Business

Agency retainer models

Engagement models

The commercial structures used for SEO services: monthly retainers, project fees, day rates, performance-based arrangements or hybrids.

Competitive analysis

Competitor research

Comparing a site's search position against competitors across visibility, content coverage, authority and technical capability to locate realistic opportunities.

In-house vs agency

Resourcing model

The choice between building an internal SEO team, retaining an external agency or consultant, or operating a hybrid of both.

Organic TAM

Total addressable search demand

The total search demand a business could theoretically address, expressed as the aggregate volume or click potential of all relevant queries in its markets.

Replatforming

CMS migration

Moving a site to a different content management or commerce platform, a migration type where URL patterns, rendering and metadata control all change at once.

SEO audit

Technical audit

A structured assessment of a site's technical, content and authority position, producing prioritised, actionable findings rather than an exhaustive issue list.

SEO forecasting

Traffic forecasting

Projecting future organic performance from current rankings, expected position changes, demand trends and seasonality, usually as a range rather than a point estimate.

SEO governance

SEO process ownership

The processes and ownership that keep SEO requirements enforced over time — review gates, standards, documentation and escalation paths.

SEO KPIs

Search KPIs

The measures used to judge a search programme, ideally a small set combining leading indicators with outcome metrics that connect to revenue.

SEO maturity model

Capability model

A framework describing an organisation's SEO capability across stages, from ad-hoc reactive work to SEO embedded in product, engineering and content processes.

SEO ROI

Return on investment

The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the programme.

SEO strategy

Search strategy

A documented plan connecting business objectives to a defined search opportunity, the capabilities required, the sequence of work and how success will be judged.

SEO technical debt

Accumulated unresolved technical issues — legacy redirect chains, duplicate URL patterns, orphaned templates, stale markup — that compound and constrain future work.

Site migration

SEO migration

Any change to a site's domain, URL structure, platform, template or content organisation that materially affects how search engines see it.