Getting the Most Out of Your SEO Agencies

How to Be Your Agency’s Favorite Client Presented by Ruth Burr Lead SEO SEOmoz.org @ruthburr

About MeLead SEO, SEOmoz.org•Home to the web’s most vibrant SEO community•Drive SEO strategy, consult on SEO productsPast: Senior Manager, Search Marketing, GameHouse•1400+ games online & for PC, Mac, mobile and social•Drive strategy for SEO, PPC, Conversion Rate Optimization•Manage vendor relationshipsPast: Client Manager, Point It! Search Marketing Agency•PPC and SEO clients•B2B, retail, ecommerce, SAAS, enterprise solutions•Budgets from $5K to $250K monthly @ruthburr

(source) @ruthburr

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

What are you actually buying? @ruthburr

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

No. SERIOUSLY. What are you actually buying? @ruthburr

Consultant or Vendor?Vendor•Project-based•Does not inform strategy•They work with your tools•Working independently•Single point of contact @ruthburr

Consultant or Vendor?Consultant•Drives strategy•Longer-term engagement•Helps make business decisions•Suggest tools•Multiple points of contact http://j.mp/MUZxZT @ruthburr

Now that We Found Love,What Are We Gonna Do with It? source @ruthburr

Agreement & SOW• Build expectations for communication & results into the statement of work• Define relationships with other teams including sharing data• Let them build YOUR Source side @ruthburr

Time to Relax? @ruthburr

Sorry.NOT source @ruthburr

Loop, Dude. Loop. “We’re changing our shopping cart…pass it on…” @ruthburr

The Perfect Report NO YES @ruthburr

The More Perfecter Report• ROI – Including Cost of Goods Served• Lifetime Customer Value• Map Revenue Back To: – Content – Keywords – Outreach @ruthburr

Turn the Beat Around @ruthburr

You Get What You Pay For @ruthburr

Hand-Holding is Billable @ruthburr

So is Yelling

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

Connect@ruthburrwww.linkedin.com/in/ruthburrwww.seomoz.org/community @ruthburr

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Getting the Most Out of Your SEO Agencies

by RuthBurr on Oct 17, 2012

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Getting the Most Out of Your SEO Agencies Presentation Transcript