Every website will have an in-depth keyword strategy put forth as well as a plan for the optimization of those keywords.
Your plan may include using existing content on your site or require more SEO content creation. Every page on your site is optimized to target a specific keyword for a specific purpose.
To improve ranking ability your pages may require a link building strategy. You receive monthly reports on the progress of your site and any relevant changes in ranking and traffic.
Every website requires a custom solution based on their industry, their website's current optimization and what short term and long term goals they are striving to achieve.