| Feature / Service | iMarketing | Many Agencies |
| Delivery Model | ✅ Senior-led, in-house execution across strategy, content, technical, and authority | ⚠️ Execution can vary depending on who is assigned or outsourced |
| Custom Strategy | ✅ Built around your market, competitors, and growth stage, not a template | ⚠️ Often follows standard deliverables with limited tailoring |
| Performance and ROI Focus | ✅ Prioritised around qualified traffic, enquiries, calls, and sales with clear KPIs | ⚠️ Reporting may focus on activity and rankings more than lead outcomes |
| Optimised for AI Search Visibility | ✅ Structured for visibility on Google AI Overviews, plus AI discovery on ChatGPT, Gemini, and DeepSeek | ⚠️ Usually prioritises traditional Google SEO first |
| Keyword Selection Transparency | ✅ Shared keyword research with intent, difficulty, opportunity, and competitor mapping | ⚠️ Keyword selection is sometimes pre-set with limited visibility |
| Content Creation and Optimisation | ✅ Human-written and reviewed for E-E-A-T, accuracy, and search intent alignment | ⚠️ Content quality can vary depending on process and resources |
| On-Page SEO Execution | ✅ Improves structure, internal linking, intent match, and conversion readiness | ⚠️ Often starts with metadata and basic on-page updates |
| Technical SEO Depth | ✅ Crawl and indexing control, site architecture, Core Web Vitals, and proactive fixes | ⚠️ Technical work may be limited to common fixes unless scoped in |
| Authority Building and Link Quality | ✅ Quality-first link acquisition with risk control and clean link profile practices | ⚠️ Link approaches vary widely across providers and budgets |
| Reporting and Iteration | ✅ Clear reporting on what was done, what moved, and what happens next | ⚠️ Reports may be more general with fewer actionable priorities |
| Account Management and Response Time | ✅ Dedicated point of contact backed by the in-house SEO team for faster turnaround | ⚠️ Response times can vary depending on workload and structure |
| Quality Control | ✅ In-house review process for technical work, content, and links | ⚠️ Quality checks depend on internal process and who delivers the work |