Best SEO Agency in Florida: Top 10 Agencies, Reviews, Costs, and How to Choose the Right Partner

Finding the best SEO agency in Florida can be challenging. Florida has many SEO companies, digital marketing agencies, consultants, and search specialists. Each provider has different services, pricing, industries, and methods.

Some agencies focus on local SEO. Others work mainly with e-commerce, SaaS, enterprise websites, technical SEO, or content marketing. Therefore, the right SEO partner for one business may not be the right fit for another.

This guide explains what to look for when choosing an SEO agency in Florida. It also compares several well-known agencies, explains SEO for small businesses and SaaS companies, discusses common SEO pricing, and answers important questions about SEO in 2026.

Most importantly, this guide explains why businesses may consider Fill Design Group when they need SEO combined with web development, digital marketing, app development, and AI solutions.

The goal is not simply to name one company as the winner. Instead, the goal is to help you choose an SEO partner based on your business goals, budget, industry, competition, website, and expected return.

What Makes an SEO Agency the Best?

There is no single measurement that defines the best SEO agency in Florida.

A strong SEO agency should first understand your business. Then, it should create a strategy based on your market, customers, competitors, and website.

The agency should also explain what it plans to change and why those changes matter.

A complete SEO strategy may include:

  • Technical SEO
  • Keyword research
  • Search intent analysis
  • On-page optimization
  • Content strategy
  • Local SEO
  • Competitor research
  • Internal linking
  • Conversion optimization
  • SEO audits
  • Digital PR and ethical link building
  • Analytics and reporting
  • Ongoing testing and improvements

However, rankings should not be the only goal.

A keyword ranking can look impressive. Yet, if that ranking does not bring qualified visitors, leads, calls, sales, or other useful actions, its business value may be limited.

Why Business Results Matter

For this reason, a good SEO campaign should connect search visibility with business goals.

For example, a local service company may care more about phone calls and quote requests. An e-commerce company may focus on product sales and revenue. Meanwhile, a SaaS company may track free trials, demos, subscriptions, and qualified leads.

Google’s guidance also emphasizes useful, reliable, people-first content. Therefore, SEO should focus on helping users rather than using tactics designed only to manipulate search rankings.

Why Consider Fill Design Group for SEO?

Fill Design Group is an all-in-one digital services company that combines SEO and digital marketing with web development, app development, and AI development.

With 10+ years of experience in digital marketing and web development, Fill Design Group can support businesses that need more than basic SEO work.

This broader approach can be useful because SEO often depends on the website itself.

For example, a technical SEO issue may require development work. A poor landing page may need a design or conversion improvement. A business may also need an AI chatbot, automation, or a new application as part of its digital growth plan.

SEO Services From Fill Design Group

An SEO campaign can include areas such as:

  • Technical SEO
  • Keyword research
  • Search intent analysis
  • On-page SEO
  • Local SEO
  • Content strategy
  • Competitor research
  • Internal linking
  • SEO audits
  • Website optimization
  • Conversion optimization
  • Analytics and reporting
  • AI integrations and SEO automation

The exact strategy should depend on the website and business goals.

SEO and Web Development Together

SEO and web development often work together.

For example, a website may have:

  • Slow-loading pages
  • Poor navigation
  • Broken internal links
  • Indexing problems
  • Duplicate pages
  • Weak mobile usability
  • Poor page structure
  • Missing structured data
  • Weak conversion paths

In such cases, SEO recommendations may require actual development changes.

Because Fill Design Group also provides web development, businesses can address SEO and website improvements through one broader digital partner.

More Than SEO

Fill Design Group’s broader services include:

Digital Marketing: SEO, local SEO, content strategy, and digital marketing support.

Web Development: Business websites, WordPress projects, custom development, e-commerce websites, and web applications.

App Development: Mobile and hybrid application development for businesses and digital products.

AI Development: AI integrations, chatbots, automation, and practical AI-powered features.

This combination can be helpful for businesses that want their SEO strategy to support a larger digital growth plan.

Examples of Digital Projects

A broad portfolio can also help an agency understand different types of websites and digital products.

