Now or Never
SEO is changing faster than ever. The window of opportunity won't stay open forever.
If SEO died tomorrow, it would be the most underutilized marketing channel of all time.
This statement I made 3 years ago is more relevant today than ever
Most Agency SEO Engagements Go Like This
The Allure
The allure of free clicks and that SEO could be "better" hits in some way
The RFP
An RFP is created, largely by the new intern, aiming to illustrate the requirements
The Meetings
Agencies are met—often those that are nearest or top of mind rather than those with the best skills for the job
Peak Happiness
An agency is selected and this is the peak of happiness for everyone in this process (as with all peaks, the end is nigh)
The Onboarding
The agency onboards, the client excels in providing brand knowledge, the engagement starts well
Reality Hits
The agency proposes many things. They're often met with resistance from various departments...
The Reality Check
Head of IT:
"What is this!? A 'Screaming Frog' user agent crawled our site on Saturday night and crashed our CMS that my brother built. Protect the site! Get rid of them!"
Design Team:
"They want to put words on our pages?! You have got to be kidding."
Legal:
"I don't care if our competitors already show very similar data, it's not worth the security of my very comfortable job to allow actual numbers to go on the website."
Procurement:
"Can we get a 10% discount?"
CEO:
"Someone needs to build an ironclad ROI forecast for me, signed in blood, otherwise these charlatans are never going ahead with building hundreds of expensive pages on our website."
The Fundamental Problem
SEO requires deep website integration and content changes. PPC requires a few landing pages and big budget.
All this results in a huge loss of time and money.
The Window is Closing
Act now or watch your competitors dominate the organic search landscape.
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