A good example of paid advertising is the Google sponsored results or PPC (pay per click).
The short answer is that procedures themselves should be shaped by the folks performing them everything they guide those people. If possible, however, I suggest that you check them out individual. https://Medium.com/@hiresquarespaceseoexperts/hire-squarespace-seo-experts-and-watch-your-traffic-explode-d0aa3b69faec