Reframe the Role of SEO in the Marketing Strategy
The need for a deeper understanding of the client’s business is even more present. And points at new avenues that agencies should test and services they could diversify.
“Agencies are trying to make a real effort to show how their services are working together. There’s this trend in trying to be more integrated. And, sometimes, when you’re trying to deliver an integrated solution you discover that they would need a CRM system or CRO which you haven’t thought about until now,” said Arianne Donoghue, founder of Tempest Marketing.
Yet, the challenge is to be more creative with less.
SEO, CRO, and Content
“Your SEO traffic doesn’t necessarily have to increase,” Walthour added. “But you can optimize conversion – it takes care of all lead generation channels, even the offline ones.”
So you can think of ways that a hybrid optimization approach can benefit your client. Even at the level of keywords management, you can look at the opportunity versus difficulty scenarios and evaluate their relevance based on generated sessions and conversion rates. This will help you curate the targeted lists and focus on the higher converting ones.