Maximise the benefits of Search Query Optimisation

Search Query Optimisation is an unfamiliar lead generation concept to most people. So we’ve made it simple to understand. This page explains our commitments to you and what you need to have ready and provide us with so that you can maximise the benefits of Search Query Optimising.

The Process

Working with us

  1. Pick the platforms you want to show up in the autocomplete for
    • Bing
    • YouTube
    • Google
  2. Pick your keyphrases
  3. Submit the SQM form
  4. Sign off the quote
  5. Pay the deposit
  6. Set up a direct debit for keywords – which only starts when you show up in the autocomplete.
  7. Check your online presence and update anything to maximise presence and conversions.
  8. Show up in the autocomplete for your keyphrases.
  9. Direct debit starts paying the monthly fee
  10. Start receiving more leads and traffic.
  11. Convert many more leads.
  12. Look at increasing your number of owned keyphrases, gaining more leads, traffic and conversions, shutting out your competition out even more!

Detailed information is below the Our responsibility to You section.

OUR responsibility to you


  • Cast Iron Guarantee: We promise you will appear in the AutoComplete for your chosen platforms. If your business does appear on your preferred platform after 9 months, you get your deposit back.
  • Ensuring you’ve got everything ready to work with us:  We have a checklist that outlines all you need to do and have ready.
  • Providing you with a quote for your keyphrases: We check all your keyphrase choices to ensure they are ideal for your business.
  • We sell you Keyphrases:  You own the keyphrases. No other business will be able to show up for the same keyphrases.
  • Search Query Optimisation is a new lead generation tool: Many keyphrases are currently available, so we will help you choose the ideal ones for your business.

Fees and costs

Simple & Transparent is the name of the game. There is nothing hid

  • Deposit: The initial Set-up fee is all you pay until your business shows up in the autocomplete bars for the platforms you’ve requested.
  • Our service is fixed-fee: Just the price per keyword per platform per month.
  • Stick to budget: Search Query Marketing allows you to stick to your marketing budget, regardless of what’s happening in the wider search landscape.
  • Monthly fee: is only charged for each platform once the keyphrases start showing up on that platform.
  • Contract: Your commitment is to sign up for 1 year so you’ve time to see how incredible the increase of traffic and leads is for you.
  • Pay-on-Result:  Once your keyphrases appear in either search engine autocomplete, you are charged the fee for that keyphrase on that platform. The fee is payable for each month the keyword holds its autocomplete position.
  • We ensure there’ll be no surprises with our prices. Google PPC costs went up 17% in 2023 and are likely to rise by 22% in 2024.
  • Algorithmic Changes: Generative AI will prompt search engine algorithms to evolve, impacting organic rankings with unpredictable outcomes.
  • Content Quality and Authenticity: Generative AI will automate content creation, challenging search engines to discern and prioritise the quality and originality of content, potentially disrupting current ranking evaluations.
  • Personalisation and User Experience: Generative AI will tailor search results based on user data, enhancing personalization but raising significant privacy concerns and risking biased results, with unclear implications for search engine fairness.
  • Competition and Ranking Factors: Generative AI will intensify online competition, analyzing rivals and suggesting competitive strategies, which could skew ranking factors and disrupt the level playing field for website competition.
  • Ethical Considerations: Generative AI will bring ethical dilemmas, such as spreading misinformation or manipulating rankings, and it remains to be seen how search engines and regulators will tackle these issues to maintain organic search integrity.
  • This uncertainty that generative AI is bringing to organic Search Engine rankings is predicted to push up prices for PPC and harm organic SEO.

Time frames for results

We aim to get you into your chosen platforms as quickly as possible. Time frames differ for each platform on which you own keyphrases. You only start paying the fee for each platform when your keyphrases show up on that platform. 

  • Show up on Bing: 30–45 days
  • Show up on YouTube: – 45–65 days
  • Show up on Google: – 90 – 180 days (this is improving)

Being ready for Search Query Optimisation

Search Query Optimisation requires your business to be ready for this service. It will bring you a great deal of leads, so you must be able to convert leads. This section outlines what we need from you to set up Search Query Optimisation for you and what you need to have in place to ensure the service works for you.

