How we work

SEO that fits around your business, not the other way round

No guesswork, no spin. From the first conversation to monthly reporting, our process is built to be clear, honest and focused on results that actually matter to your business.

Google Search Console
search.google.com/search-console
Performance
Last 3 months
Web
Total clicks 12,847 +34%
Impressions 198,420 +22%
Avg. CTR 6.5% +1.8pp
Avg. position 4.2 +2.1
Clicks over time
Clicks
Impressions
Top queries
seo agency northern ireland 1,204
local seo belfast 847
seo services uk 612
technical seo audit 489
Top pages
/seo/northern-ireland/ 2,104
/seo/belfast/ 1,380
/seo/technical-seo/ 914
/seo/ecommerce-seo/ 731
Have any questions? Talk to the SplinterSEO team today.
Get in touch
Our process

How we actually work

SEO done well is collaborative, transparent and grounded in your commercial goals. We don't hide behind dashboards or drown you in vanity metrics. Every stage of our process is designed so you always know what's happening, why it matters and what's coming next.

Step 01

Understand your business

Before any strategy is formed, we take the time to learn your goals, customers and competitive landscape in depth.

Step 02

Audit and research

A thorough SEO audit and keyword research phase uncovers exactly where the opportunities are and what's holding you back.

Step 03

Clear strategy and plan

You receive a prioritised roadmap in plain language. No jargon, no padding. You know exactly what we're doing and why.

Step 04

Execution and reporting

Work is carried out, results are tracked and you receive a clear monthly report showing what's moved and what's next.

Right traffic, not just more traffic

We target visitors who are ready to buy, not just browse

More traffic sounds good until it doesn't convert. We focus on search intent, ensuring every keyword we target reflects what your ideal customer is actually looking for at the moment they're ready to act.

  • Intent-led keyword research that matches real buyer behaviour
  • We map keywords to the right stage of the sales funnel
  • Informational, navigational and transactional queries are treated differently
  • Local intent captured for Northern Ireland and wider UK searches
  • Regular review to drop underperforming keywords and chase new opportunities
Keyword intent analysis
"seo agency northern ireland"
Transactional, high commercial value
High intent
"ecommerce seo services uk"
Transactional, service comparison
High intent
Mid-funnel
"how to improve google ranking"
Informational, brand building
Mid intent
Top of funnel
"what is seo"
Informational, awareness stage
Low intent
We prioritise high-intent terms first. Top-of-funnel content is built to support trust, not chase hollow traffic numbers.
Clear communication

Always reachable, always clear

We know how frustrating it is to chase an agency for a straight answer. We make communication a priority, not an afterthought. Whether you prefer a quick email, a phone call or a face-to-face meeting, we work around what suits you.

Email

All updates, reports and actions are documented by email so there's always a clear record. No chasing, no guessing.

Written record

Phone calls

Prefer talking things through? Pick up the phone. A senior specialist is available for calls when you need to think out loud or get a fast decision.

Direct line

Online meetings

Monthly review calls and strategy sessions can take place online at a time that works for you, whether you're in Belfast, Dublin or anywhere in the UK.

Flexible scheduling

In-person meetings

Based in North Down, we're well placed to meet clients across Northern Ireland and are happy to travel for the right project. Some conversations are just better face to face.

Northern Ireland based
Our communication pledge

We respond to all client emails within one business day. You will never be left wondering what's happening with your campaign or who to contact when you have a question.

Get in touch
Monthly reporting

Reports that make sense, not spreadsheets that impress

Every month you receive a clear, readable report. It tells you what changed, why it matters and what we're doing about it. No raw data dumps, no confusing charts without context.

What every report covers
Organic traffic and rankings
Month-on-month movement for key terms alongside overall traffic trends from Search Console and GA4.
Work completed this month
A plain-language summary of everything carried out, from technical fixes to new content published.
Priority actions next month
The top three to five tasks planned for the coming month, with a brief rationale for each.
Observations and opportunities
Any trends, competitor movements or algorithm changes that are relevant to your campaign.

Monthly reporting cycle

Reports land in your inbox at the same time each month, covering the previous calendar month's data. You'll never have to ask where your report is.

