Search Engine Optimization (SEO)
I often call SEO, or Search Engine Optimization, the "black hole" of the digital development of a business, and this impart, is due to the lack of transparency. In all fairness, even with the in-depth reports being drawn from very reputable SEO data aggregators, it is difficult to "prove" you're renaming pictures keyword-rich titles, and so forth. With that being said, you can be taught how to poke around and spot-check...
I'm all about transparency, and I will do everything I can, including screencasting myself if necessary, to "prove" to you SEO is getting completed correctly.
If you're unfamiliar with SEO, it's the optimizing of your business' presence so that search engines can find you better and rank you higher in their results. SEO is done by making sure every aspect, many technical, is worded and placed properly as to be seen by the search engine. SEO can have an immediate benefit but is most beneficial when implemented long term as it becomes one of the most cost-effective ways of gaining organic website traffic.
Parts of SEO are also outsourced by me, your general contractor. Adding what's known as a 'local citation', or highly weighted 'backlink' greatly improves your search visibility. This is the generalization of what SEO is. If you'd like more information, please check out Google's results for "What is SEO".