How we work An SEO delivery process from evidence to production
MoxSEO's SEO delivery process runs in seven fixed stages: starting point, discovery, diagnostic, prioritisation, implementation, validation and delivery record. Each stage names who owns it and what you hold when it closes. Changes ship from written specifications, are checked in production, and are measured with the attribution limits stated.
- 7 stagesFrom starting point to delivery record
- 3 waysto ship a change, one specification for all
- Read-onlyaccess preferred, requested only when relevant
- 03diagnostic-evidence/every finding, with its proof
- 04prioritised-roadmapvalue, confidence, effort, sequence
- 05specifications/one per approved change
- owner + acceptance-criterianamed per change
- 06production-validation/release records
- exceptionswhat did not land, and why
- 07measurement + next-decisionsdefinitions, then what to decide
Seven stages. Evidence can send the work back.
The order is fixed; the timing is not. Proposals state the sequence and its dependencies rather than one duration, because site size, access, markets and decisions set the pace.
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Starting point
The first step is not a universal audit checklist. We clarify the decision you are facing, the website, who owns the relevant systems, the evidence that already exists and what could block implementation. That sets the diagnostic scope and who takes part.
- You receive
- An agreed diagnostic scope and list of participants
- Owner
- Strategic owner
- From you
- The decision at stake, and who owns which system
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Discovery
A shared model of the business: business model, audiences, markets, customer journeys, site architecture, technology, analytics, publishing workflows, previous SEO work, current risks and decision rights. Missing data is documented as a limitation rather than replaced with invented certainty.
- You receive
- The shared model, with its gaps written down
- Owner
- Strategic owner, with specialist owners chosen by scope
- From you
- Proportional access, read-only wherever possible
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Diagnostic
We inspect the system customers and crawlers actually receive, through six lenses:
Rendered site: templates, navigation, internal links, metadata, schema, accessibility, forms, media and responsive behaviour. Demand and intent: customer language, search demand, competing results, visibility, topic gaps and conversion relevance. Content quality: purpose, originality, evidence, completeness, authorship, maintenance and duplication. Technical systems: crawling, rendering, indexing, sitemaps, robots, performance, parameters, migrations and platform constraints. Measurement: analytics, event definitions, lead quality, revenue signals, attribution limits and data reliability. Operations: owners, approval stages, development capacity, release process, editorial workflow, compliance and dependencies.
- You receive
- Diagnostic evidence behind every finding, with affected URLs or templates
- Owner
- Specialist owners for search, content, engineering and analytics
- From you
- How releases and approvals actually work today
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Prioritisation
Not every valid finding deserves immediate investment. Each one is scored on four questions, so the order of work is argued from evidence rather than assumed:
Value: how directly could the change affect qualified discovery, user completion, revenue, cost or strategic risk? Confidence: how strong is the evidence, and which assumptions or dependencies could change the conclusion? Effort: what design, content, engineering, legal, analytics and operational work is required? Sequence: which foundations and validation steps must come first?
- You receive
- A prioritised roadmap with confidence, effort and dependencies
- Owner
- Strategic owner, who settles cross-functional tradeoffs
- From you
- Sign-off on the order of work
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Implementation
Each approved change becomes a production requirement: a written specification shipped one of three ways, by us, with your internal teams, or by your team with our review. See SEO implementation and web development for the capabilities behind it.
- You receive
- Specifications with acceptance criteria, or shipped changes
- Owner
- The implementation owner named in each specification
- From you
- Release windows and a developer contact
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Validation
Completion means checking the released result: visual and responsive QA, rendered technical checks, and tracking and event checks. Every release gets a record with an owner.
- You receive
- A release record, with exceptions listed
- Owner
- Specialist owners for QA and analytics
- From you
- Staging or production access for review
If the evidence contradicts the plan, the work returns to stage 4 and the change is recorded.
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Delivery record
The engagement's evidence in one place, so decisions and learning survive the engagement: diagnostic evidence and affected URLs or templates, the prioritised roadmap, content, design, technical or analytics specifications, implementation owners and acceptance criteria, production validation and exceptions, and measurement definitions, observations and next decisions.
- You receive
- The complete delivery record
- Owner
- Strategic owner
- From you
- The next decision you need to make
Two kinds of owner. The strategic owner, founder Aditya Bhimrajka, answers for problem definition, evidence standards, prioritisation and cross-functional tradeoffs. Specialist owners in search, content, engineering, design, analytics and research are selected by the scope of the work. See the team model.
Strategy calls are with the people who run MoxSEO. Sakshi Kumari and Ashish Khan take the first call and stay accountable for the engagement once it starts. The same stages show up in client work such as BookBoatsNow, built on a fresh domain, and URview, 3,000+ signups from organic search in six months.
Three ways to ship. One specification.
Every approved change carries the same eight fields, whoever writes the code. Choose how a change ships and see what moves in its specification.
