Some do, and some do not. Conversion rate optimization, usually shortened to CRO, is a related but separate discipline from SEO. Whether a given SEO company includes it depends on how the firm is structured and how broad its service list is. Before you assume CRO is part of an SEO contract, it is worth asking directly, because the answer varies widely from one provider to the next.

How SEO and CRO relate

SEO and CRO address two different parts of the same problem. SEO works to bring people to your website by improving how it ranks in search results. CRO works to turn those visitors into customers once they arrive, by getting more of them to complete an action that matters to your business, such as filling out a form, calling, booking an appointment, or making a purchase.

The two fit together naturally. SEO can deliver a steady stream of qualified traffic, but if the pages those visitors land on are confusing or hard to act on, much of that traffic leaves without doing anything. CRO closes that gap. Because the goals overlap, many agencies describe SEO and CRO as complementary services, and improvements made for one often help the other. A clearer, faster, easier-to-use page tends to keep visitors engaged longer, which can support search performance as well as conversions.

What CRO work involves

CRO is a methodical process rather than a one-time fix. It generally starts with reviewing how visitors currently behave on the site, then identifying where they drop off or hesitate. From there, the work typically includes several types of activity:

Testing is central. A/B testing compares two versions of a page or a single element, showing each to different visitors and measuring which one performs better. This replaces guesswork with evidence and is usually done one variable at a time so the cause of any change is clear.

Page layout and design are common areas of focus. This can mean rearranging content so the most important information is easy to find, improving readability, or making the page work well on mobile devices.

Calls to action receive close attention. CRO work often refines the wording, placement, and prominence of buttons and links that ask visitors to take the next step, so the desired action is obvious.

Friction reduction is another core task. Friction is anything that makes an action harder than it needs to be, such as long forms, unnecessary steps, unclear navigation, or too many choices on a single page. Removing or simplifying these obstacles tends to lift conversion rates.

Why some SEO companies include it and others do not

Larger, full-service digital marketing agencies frequently bundle CRO with SEO, paid advertising, content, and web development, presenting it as part of a complete approach to growing a website’s results. For these firms, CRO is one service among many, and it can be added to an SEO engagement or run alongside it.

Other companies focus strictly on SEO and treat CRO as a specialty handled elsewhere. There are also agencies that work on CRO exclusively. This is a legitimate way to operate, since CRO draws on skills in user experience, analytics, and structured testing that differ from the technical and content work at the center of SEO. A firm that does not offer CRO is not necessarily limited; it may simply have chosen to specialize.

What to ask before you sign

Do not assume CRO is included in an SEO proposal. Ask the company plainly whether conversion rate optimization is part of the service, and if so, what it covers. Useful questions include whether they run A/B tests, how they decide what to test, how they measure results, and whether CRO is built into the SEO retainer or priced separately.

If a company does not provide CRO, ask how they handle the gap. Some will refer you to a trusted specialist, and some will coordinate with a separate CRO provider you hire. The goal is a clear understanding of who is responsible for turning traffic into results, so that the visitors your SEO work earns are not wasted once they reach your site.

A 404 error means a browser or search engine requested a URL and the server responded that the page does not exist. An SEO company treats 404s as a routine part of running a website rather than an automatic problem. The work is mostly about finding the 404s that matter, deciding what each one deserves, and cleaning up the links that lead to them.

Finding 404 errors

The first step is locating dead URLs. An SEO company usually starts with Google Search Console, where the Pages report lists URLs under a “Not found (404)” status. This shows which missing pages Google has actually tried to reach. The company then runs a site crawler to catch 404s that Search Console may not surface, such as broken internal links, dead links inside menus, and outdated URLs in old content. Crawler data and Search Console data are reviewed together because each finds things the other misses. Server log files can add a third view by showing which 404 URLs are still being requested by visitors or search engine bots.

Deciding what to do with each 404

There is no single fix for a 404. An SEO company evaluates them case by case, and there are three reasonable outcomes.

The first option is to restore the page. If the URL still matches a real search need, earns backlinks, or recently had traffic and rankings, bringing the content back is often the best move. The signals that the page still has value are the reason to keep it alive.

The second option is to redirect the URL. When the original content is gone but a closely related page exists, a 301 redirect points visitors and search engines to that equivalent. The replacement should genuinely match what the old URL offered. A common mistake the company avoids is sending every dead URL to the homepage, because that frustrates users and search engines can interpret it as a soft 404.

