Do customers want quick results? The hybrid approach for SEO agencies
Reframing the role of SEO in marketing strategy
The need for a better understanding of the client’s activity is even more present. And indicates new leads that agencies should test and services that they could diversify.
“Agencies try to make a real effort to show how their services work together. There is this tendency to try to be more integrated. And, sometimes when you try to deliver an integrated solution, you find out that they would need a CRM or CRO system that you hadn’t thought of until now, ”said Arianne Donoghue, founder of Tempest Marketing.
Yet the challenge is to be more creative with less.
SEO, CRO and content
“Your SEO traffic doesn’t have to increase,” Walthour added. “But you can get the most out of your conversion – it supports all lead generation channels, even offline ones.”
So, you can think of the ways that a hybrid optimization approach can benefit your customer. Even at the keyword management level, you can look at opportunity versus difficulty scenarios and assess their relevance based on sessions generated and conversion rates. This will help you organize targeted lists and focus on the most converted.
Or maybe there is an opportunity to optimize content at scale. You can start by creating a content audit and turning that service into another way to add value to the client’s business – spot content marketing opportunities, mix on-page content optimization with tactics. link building, and even improve user experience for higher conversion rates. .
Take for example B2B companies. Their marketing and sales efforts were more in tune with events and referrals, but now they are increasingly digitally focused. This is an opportunity for SEO agencies to help them better understand their client profiles and create strategies based on their information and transactional needs, as Donoghue mentioned in one of our interviews.
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.
Maybe you can create a PPC campaign for the keywords you are targeting for future SEO development. This way, you ensure that the need for quick intervention is met, while also building an effective scaffolding for your SEO campaign.
Or maybe you need to test some long tail keywords that will further inform your content strategy or future SEO efforts. With paid search results, you’ll be able to create more clarity on customer ROI and make quick adjustments to the overall strategy.
Link Building and Traffic Driven Public Relations
Look for trends are essential in today’s market, as they identify demand and suggest new ways in which people behave online.
They’re also a great starting point for researching “hot topics” that a business can connect with through their in-built SEO and linking efforts.
You may consider creating real, short-term campaigns optimized for traffic and / or PR results that will help increase domain authority, while supporting your client’s SEO investments. This is where great customer data comes in handy – it holds the expertise and insight needed to create great content.
For example, Upswing adapted a retailer’s content strategy by mapping the personalities of buyers and how their behaviors changed during the pandemic in order to quickly respond to their demands for non-perishable products, as shown by queries from information.
Take on an advisory role
“Rather than a customer coming in for PPC / SEO services now, customers are directed to channel decision making,” Donoghue said. “It’s not just a question of marketing. How do you solve the real needs? “
With this big question in mind, SEO agencies can take the consulting route and use research data to help businesses determine where they stand relative to their competition and clients.
An example could be the use of “people ask too” data to generate better FAQ pages for businesses with high customer service costs like airlines, telecoms, retailers, etc. It can also inform their training or internal processes.
Another example can be an analysis of the gap between your customer and its competitors in terms of trending topics to exploit.
Now is also the time to use your data advantage as an agency and connect the dots – maybe you are helping your clients set up micro-targeting points within their brand ecosystem, maybe it’s more about connecting search intent with emotion and the right message, maybe it’s more about highlighting the gaps in their digital marketing strategy.
Or as Vacarasu says:
“Brands are knocking on our door asking to look good in the SERPs in order to ultimately convert while being useful. However, it is not uncommon for them to seek to resolve a small aspect of these needs. So, being hungry for what we can learn during the discovery phase can open up incredible opportunities. “
She continues: “Our discovery methodology is intended to learn more about the brand than it knows about itself: discovery interview, questionnaire, preliminary keyword research, competitive landscape analysis, opportunity analysis. on-page and off-page. In other words, a pre-audit that helps us take a step back, advise and guide our future potential clients towards the best business decisions; even when these do not involve SEO solutions. And I guess that’s a nice change from these are our services, choose and we will assist you at this is what we learned, here’s how to make the most of it all. “
For example, when a major player in the retail industry asked Upswing to edit content on a large scale, the agency used its proprietary tools and know-how to spot a wider range of content. ‘opportunities and recommend an alternative content audit and optimization strategy that would scale the retailer business.
One last thing.
SEO campaign data can tell you about the health of your customer. Tracking the number of sessions and monthly conversions, as well as their trend, allows you to create a health scale for each customer and their campaigns:
- Good (green).
- Medium (orange).
- Bad (red).
You can also set triggers to be notified whenever the condition changes from good to bad or vice versa, for quick intervention.
Keeping them up to date and explaining to them in detail the market trends and their own health with your particular data is another good step in becoming more of a consultant and business partner for them.
The market is settling in an uncertain environment and digital marketing is booming.
Yet, with budgets still stuck in a risk aversion mindset and rapid business results demanded, SEO agencies still need to adapt their business:
- Adapt SEO strategies to the current context: Make SEO more efficient with incremental optimizations (local SEO, Google My Business actions, etc.), spot realistic goals in the new search environment, use year-over-year search trends to adjust strategies .
- Reframing the role of SEO in marketing strategy: Advocate for conversion optimization, come up with a hybrid approach of short and long term tactics that involve both SEO and SEM, think about the importance of content audits and content marketing now, test SEO keywords with PPC etc.
- Assume an advisory role: More than ever, businesses need to understand what their users want, and research data can highlight it for them. Be a strategic business partner and show the gaps in customers’ digital channels, proactively monitor the health of their business and help them make smart decisions about their online presence as a whole.
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These are just a part of our solutions to help SEO agencies acquire, manage and retain more clients.
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