Everyone in the marketing industry has heard of or understands the concept of search engine optimisation. It’s not a new technique or approach, but it is fast becoming a small step into a much larger world of marketing practices and advertising technique.
For the companies that were dedicated to search engine optimisation, half the battle was keeping up with the various search engines changing algorithms, an SEO agency had to stay on top of all the latest advances and changes in order to be successful.
The humble SEO agency is not going anywhere of course, but their roles and representations in the industry are certainly on changing foundations.
The Old Ways
An SEO agency was once the crown jewel in any startup or company that utilises the internet for garnering business or patronage. It was the wild west in the early days of search engines and soon after businesses discovered the power that resided in being at the top of page one.
The ways an SEO agency would assert their influence and ability was through practices like link building, social media coverage, content writing and basic web development, all of which used keywords to bolster the ranking and get onto page one of search engines.
There was a time in the beginning where an SEO agency and a marketing firm were separate entities, but slowly but surely – they’ve become something else entirely.
The New Ways
As time went on, and the factors of advertising changed with each algorithm update, the role of an SEO agency became more nuanced and stretched farther than ever before into the marketing realm. Where there was once a distinction between keyword usage and the overall advertising campaign approach, they’re now married in a variety of ways across the various platforms of modern marketing practices.
From the paid advertising that can now exist on all social media platforms as well as search engines themselves, to a brand-new world of content types and approaches that have to be considered and analysed for their impact, potential reach etc.
The SEO Agency has become a marketing industry all to itself, taking over a lot of the boutique and smaller niche companies that focused entirely on a singular aspect of online presence. This new amalgamation of different industries is good in a sense in that there is a lot more uniformity when it comes to methods of advertising and marketing.
It’s also beneficial for the workers in any given SEO agency as there are a range of new skillsets to learn that can be applicable in almost any industry. No longer being relegated to a singular task is overwhelming in the beginning, but in the end of it, there’ll be a new generation of marketing beasts thanks to the newfound learning curve.
An SEO agency may have had its day when it comes to the singular focus on search engine optimisation, however, they have found a new calling and even more lucrative avenue thanks to the changing necessities of online marketing.