Our battle-tested 7-phase SEO process

A brief overview of Connective’s results-driven SEO process

For nearly 15 years, we’ve been perfecting our craft—helping businesses of all sizes achieve measurable growth through SEO. During that time, we’ve fine-tuned our approach to create a flexible yet reliable seven-phase system.

What sets our process apart? It’s tailored, transparent, and built for impact. We take into account every detail that matters, from your industry to your goals, ensuring a holistic approach to optimization.

Our seven-phase process includes:

1. Onboarding
2. Research
3. Strategy and planning
4. Technical SEO fixes and monitoring
5. Monthly content creation
6. Monthly link building
7. Reporting, analysis, and optimization

No cookie-cutter solutions here. Our SEO strategy evolves to fit your business—not the other way around. And while many agencies prefer to work behind closed doors, we take a collaborative approach, keeping you involved and informed at every step.

When you partner with Connective, you’re not just another account. You’re part of the process, and together, we’ll build a strategy that aligns with your vision and delivers results.

Pinpointing common SEO challenges

At Connective, we make the SEO process look seamless—but behind the scenes, it’s anything but simple. Search engine optimization comes with its own set of challenges, and ignoring them can hold businesses back from reaching their full potential.

Rather than sidestepping these obstacles, we take them head-on. Over the years, we’ve built strategies to overcome even the trickiest SEO hurdles, ensuring your business can thrive online.

Here are a few challenges we solve every day:

• Identifying the right keywords to target without falling into “keyword stuffing.”
• Including meta tags and descriptions that improve visibility and click-through rates.
• Adding internal and external links that enhance navigation and credibility.
• Building high-quality backlinks to boost authority in your niche.
• Regularly publishing fresh, relevant content to keep your site active and engaging.

These issues may seem daunting, but they’re our specialty. Whether it’s fixing technical issues or building long-term strategies, we turn obstacles into opportunities to elevate your business.

When your competitors ask, “Why aren’t we ranking as high as they are?” you’ll know the answer: a thoughtful, goal-oriented SEO process built by Connective.

How Connective’s 7-phase SEO process works

We’ve talked about our results-driven approach—now let’s break it down. Each phase of our SEO process is designed to build momentum, starting with a strong foundation and evolving with your business.

Here’s a step-by-step look at how we deliver the results you need:

Phase 1: Onboarding

A successful SEO strategy begins with understanding what makes your business unique. At Connective, we approach onboarding as more than just paperwork—it’s where we set the foundation for collaboration, clarity, and results.

Here’s what you can expect during this critical first phase:

1. Kickoff meeting: Our team meets with you to dive deep into your goals, values, and vision. We’ll discuss your current challenges, short- and long-term objectives, and any data or resources you already have in place. This is also your chance to meet your dedicated SEO team—people who are as invested in your success as you are.
2. Gathering assets: To hit the ground running, we’ll request access to essential resources such as:
   • Website credentials (e.g., CMS, hosting, and analytics platforms like Google Search Console)
   • Branding materials, including logos, color guidelines, and style guides
   • Existing performance data, including keyword lists, prior audits, and insights you’ve gathered about your audience
3. Setting expectations: Transparency is key. During onboarding, we’ll establish clear timelines, reporting schedules, and deliverables, ensuring everyone is on the same page. You’ll walk away knowing exactly what’s happening, when, and why.

We treat onboarding as a partnership-building process. By the end of this phase, you’ll feel confident in the direction of your SEO strategy and the team working to bring it to life.

Phase 2: Research

With onboarding complete, we roll up our sleeves and dive into the research phase. This is where we gather the insights needed to create an SEO strategy that’s tailored to your business and designed to deliver results. Our goal is to uncover the opportunities that will make the biggest impact on your visibility and growth.

