Guides: how it works and what it costs

Explanations written to be useful whether or not you hire anyone. Definitions, comparisons and real cost factors, without the sales pitch.

How to use these guides

Each guide stands on its own and there is no order to follow. If the vocabulary is new, start with the definitions. If you are choosing between options or putting a budget together, skip straight to the comparisons and the cost pages.

None of it assumes you will hire anyone. The cost pages give ranges and the factors that move them, which is what you need to sanity-check a quote from us or from anybody else.

The basics, defined

Short explanations of the terms that come up in almost every conversation about getting found online.

Analysis and technical

Two longer, hands-on pieces: what Google measures when it judges page experience, and how to work out which search terms are worth going after.

Comparisons and decisions

Where two reasonable options exist, these lay out the trade-offs rather than declaring a winner, because the right answer depends on what you are selling and who maintains it afterwards.

What it costs

Ranges, what moves them, and what a fair scope looks like at each level.

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