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”