Update the role of SEO in marketing strategy
The need for a deeper understanding of the customer’s business is even greater. And points out new avenues that agencies should test and services they could diversify.
“The agencies are really trying to show how their services work together. There’s this trend of trying to get more integrated. And sometimes when you try to deploy an integrated solution you find that you need a CRM system or CRO that you haven’t thought of before, ”said Arianne Donoghue, founder of Tempest Marketing.
The challenge, however, is to be more creative with less.
SEO, CRO and content
“Your SEO traffic doesn’t have to increase,” added Walthour. “But you can optimize the conversion – it takes care of all lead generation channels, including offline channels.”
So you can think about how a hybrid optimization approach can benefit your customer. Even at the keyword management level, you can look at the opportunity and difficulty scenarios and evaluate their relevance based on the sessions and conversion rates generated. That way, you can curate the target lists and focus on the higher converting ones.
Or maybe there is the ability to optimize content on a large scale. You can start by doing a content audit and converting that service into another way of adding value to the client’s business: discovering opportunities for content marketing, mixing on-page content optimization with link building tactics, and even improving it the user experience for higher conversion rates.
Take B2B companies, for example. Their marketing and sales efforts were more in line with events and referrals, but now they are more focused on digital alignment. It’s an opportunity for SEO agencies to help them better understand their client profiles and develop strategies based on their information and transactional needs, as Donoghue mentioned in one of our conversations.
PPC for future SEO keywords
To keep the theme of short term results and long term vision, a mix of SEO and PPC services may be the answer for some clients.
You may be able to create a PPC campaign for the keywords you are targeting for future SEO development. This way you ensure that you need to intervene quickly, while also building an efficient framework for your SEO campaign.
Or you need to test long-tail keywords that further educate your content strategy or future SEO efforts. With the paid search results, you can make the customer’s ROI clearer and quickly adjust the overall strategy.
Traffic-oriented link building & PR
Search trends are vital in the current marketplace as they pinpoint demand and indicate the new behavior of people on the internet.
They are also a relevant starting point for researching “hot topics” a company can combine with its integrated SEO and link building efforts.
You can consider creating actual short term campaigns optimized for traffic and / or PR results to increase domain authority while supporting your clients’ SEO investments. This is where interesting customer data comes in – they have the specialist knowledge and the necessary knowledge to create up-to-date content.
For example, Upswing adapted a retailer’s content strategy by mapping the personas of shoppers and their behavioral changes during the pandemic in order to quickly respond to their demand for non-perishable products, as evidenced by requests for information.
Take on an advisory role
“Instead of a customer asking for PPC / SEO services now, customers are focused on making decisions through channels,” said Donoghue. “It’s not just about marketing. How do you solve real needs? “
Given this big question, SEO agencies can take the advisory route and use search data to help businesses figure out where they are in relation to their competitors and customers.
An example could be using “people ask too” data to create better FAQ pages for companies with high customer service costs like airlines, telecommunications, retailers, etc. You can also inform about their training courses or internal processes.
Another example could be a gap analysis of your customer compared to their competitors with regard to trending topics that should be used.
It is also time to take advantage of your data advantage as an agency and connect the dots. Perhaps you will help your customers set up micro-targeting points in their brand ecosystem. Maybe it’s more about combining search intent with emotions and the right messages. Maybe it’s more about pointing out gaps in your digital marketing strategy.
Or as Vacarasu puts it further:
“Brands are knocking on our door and want to look good on SERPs so they can eventually convert while they’re useful. However, it is not uncommon for them to come to resolve even a tiny aspect of these needs. So hunger for what we can learn in the discovery phase can open up amazing possibilities. “
She continues: “Our discovery method should learn more about the brand than it knows: discovery interview, questionnaire, preliminary keyword research, analysis of the competitive landscape, on-page and off-page opportunity analysis. In other words, a pre-audit that helps us gain perspectives, advise our potential future clients and guide them to the best business decisions. even if these do not contain any SEO solutions. And I think this is a real departure from our services. Choose and we will help you. We have learned this. Here’s how to get the most out of all of this. “
For example, when a major player in the retail industry asked Upswing for content editing to scale, the agency used both its proprietary tools and expertise to identify a wider range of opportunities and an alternative strategy for reviewing and optimizing content recommended, which is used to scale up the retailer’s store.
One last thing.
SEO campaign data can inform you about your client’s business health. By tracking the number of monthly sessions and conversions and their trend, you can create a health scale for each customer and their campaigns:
- Good green).
- Average (orange).
- Bad (red).
You can also set triggers to be notified when the status changes from good to bad, or vice versa, for quick action.
Keeping you up to date and explaining market trends and your own health in detail with your special data is another good step in becoming more of a consultant and business partner for you.
The market is in an uncertain environment and digital marketing is increasing.
However, as budgets remain risk averse and fast business results are demanded, SEO agencies need to further adjust their trading:
- Adapt SEO strategies to the current context: make SEO work harder with incremental optimizations (local SEO, Google My Business promotions, etc.), re-forecast realistic goals in the new search environment and use search trends year after year, to adjust strategies.
- Update the Role of SEO in Marketing Strategy: Campaign for Conversion Optimization, offer a hybrid approach of short-term and long-term tactics that include both SEO and SEM, and now think about the importance of content audits and content marketing. Test SEO Keywords with PPC etc.
- Be in an advisory role: Today more than ever, businesses need to understand what their users want, and search data can highlight this for them. Be a strategic business partner and identify the gaps in customers’ digital channels, proactively monitor their business health and help them make smart decisions about their overall online presence.
With the forecast module of SEOmonitor, which was specially developed for SEO agencies, we can help you to strategize and identify realistic growth opportunities. You can create a direct link between possible scenarios and business outcomes in terms of additional traffic, conversions, and more.
In order to strengthen your portfolio and to communicate constantly with your customers, we developed the Client Health Tracker – a function with which you know which customers are having problems and which are growing and taking action quickly.
This is just part of our solutions that help SEO agencies attract, manage and retain more clients.
Join us on our journey to bring more transparency to the SEO industry.