Download - Getting the Most Out of Your SEO Agencies
![Page 1: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/1.jpg)
How to Be Your Agency’s Favorite
ClientPresented by Ruth Burr
Lead SEOSEOmoz.org
@ruthburr
![Page 2: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/2.jpg)
About MeLead SEO, SEOmoz.org•Home to the web’s most vibrant SEO community•Drive SEO strategy, consult on SEO products
Past: Senior Manager, Search Marketing, GameHouse•1400+ games online & for PC, Mac, mobile and social•Drive strategy for SEO, PPC, Conversion Rate Optimization•Manage vendor relationships
Past: Client Manager, Point It! Search Marketing Agency•PPC and SEO clients•B2B, retail, ecommerce, SAAS, enterprise solutions•Budgets from $5K to $250K monthly
@ruthburr
![Page 3: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/3.jpg)
(source)
@ruthburr
![Page 4: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/4.jpg)
Evaluate the Agency
• Who will be doing the work? Can you meet them?
• Is pricing similar to other agencies?• Can you talk to other clients?• What will you get for the price quoted?• How willing are they to share data and
projects with other vendors as needed?
@ruthburr
![Page 5: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/5.jpg)
What are you actually buying?
@ruthburr
![Page 6: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/6.jpg)
Manage Expectations• What does success look like to you?• What does success look like to your boss?• Can this agency get you there?• What do you expect to see in a report? • How often will you communicate?• How closely will the agency need to work
with internal staff? With other consultants/vendors?
@ruthburr
![Page 7: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/7.jpg)
No. SERIOUSLY. What are you actually buying?
@ruthburr
![Page 8: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/8.jpg)
Consultant or Vendor?
Vendor•Project-based•Does not inform strategy•They work with your tools•Working independently•Single point of contact
@ruthburr
![Page 9: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/9.jpg)
Consultant or Vendor?Consultant•Drives strategy•Longer-term engagement•Helps make business decisions•Suggest tools•Multiple points of contact
http://j.mp/MUZxZT
@ruthburr
![Page 10: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/10.jpg)
@ruthburr
Now that We Found Love, What Are We Gonna Do
with It?
source
![Page 11: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/11.jpg)
Agreement & SOW
• Build expectations for communication & results into the statement of work
• Define relationships with other teams including sharing data
• Let them build YOUR side
@ruthburr
Source
![Page 12: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/12.jpg)
@ruthburr
Time to Relax?
![Page 13: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/13.jpg)
@ruthburr
Sorry.
source
NOT YOURS
![Page 14: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/14.jpg)
Loop, Dude. Loop.
“We’re changing our shopping cart…pass it
on…” @ruthburr
![Page 15: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/15.jpg)
The Perfect Report
NO
@ruthburr
YES
![Page 16: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/16.jpg)
The More Perfecter Report
• ROI– Including Cost of Goods
Served
• Lifetime Customer Value• Map Revenue Back To:
– Content– Keywords– Outreach
@ruthburr
![Page 17: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/17.jpg)
Turn the Beat Around
@ruthburr
![Page 18: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/18.jpg)
You Get What You Pay For
@ruthburr
![Page 19: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/19.jpg)
Hand-Holding is Billable
@ruthburr
![Page 20: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/20.jpg)
So is Yelling
![Page 21: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/21.jpg)
Ask for These if You’re Not Getting Them
• Regular calls • Strategy updates• Ongoing training• MBR/QBR• Reasons you’re not getting the
results you expected
@ruthburr
![Page 22: Getting the Most Out of Your SEO Agencies](https://reader033.vdocuments.site/reader033/viewer/2022051816/5463be3bb4af9f4e3f8b4663/html5/thumbnails/22.jpg)
Connect
@ruthburr
www.linkedin.com/in/ruthburr
www.seomoz.org/community
@ruthburr