Here’s how we approach this in-depth process:

1. Keyword research: Identifying the right keywords is the backbone of any successful SEO strategy. We analyze search volume, competition level, and relevance to pinpoint high-value keywords that align with your business goals. This ensures we’re targeting terms your audience is actively searching for—and that your website can realistically rank for.
2. Competitor analysis: To give you a competitive edge, we evaluate the strategies of businesses in your space. This includes reviewing their content, backlink profiles, and technical SEO practices to uncover both strengths we can emulate and gaps we can exploit. Understanding what your competitors are doing (and what they’re missing) helps us position your website to outperform them.
3. Website audit: Using advanced tools like Google Search Console, Screaming Frog, and Ahrefs, we conduct a comprehensive audit of your website. This process identifies:
   • Technical issues, such as broken links or slow loading times
   • On-page optimization opportunities, like underperforming meta tags or missing alt text
   • Structural improvements, including navigation and internal linking updates
   • These insights form the foundation for our technical SEO fixes and content strategies in later phases.
4. Audience analysis (optional but valuable): If data is available, we analyze your audience’s behavior and preferences to ensure every part of your SEO strategy resonates with the people you want to reach.

Research is one of the most time-intensive phases of our process, but it’s also one of the most rewarding. By the end, we’ll have a clear understanding of where your business stands and what it will take to push it to the top of the search engine rankings.

Phase 3: Strategy and planning

With a wealth of research in hand, we move into the strategy and planning phase. This is where all the insights we’ve gathered come together into a structured, actionable SEO roadmap tailored to your business. Our goal in this phase is to ensure every tactic we recommend aligns with your objectives, budget, and timeline.

Here’s how we make it happen:

1. Internal strategy meeting: The Connective team gathers to review everything from your keyword opportunities to competitor insights. During this session, we:
   • Identify the highest ROI tasks to prioritize
   • Finalize budgets for key activities like content creation, link building, and technical fixes
   • Break the strategy into clear, trackable deliverables for the month ahead
2. Each task is assigned in our project management system, ensuring nothing slips through the cracks.
3. Drafting your SEO strategy:
   We outline a detailed plan that connects your business goals with specific SEO activities. This includes:
   • Recommended keyword targets for content and on-page optimization
   • Areas of focus for technical fixes, like site speed or mobile usability
   • A timeline for execution and expected milestones
4. Client check-in: Collaboration is key to success. In this meeting, we’ll present our proposed SEO strategy, walking you through our recommendations step by step. We’ll explain the reasoning behind each decision, address your questions, and incorporate your feedback into the final plan.
5. Finalizing the roadmap: After incorporating your input, we refine the strategy and set it in motion. You’ll leave this phase with a clear understanding of what’s happening, when, and why—plus the confidence that every step aligns with your business’s unique needs.

By the end of this phase, we’re not just aligned on strategy—we’re equipped with a plan that’s poised to deliver measurable results.

Phase 4: Technical SEO fixes and monitoring

Once the strategy is set, it’s time to address the technical foundation of your website. Technical SEO ensures that your site is fast, accessible, and optimized for search engines to crawl and index. While it may not be as visible as content updates or link-building efforts, this phase is critical to the long-term success of your SEO strategy.

Here’s how we tackle technical SEO fixes and ongoing monitoring:

1. Technical audit and issue identification: Our team conducts a comprehensive review of your site using industry-leading tools like Screaming Frog, Ahrefs, and Google Search Console. This step identifies:
   • Crawl errors that hinder search engine indexing
   • Page speed issues that may drive visitors away
   • Mobile usability challenges that can lower your rankings
   • Broken links and missing alt text that reduce user experience and SEO value
2. These findings form the basis for a prioritized list of technical fixes.
3. Implementation of fixes: Armed with actionable recommendations, we get to work resolving technical issues. Common updates include:
   • Improving site speed through image compression and optimized coding
   • Fixing broken links and optimizing internal linking structures
   • Enhancing mobile responsiveness to ensure a seamless experience across all devices
   • Updating HTML semantics to improve search engine readability
4. Updating HTML semantics to improve search engine readability
   Each update is meticulously tracked in our project management system, so you’re always in the loop about what’s been completed.
5. Ongoing performance monitoring: Technical SEO is not a one-and-done task. We monitor your site using tools like Google Search Console to ensure all fixes are effective and to catch any new issues early. Regular monitoring allows us to maintain your site’s performance and continuously improve its usability.
6. Proactive updates for algorithm changes: Search engine algorithms evolve constantly, and we stay ahead of the curve. If an update impacts technical requirements, we adjust your site to remain compliant and competitive.