Fill Design Group’s project experience includes work such as:

  • AI-powered news aggregation
  • Crypto portfolio tracking applications
  • Healthcare and patient intake platforms
  • Online marketplaces
  • Directory websites
  • Learning management systems
  • Event listing platforms
  • On-demand service platforms
  • Real estate websites
  • Custom AI chatbot integrations

The important point is not simply the number of projects. Instead, businesses should look for an agency that can understand their specific website, audience, and technical needs.

Top SEO Agencies in Florida

There is no universal ranking of the best SEO agency in Florida.

Agency directories can be useful when creating a shortlist. However, their rankings can change, and different directories use different methods.

Therefore, the following agencies should be viewed as comparison options rather than a permanent ranking.

1. Searchbloom

Searchbloom is an SEO-focused agency that appears in industry directories covering Florida SEO providers.

Businesses considering the company can review its current services, case studies, client feedback, and pricing.

The main lesson is simple: do not choose an agency only because it appears near the top of a directory.

2. Funnel Boost Media

Funnel Boost Media is another agency that appears in Florida SEO listings.

Its broader digital marketing services can make it relevant for businesses that want SEO alongside other marketing channels.

Before hiring, review recent client feedback, industry experience, deliverables, and communication practices.

3. Loopex Digital

Loopex Digital is another SEO-focused provider that businesses may include in their research.

Its focus on search optimization, content, and authority-building work can make it relevant for companies looking for a specialized SEO partner.

As always, businesses should compare current case studies and services before making a decision.

4. Outpace SEO

Outpace SEO is another SEO provider included in industry listings.

Its services focus heavily on organic search visibility and SEO.

Companies considering the agency should examine whether its approach matches their website, industry, content needs, and growth goals.

5. SmartSites

SmartSites has a broad digital marketing offering that includes SEO and paid marketing services.

This can be useful for companies that want to combine organic search with paid acquisition.

However, the best choice depends on whether a business needs a specialist SEO provider or a broader marketing partner.

6. Storm Brain

Storm Brain is a Miami-based digital agency with services that extend beyond SEO.

Its broader capabilities may appeal to companies looking for digital marketing and web-related services in addition to search optimization.

Still, businesses should compare its services with agencies that focus more directly on their specific SEO needs.

7. Marketing Link

Marketing Link is another agency that appears in Florida SEO directories.

Businesses should examine its current service offering, relevant case studies, pricing, and communication process before making a decision.

8. SEO Brand

SEO Brand is another provider included in industry comparisons.

Its SEO services may be relevant to businesses looking for help with organic visibility.

However, the right choice will depend on the website, market, competition, and business objectives.

9. Netrocket

Netrocket is another SEO company that businesses may consider during their research.

As with other agencies, it is useful to review recent work and determine whether its SEO process matches your needs.

10. SimpleTiger

SimpleTiger is another Florida-based SEO provider that may be relevant for businesses researching SEO agencies.

Companies interested in content-led SEO can compare its approach with other agencies before choosing a partner.

Why Directory Rankings Should Not Decide for You

A directory ranking is only one piece of information.

Instead, compare:

  • Relevant experience
  • Case studies
  • Reviews
  • Services
  • Pricing
  • Communication
  • Reporting
  • Technical skills
  • Industry knowledge
  • Contract terms

Most importantly, ask whether the agency understands your business.

How Should You Interpret SEO Agency Reviews?

Searching for best SEO agency in Florida reviews is a sensible starting point.

However, reviews should not be the only factor.

A company may have hundreds of positive reviews and still be a poor fit for your business. On the other hand, a smaller agency may have fewer reviews but strong experience in your industry.

Therefore, look for patterns in reviews.

Pay attention to comments about:

  • Communication
  • Strategy
  • Reporting
  • Technical knowledge
  • Transparency
  • Project management
  • Responsiveness
  • Industry experience
  • Business results

Check the Recency of Reviews

Recent reviews can provide more useful information than very old reviews.

An agency’s team, pricing, services, and process can change over time. Consequently, a review from several years ago may not describe the current client experience.

It is also helpful to compare more than one review platform.

Best SEO Agency in Florida for Small Business

Small businesses often have different SEO needs from large companies.

A local business may want to rank for searches such as:

  • SEO agency near me
  • Dentist in Miami
  • Plumber in Tampa
  • Roofing company in Orlando
  • Personal injury lawyer in Jacksonville
  • Restaurant in Fort Lauderdale

For these businesses, local SEO can be especially important.