The third option is to leave the URL as a 404, and this is frequently the correct choice. If a page is permanently gone and has no relevant equivalent, a clean 404 is the honest answer. Some companies use a 410 (“Gone”) status for content removed on purpose. A genuine 404 tells search engines to stop crawling that URL, which keeps crawl activity focused on pages that still matter.

Fixing internal links to dead URLs

Whatever happens to a 404 URL, an SEO company also fixes the links that point to it. Internal links aimed at a dead page send visitors into an error and waste the path search engines follow through the site. The company updates those links to point at the live destination, whether that is a restored page or a redirect target. Relying on a redirect alone is not enough, because internal links should reference the final working URL directly.

Normal 404 versus soft 404

A normal 404 returns the correct 404 status code, so search engines understand the page is missing and will not index it. A soft 404 is different and more harmful. It happens when a page that has no real content still returns a 200 (“OK”) status, telling search engines everything is fine when it is not. Search engines can index soft 404 pages and may keep crawling them, which spreads crawl attention across URLs that offer nothing. An SEO company fixes a soft 404 by either returning the proper 404 or 410 status if the page should be gone, or by adding genuine content if the page should stay live.

Why not every 404 is a problem

A working website naturally accumulates 404s as old pages are removed, products are discontinued, and outside sites link to URLs that no longer exist. These do not directly lower rankings. An SEO company does not try to eliminate every 404. The goal is to make sure pages with real value are restored or redirected, internal links never point at dead URLs, and soft 404s are corrected. The remaining 404s, for content that truly should not exist, are left alone on purpose.

An SEO company produces a defined set of content deliverables, each meant to earn search visibility, answer real questions, and move visitors toward an action. This question covers the range of content an SEO company actually creates for you. Strategy and planning, the production workflow, and broader content marketing are addressed in separate questions; the focus here is on the deliverables themselves.

Blog posts and informational guides

The most common deliverable is the blog post or guide. These pages target specific search queries, usually informational ones, and aim to bring in visitors who are researching a topic rather than ready to buy. Output varies by agency and budget. Many providers publish a handful of posts per month, while higher-volume programs publish more. Each piece is typically written around keyword research, structured with clear headings, and given metadata before it goes live. Guides tend to be longer and cover a subject in more depth than a standard post.

Landing pages and service pages

SEO companies also write conversion-focused pages. Landing pages and service pages describe what you sell and are built to rank for commercial searches, such as a service plus a location. Unlike a blog post, these pages are written to turn a qualified visitor into a lead or customer, so the copy is more direct and the calls to action are clearer. For a local business, this often means a page for each core service or each area served.

Pillar and cluster content

Many agencies organize content into a pillar-and-cluster structure. A pillar page covers a broad topic at a high level, and a set of cluster pages each handle a narrower subtopic in detail, all linked together. This deliverable is created as a connected group rather than as isolated pages, because the internal links help search engines understand how the topic is covered. It is one of the more involved content services an SEO company offers.

Product and category copy

For online stores, an SEO company writes or rewrites product descriptions and category page copy. Category pages frequently carry significant search value because they target broader buying terms, while product descriptions help individual items rank and give shoppers the detail they need to decide. This work is often a large undertaking for catalogs with many items.

Content refreshes and optimization of existing pages

Not all content work is new writing. SEO companies also refresh and optimize pages you already have. This includes updating outdated information, expanding thin sections, improving headings and structure, adding internal links, and reworking copy that is underperforming in search. Refreshing an existing page that already has some history can produce results faster than publishing something new, so this is a standard part of an ongoing program.

Metadata

Across all of the above, an SEO company writes the metadata: title tags and meta descriptions. These short pieces of text do not appear on the page itself but shape how a page is listed in search results and influence whether someone clicks. Metadata is usually delivered alongside the page it belongs to, whether that page is new or being optimized.

What to expect

The exact mix of deliverables depends on your site, your goals, and your budget. A new local business may need service pages and a small set of guides, while an established store may need product and category copy plus ongoing refreshes. A good SEO company will tell you in writing which content types it will create, how many pieces, and on what schedule, and it should include revision rounds so you can request changes. If a provider cannot describe its content deliverables in concrete terms, ask for that detail before signing.