A strong technical foundation is what allows the rest of your SEO strategy to thrive. By the end of this phase, your site will be faster, cleaner, and optimized to attract search engines and visitors alike.

Phase 5: Monthly content creation

Content is at the heart of any successful SEO strategy. Regularly publishing high-quality, optimized content ensures your website remains fresh, relevant, and engaging for both search engines and your audience. In this phase, we handle every detail of your content creation process—so you can focus on running your business while we deliver content that works.

Here’s how it all comes together:

1. Content ideation and selection: Based on our keyword research and competitive insights, we propose a list of content ideas tailored to your audience and goals. These could include blog posts, service pages, or FAQs designed to answer key search queries. During your monthly strategy meeting, we finalize the topics to ensure they align with your vision.
2. Detailed outline creation: Every great piece of content starts with a plan. For each topic, we draft a detailed outline that includes:
   Every great piece of content starts with a plan. For each topic, we draft a detailed outline that includes:
   • Focus keywords to guide the content’s structure
   • Strategic angles designed to stand out in your industry
   • Insights from competitor analysis to ensure your content adds unique value
   • Our SEO manager reviews each outline to confirm its alignment with your strategy before moving to the next step.
3. Content writing and editing: Our team of skilled writers crafts engaging, SEO-optimized content based on the approved outlines. Each draft goes through a rigorous editing process to ensure:
   • The tone reflects your brand’s voice
   • It meets SEO best practices for keyword use, formatting, and readability
   • The content delivers real value to your audience
4. Client approval and revisions: Once we’re satisfied with the quality, we submit the content to you for review. You’ll have the opportunity to approve it as-is or request adjustments. Our collaborative approach ensures the final product meets your expectations.
5. Content implementation: After approval, we draft the content on your website, taking care to:
   • Optimize meta descriptions, headers, and alt text for SEO
   • Add internal links to strengthen site navigation
   • Ensure the layout is user-friendly and visually appealing
6. Submission and tracking: Published content is submitted to Google Search Console to encourage faster indexing. We also track the content’s performance over time to measure its impact on traffic and rankings.

With fresh, optimized content added to your site each month, you’ll see improvements in visibility, engagement, and authority. This consistent effort keeps your website top of mind for search engines—and more importantly, your audience.

Phase 6: Monthly link building

Building high-quality backlinks is a critical component of improving your website’s authority and visibility in search engine rankings. Backlinks act as endorsements from other websites, signaling to search engines that your site is a trusted and relevant source. In this phase, we focus on acquiring authoritative links to boost your website’s credibility and organic traffic.

Here’s how we approach link building:

1. Prospecting and target selection: Our team identifies websites that align with your industry and audience, focusing on:
   • High domain authority to maximize impact on rankings
   • Relevance to ensure links come from trusted, topic-appropriate sources
   • Sites with strong traffic to drive direct visitors to your content
2. Each potential backlink source is thoroughly vetted to ensure quality and alignment with your business goals.
3. Outreach and relationship building: Link building is as much about relationships as it is about strategy. We reach out to target sites with personalized pitches, emphasizing how your content provides value to their audience. Whether through guest posts, content collaboration, or resource inclusion, we secure backlinks that benefit both parties.
4. Content creation for backlinks: In cases where a guest post or featured content is required, we create high-quality articles, infographics, or other materials tailored to the target site. These assets are designed to provide value to their audience while seamlessly linking back to your site.
5. Link verification and reporting: Once backlinks are secured, we verify their placement and ensure they meet quality standards. Each link is tracked in a detailed report that provides:
   • The source website and its domain authority
   • The specific page containing the link
   • The anchor text used to link back to your site
6. This transparency ensures you’re always informed about how your link-building efforts are progressing.
7. Continuous refinement: As part of our monthly process, we analyze your link profile and competitor strategies to identify new opportunities. This ensures your backlink strategy remains dynamic and aligned with changes in your industry.

