Why SEO agencies need to learn from the past and evolve

SEO agencies need to place greater emphasis on user experience. But how can agencies make this transition? Columnist Ian Bowden believes we can learn from the recent shift to content marketing.

As search engines become more sophisticated, the levers available to improve SEO performance have become more complex and more out of control of the brand and/or agency. Historically, where agencies could easily influence search results through building authority links with no dependency on the client, there are now many more factors at play, which are harder to optimize.

If the primary purpose of the SEO agency is to improve SEO performance of their client, it is important that their model or the way they engage with clients facilitate the ability to do this. An inability to deliver performance gains means they are unable to justify their fee and risk losing business. Continue reading “Why SEO agencies need to learn from the past and evolve”

The art of link building: Why creating connections is the key to success

Columnist Ryan Shelley explains how good, sustainable link building is not just about getting a backlink, but about creating lasting connections that provide value to users.

The internet was developed for one main purpose: to create connections.

Today, search engines have become a core piece in carrying out that purpose. SEO is far more than a group of marketing tactics and manipulations. It’s about helping people connect with other people. Continue reading “The art of link building: Why creating connections is the key to success”