A good small-business SEO strategy may include Google Business Profile optimization, local landing pages, citations, reviews, internal linking, technical SEO, useful content, and conversion improvements.

What Should Small Businesses Look For?

Budget matters. However, the cheapest SEO service is not always the best choice.

A good campaign should have a clear scope.

For example, the first few months may include:

  1. Website and technical audit
  2. Keyword research
  3. Competitor research
  4. Local search analysis
  5. On-page optimization
  6. Google Business Profile improvements
  7. Content recommendations
  8. Internal linking
  9. Local authority development
  10. Conversion improvements
  11. Monthly reporting

The exact priorities should depend on the business.

A local service company does not need the same strategy as a national e-commerce store.

How Fill Design Group Can Help Small Businesses

For small businesses, an all-in-one partner can simplify digital work.

Fill Design Group can combine SEO with website development, digital marketing, and conversion improvements.

As a result, businesses can work on search visibility while also improving the website experience that turns visitors into customers.

SEO Agency for SaaS Companies

SaaS SEO requires a different approach from traditional local SEO.

A SaaS company may need to rank for problems, solutions, software categories, comparisons, integrations, alternatives, and high-intent searches.

For example, a SaaS SEO strategy may target:

  • Project management software
  • Best CRM for small business
  • CRM alternatives
  • Marketing automation software
  • Project management tools for agencies
  • Software comparison keywords
  • Product alternatives
  • Product vs competitor searches
  • Software integration searches

However, publishing hundreds of generic articles is not enough.

The content should connect search demand with the customer’s buying journey.

SaaS SEO Funnel

A typical SaaS search strategy can include three levels.

Top of the funnel: Educational content helps users understand a problem.

Middle of the funnel: Comparison and solution-focused content helps users evaluate different options.

Bottom of the funnel: Product, pricing, alternative, integration, and comparison pages target users who are closer to making a decision.

This structure allows SEO to support the entire acquisition journey.

Technical SEO for SaaS

Technical SEO is also important for SaaS websites.

Large software websites can have:

  • Complex navigation
  • JavaScript-rendered content
  • Documentation pages
  • Product pages
  • Integration pages
  • Faceted URLs
  • Large URL structures

Therefore, a good SEO agency for SaaS companies should understand both technical SEO and product-focused content.

Which SEO Agency Is the Top in the USA?

There is no universally accepted answer to “Which SEO agency is the top in the USA?”

Different directories use different criteria. Some focus heavily on reviews. Others consider experience, services, market presence, or industry specialization.

Therefore, a better question is:

Which SEO agency is the best fit for my business?

That question provides a more useful starting point.

Look for an agency with:

  • Relevant industry experience
  • Useful case studies
  • Clear deliverables
  • Transparent reporting
  • Ethical SEO practices
  • Strong technical knowledge
  • Good communication
  • Realistic expectations
  • Measurable business goals

Who Is the Best SEO Expert in the USA?

There is also no objective answer to “Who is the best SEO expert in the USA?”

SEO covers many different areas.

One professional may specialize in technical SEO. Another may focus on content, local SEO, e-commerce, SaaS, or enterprise websites.

Instead of choosing an expert based only on popularity, review:

  • Published work
  • Technical knowledge
  • Case studies
  • Industry experience
  • Search strategy
  • Communication skills
  • Transparency
  • Track record

Be especially careful with anyone who guarantees a specific Google ranking.

Search results can change for many reasons. A responsible SEO professional should explain what can be improved rather than promise a guaranteed position.

Is SEO Still Worth It in 2026?

Yes, SEO can still be valuable in 2026.

However, the search landscape has changed.

Users can discover businesses through traditional organic results, local results, videos, social platforms, marketplaces, and AI-powered search experiences.

As a result, modern SEO should be broader than adding keywords to blog posts.

The goal should be to build useful digital assets that answer questions, demonstrate expertise, attract qualified visitors, and support conversions.

Why SEO Still Matters

SEO can provide several long-term benefits.

1. Long-Term Visibility

A useful page can continue attracting visitors after publication.

2. Qualified Traffic

People searching for a specific product or service often have a clear need.

3. Brand Discovery

Informational content can introduce potential customers to a company before they are ready to buy.

4. Reduced Dependence on Paid Advertising

SEO does not replace paid advertising. However, strong organic visibility can create another acquisition channel.

