How to Stand Out with SEO for Your Digital Marketing Agency
April 9, 2018 | Contributed by: Kelly Shelton
As a digital marketing firm, you are competing against the elite — clients that eat, sleep, and breathe SEO. To make matters worse, more SEO agencies are popping up all the time. To continue bringing in new clients, you need to stand out. There are several SEO tactics you should be using to improve your visibility and turn visitors into leads.
1. Create Landing Pages for All of Your Services
If you’re offering multiple online marketing services, you need more than one landing page. You already know what service prospects are interested in when you send them to a landing page — it depends how they reached the page. Use this information to your advantage and offer prospects exactly what they want from the start.
If you use a single landing page for all your services, visitors will feel overwhelmed by the options and will most likely leave. This increases your bounce rate and reduces the SEO of your entire site.
However, if your landing page only shows prospects that you offer the exact service they need, you have a higher chance of gaining contact information. It is also more likely that visitors will share your landing pages with others. Search engines will see visitors interacting with your site and count this as a positive. Google will consider your site as having greater authority and rank you higher on SERPs.
2. Provide Plenty of Quality Resources
You need to ensure that Google sees you as a thought leader in the digital marketing space. The only way to do this is to consistently publish useful, in-depth pieces of content that demonstrate an expertise in your niche. Publish as many resources as you can using a variety of content types, including blog posts, white papers, videos, infographics, and ebooks.
On the flip side, you need to stop creating content that hurts your SEO. Long gone are the days when all content helped visibility. Now, any piece of content that causes users to leave your site rather than to stick around and check out what else you have to offer will lead to a drop in your search rankings.
Closely monitor your web analytics to check the performance of pages. Any high bounce rates require attention. There may be an error in the page code or a slow load time. Otherwise, it could be the quality of your content. Perhaps the post falls short of what you promised in the headline or maybe it contains typos or grammatical mistakes. Examine the piece and decide whether it’s worth updating or if you’d better delete the page.
3. Improve Your Link Building Efforts
Link building has long been a key factor in SEO. It has evolved from being based on the number of backlinks to the quality of those links. Google gives more weight to a link on an authoritative site full of quality content than one on the site of a startup. Furthermore, if Google considers a link to be spam, it can have a negative impact on your SEO.
An effective way to develop backlinks is to guest blog. Many site owners welcome the chance to receive guest posts, as it provides them with free, high-quality content. Plus, when you both promote the post on social media, you both expand your audience.
Here’s the great news for digital marketing agencies: you already have connections with numerous businesses, such as your clients, your partners, and any firms you collaborate with. Talk to your contacts about cross-linking articles and press releases.
4. Have a Review Strategy
Reviews play a major role in SEO. The problem is that, for the most part, they are out of your hands. Furthermore, former clients are more likely to leave a review if they had a negative experience with your agency than if they had a positive one.
To solve this issue, in addition to asking satisfied clients to write you reviews, set up a review funnel. This is a type of mini website that gathers reviews from third-party sites. The positive feedback will end up on your website for prospects and search engines to find. The negative reviews will reach you before they enter public domain, giving you the chance to respond.
SEO is about so much more than optimizing your content with keywords and focusing on other on-page elements. With fierce competition from other firms, you need to take your efforts to the next level to ensure that your digital marketing agency maintains a position at the top of the search results.