By focusing on quality over quantity, our link-building approach strengthens your site’s authority without risking penalties from spammy or irrelevant backlinks. The result? Increased visibility, higher search rankings, and a website that’s recognized as a trusted leader in your field.

Phase 7: Reporting, analysis, and optimization

Transparency and continuous improvement are at the heart of Connective’s SEO process. In Phase 7, we provide clear reporting on progress, analyze performance metrics, and refine your strategy to keep your website climbing the search rankings. This phase ensures you always know what’s working, what’s not, and how we’re adjusting to deliver the best results.

Here’s what you can expect:

1. Weekly internal updates: Our team conducts regular internal reviews to track:
   • Completed tasks and outstanding items
   • Changes in keyword rankings, traffic, and conversions
   • Performance of newly implemented strategies
   • This allows us to stay agile, address challenges quickly, and maintain alignment with your goals.
2. Monthly client reporting: At the end of each month, we share a detailed report summarizing:
   • Wins, including traffic growth, improved rankings, and notable achievements
   • Key performance indicators (KPIs) like organic traffic, click-through rates, and conversions
   • Completed tasks, upcoming priorities, and actionable recommendations
     These reports are designed to be clear and actionable—no jargon or unnecessary data, just insights you can use.
3. Ongoing analysis: Using tools like Google Search Console, Ahrefs, and Google Analytics 4 (GA4), we dive deep into your website’s performance. This includes analyzing:
   • Which keywords are driving traffic and conversions
   • How your competitors are shifting their strategies
   • New opportunities to optimize underperforming pages or expand on successful ones
4. Post-launch optimization: SEO isn’t static, and neither is your strategy. We use the latest data and trends to refine your campaign. Whether it’s updating content, adjusting keywords, or expanding link-building efforts, we ensure your strategy evolves with your business and industry.
5. Collaborative check-ins: Regular meetings with your Connective team keep you involved and informed. This is your chance to:
   • Ask questions about the data
   • Provide feedback on strategy adjustments
   • Share new business goals or changes in direction that may affect the focus of your campaign

The result of this phase? A strategy that doesn’t just deliver results—it adapts to ensure ongoing success. Our commitment to transparency and optimization means you’ll always know exactly how your investment is performing and what’s coming next.

Who should manage your SEO process?

SEO is essential for any business looking to grow its online presence. But deciding who should handle your SEO efforts is just as important as committing to a strategy in the first place. Without the right team—or a proven process—you risk wasting time, money, and resources on efforts that fail to deliver results.

Whether you choose to manage SEO yourself, hire an in-house specialist, work with a freelancer, or partner with an agency, the key to success lies in having a structured approach. A clear process ensures every effort is aligned with your goals and that no opportunities for optimization are left on the table.

In the sections below, we’ll explore the pros and cons of each option, all through the lens of maintaining an effective and results-driven SEO process.

Should you take the DIY approach?

Managing SEO on your own might seem like the most cost-effective solution, especially if you’re just starting out. But while the DIY route offers full control, it often lacks the structure and expertise needed to deliver consistent, scalable results.

The pros:

• Complete control: You set the pace, choose the tools, and decide which strategies to pursue.
• Budget-friendly tools: Many beginner-friendly tools, like Google Search Console or free keyword planners, are available to get you started without a hefty investment.
• Hands-on learning: Tackling SEO on your own helps you develop a working knowledge of how search engine optimization functions.

The cons:

• Lack of expertise: SEO is complex and constantly changing. Without advanced knowledge or experience, it’s easy to miss opportunities or make costly mistakes.
• Time-intensive: Keyword research, technical fixes, and content creation can quickly become overwhelming—especially when balancing SEO with running your business.
• Process gaps: Without a proven framework, DIY efforts often lack direction, resulting in inconsistent results and missed potential.

