When search engine optimization first got started as an industry, it was way over most business owners’ heads. Because it was such a developing industry, being shaped by the very people that were immersed in it, companies chose to let SEO agencies and professionals do all the work for them so they wouldn’t have to learn an entirely new subset of marketing.
However, as SEO has continued to evolve, effective strategies now require participation and collaboration from clients and even their employees. The key to making this partnership successful is for each side to focus on what they do best, and then capitalize on what they can gain from the other.
So, how did the agency-client partnership evolve to become a necessity, and what is each side’s responsibility to ensure a successful SEO campaign?
Agencies have a responsibility to be at the forefront of the SEO industry; they should know the latest trends and the best practices. Because of this, it’s best for agencies to complete the main SEO tasks that are mostly behind the scenes. These include:
Companies know the most about their industry, products, and services. Because of this, it’s up to clients to educate their SEO agency on types of topics and interests to focus on with regard to content strategy. Agencies generally don’t have the time, resources, or desire to learn everything about each of their clients’ industries.
Guest blogging definitely requires collaboration, as does social media marketing. However, these and many of the other points mentioned require regular collaboration and communication to make it cohesive.
For example, if Bounty Towels debuted a new logo, then their agency-managed social media profiles need to be immediately updated to reflect it.
Or, if a company’s brand colors are maroon and black, then the website and Twitter profile should also incorporate these colors.
Without consistent marketing, brand recognition and unity may regress, along with brand loyalty and trust.
Companies should contract with an SEO agency when they need to improve their online search visibility, and have no existing SEO strategy in place. An SEO agency may be more affordable for companies that can’t afford to hire an internal SEO team. Even for clients that have an internal SEO team, an agency can provide support such as link building, which is often difficult and time consuming.
An SEO agency and company collaboration is necessary, these days, for a successful SEO campaign. Gone are the days when SEO could be practiced in a silo, without participation from clients.