Having run an SEO agency for a decade before moving into the role of Regional Marketing Manager at a multinational company, I have gained valuable insights from both sides of the table, as a service provider and as a client. Here I would like to share my thoughts on SEO and how to choose an SEO agency.
Do you need SEO?
SEO is a channel to drive organic traffic, but it's not the only way. It's a long-term investment that creates an asset to increase brand awareness and ultimately drive organic sales. However, relying on SEO alone is risky. a successful business must diversify its avenues.
If your company is young and in urgent need of sales, consider running PPC campaigns instead. If you have solid sales channels like paid advertising, referrals, and social media with marketing tools in place, you're ready for SEO.
In-house vs. agency vs. freelancer
An in-house SEO team is ideal, but expensive. The next best option is a good SEO agency that can grow with you. Freelance consultants can be efficient, but can be slower. Agencies can move faster, and here's how to choose one.
Measuring success – not keyword ranking
When hiring an SEO agency, focus on measurable results like improvements in traffic and sales, not just keyword rankings. For example, for a dental brand, set clear goals, such as a 30% increase in patients for a specific treatment, and use comprehensive metrics to track success.
Focusing exclusively on ranking for keywords is very limiting and short-sighted. it limits thinking and strategy, preventing broader and more effective approaches. Ensure proper tracking and regular reporting, maintain flexibility in strategies and emphasize sustainable practices.
This approach makes measuring success clear to the client and provides a clear mission for the agency to focus on.
Content production
Good SEO agencies produce high-quality content with a focus on thought and value, not just quantity. Instead of promising to produce a certain number of pieces per month, such as four articles, they prioritize creating content that is truly impactful and beneficial to their target audience.
Quality content must be relevant to the needs and interests of the audience, providing valuable insights and information. To gauge an agency's capabilities, ask to see examples of their best work.
This will help you assess whether they can deliver content that not only meets high standards, but also effectively supports your SEO goals and drives meaningful engagement.
Technical competence
A senior SEO manager with technical skills is essential because technical optimization is a significant part of SEO. The agency should have professionals who either bring in their own developers or collaborate effectively with your team.
Make sure they have a solid understanding of technical aspects like schema markup, HTML structure, site speed, mobile optimization, and other important elements that affect search engine rankings.
Ask specific questions about their technical SEO knowledge and experience to ensure they are well-versed in these areas. Hiring an agency that doesn't have this experience can hinder your SEO efforts, so it's crucial to check their technical competence to achieve optimal results.
Communication building
A balanced approach to backlinks is very important. Agencies that focus solely on backlinks without addressing content or technical issues should be avoided. References are important, but they shouldn't dominate the conversation. Ask how they provide backlinks and if there are any additional costs.
Exclusivity
SEO is competitive. Don't work with an agency that serves your competitors in the same market. It's like hiring a football coach to coach two teams in the same game, it just doesn't make sense. Exclusivity ensures your efforts are focused on your success, allowing the agency to fully focus on developing and implementing strategies that benefit your business without conflict of interest.
Warranty rating
Guaranteed ratings are a red flag, especially with the AI ​​and algorithm changing so often. Agencies offering warranties often rely on the sale, using it as a hook. Many times, promised rankings are for long-tail keywords that don't add business value. Instead, focus on realistic and sustainable strategies that lead to business results such as increased traffic, conversions and sales.
Prioritizing these metrics ensures that your SEO efforts are meaningfully contributing to the growth and success of your overall business.
Deep thinkers
Good SEO professionals are not just doers; they are strategic thinkers. The SEO process involves 70% thinking and 30% execution. A large part of SEO success lies in the ability to analyze, plan, and strategize effectively. Here's how to identify these deep thinkers.
- Analytical skillsGood SEO professionals have strong analytical skills. They can interpret data, identify trends and derive actionable insights. They use tools like Google Analytics, SEMrush, and Ahrefs to not only collect data, but to understand underlying patterns and user behavior.
- Strategic planningThey must be able to break down complex SEO strategies into clear, actionable steps. This includes understanding your business goals, identifying target audiences, and developing a comprehensive plan to achieve the desired results. They should be adept at creating both short-term and long-term strategies that align with your business goals.
- Industry knowledgeDeep Thinkers prioritize understanding your industry by delving into consumer buying behavior. They seek to understand the problems your customers face, how they make purchasing decisions, and how they evaluate their options. By knowing your market, they can tailor SEO strategies to target these specific consumer behaviors and needs, delivering more relevant and effective results.
- Problem solversLook for SEO professionals who approach challenges with a problem-solving mindset. They must be able to identify potential problems, think critically about solutions, and adjust their strategies accordingly. Their ability to troubleshoot and overcome obstacles is a key indicator of their experience and commitment.
- Continuing educationThe SEO landscape is constantly evolving. Good SEO professionals are committed to continuous learning. They stay informed about the latest algorithm updates, SEO best practices and industry innovations. This commitment to growth ensures that their strategies remain effective and relevant.
- Communication skillsEffective communication is critical. SEO professionals must be able to clearly and concisely explain their strategies, findings, and recommendations. They must be transparent about their processes and able to articulate the rationale behind their decisions.
Understanding SEO Costs what to expect and why
An effective SEO strategy requires a team of specialized professionals: an SEO strategist to design and plan the overall strategy, a senior SEO manager to oversee implementation and technical execution, and an SEO content writer to create high-quality, optimized content. Each role brings unique skills needed to drive organic traffic and drive long-term success. Relying on one person for all these tasks will compromise the quality and effectiveness of your SEO efforts.
When budgeting for SEO, it's important to understand the costs and the reasoning behind them. Here is a breakdown of average salaries for SEO roles in Singapore:
- SEO strategist5000 dollars
- Senior SEO Manager$8000
- SEO content writer4000 dollars
Assuming 20 working days per month, a strategist can handle 8 projects, a senior manager 16, and a content writer 4 projects. This brings the labor cost of SEO management and content strategy to about $2,125 per month. Adding a 30% markup for agency profit and overhead brings this figure to about $3,000.
Including additional costs for technical optimization and backlink efforts, a reasonable SEO investment is approximately $5,000 per month or $60,000 per year. While this may seem essential, especially for smaller companies, it's important to remember that skilled SEO professionals need fair compensation to support their families and lead a balanced life. Quality work takes time and focus, and working with a well-paid, dedicated team delivers better results.
For companies on a tight budget, PPC can be a viable sales channel until you're ready to scale and invest in SEO. Understanding these costs helps you set realistic expectations and ensures that you invest wisely to create a sustainable, competitive advantage in your market. This also means that you should be working on a target that can bring you more than $60,000 in sales per year, ensuring that your investment in SEO is yielding significant returns.
Conclusion
To achieve SEO success, it's important to choose a reputable SEO agency, invest appropriately in their services, measure success effectively, and partner for long-term growth.
Discover SEO professionals who are deep thinkers and can deliver meaningful results. Avoid those who simply boast about past accomplishments without taking a thorough, thoughtful approach to their work. The best SEO minds are those who think critically, plan strategically, and execute meticulously.
Investing in SEO is about creating a sustainable, competitive advantage in your market, and a relationship with the right SEO agency is a critical component of this winning strategy.
