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Links
- JonoAlderson.com
- Interview w/ John Mueller of Google
- SEO Agencies Need to Focus on Expertise, Not Execution
- Linkdex
- Digital Marketing by Numbers
- Brighton SEO Conference
People
Agenda
Jono’s professional background
Description of Linkdex
Expertise and not execution
- “Good SEO is about authority, brand recognition…you earn visibility.”
- “You can’t outsource brand or reputation.”
- “The smaller companies need help and not SEO.”
- “Should you be concerned about how well the chef cooks chicken rather than making an infograph about good chicken?”
- “SEO is the best bad description that we have.”
- “On a high level, what we’re (SEOs) best at is understanding marketplaces and competitive opportunity.”
Proving the value of SEO
- “We need to start saying, ‘This will be the best use of my time’ versus you will get X for Y amount of money.”
- “You’re doing the work to fuel the process rather than the work that’s going to make the difference.”
- “The agency model, at its heart, is based on scalable resource.”
Payment Models
- “The retainer process is not broken but it may be time to challenge it.”
- “You’re really purchasing my expertise.”
- We can learn from business consultants
- “The future of SEO looks more like business consultancy and less like stereotypical link building in a basement.”
The Heart Framework
- “The heart framework steps too far away from the commercial world.”
- “It’s really nice that people are happy but we’re losing money.”
Bullet Charts
- “You take a horizontal bar chart and consider thresholds of performance.”
- “Most organizations struggle to articulate their strategy.”
- “It’s not a commodity deliverable. It’s a journey.”
What should clients look for in an agency
- “Look for a partnership, not a commodity.”
What should agencies look for in a client
- Demonstrate an understanding of the markets
- Align your strengths with their weaknesses
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