5. Compounding Content Value

Good content can support internal links, topical authority, brand awareness, and conversion pages over time.

Still, SEO is not a guaranteed shortcut to growth.

Results depend on competition, search demand, website quality, technical health, content, authority, resources, and implementation.

What Does Google Want From SEO Content?

Google’s guidance emphasizes useful content created for people rather than content created mainly to manipulate rankings.

Therefore, an SEO article should answer the user’s question clearly.

It should also provide useful information that adds value.

Avoid creating pages simply because a keyword has search volume. Likewise, avoid publishing many nearly identical pages with only a city name or keyword changed.

Instead, create content that:

  • Answers real questions
  • Provides useful examples
  • Demonstrates expertise
  • Uses a clear structure
  • Matches search intent
  • Adds original information
  • Links naturally to relevant pages
  • Helps readers take the next step

What About AI-Generated Content?

AI can help with research, organization, brainstorming, and content workflows.

However, simply producing large amounts of unoriginal content can create problems.

The focus should remain on quality and usefulness. Whether content is written manually or assisted by AI, it should provide genuine value to the reader.

For that reason, AI should support a good content process rather than replace strategy, expertise, editing, and quality control.

How Much Does SEO Cost in the USA?

The cost of SEO varies widely.

A small local campaign may cost much less than a national or enterprise campaign. Likewise, a technically complex website may require more work than a small business website.

Common pricing factors include:

  • Website size
  • Competition
  • Industry
  • Number of locations
  • Content requirements
  • Technical complexity
  • Link-building needs
  • SEO goals
  • Agency experience
  • Amount of implementation required

Therefore, there is no single price that applies to every business.

Typical SEO Pricing Categories

SEO TypeApproximate Monthly Range
Small/local business$500–$3,500+
Mid-size business$2,000–$8,000+
National SEO$5,000–$15,000+
Enterprise SEO$15,000–$50,000+
Large enterprise campaigns$50,000+

These figures are broad market ranges, not fixed prices.

The final cost can change significantly based on competition, website size, content needs, technical work, and the level of support required.

Why SEO Pricing Varies

Two businesses can target the same type of service but have very different SEO requirements.

For example, a local company serving one city may need a focused local SEO campaign. A national company may need hundreds of optimized pages, stronger authority development, and ongoing technical work.

Consequently, the best way to determine an SEO budget is to first define the scope.

What Should an SEO Retainer Include?

Before signing an SEO contract, ask exactly what your monthly fee includes.

A comprehensive SEO retainer may cover the following areas.

Technical SEO

Technical SEO can include:

  • Crawlability
  • Indexation
  • Site architecture
  • Internal linking
  • Redirects
  • Canonicals
  • Structured data
  • Mobile usability
  • Page experience
  • Technical errors

The goal is to make the website easier for both users and search engines to understand.

Keyword Research

Keyword research should consider:

  • Search intent
  • Competition
  • Relevance
  • Commercial value
  • Business priorities

Search volume alone should not determine the strategy.

A keyword with fewer searches may be more valuable if it attracts users who are ready to contact or buy from the business.

Content Strategy

Content should support actual search demand.

Depending on the business, this may include:

  • Service pages
  • Product pages
  • Comparison pages
  • Guides
  • FAQs
  • Case studies
  • Location pages
  • Supporting blog content

Each page should have a clear purpose.

On-Page SEO

On-page SEO may include:

  • Title tags
  • Meta descriptions
  • Headings
  • Content structure
  • Internal links
  • Image optimization
  • Search intent alignment
  • Relevant schema markup

Good on-page SEO should make the page easier to understand without making the content sound unnatural.

Authority Development

Depending on the campaign, an agency may work on digital PR, legitimate link acquisition, citations, brand mentions, and other authority-building methods.

Be cautious with agencies that promise hundreds of low-quality backlinks every month.

The number of links is not the only thing that matters. Quality, relevance, and legitimacy are important.

Reporting

SEO reports should explain what changed and why it matters.

Useful metrics can include:

  • Organic traffic
  • Qualified organic traffic
  • Leads
  • Sales
  • Conversion rate
  • Revenue
  • Keyword visibility
  • Indexed pages
  • Technical health
  • Backlink growth
  • Local visibility

The report should connect SEO activity with business goals whenever possible.

How to Choose the Best SEO Agency in Florida

Before hiring an agency, follow a structured evaluation process.

