketing and content development,
    • improving internal linking,

    Semantics of content

    Content Semantics is the advanced customization of content according to user intent and behavior. It’s not just about selecting the right keywords, but also creating valuable, unique and engaging content that responds to specific queries. What is important here is understanding the context of the queries and providing answers that are both useful to the audience and optimal from the perspective of search engine algorithms. The essence of semantics is to match the intent of the article itself and individual headings to the paragraph, with particular attention to the first sentence.

    Content Marketing

    Content marketing is the strategic creation and distribution of content that acquires, attracts, engages and converts audiences. Effective content marketing requires an in-depth understanding of the target audience, analysis of search potential, creation of content tailored to different stages of the purchase path, and regular analysis of results and optimization.

    Internal linking

    Internal linking is a key part of optimizing a site’s structure. Thoughtful internal linking helps distribute a site’s value, improves its information architecture and makes it easier for users to navigate. It is also important for search engine bots, helping them to effectively index pages and recognize the degree of links between URLs.

    Link Building

    Link building is the process of acquiring valuable and relevant links from external websites. It is one of the key methods of building a site’s authority. Effective link building requires creating valuable content that naturally attracts links or significantly facilitates the process. Link acquisition also includes sponsored publications, creating relationships with other sites for collaboration or supporting interviews or statements.

    Keyword analysis

    Keyword analysis is the foundation of any SEO strategy. It involves identifying phrases that are frequently searched by potential customers and are relevant to the services or products offered (have the potential to convert). Effective keyword analysis requires an understanding of user intent, market trends and the activities of competitors in the industry.

    What can a good SEO agency do for you? The benefits of SEO.

    Let’s take a look at the most common benefits of SEO for a website, which include:

    • reaching out with communications to people interested in a service or product,
    • increase brand awareness and shape authority in a given category,
    • increase in website traffic,
    • increase in sales,
    • optimization of customer acquisition costs and diversification of traffic sources,
    • long-lasting effect,
    • scale effect,
    • increase the usability of the website,

    Reach people interested in a service or product

    A good SEO agency effectively increases a site’s visibility in search results for queries directly related to the products or services offered. This means that the page is exposed to precisely those people who are actively interested in a particular offer – which significantly increases the chances of conversion. The conversion rate from organic traffic is usually one of the highest of all marketing channels.

    Increase overall visibility and increase brand awareness

    SEO not only helps reach people searching for specific products or services, but also builds overall brand awareness. By ranking high in search results, a brand becomes more recognizable and seen as an authority in its industry.

    Increase website traffic

    Higher rankings in search results translate into more website traffic. Internet users typically click on the first 3 search results (realistically, up to the first page, or 10 results), so SEO optimization leads to a significant increase in website visits.

    Increase sales of a service or product

    Increased website traffic and reaching a more relevant audience translates into increased sales. SEO often helps attract people who are ready to make a purchase decision, which directly affects a company’s bottom line.


    Optimize costs and diversify customer acquisition sources

    SEO is one of the most cost-effective methods of digital marketing. It allows you to reach a large audience without incurring high costs, as is the case with paid advertising campaigns.

    Permanent results

    Unlike paid advertising, the effects of SEO are long-lasting. SEO optimization contributes to a lasting improvement in a site’s visibility, which provides benefits for the long term. The authority built pays off, and even when SEO efforts end, the same written content remains. Of course, content needs to be updated over time, and stopping link acquisition is not natural and will not remain without an impact on positions, while the results nevertheless usually last for a long time.

    Effect of scale

    SEO is a process that can produce better and better results over time. Increasing a site’s visibility and authority in search engines can lead to economies of scale, which is the increase in benefits as SEO efforts increase.

    Faster site usability

    Optimizing SEO often involves improving website usability. Actions such as streamlining navigation, speeding up page loading, or improving accessibility have a positive impact on the user experience.

    How to choose an SEO agency?

