Search
Two halves of one problem: being there when somebody types what you sell. The organic half is the site itself — what it says, how fast it loads, whether search engines can read it. The paid half is buying the searches worth buying, which is usually far fewer than an agency will suggest.
What you get
A keyword list built from what your customers say, not from a tool's suggestions
On-page fixes on your own site, with the before and after recorded
Paid search where the intent is worth paying for; nothing bid on for vanity
Monthly: what moved, what did not, and what we would drop