A behind-the-scenes look at how Event Hawk’s SEO team runs your campaign, the access we need from you, and the types of work you’ll see happening month to month.
Section 1: How the campaign runs
Audit first, always
Every campaign starts with a full diagnostic that scores your site across 9 sprint buckets. The audit determines which work will move the needle fastest for your business. No two clients get the same sprint plan. Cookie-cutter SEO wastes budget.
Sprints, not sprints and prayers
Each sprint targets one area of your site with a defined outcome. We ship it, verify it in Google Search Console, then move to the next. You always know what we’re working on and what’s next in the queue.
Read before write, always
Before we change anything on your site, we pull the current version and test the change on one page first. If it holds, we roll it site-wide. This is why we’ve never taken a client site down.
Human review before deploy
Every change gets a human eye before it goes live. We use automation to speed up the boring parts (indexing, alt text bulk updates, schema generation), but a real SEO strategist signs off on anything that touches your customer-facing pages.
Seasonal cadence
Off-season (October to March): Full sprint execution. This is when the heavy lifting happens. Landing pages, on-page rewrites, schema deployment, technical fixes, GBP overhaul.
Peak season (April to September): Monitoring and light optimization. We do not want to be pushing major changes while your phones are ringing. Boss and Elite clients still get monthly rank pulls, GBP posts, and page optimization for anything stuck at positions 6 to 15.
Section 2: Access we need from you
Required for every campaign
Google Search Console (GSC)
Grant our team account as a Full user. Takes 60 seconds. We can’t measure what Google shows you without it.
Google Analytics 4 (GA4)
Add our service account as an Editor on the Analytics account. We pull sessions, users, and conversion data from here for your quarterly dashboard.
Google Business Profile (GBP)
Add our team as a Manager (not Owner). Manager access lets us update your description, categories, services, hours, and post updates without any risk of transferring ownership.
Website admin login
The type of access depends on your website platform:
WordPress with Inflatable Office (most clients): Admin username plus a WordPress Application Password (not your regular password). We store this in an encrypted password manager, never in code.
Event Rental Systems (ERS): ERS admin login. Some technical work is limited on ERS but we can still handle content, schema (where the platform allows), and meta tag updates.
Other CMS platforms: Case by case. If your platform is heavily locked down, we may recommend the SEO Transfer product to move to WordPress first.
Sometimes needed
Firewall or Wordfence allowlist
Some sites have security plugins that block outside API traffic. If we hit a wall, we’ll ask you to allowlist our static IP address so our tools can reach your site.
Domain registrar access
Only needed in rare cases for DNS-level verification. We always prefer to verify Google Search Console through a meta tag in your website first.
Google Ads account
Not required, but helpful. Ads and SEO data together give a much clearer picture of what’s converting.
What you provide once, at kickoff
Your list of target cities, your top 5 competitors, your top 3 products, and photos of your inventory and past events. This information trains everything we build.
Section 3: Types of work we cover
Local Presence and Landing Pages
City pages that rank for “[service] rental [city]” searches. Every landing page is built from scratch for the specific city with local imagery, driving distance, and city-specific proof. We publish in batches, not one at a time, because Google indexes them faster in bulk.
Technical SEO
The plumbing that makes your site crawlable and rankable: XML sitemaps, robots.txt, canonical URLs, redirects, structured data validation, mobile responsiveness, and Core Web Vitals.
On-Page SEO
Optimizing individual pages: meta titles and descriptions, H1s, keyword placement, internal linking, image alt text, content depth, and CTA placement. This is where we lift pages from position 12 to position 3.
Content Quality
Rewriting or expanding thin pages so they actually answer the search intent. Homepage, FAQ page, About page, Contact page, and any city or product page that scores low on our content depth check.
Schema Markup
Hidden code (JSON-LD) that tells Google exactly what your business is, what you offer, and where you serve. LocalBusiness schema, Service schema, Organization schema, and FAQPage schema get deployed via WPCode.
GSC Indexing
Making sure every important page on your site is in Google’s index. New landing pages, product pages, and refreshed content get submitted for reindexing. Broken URLs get 301-redirected to the closest live equivalent.
Google Business Profile Optimization
Categories set to the tightest match. Description rewritten with your city and top services in the first 250 characters. Services list populated. Hours audited. Attributes toggled. Posts drafted for you to publish. Q&A populated with the questions AI assistants actually ask.
AIO / GEO Visibility (AI Search)
The newest bucket. Getting you cited by AI Overviews, ChatGPT, Perplexity, Gemini, and Claude when a prospect asks “best bounce house rental in [city]”. Includes AI crawler access in robots.txt, llms.txt file deployment, FAQ schema for extractable answers, and building brand-mention signals across trusted third-party sites.
Local Listings (upsell)
Automated citation building across 70+ top directories (Apple Maps, BBB, Yelp, YellowPages, Bing Places, and more). Keeps your business name, address, and phone number consistent everywhere. Runs on a separate $49/month plan because it’s an automated third-party service, not something our team touches directly.
Section 4: What sits outside SEO scope
Being clear about what we don’t do saves everyone time.
Page speed optimization
Handled by our Website department, not the SEO team. If your site is slow, we’ll flag it and route it there. A One-Time Speed Fix is available as a standalone product.
Blog writing at volume
Blog content is low priority for the party rental niche. Search intent is almost entirely transactional (“book me a bounce house”), not research-based. We may write one or two seasonal posts a year for topical relevance, but a blog-first strategy would waste your budget.
Paid ads
Google Ads and Meta Ads are separate services with a dedicated team. SEO and paid ads work together beautifully, but they’re not the same discipline.
Website design and rebuilds
Handled by our Website department. If you need a new site (not just SEO fixes to your existing one), we’ll loop them in.
Section 5: What you do, monthly
To keep the campaign moving fast, we need three small things from you each month:
1. Clear your cache after we push updates. Most sites run WP Rocket or a similar caching plugin. Once we ship a change we’ll text you to purge the cache so the update goes live for your customers.
2. Respond to our monthly text check-in. No formal reports, just a quick “how’s it going, anything new we should know about” via text through High Level.
3. Send us any new photos or events. Fresh photos from real events are the single best thing you can drop on your Google Business Profile for local visibility.
Questions about how we optimize your site? Email your SEO team at internal@eventhawk360.com.