Step 1: Define Your Goal

First, decide what you want SEO to achieve.

Are you trying to generate local leads?

Do you want national visibility?

Are you launching a SaaS product?

Do you need more e-commerce sales?

Your goal determines the type of SEO expertise you need.

Step 2: Review Relevant Case Studies

Look for case studies that resemble your situation.

For example, a local healthcare business should not choose an agency solely because it has experience with a large e-commerce company.

Relevant experience gives you better evidence of fit.

Step 3: Ask About the First 90 Days

Ask the agency:

“What would you do during the first 90 days?”

A strong answer should explain research, technical analysis, priorities, implementation, and measurement.

Step 4: Understand the Deliverables

Do not accept vague promises such as “we will improve your SEO.”

Instead, ask for specific deliverables.

These may include:

  • Keyword research
  • Technical fixes
  • Content creation
  • Page optimization
  • Internal linking
  • Local SEO
  • Authority development
  • Reporting

Step 5: Ask How Success Is Measured

Rankings are useful. However, they should not be the only KPI.

Ideally, SEO should contribute to qualified traffic, leads, sales, or another meaningful business outcome.

Step 6: Review the Contract

Before signing, understand:

  • Minimum commitment
  • Cancellation terms
  • Deliverables
  • Reporting
  • Setup fees
  • Content ownership
  • Link ownership
  • Additional charges

Transparency at the beginning can prevent problems later.

Red Flags When Hiring an SEO Agency

Not every SEO provider follows responsible practices.

Be careful if an agency promises:

  • Guaranteed #1 rankings
  • Instant results
  • Thousands of backlinks
  • Massive automated page creation
  • Secret Google ranking techniques
  • Guaranteed traffic numbers
  • Immediate results for highly competitive keywords

These promises can sound attractive. However, responsible SEO usually requires testing, learning, implementation, and time.

Ask How the Agency Works

A trustworthy agency should be able to explain its strategy in simple language.

You should understand:

  • What the agency will change
  • Why those changes matter
  • How the work will be measured
  • What you need to provide
  • When you can expect milestones

Clear communication is a strong sign of a healthy agency relationship.

How Long Does SEO Take to Work?

SEO usually requires patience.

Some technical improvements may produce changes relatively quickly. However, competitive keywords and new content can take much longer.

The timeline depends on factors such as:

  • Website age
  • Competition
  • Industry
  • Technical health
  • Existing content
  • Authority
  • Search demand
  • Content quality
  • Implementation speed

Therefore, a responsible SEO agency should avoid promising a guaranteed ranking by a specific date.

Instead, it should establish realistic milestones.

First 30 Days

The first month may focus on:

  • Website audit
  • Technical analysis
  • Keyword research
  • Competitor research
  • Keyword mapping
  • SEO priorities
  • Strategy development

Days 31–90

The next stage may include:

  • Technical implementation
  • Content development
  • On-page optimization
  • Internal linking
  • Technical fixes
  • Local SEO improvements
  • Initial authority work

Months 4–6

At this stage, the campaign can expand through:

  • Content growth
  • Page optimization
  • Authority development
  • Conversion improvements
  • Search performance analysis
  • New keyword opportunities

Months 6–12

The focus can then shift toward scaling successful strategies.

The agency can improve pages based on actual performance, expand content, strengthen authority, and continue technical improvements.

Every website is different. Therefore, these timelines are general guidelines rather than guarantees.

Florida SEO vs. National SEO

Florida businesses often need to decide whether they should focus on local Florida searches or target customers across the country.

Florida Local SEO

Local SEO is suitable for businesses that serve specific cities or regions.

Important Florida markets include:

  • Miami
  • Tampa
  • Orlando
  • Jacksonville
  • Fort Lauderdale
  • Naples
  • Sarasota

A local strategy may focus on:

  • Local landing pages
  • Google Business Profile optimization
  • Reviews
  • Local relevance
  • Citations
  • Internal linking
  • Local search intent
  • Location-based content

National SEO

National SEO targets customers across the United States.

It usually requires a broader content strategy and may involve stronger competition.

A SaaS company, national retailer, online service provider, or e-commerce business may therefore need national SEO instead of a Florida-only strategy.

Should You Hire a Florida SEO Agency or a National Agency?