You need to:

  • A clear understanding of what keyphrases you want to use for Search Query Marketing. (There are many Keyword tools to help you with research)
  • A marketing budget for SQM of at least $1,000 / month
  • A business ready to receive up to 100% more traffic and leads.
  • The ability to convert these new leads.

Which platforms?

Bing is required for Search Query Optimisation. We recommend YouTube if you have an active YouTube channel or are in the process of creating videos for your products and services. Google takes longer to show your business in the Autocomplete.

  • Bing
  • YouTube
  • Google

Which Keyphrases

The keyphrase selection process

  • Choose the list of keyphrases you are interested in buying.
  • You complete the Keyphrase query form and submit it.
  • We do our research and get you an accurate quote for each keyphrase.
  • We may offer alternative or additional keyphrases that have higher traffic potential.
  • You confirm which keyphrases you’d like to own exclusively.
  • Your keyphrases could be the ones you currently use in your PPC campaigns.
  • The keyphrases could also be ones your competitors outbid you on. Imagine showing up in search for the keywords they use for PPC!
  • Local keyphrases: These are your keyphrases with a city, town, or area that people use as part of their search – ie Emergency Plumber Cheltenham . These cost $499 / month per platform for searches of under 5,000 per month. The value goes up with more searches per month, so does the cost of the keyphrase.
  • National keyphrases: These are your keyphrases without any geographic requirement. They are more suited for eCommerce or online services, e.g., Lead Generation Expert. They usually receive much more traffic, so we supply you with quotes for each national keyword you are interested in purchasing.
  • Once you’ve purchased the keyphrases, you own them, so your competitors will not show up in the autocomplete for your chosen keyphrases.

Your Online Presence

To maximise your experience with Search Query Optimisation, you need to have a good online presence. We can help you with an audit of your online presence and advise you where you can improve your online presence.
You will have 4 or 5 weeks before you show up on Bing to work on getting your social media more active or find more directory listings and citations for your business. Make time to check and optimise your website and request reviews on your Bing and Google Business Profiles.
Check your review sites like Trustpilot for any reviews that need responding to.

Your Website

Creating an optimised, customer-centric website drives success and improves ROI.  It improves credibility, nurtures leads, and sustains growth.

  • An intuitive User Experience with seamless navigation makes it easy for customers to find information. It also improves conversion rates.
  • Clear CTAs, quality content, and easy checkouts designed to reduce clicks to conversion all massively improve your conversions. – see Website Optimisation
  • Clean, professional design reinforces your brand image and builds trust.
  • An optimised site allows a smooth user experience. Quick loading retains visitors.
  • Simple and logical navigation and URL structure aids on-site search and user interest.
  • Websites and landing pages must be well-designed to capture customer information and allow you to respond to customer queries.
  • Optimise your site for mobile, as this increases engagement and conversion rates.
  • Well-managed SEO helps pages rank higher in search results, allowing more potential customers to find the business. Tactics like quality content, meta tags, alt text, and site speed improve SEO and organic traffic.
  • Meta tags and alt text also provide better content context to users and search engines.

Website Accessibility

An accessibility-optimized website is crucial because it ensures equal access and opportunities for all users, including those with disabilities. It guarantees compliance with legal standards, improves the overall user experience, and expands audience reach, which can lead to increased customer loyalty and business growth.

  • Websites optimised for people with disabilities. The Americans with Disabilities Act (ADA) requires equal access for the disabled.
  • Accessible sites significantly expand the customer base by allowing people with visual, hearing, motor or other impairments to access content and services.
  • Accessibility builds client reputation as socially responsible and committed to diversity and inclusion values.
  • Accessibility enhances SEO and marketing efforts.
  • Sites that meet standards have cleaner underlying code, which search engines like Google favour.
  • Accessible sites mean larger audiences, higher conversions, lower legal risk, greater public trust, and improve bottom line.