How it impacts the process:

SEO without a structured approach can feel like throwing darts in the dark. While you might see some short-term wins, the absence of a process makes it hard to identify what’s working and why. Over time, this lack of direction can lead to stagnation or, worse, penalties for unintended errors.

At Connective, we believe that process is everything. That’s why our seven-phase SEO system is designed to eliminate guesswork and deliver measurable results—something that’s hard to achieve when you’re going it alone.

What about hiring an in-house SEO specialist?

Bringing an SEO expert onto your team full-time can seem like an ideal solution. An in-house specialist offers dedicated attention and deeper integration with your business. However, this approach comes with its own set of challenges—especially when it comes to building and maintaining a robust SEO process.

The pros:

• Dedicated expertise: A full-time specialist focuses solely on your business’s SEO needs, ensuring a deep understanding of your goals and audience.
• Team integration: An in-house specialist can collaborate with other departments, like marketing and sales, for a more cohesive approach.
• Immediate accessibility: Unlike external teams, in-house SEO specialists are readily available to address issues or pivot strategies when needed.

The cons:

• High cost: The salary and benefits for an experienced SEO specialist can be steep, often exceeding $70,000 annually. For top-tier experts, this number climbs even higher.
• Tool and resource investment: Beyond salary, you’ll need to provide tools, software, and training to keep your specialist equipped and up-to-date.
• Process limitations: Even skilled specialists may struggle to manage every aspect of SEO effectively without support. Technical fixes, content creation, and link building often require additional resources or collaboration with external experts.

How it impacts the process:

While an in-house specialist can provide focused attention, the success of their efforts heavily depends on their ability to build and execute a structured process. Without access to a larger team or resources, scaling an SEO strategy may prove difficult. Specialists often face bottlenecks when juggling multiple priorities, which can disrupt the consistency needed for long-term results.

At Connective, we’ve seen the difference a well-rounded team makes. Our seven-phase SEO process brings together experts in technical SEO, content, link building, and analytics to ensure nothing is overlooked. While an in-house hire might excel in one area, a team-driven process ensures a more holistic, scalable approach to growth.

Is reaching out to a freelancer for assistance an option?

Freelancers can be an attractive middle ground between the DIY approach and hiring a full-time employee. They often bring specialized expertise and flexibility without the overhead costs of an in-house hire. However, freelancers also come with limitations, particularly when it comes to maintaining a comprehensive, long-term SEO process.

The pros:

• Specialized skills: Freelancers often focus on specific areas of SEO, such as content writing, technical fixes, or link building, offering targeted expertise for immediate needs.
• Lower upfront cost: Compared to hiring an in-house specialist, freelancers typically cost less since you’re not covering benefits or full-time salaries.
• Flexibility: Freelancers can be hired for short-term projects or specific tasks, allowing you to adjust your investment as needed.

The cons:

• Inconsistent availability: Many freelancers juggle multiple clients, which means they may not always be available for urgent tasks or ongoing support.
• Lack of process alignment: While freelancers excel in their niche, they rarely offer a cohesive, end-to-end SEO process. This fragmented approach can lead to inefficiencies and missed opportunities.
• Limited understanding of your business: Freelancers often don’t have the time or bandwidth to deeply understand your company’s goals, audience, or competitive landscape.

How it impacts the process:

Freelancers are typically hired to tackle specific aspects of SEO rather than execute a full strategy. As a result, their efforts may lack coordination with other SEO activities, weakening the overall impact. Without a unified process, it’s easy for gaps to form—whether it’s neglecting technical SEO while focusing on content or failing to track performance metrics effectively.

At Connective, we know that SEO requires more than isolated tasks; it needs a structured, integrated approach. Our seven-phase process ensures every piece of your SEO strategy works together to drive meaningful results. With a dedicated team managing the full scope, you get consistency, transparency, and long-term success—things a freelancer might struggle to provide.

Is working with a full-service marketing agency(or non-agency) your best bet?

