A typical SEO company offers a broad menu of services that together aim to improve how a website performs in search results and how much qualified traffic it earns. A companion question covers the essential core services that almost every engagement includes. This answer takes the wider view: the full real-world service menu you are likely to see on agency websites and proposals. Keep in mind that no single rule forces every company to offer every item below. Smaller firms often specialize, while full-service agencies bundle most of these areas. Reading the menu carefully helps you match a provider to what your site actually needs.
Technical SEO
Technical SEO addresses the parts of a site that affect how search engines crawl, render, and index it. Common work includes site audits, fixing crawl errors and broken links, correcting redirects, resolving duplicate content, improving site architecture, generating XML sitemaps, and adding structured data, also called schema markup. Page speed and Core Web Vitals checks usually fall here, as does mobile usability. Many companies also handle site migrations, where the goal is to move a website to a new domain or platform without losing rankings.
On-Page Optimization
On-page work improves individual pages so they target relevant queries clearly. This covers keyword research and mapping, title tags and meta descriptions, heading structure, internal linking, and image optimization. The aim is to make each page understandable to both search engines and visitors, and to ensure the right pages target the right terms without competing against each other.
Content Services
Content sits at the center of most SEO programs. Typical offerings include content strategy and editorial calendars, new article and landing page writing, refreshing or rewriting older pages, and recommendations on which topics to cover. Some companies provide writers in-house; others coordinate freelance writers or focus on editing and direction rather than production. If content quality matters to you, it is worth asking exactly how a company handles it.
Link Building and Off-Page SEO
Off-page SEO focuses on building a site’s authority and reputation beyond its own pages. Link building services aim to earn backlinks from other reputable websites, often through editorial outreach, content placement, or original research that other sites cite. Practices and quality standards vary widely across the industry, so this is an area where it pays to understand a company’s exact methods.
Local SEO
For businesses that serve a specific area, local SEO improves visibility in map results and location-based searches. This usually includes Google Business Profile management, local listing and citation consistency, location pages, and review-related guidance. A company focused on national or ecommerce clients may treat local SEO as a smaller part of its menu, while local specialists make it the main focus.
Analytics and Reporting
Most SEO companies provide regular reporting so you can see what work was done and how the site is performing. This typically covers rankings, organic traffic, conversions, and progress against agreed goals. Reporting formats range from standard dashboards to custom reports built for in-house teams and executives. Clear reporting also includes explanation, not just numbers, so you understand what the data means for your business.
Common Add-On Services
Beyond the areas above, many companies offer additional services that overlap with SEO or extend it. Conversion rate optimization, or CRO, works to turn more existing visitors into customers rather than simply increasing traffic. Digital PR earns coverage and links through newsworthy content and outreach to publications. Other common add-ons include ecommerce SEO, international SEO, penalty recovery, and increasingly, support for visibility in AI-driven and answer-based search results. Some agencies also bundle related services such as paid search or web design, though those sit outside SEO itself.
Matching the Menu to Your Needs
The practical takeaway is that the SEO service menu is broad, and the right mix depends on your site, market, and goals. A new local business and a large ecommerce site need very different combinations. When reviewing a company, ask which services it delivers directly, which it treats as specialties, and which it does not handle at all. A clear answer helps you avoid paying for a wide bundle when you need depth in one area, or hiring a narrow specialist when you need broader support.