SEO Archives - Agency Stack




Part 1: Understanding Your Client

If you’ve been considering working with a white label digital marketing agency in order to scale your business, it’s important to be clear on what they deliver. It’s true that you can expand your capacity and capability by hiring hands to do the work, but you must also have an understanding of the services you are selling, and their benefits to your clients.

At Agency Stack, we want to enable you to confidently recommend the right mix of services knowing that they’ll deliver on your client’s expectations. To achieve this, we recommend starting from the ground up with a deep understanding of your client, their business, their customers and the things that separate them from their competition.

Research Your Client

What is it about your client that would make their prospects choose them over a competitor? What are the promises that they make to customers and how do they deliver on them? Consider industry trends as well as the pitfalls endemic to a client’s industry and how your client overcomes them. The promises your client makes to their audience forms the basis of their brand positioning. With that positioning as the foundation, you can make recommendations on the best way to get that message in front of as many prospects as possible.

Understanding Your Client’s Products and/or Services

Are there specific pain points that your client resolves for their customers? Is there something that their product/service provides that others do not? If you can isolate these things, you are well on your way to getting into the hearts and minds of their target audience. Work with your client to assess competing products, where their products excel and what customers take issue with.

Understand Your Client’s Customers

Understanding the things that are important to your client’s customer when it comes to making a purchasing decision is imperative. It’s also important to take into consideration key customer personas so that you can target these types of consumers individually. Knowing who your client’s customers are and what they expect from your client will help you to inform not only the content you provide but also the channels through which to reach them.

Research Your Client’s Competition

Ask your client about their competition, considering the ones on their level, the ones they are beating and the ones they aspire to be like. Some things to consider with regards to competitors are what channels they are active on and what they’re saying, and how your client can position themselves in the same space whilst claiming points of difference that make them the better choice.

Assess Your Client’s Business KPIs and Goals 

This may seem obvious but remember that your client’s goals are the most important thing. Ultimately this will be the yardstick by which they measure your success and therefore their satisfaction with the services you provide. Setting realistic client expectations of achievable results within their budget is the most valuable thing you can give a client. Transparency around this will put you in a much better position than overpromising and under-delivering.

Create a Plan for Success

Once you have all the knowledge you can hope to absorb about your client, the time has come to build the roadmap for their success. Documenting this upfront means no unpleasant surprises for your client. It also protects you from the inevitable miscommunication that can result from a lack of process around the services you offer.

Closing Thoughts

It’s important to recognise that all of these steps complement each other and should be approached as a whole process. By following all of these essential considerations, you’ll hopefully be able to gain a greater understanding of your clients and how they are positioned in the market, as well as what products and/or services they offer, what the competition looks like, and who their customers are.

Search Engine Flop-timisation: 4 of the most common SEO mistakes 1024 683 admin

Search Engine Flop-timisation: 4 of the most common SEO mistakes

Optimising your client’s content to make the most of your audience’s search engine results doesn’t need to be a headache. If you feel like you can’t get on top of it yourself Agency Stack lets you scale your services, and offer your clients more. Imagine being able to offer your clients the results of a dedicated SEO freelancer who can perfect their content. While the concept of search engine optimisation is straightforward, here are some of the most common faux pas we see in the industry when it comes to execution.

Keyword stuffing 

Search engines have adapted to sift through copy and weed out those that try to stuff as many keywords as possible into their sites. These sites don’t actually offer any useful or valuable content. While techniques like this worked in the past, they’re now ranked lower and lower. This system works to reward hard work and consideration when it comes to SEO techniques, instead of the short cutters and quick fixers. Now that search engines have levelled the playing field it’s important to be clever when it comes to integrating your keywords. Craft well informed copy that makes sense with the inclusion of keywords and it will improve your SEO rankings.

Duplicate content

While duplicate content is not penalised it certainly isn’t ideal for optimisation either. Duplicate content refers to content that is either the same as or similar to content that already exists across the platform. Search engines will always rank sites with unique and original content that adds value and insight, higher than those that recycle. Ensure all your clients content is made specifically for them with an experienced and thorough SEO team.

Over optimisation 

Getting the right balance is crucial when it comes to SEO. While the aim is to optimise your content, it’s still possible to have too much of a good thing. In 2012 Google actually introduced a penalty for over optimisation. Since then, the days of over stuffing and spamming are long gone. When using external links be sure to exercise the less is more principal. Pick and choose valuable links to use. Stick to relevant keywords when optimising your content. You’re not going to get anywhere trying to steal someone else’s traffic. Get smart with your SEO and get more out of less.

Bad link building 

Building up backlinks to external sites can be great for your SEO results. It allows you to optimise your site off page, but if you’re too hasty it can have the adverse effect. It’s all about quality over quantity. Make sure you’re not linking to spam or illegal sites. These will instantly give your site a bad reputation. Buying links is another tactic to steer clear of. It’s not worth the penalty and there’s far more merit in doing things the right way and being recognised for your efforts. When it comes to link building take your time. Only do so where is necessary and logical and you should set your site up for success.