Partnering with a full-service agency can deliver the expertise, resources, and structured process needed for long-term SEO success. Unlike other options, agencies offer a collaborative team of specialists, each focused on different aspects of SEO. This makes it easier to implement a cohesive strategy that adapts to your business’s needs over time.

The pros:

• Comprehensive expertise: Agencies bring together experts in technical SEO, content, link building, and analytics, ensuring no part of your strategy is overlooked.
• Proven processes: Established agencies operate with clear frameworks designed to deliver consistent results, saving you from trial and error.
• Scalability: Whether you’re a small business or experiencing rapid growth, agencies have the resources to scale your SEO efforts seamlessly.
• Access to tools: Agencies leverage premium tools and technology that may be cost-prohibitive for in-house specialists or freelancers.

The cons:

• Higher upfront costs: Agencies can be more expensive than freelancers or DIY efforts, although the investment often leads to better returns.
• Less direct control: While agencies prioritize collaboration, the day-to-day execution is managed by their team, which may feel less hands-on.

How it impacts the process:

One of the greatest advantages of working with an agency is access to a structured, end-to-end process that aligns with your goals. From research and technical fixes to content creation and ongoing optimization, agencies ensure every aspect of your SEO strategy works together to drive results. This holistic approach is hard to replicate with freelancers or in-house teams operating in isolation.

At Connective, our seven-phase SEO process is specifically designed to deliver transparency, collaboration, and measurable outcomes. We treat your goals as our own, providing not just expertise but also the systems and support needed to achieve sustainable growth.

FAQs About the SEO Process

We know SEO can seem overwhelming, especially if you’re just starting out. That’s why we’ve gathered answers to some of the most common questions about our approach. If there’s something you’re still curious about, don’t hesitate to reach out—we’re here to help!

What is included in your monthly SEO services?

Our monthly SEO services cover everything needed to build and maintain a robust strategy. This includes:

• Keyword research and competitor analysis
• Technical SEO improvements
• Monthly content creation and optimization
• High-quality link building
• Reporting, analysis, and ongoing strategy adjustments

Each service is tailored to your business’s goals, ensuring a process that’s as flexible as it is effective.

How do you determine monthly budgets?

We work closely with you to define a budget that aligns with your goals and available resources. Whether you’re just starting out or looking for an aggressive growth strategy, we offer packages starting at $1,000 per month and scaling to meet more complex needs. Every dollar you invest is tracked to ensure it delivers measurable returns.

How do you track progress and ROI for SEO clients?

Transparency is a cornerstone of our process. Using tools like Ahrefs, Google Search Console, and GA4, we monitor metrics such as keyword rankings, organic traffic, click-through rates, and conversions. Our detailed monthly reports and real-time dashboards keep you informed about progress and show exactly how your investment is paying off.

Can I choose the services included each month?

Absolutely. Our approach is collaborative and adaptable. During monthly check-ins, we review priorities and adjust the strategy to focus on what’s working best. Whether you need more content creation, additional link-building efforts, or technical updates, we’ll tailor the plan to meet your needs.

Do you handle SEO for eCommerce sites?

Yes! We specialize in SEO for various industries, including eCommerce. Our strategies are designed to improve your product visibility, drive traffic to your online store, and increase conversions. From optimizing product descriptions to addressing technical eCommerce challenges, we’ll help your business stand out.

See how a structured SEO process can transform your business

Every business needs SEO to thrive in today’s digital landscape, but success doesn’t come from guesswork or shortcuts. It comes from a proven, transparent process—one that aligns with your goals, evolves with your business, and delivers measurable results.

At Connective, we’ve perfected our seven-phase SEO process to ensure every effort drives meaningful growth. From onboarding to reporting, every step is designed to maximize impact and keep you informed along the way. Whether you’re just starting your SEO journey or looking to scale, our process is built to meet you where you are and take you where you want to go.

Don’t leave your business’s growth to chance. Let’s collaborate to create an SEO strategy that works as hard as you do.

Ready to start? Contact us today, and let’s put your website on the path to success.