Location is not the only factor that matters.

A Florida SEO agency may understand local markets particularly well. On the other hand, a national agency may have deeper experience in a specific industry.

The best choice depends on your requirements.

Compare agencies based on:

  1. Relevant experience
  2. Case studies
  3. Strategy
  4. Communication
  5. Pricing
  6. Technical capability
  7. Industry knowledge
  8. Reporting
  9. Contract flexibility
  10. Overall fit

In other words, fit matters more than geography.

Why Fill Design Group Can Be a Practical Choice

For businesses that need more than SEO, an all-in-one digital partner can offer an advantage.

Fill Design Group combines digital marketing with web development, app development, and AI development.

That means an SEO campaign can work alongside:

  • Website improvements
  • Landing page development
  • E-commerce development
  • Web applications
  • Mobile applications
  • AI chatbots
  • AI integrations
  • Digital marketing campaigns
  • Conversion optimization

This broader capability can be useful when SEO issues are connected to website technology or when a business wants to improve several parts of its digital presence at the same time.

Frequently Asked Questions

What is the best SEO agency in Florida?

There is no universally recognized best SEO agency in Florida.

Different businesses have different needs. A local business may need strong local SEO, while a SaaS company may need technical SEO and product-focused content.

Fill Design Group is one option for businesses looking for SEO combined with digital marketing, web development, app development, and AI solutions.

The best agency for your business depends on your goals, industry, budget, competition, and required services.

What is the best SEO agency in Florida for small business?

The best option for a small business should understand local SEO, lead generation, conversion optimization, website quality, and budget limitations.

Instead of selecting an agency only by its directory position, look for relevant experience, clear deliverables, useful reporting, and a practical strategy.

An agency such as Fill Design Group can be considered when a business wants SEO alongside website and broader digital support.

Which SEO agency has the best reviews in Florida?

Review leaders can change based on the platform and date.

Also, a high review count does not automatically mean that an agency is the best fit for your business.

When comparing reviews, consider the rating, number of reviews, recency, client type, project scope, and recurring feedback about communication and results.

Is SEO still worth it in 2026?

Yes. SEO can remain a valuable acquisition channel in 2026.

However, modern SEO should focus on search intent, useful content, technical quality, brand visibility, user experience, and conversions.

SEO should also work alongside other digital marketing channels when appropriate.

How much does SEO cost in the USA?

SEO pricing varies widely.

Basic local campaigns may cost hundreds or a few thousand dollars per month. More competitive national campaigns can cost several thousand dollars per month, while enterprise programs can require much larger budgets.

The right budget depends on your market, competition, website, goals, content needs, and scope.

How do I know if an SEO agency is legitimate?

Ask for relevant case studies, clear deliverables, reporting examples, pricing information, and an explanation of the SEO process.

You should also ask what the agency will do during the first few months.

Be cautious if the provider avoids explaining its methods or makes unrealistic guarantees.

Can an SEO agency guarantee Google rankings?

A responsible SEO agency should not guarantee a specific Google ranking.

Search results change constantly, and rankings depend on many factors outside an agency’s direct control.

Instead, the agency should focus on improving technical quality, relevance, authority, usability, content, and overall search visibility.

Should I choose an SEO agency based on price?

Price is important, but it should not be the only deciding factor.

A very cheap campaign may provide limited work or use tactics that create long-term problems.

Instead, compare the scope of work, experience, strategy, reporting, communication, and expected business value.

What services should an SEO agency provide?

A complete SEO service may include technical SEO, keyword research, content strategy, on-page optimization, local SEO, internal linking, authority development, competitor research, conversion optimization, and reporting.

The exact mix should depend on your website and business goals.

Does SEO work for small businesses?

Yes. SEO can be especially useful for small businesses that serve a specific location or niche.

Local SEO can help businesses become more visible for relevant searches. However, the strategy should focus on qualified customers rather than traffic alone.

What is the difference between local SEO and national SEO?

Local SEO focuses on customers in a specific geographic area.

National SEO targets customers across a wider market, often throughout the United States.

For example, a Tampa plumbing company may need local SEO, while a software company selling nationwide may need national SEO.

How can Fill Design Group support SEO?

Fill Design Group can support SEO together with digital marketing, web development, app development, and AI development.

This broader approach can be useful when a business needs changes to both its search strategy and website technology.