    Choosing an SEO agency is crucial to the success of your online strategy. Here are some aspects to consider when making your decision:

    • contract and notice period,
    • scope of SEO audit,
    • selection of keywords in the context of performance verification,
    • monitoring and reporting,
    • contact person and their qualifications,
    • feedback and recommendations,
    • positioning costs,

    Contract terms and notice period

    Pay attention to the terms of the contract, including the notice period. A good SEO agency should offer flexible terms of cooperation, allowing you to adapt your strategy to changing needs and results.

    Take note of the termination period.

    Scope of SEO audit

    Be assured that the agency offers a comprehensive SEO audit that covers all key aspects of the site – from technical to content to linking.

    Proposed keywords

    Keyword analysis and proposal are the cornerstones of an effective SEO strategy. Make sure the agency can propose keywords that are relevant to your industry, the product you offer, and have the potential to generate traffic.

    Monitoring and reporting terms

    A good SEO agency should provide regular progress monitoring and detailed reports. This allows you to track the effectiveness of your strategy and make necessary adjustments.

    Contact person and quality of communication

    Efficient communication is key. Make sure you have a designated contact person at the agency with high qualifications who is available and ready to provide support and information about progress.

    Reviews and referrals

    Find out what kind of reviews and recommendations a particular agency has. Check references and case studies to understand how the agency has performed in previous projects. If you have the knowledge you can trace the exact progress by analyzing the projects described in Case Studies.

    Cost of positioning service

    Compare the cost of services, taking into account the scope of activities and make sure they are in line with your budget and ROI (return on investment) expectations.

    SEO agency billing models

    Flat Fee

    This is a fixed monthly fee for comprehensive SEO services.

    Performance SEO (billing for effect)

    In this model, you pay only for specific results, such as achieving certain positions in search results.

    Pay per position

    Billing is based on achieving certain positions for selected keywords.

    SEO agency or freelancer?

    The choice between agency or freelancer depends on the scope and specifics of the project. Freelancers often offer more flexible terms of cooperation and can be a good choice for smaller projects. SEO agencies, on the other hand, offer a broader range of services and may be more suitable for complex strategies and larger projects.

    What qualities should the best SEO agency have?

    The best SEO agency is one that:

    • Has experience and a proven track record of success in the industry.
    • Offers a customized approach and tailors strategies to the specifics of the client.
    • Has comprehensive knowledge of the latest search engine trends and algorithms.
    • Provides transparency of operations and regular reporting.
    • Characterized by high quality communication and customer accessibility.


    The approach to SEO should be thoughtful and tailored to the needs of your business. Choosing the right SEO agency that understands your business goals and tailors strategies to your market’s specifics is crucial to achieving success in the digital world. Remember, effective SEO is not only about improving search engine visibility, but more importantly about building value for your customers and long-term growth of your business.

    Up&More: Your Partner in Online Development

    At Up&More, we understand that every business is unique. That’s why our SEO strategies are always tailored individually, with a focus on achieving our clients’ specific business goals – whether it’s increasing sales performance, increasing market share, attracting new customers, or building brand recognition. Our team consists of experienced professionals who work with the best tools and technologies to provide the highest quality service.

    Our commitment to the success of our clients was recognized at the European Search Awards 2022, where we were named the best SEO agency from Poland. This is not only a distinction for us, but most importantly a confirmation of the quality of our services and effectiveness in implementing SEO strategies.

    Our clients often stay with us for many years. We believe that the key to this success is the partnerships we build and our commitment to achieving above-average results. At Up&More, we focus on long-term cooperation and mutual trust, which translates into real benefits for our clients.

    Let's talk!

    Piotr Starzyński
    Piotr Starzyński

    Hello! My name is Piotr Starzynski and it's a pleasure to meet you in the SEO industry. I have been officially working in SEO since 2006, while I have been working in analytics for several years. I have about 400 analytics implementations for client websites, hundreds of SEO projects and dozens of analytics projects for mobile applications. At Up&More, I am responsible for the Search Engine Optimization and Web Analytics team. If you feel like working with me, I invite you to contact me!