Point product cards at the canonical product URL
- Context
- Collection templates link to collection-scoped product URLs; the canonical is
/products/handle. - Affected surfaces
- Collection template, product cards, related-product blocks
- Proposed behaviour
- Every product card links to
/products/handle. Canonical tags unchanged. - Owner
- MoxSEO engineering specialist
- Dependencies
- Staging copy of the theme; merchandising sign-off
- Acceptance criteria
- No collection-scoped product links in rendered HTML across sampled collections
- Measurement
- Internal links to canonical product URLs, before and after release
- Validation plan
- MoxSEO checks rendered output in production and files the release record
Not done until it holds in production
Release record, CHG-014
Illustrative- Visual and responsive QATemplates checked at desktop and mobile widthspass
- Rendered technical checksLinks and canonicals read from the rendered page, not the sourcepass
- Tracking and event checksOne event not firing on the new card; logged as an exception with an ownerexception
- Release record with an ownerWho released it, what changed, what remains openfiled
A change ships only with its specification
Context, affected surfaces, proposed behaviour, owner, dependencies, acceptance criteria, a measurement requirement and a validation plan, agreed before anyone builds.
When the evidence changes, the plan changes
If what we find contradicts the roadmap, we re-prioritise instead of defending it, and we write down why.
- Assumptionwhat the plan relied on
- New informationwhat the evidence showed
- Exceptionwhat changes, and who owns it
Access is proportional
We ask for access only when it is relevant, read-only wherever possible. Production credentials are never requested through ordinary forms or email.
Reporting combines six kinds of evidence. The further a signal sits from the work itself, the less of its movement the work can claim, and the report says so.
Six signals. Attribution limits stated.
Implementation progress
Which approved changes are live, validated or still open.
Technical health
Whether pages can be crawled, rendered and indexed as specified.
Visibility
How often the site appears in search results and AI answers.
Qualified demand
Visits to landing pages from searches that match what you sell.
Conversion behaviour
What those visitors do once they arrive.
Commercial signals
Leads, pipeline and revenue where your analytics can connect them.
Measurement definitions are agreed up front. Each specification carries a measurement requirement, and the delivery record keeps the definitions, so a number means the same thing every time it is reported.
Attribution depends on the analytics available. Search platforms, competitors and customer behaviour are outside any agency's control. We report what moved and how confident the link to the work is. Published research frames better tests; site-specific validation stays at the centre.
What we need from you
- The websiteEvery property in scope, including staging where it exists.
- Commercial contextWhat you sell, to whom and in which markets, and which outcomes matter commercially.
- Current evidenceAnalytics, Search Console, past audits and prior SEO work, even when it is incomplete.
- OwnershipWho owns each system, who approves releases, and who decides.
- ConstraintsRelease windows, platform limits, legal review and budget, stated early.
What we never do
- Fill gaps with certaintyMissing data is written down as a limitation, not replaced with a confident guess.
- Ask for credentials by emailProduction credentials never travel through ordinary forms or email.
- Guarantee rankingsNo promises on rankings, traffic, leads or revenue.
- Quote one fixed timelineProposals state sequence and dependencies, not a universal duration.
- Defend a plan the evidence brokeThe plan changes, and the change is recorded.
The same commitments go into every proposal. Read all six
Process questions
What clients ask before the first stage starts, answered in full.
It is seven stages in a fixed order: starting point, discovery, diagnostic, prioritisation, implementation, validation and delivery record. Each stage has a named owner and a deliverable, changes ship from written specifications, and nothing counts as done until it has been checked in production.
It depends on scope, site size, access, markets and the decisions you need to make. A MoxSEO proposal states the sequence and its dependencies rather than one fixed duration for every site, so you can see what sets the pace.
MoxSEO provides implementation-ready requirements, answers questions, reviews staging or production, and documents any deviations in the release record. Your developers keep ownership of the code; the specification and validation stay the same.
By combining implementation progress, technical health, visibility, qualified landing-page demand, conversion behaviour and commercial signals, with measurement definitions agreed up front and the limits of attribution stated in every report.
The plan changes. The assumption, the new information and the resulting exception are recorded, so priorities can move without pretending the original forecast was certain, and you can see why the order of work changed.
A strategic owner answers for problem definition, evidence standards, prioritisation and cross-functional tradeoffs; MoxSEO founder Aditya Bhimrajka holds that role. Specialist owners in search, content, engineering, design, analytics and research are chosen by scope, and each specification names its implementation owner.
Start at stage one.
Bring the decision you face.
A free 30-minute call with Sakshi Kumari or Ashish Khan, the specialists who run MoxSEO. Tell them the decision in front of you and who owns your site; they will tell you what a diagnostic would need to answer it.
A call is not an engagement. AI SEO plans start at $699 a month, and we never guarantee rankings.