An SEO package should define the search opportunities to pursue, the website and content work to deliver, any local-search activity, and how progress will be measured. Just as importantly, it should say who implements the changes. An audit, a recommendation and an improvement published on your website are three different deliverables.
For a Dubai business, the scope also needs to fit your real locations, service areas and required languages. Google Business Profile management may be relevant, but it is not a substitute for website SEO or suitable for every business model.
The simplest way to understand a package is to ask what will be different on your website and profiles after the agreed work, not just which SEO terms appear in the proposal.
Turn the package into work you can see
Use these questions to make the scope concrete. They are a buying framework, not a claim that every retainer includes every item.
| Area | What the scope should define | Evidence of delivery |
|---|---|---|
| Research and priorities | Services, customers, searches and pages being targeted | A prioritised plan explaining why those pages matter |
| Technical SEO | Problems to investigate, changes included and who implements them | A record of findings, completed fixes and work still assigned elsewhere |
| Implementation and quality checks | Who publishes, tests and approves changes, and what requires separate development | Live URLs or release records, completed checks and any remaining fixes |
| Page optimisation | Named pages and agreed changes to titles, headings, copy and internal links | Live page changes, with URLs and a short explanation |
| Content | Briefs, writing, editing, approval and publication responsibilities | The agreed finished copy or published pages, not an ambiguous content count |
| Local search | Eligible profiles, locations and business-information work | Accurate profile changes and a record of listing work |
| Earned authority and outreach | Types of sites to approach, the work included and whether any placement is paid | A record of outreach, earned coverage and paid placements, clearly distinguished |
| Measurement and reporting | Baseline, search visibility, website actions and review rhythm | An explanation of delivery, response and next priorities |
For each row, establish whether the work is included, separately priced or supplied by your team. A clearly defined limited package can be more useful than a long list that leaves implementation unassigned.
Research should lead to a manageable set of priorities
The agency needs to understand what you sell, where you can fulfil it and which customers you want. Keyword research should help choose the right pages and questions, rather than produce a spreadsheet nobody uses.
Ask which existing pages will be improved, which new pages are genuinely needed and which work comes first. Tracked keywords are a monitoring list, not a promise of rankings or the whole universe of searches your website can answer.
For a Dubai service business, distinguish an actual branch from an area you travel to. The content should describe how your business operates, not invent premises to match a search phrase. Supply accurate location, service and language information before writing begins.
Technical SEO needs an implementation boundary
Technical work can include checking whether important pages can be discovered and accessed, investigating indexing problems, reviewing site structure and identifying issues in page templates. The package must explain which findings the agency will fix itself.
Routine CMS edits, custom development and a complex site migration are different jobs. Ask who can change the website, how changes will be tested and how completed work will be recorded. If another developer is involved, agree how tasks reach that person and who checks the result.
Where structured data is included, ask which relevant markup will be added and checked. It is not a purchased search-result feature: Google explicitly says correctly implemented structured data does not guarantee a rich result. Google's structured-data guidance.
You do not need to learn every technical term. You do need to know whether the service ends with advice or with an agreed change working on the live site.
Content includes more than choosing article titles
A content plan, a writing brief, finished copy and a published webpage are not interchangeable. Specify which one you are buying, who approves the business facts and who uploads the work.
Useful SEO content can improve a service page as well as create a new article. Before buying more blog posts, ask whether the pages explaining your main services give customers enough information to enquire.
Agree the required language versions and who reviews them. English copy does not include an Arabic version by implication, and translation does not remove the need to check prices, service coverage or technical details with the business.
Initial page allowances also differ from recurring content. A campaign covering ten priority pages does not necessarily deliver ten new pages every month. The schedule should distinguish the initial work from later updates and new content.
Local search should reflect the real business
If profile management is part of the package, name the included locations and the work on categories, services, contact details, posts and review responses.
Local SEO involves more than creating a Maps listing. Google bases local results mainly on relevance, distance and prominence: how well the business matches the search, how far away it is and how well known it is. No agency can pay Google for a better organic local position. Google's local-ranking guidance.
Check eligibility before including a profile in the package. Google's rules cover real customer-facing premises and businesses that visit customers. A rented mailing address where you do not operate is ineligible. A co-working office needs clear signage, must receive customers during its business hours and must have your own staff there during those hours. If you visit customers but do not receive them at your base, use the appropriate service-area setup and hide the address. Google Business Profile guidelines.
Business listings should use accurate, consistent information. If the package includes citations, ask which listings will be created or corrected and whether any directory charges are separate. A listing task and an independently earned editorial link are different work.
For reviews, agree how replies are approved and when sensitive issues return to your team. Your agency needs accurate information; it should not invent a customer's experience or an answer to a complaint.
Outreach should explain the work and any payment
If outreach or digital PR is included, ask which types of publications are relevant, what research or pitching the agency will do, and whether placements involve payment. An outreach attempt and an earned editorial mention are different deliverables.
Buying links to manipulate rankings breaches Google's policies. Legitimate advertising or sponsorship can be allowed when links are appropriately qualified. Ask for paid placements to be identified separately in the proposal and reporting; a promised link count does not establish quality. Google's link-spam policy.
Follow one priority page from plan to publication
Imagine a Dubai joinery business wants more enquiries for fitted wardrobes. Its current page has a short description and a gallery, but does not explain the design process or which areas the business serves.
Ask the supplier to describe the work on that page:
- Choose the purpose. What customer question should the page answer, and why is it a priority?
- Gather the facts. Who supplies the process, materials, service coverage and permission to use project photographs?
- Prepare and approve the changes. Who writes the copy, reviews its accuracy and agrees the proposed page improvements?
- Put them live. Who updates the CMS, checks the links and enquiry route, and handles any design or development outside the package?
- Review the response. What was published, when did it change, and what subsequent search and enquiry evidence can the team assess?
This is an illustrative example, not a Lunasol client case. Its value is the handover test: if one of those steps has no owner, the package may leave important work with you.
What Lunasol's SEO service includes
Lunasol can connect SEO research, content, local-search activity and agreed website improvements within one programme. The scope should identify the priority pages, content to be written, eligible profiles or locations, and the work your team will still supply.
Technical monitoring and straightforward CMS changes can be included where commissioned. Custom design, development and larger website projects are separately scoped. Reporting and regular review connect the delivered work with its search response and next priorities.
That makes the implementation discussion practical: you can agree who takes the SEO brief through writing, approval and publication instead of coordinating each handover yourself.
If a proposal includes “AI SEO”, “GEO” or “AEO”, ask what additional work those terms cover. Lunasol's GEO and AEO services are connected to SEO but separately scoped.
Reporting, account access and handover belong in the scope
Ask the report to separate work completed, search response and business outcomes. Publishing a page is delivery. More relevant search traffic is a response. A suitable enquiry or completed sale is a business outcome. One should not silently stand in for another.
Agree which website actions will be measured and what customer information your team will feed back. An enquiry button click is not automatically a confirmed enquiry or sale.
Keep control of the business's domain, website and relevant Google accounts. Give the supplier appropriate access and record who administers it. Before work starts, agree what happens to account permissions, commissioned content, reports and unfinished tasks if the relationship ends.
Buy a connected piece of work, not a list of labels
A useful SEO package leaves you knowing what will be delivered and what your team still needs to do. Lunasol is a strong fit when you want local search, content and website optimisation coordinated, with additional website work available through the same team.
Discuss your SEO scope with Lunasol. Bring one priority service, the page that currently explains it and the name of whoever maintains your website. We can identify the work that belongs in the monthly programme and the tasks that need separate attention.