What should a client-side marketer look for when evaluating an
agency SEO proposal?
If a decision is made to work with an SEO agency, a number of steps are taken, including the selection of multiple agencies and later managing a pitch process that is included in other articles and guides from Smart Insights involved in the agency it happens. One of the major decisions many companies make regarding search engine optimization (SEO) is the decision of whether to build a team in-house or work with an external agency or consultant. There are pros and cons to both approaches and many businesses often choose to go with a combination of the two: Build a team in-house and work with external consultants to support best practice and on-going guidance. Quickly create a pitching proposal for new customers with our detailed SEO proposal template.
Key Factors in an SEO Agency Proposal
In my experience reviewing proposals, there are some common factors that you should look for that I have listed here. Of course, any proposal should stand out, so we have a more detailed SEO proposal template, including the 10 words included in our SEO toolkit, that can be used to differentiate between proposals.
Access seo proposal template
However, first businesses are required to tender for SEO and review proposals from a range of agencies. In this post, I am going to review some important factors that a client-side marketer should look for in an agency SEO proposal.
1. Technical SEO Audit
The technical audit will check whether Googlebot and other search engine robots can successfully crawl and index various pages, including redirects, duplicate content, sitemaps, crawler access, and analysis of source code. It is difficult for a client to understand how to process one agency better than another, so to make it more specific you can specify a particularly challenging area of the site.
2. Keyword Identification and Priority
This is when the actual SEO work begins. The keyword identification process allows the SEO agency to work with existing keyword target lists that prioritize those keywords and keyword themes that are most relevant to the business. Clients are looking for more quantitative techniques that show opportunities and returns from SEO. This example category can be reviewed throughout the proposal, how the agency will review a specific product category to help make the proposal more specific.
3. Initial audit and review
The identification of ‘quick wins’ is popular with both the agency and the client, so the techniques used to do so must be elaborated. For any new incumbent SEO agency, this phase allows them to review existing performance, identify and fix problems, and establish a baseline to measure future SEO efforts.
4. Competitive Benchmarking
In a similar way to the keyword recognition phase, the competitive benchmarking process involves choosing different types of competitors in the search results for which the customer must perform the benchmark.
5. Social Media Review
There will be an audit of how social media is currently being used and there should be no gaps or opportunities. Many social media channels have important platforms in which to distribute and share content (both paid for and organically), an SEO agency should be able to advise where a customer is in a social space Should invest
6. Backlink Audit
Due to Google’s various Google Penguin algorithm updates, having a natural link profile has never been more important. Identifying poor quality links as part of link detoxification is important here, so see the process and tools used by the agency.
7. Content Quality Review – On-Site and Off-Site
This phase also consists of two parts:
On site – Review of the effectiveness of all site content including product pages, blogs/articles, content marketing assets such as infographics, landing pages, support, and on-site search
Off-site – An analysis of how and where content is being syndicated or used on other sites and how it is being added back to the customer’s website
8. Strategy and Direction
the agency will be in a position to provide a detailed recommendation of the SEO strategy and the client should follow it. After keyword identification, competitor benchmarking, and review of existing technical SEO and content,
The strategy and direction the agency proposes should align with the client’s high–level goals and objectives, as well as business philosophies (such as the white-hat approach to SEO versus all costs).
9. Planning, reporting and forecasting
Once the strategy and direction have been agreed, the SEO agency should provide a perspective on how they will forecast performance based on the plans they will put in place and the weekly and monthly earnings
Alignment to business goals and objectives
Analytics tools and processes
Key SEO KPI and Matrix
10. Integration with other media
It is therefore important to consider how an agency’s SEO performance will integrate with performance marketing, remarketing, and paid search. For most businesses, SEO is one of many marketing strategies at their disposal.
Integration of paid and organic search is particularly important, especially in the context of keyword prioritization and testing (for keywords, landing pages, and headlines).
Therefore, it is that I am giving a round number of factors to look into it. How do you see it – are there other areas that you emphasize?
11. The company is fit
As in any type of recruitment, there must be a right ‘fit’ and ‘chemistry’ between the client and the agency at both the corporate and personnel levels. For example, an agency may have an excellent level of expertise and an excellent track record of success but there may be issues with adaptability if it has been in a completely different field or industry, e.g. Consideration of compliance in the financial services or medical industry.
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12. Cost and resources
Finally, the agency will outline how they will propose to work with the client.It is important to have a clear idea about the agency’s history, their experience in SEO (as well as other earned media activities, such as content marketing and social media), and the size of their team. And of course, the agency will also provide a cost guide and a recommendation on how they work (e.g. retainer, PRF, etc.).
Finally, a review or evaluation may also refer to looking at a process for improvement to understand whether the agency’s process is effective. What will they give each month? What concrete delivery are they committed to?
Apart from the main elements of the referenced SEO proposal, the following factors are also worth considering:
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