Fixed-price website project, SEO-ready build • Current North SEO pricing, see Buy Services
A branding agency in Ukraine engaged us twice, in effect. The first engagement was conventional SEO: a full technical analysis, refinement of the semantic core, technical specifications for texts placed in the service categories, technical corrections to the site, meta tags, footer development and link placement. The agency held top positions for all its queries. Then it repositioned itself as a premium, referral-driven studio - and the goal changed from ranking for 'branding agency' to controlling what appears when a prospective client searches the agency's name. The work became search engine reputation management.
In the SEO phase, the technical analysis found the structural and on-page issues, the semantic core was rebuilt around the agency's services and industries, and texts were specified and placed in each category so the service pages had substance. The technical corrections and meta tags were implemented, the footer was developed to carry the site-wide navigation and links the structure needed, and links were placed from design, business and media resources. The result was the top of the results for the agency's queries.
In the SERM phase, the emphasis shifted to the brand's search results: publication of PR articles in business and design media that rank for the agency's name and present its positioning; registration in the directories and ratings that appear for agency searches, so those listings are accurate and controlled; and a rebuild of the keyword core for new query groups matching the premium positioning - awards, notable projects, the founders. The aim was that a search for the agency returned a page of results the agency would have chosen.
Reputation management is ongoing work: new listings appear, old articles resurface, and the results page has to be maintained.
The agency held top positions for its service queries during the SEO phase, and under the SERM phase its brand search results consist of its own site, its press coverage and accurate directory listings - the outcome a premium studio needs when clients arrive by referral and verify by search.
The two phases illustrate a decision every successful agency eventually faces. Ranking for generic service queries brings enquiries of every size, including many the studio no longer wants; a premium positioning brings fewer, larger clients who arrive by recommendation and then search the name. The SEO investment is not wasted - the site's authority carries over - but the work shifts to making sure the name search confirms what the referral promised. Knowing when to make that shift is part of the strategy.
Established firms in Vancouver - law practices, design studios, consultancies - reach a point where their reputation matters more than their rankings. North SEO's reputation management service does what the SERM phase did here: PR placements, controlled listings and monitoring, so a search for your name shows the business you actually are.
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