Week 1
Strategy and execution work begins for the month
Weeks 2–3
Ongoing optimisation, content and link work continues
Week 4
Data pulled, report compiled, reviewed and sent to you
Optional
Call to walk through the report and answer any questions
Campaign workflow: your view
Completed this month
Core Web Vitals audit and fixes Technical
Service pages optimised (x4) Content
GMB post schedule published Local
In progress
Blog content, 2 posts drafted Content
Link outreach, 6 prospects contacted Links
Planned for next month
Schema markup rollout Technical
FAQ content for top 10 queries Content
Transparent workflow

You always know exactly what's happening

We believe SEO should never feel like a black box. Our workflow is structured so you can see at any point what has been done, what's in progress and what's coming next, without having to ask.

  • All tasks tracked and shared in a format you can access any time
  • No vague "working on it" updates. Every action has a clear purpose explained in plain language
  • You're consulted before any significant change to your site or strategy
  • We document our reasoning, not just our actions
  • Any recommendations made are backed by data, not guesswork
The way we operate

Pricing, contracts and understanding your business

Three things that matter most to business owners when choosing an SEO partner. Here's exactly how we handle each one.

Clear pricing

We quote before we start and we stick to it. No surprise invoices, no add-ons you didn't agree to and no confusion about what's included.

  • Fixed monthly retainers with everything itemised
  • Bespoke project quotes provided in writing before any work begins
  • No hidden setup fees or onboarding charges
  • Scope changes discussed and agreed before implementation
  • You'll always know exactly what you're paying for

No hard-to-exit contracts

We think it's wrong to lock clients into long contracts and rely on the exit penalty to retain them. We retain clients by doing good work, not by making it difficult to leave.

  • Rolling monthly arrangements with reasonable notice periods
  • No punitive exit clauses buried in small print
  • Project-based work available where a retainer isn't the right fit
  • You stay because the results are there, not because you're trapped
  • Full handover of all work and data when an engagement ends

We understand your business first

SEO that ignores the commercial context of a business is just keyword chasing. Before we build a strategy we invest time in properly understanding what you do, who your customers are and what a good result actually looks like for you.

  • Discovery call before any strategy is written
  • We learn your sales cycle, margins and ideal customer profile
  • Competitor landscape reviewed in the context of your market
  • Goals defined in commercial terms, not just rankings or traffic
  • Strategy revisited as your business evolves

Ready to work with an SEO team that treats your business like a partner, not a ticket number?

Start the conversation See our SEO audits

Contact Us

FAQs

How we work: common questions

How do you decide which keywords to target?
Keyword selection begins with understanding your business goals and your customers' buying behaviour. We research search volume, competition and, most importantly, intent. A keyword that brings 5,000 visitors who never buy is worth far less than one that brings 200 who are ready to enquire. We prioritise high-intent terms first, then build informational content around broader topics to support trust and authority over time.
What does a typical monthly retainer include?
Retainers are scoped to your specific situation, but typically include ongoing technical monitoring and fixes, on-page optimisation, content production or optimisation, link building activity and a full monthly report. Everything is agreed upfront so you know exactly what's included. There are no vague hour allocations and no surprise invoices for work you didn't approve.
How long before I see results from SEO?
SEO is a medium to long-term investment. Most campaigns begin to show measurable improvement in organic visibility within three to six months, with more significant ranking and traffic gains typically building from six months onwards. The timeline depends on factors such as the competitiveness of your market, the current state of your site and how aggressively we can execute. We are always honest about expected timelines and do not promise overnight results.
Can I cancel at any time?
We work on rolling arrangements with a reasonable notice period, typically 30 days, rather than long minimum-term contracts with exit penalties. We believe a client should stay because the results justify the investment, not because leaving is too painful or costly. If an engagement ends, we provide a full handover of all work, documentation and access.
How do you communicate progress and updates?
You receive a monthly report covering rankings, traffic, work completed and planned next steps. Between reports, updates are communicated by email as needed. We are available by phone and can arrange online or in-person meetings when a more detailed conversation is needed. We respond to all client emails within one business day.
Do you work with businesses outside Northern Ireland?
Yes. While we are based in North Down, Northern Ireland and have strong local knowledge of the Northern Ireland and Republic of Ireland markets, we work with businesses across the UK. All client communication and reporting works equally well remotely, and we use online meetings for regular reviews with clients who are further afield.
What information do you need to get started?
We start with a discovery call to understand your business, goals and current situation. From there we typically request access to your Google Search Console, GA4 and website CMS so we can carry out a proper audit before making any recommendations. No work is carried out without your approval of the proposed strategy and pricing.