Analytic & Tracking on your website

Good tracking tools are critical for understanding user behaviour on a website, identifying high-value pages and content, and continually improving the user experience.

Set these up on your Website

  • Google Analytics 4 – GA4
  • Bing Webmaster tools

Social Media Presence

Social presence on the platforms your clients and customers most frequent
Social Media business pages for LinkedIn and Facebook are essential.

  • Focus social media on driving engagement and conversions for your business
  • Use your data to create relevant content for your existing followers and to engage new ones.
  • Audit the platforms your audience is active on and focus efforts there.
  • Set engagement and conversion goals, not just follower counts.
  • Use analytics to find your best-performing content types/topics.
  • Leverage paid ads to amplify organic content that performs well.
  • Build relationships with influential users and participate actively in relevant communities.
  • Leverage Facebook Insights to analyse performance.
  • Create/share content that drives high engagement.
  • Use Lead Ads and Messenger to drive conversions.
  • Build a community through active commenting and questions.
  • Use page analytics to continuously improve performance.
  • Establish yourself as a thought leader with long-form posts.
  • Join and actively participate in relevant LinkedIn Groups.
  • Target sponsored content to reach your audience.
  • Analyse follower demographics for insights.
  • Partner with employees to share unique company content.

Business listings / Citations / NAP 

Social presence on the platforms your clients and customers most frequent
Social Media business pages for LinkedIn and Facebook are essential.

  • Consistent name, address, and phone number (NAP) information across directories, listings, and citations are critical for your local SEO. 
  • Auditing and fixing existing citation inconsistencies should be a priority – errors can negatively impact your rankings.
  • Pursuing citations on high-authority industry associations and directory sites helps establish relevance and trust in the eyes of search engines. 
  • The more quality citation sources you can obtain, the better for your business.
  • Implement tracking via Bing Webmaster Tools and Google Analytics. 
  • Monitor new citation counts and sources over time. This data enables optimisation efforts. – see Business listings
  • When you open new locations, rapidly updating the NAP information on all critical citations within 30 days is vital to maintain local visibility. Quick updates are crucial.
  • Developing internal guidelines and workflows around citation management promotes consistency at scale. 
  • Documented processes for requesting and updating listings make maintenance easy.
  • Proper NAP and citation management signals your business is the industry authority in your geographic areas. 
  • Prioritise citations. It underpins local SEO efforts.

Google Business Profile & Bing Places

Social presence on the platforms your clients and customers most frequent
Social Media business pages for LinkedIn and Facebook are essential.

  • Fully complete and optimise your profiles for relevance.
  • Consistent details across these and your Business listings, Citations and NAP
  • Add high-quality photos and virtual tours to stand out.
  • Ensure your contact details and other essential data is accurate across all your Google Business Profile and Bing Places Profile and content on your website.
  • Respond to all reviews and fix issues raised.
  • Promote your review link/info across all online assets to encourage feedback from clients and customers.
  • Frequently check and update your profiles with any new and relevant content . See – Optimally Managing your Google and Bing Business Profiles

Content Strategy Plan 

A strategy plan for regular, targeted, and focused content is essential for thought leadership, keeping your existing customers engaged, and targeting potential customers. Use data-driven content to target the segments you want to reach tightly and adhere to a brand standard in your storytelling content.


Ensure your reviews are promptly and politely responded to, up to date, and efficiently managed. Make sure you’re found on and reviewed on as many platforms as your customers communicate with you. Google & Bing, Yelp & Trust Pilot and any eCommerce sites your products are listed on, ie Amazon, Shopify, Etsy

  • Monitor reviews and respond promptly. 
  • Negative reviews happen – have a process for responding professionally and addressing issues. Turn them into positives. See – Managing reviews
  • Analyse reviews for actionable feedback to improve business.
  • Proactively collect reviews through email requests and on-site prompts.
  • Highlight key positive soundbites in marketing content.
  • Use this data to create data-driven content for your articles, social media posts and storytelling. See – Improve your content strategy