Is your SEO agency doing everything it should for your business? It’s a question worth asking if you’re investing time and money into digital marketing strategies. The right agency can be a game-changer, driving organic traffic and increasing your sales. But what should they actually be doing? Let's break it down.
This article will explore the various responsibilities your SEO agency should handle to help your business thrive. From keyword research and on-page optimization to keeping up with algorithm changes and reporting, we’ll cover all the bases. Whether you’re new to SEO or looking to get more from your current agency, this post is for you.
Understanding Your Business Goals
Before your SEO agency can start working their magic, they need to understand your business goals. Are you looking to drive more traffic to your site, improve your search rankings, or increase sales? Your goals will determine the strategies they use.
Here’s how they should approach it:
- Initial Consultation: A good agency will take the time to understand your business, your industry, and your competition. They’ll ask questions about your target audience and what you hope to achieve with SEO.
- Define Success Metrics: Success looks different for every business. It could be increased website traffic, higher conversion rates, or better local search visibility. Your agency should help you define what success means for your business.
- Regular Check-ins: As your business evolves, so should your SEO strategy. Regular meetings with your agency can ensure your goals remain aligned.
Open communication is crucial. You want an agency that listens to your needs and adjusts their strategies accordingly.
Conducting Thorough Keyword Research
At the heart of any good SEO strategy lies keyword research. This involves finding the right words and phrases your potential customers are using to find products or services like yours.
Here’s what your agency should do:
- Identify Target Keywords: They should use tools like Google Keyword Planner or SEMrush to find keywords that your audience is searching for.
- Analyze Competitor Keywords: By looking at what keywords your competitors rank for, your agency can identify opportunities to outperform them.
- Focus on Long-Tail Keywords: These are longer, more specific keyword phrases. For example, instead of targeting "shoes," a long-tail keyword might be "women's running shoes size 8." These tend to have less competition and often convert better.
Good keyword research is about more than just finding popular terms. It’s about finding the right keywords that align with your business goals and customer intent.
Optimizing On-Page SEO
Once the right keywords are identified, it's time to integrate them into your website. On-page SEO involves optimizing individual pages to rank higher and earn more relevant traffic.
Here’s what to expect:
- Title Tags and Meta Descriptions: These elements are crucial for search engine visibility and should contain your target keywords.
- Headers and Content: Your agency should ensure that your content is structured well, using headers (H1, H2, etc.) and naturally incorporating keywords.
- Internal Links: Linking to other pages within your site helps search engines understand your content and improve navigation for users.
On-page SEO is all about making your content accessible and relevant to both users and search engines. It’s a fundamental part of any successful SEO strategy.
Technical SEO Audits
Technical SEO ensures that a website meets the technical requirements of modern search engines. A thorough audit will identify issues that might be hindering your site’s performance.
Your agency should cover:
- Site Speed: A slow website can frustrate users and negatively impact your search rankings. Your agency should work to improve load times.
- Mobile Optimization: With many searches conducted on mobile devices, your site must be mobile-friendly.
- Indexing and Crawling: Search engines need to be able to find and index your pages. An audit will ensure there are no barriers to this.
Technical SEO might not be glamorous, but it’s essential for ensuring your site is in tip-top shape and ready to rank.
Creating Quality Content
Content is king, as they say. High-quality, relevant content can boost your SEO efforts by attracting and engaging visitors.
Here’s how your SEO agency can help:
- Content Strategy: They should develop a plan that aligns with your goals and targets the keywords identified in their research.
- Creating Engaging Content: Whether it’s blog posts, videos, or infographics, your agency should produce content that resonates with your audience.
- Updating Existing Content: SEO is not a one-and-done deal. Your agency should regularly refresh your content to keep it relevant and up-to-date.
Great content not only helps with SEO but also builds trust and authority with your audience.
Building Quality Backlinks
Backlinks are links from other websites to yours and are a critical factor in how search engines determine your ranking. However, not all backlinks are created equal.
Here’s what a good SEO agency should do:
- Identify Opportunities: They should look for reputable sites in your industry where you can earn backlinks.
- Guest Posting: Writing articles for other websites can be a great way to earn backlinks and increase your visibility.
- Monitor Your Backlink Profile: Regularly checking your backlinks ensures they’re high-quality and not from spammy sites.
Building a network of quality backlinks can significantly boost your SEO efforts and help establish your site’s authority.
Keeping Up with Algorithm Changes
Search engine algorithms are constantly changing, and keeping up can feel like a full-time job. Your SEO agency should be on top of these changes and adjust your strategy accordingly.
Here’s how they can stay ahead:
- Continuous Learning: A good agency will dedicate time to learning about new changes in the SEO world.
- Testing and Experimentation: They should continually test new strategies to see what works best for your site.
- Adjusting Strategies: When changes occur, your agency should be ready to tweak your strategy to maintain or improve your rankings.
The SEO world is always evolving, and your agency needs to stay ahead of the game to ensure your business continues to thrive.
Providing Regular Reports and Analysis
Transparency is vital in any business relationship, and your SEO agency should provide regular reports and analysis to keep you in the loop.
Expect them to provide:
- Monthly Reports: These should give you an overview of your website’s performance, including traffic, rankings, and any changes.
- Performance Analysis: Your agency should analyze the data to determine what’s working and what isn’t.
- Recommendations: Based on their analysis, they should offer actionable recommendations to continue improving your SEO.
Regular reporting not only keeps you informed but also ensures accountability from your SEO agency.
Offering Strategic SEO Advice
Finally, your SEO agency should act as a strategic partner, offering expert advice on how to improve your SEO strategy continuously.
They should:
- Stay Informed: Keep up with the latest trends and best practices in SEO to offer informed advice.
- Provide Tailored Advice: Offer guidance that’s specific to your business and industry.
- Help with Goal Setting: Assist you in setting realistic and achievable SEO goals.
Your agency should be more than just a service provider; they should be a partner in your business’s growth.
Final Thoughts
SEO is a multi-faceted discipline that requires a strategic and proactive approach. From understanding your business goals to providing regular reports and updates, a good SEO agency should be your partner in achieving online growth.
Speaking of partners, if you’re looking for an agency that cares about results, consider Pattern. We specialize in helping ecommerce brands and SaaS startups grow by driving more traffic and turning that traffic into paying customers. Unlike most SEO agencies, we focus on delivering real ROI by creating programmatic landing pages and crafting conversion-focused content. We integrate SEO into a broader performance marketing system, ensuring every dollar you invest delivers tangible results. If you’re ready to make SEO a growth channel that drives sales and lowers customer acquisition costs, Pattern can help.