Why is it important for a digital agency to rank for its keywords?

Ranking for relevant keywords can help a digital agency to increase its visibility and attract more potential clients, if they can’t show they are capable of getting top three ranking, how can they rank your business?
It is also a good way to establish the agency’s authority in the industry and build trust with clients. However, it is important to note that ranking for keywords is not the only factor that determines the success of a digital agency.
Other factors such as the quality of services offered, customer satisfaction, and reputation also play a crucial role in the success of a digital agency. 

It is not necessary for a digital agency to rank for all of its keywords. However, it is important to evaluate the agency’s overall performance and reputation before making a decision. You can check the agency’s portfolio, client reviews, and case studies to get a better understanding of their capabilities and expertise. If you are still unsure, you can also schedule a consultation with the agency to discuss your requirements and expectations. 

What else should I look for in selecting a digital marketing agency?

It is important for a digital agency to rank for relevant keywords in their local area. Ranking for local keywords can help a digital agency to increase its visibility and attract more potential clients in the area. However, it is important to note that ranking for keywords is not the only factor that determines the success of a digital agency.

Other factors such as the quality of services offered, customer satisfaction, and reputation also play a crucial role in the success of a digital agency. Bear in mind that many digital agencies are set up by people with existing contacts ‘in the industry’ or from existing legacy clients and so those specific individuals at a newly formed digital agency may carry forward those contacts into their new business.
This gives the impression that the new digital marketing agency has scaled over a very short period of time, but likely was assisted simply by having existing contacts within their legacy client portfolio. And then used as marketing leverage rather than purely on merit (attainment of results) alone.

This means that those larger commercial clients being “advertised”, may not have been won on merit, but by the contacts the new business owner has secured in a previous role at another digital marketing agency and carried forward; this is a common occurrence. 

What should I be wary of when selecting a digital marketing agency?

When selecting a digital agency, it is important to look out for the following red flags: 

Poor communication: If the agency fails to communicate early on, it will be a disaster going forward.

Lack of transparency: Your agency should be open to sharing data, and not after it’s filtered through their systems. Expect access to your analytics and AdWords account. Expect straight answers with data and results to back it up.  Any advertising campaign should be done under the ownership of your account with the agency acting as a manager. This will mean that you have all of the legacy and conversion data for your digital marketing campaigns available to you, should you part ways with the digital agency. If they are not doing this already, it is already to part ways, it is an unethical practice for them to be able to possibly withhold your valuable campaign, conversion and split testing data.

You should also have your credit card facility appended to an account that you have full control over, in the event this credit facility is not turned off you will want to full control over it. Again if a digital agency you currently use has not facilitated this, it’s time to find a new agency.

Unwillingness to offer a personalized service: Look for an agency with a “get to know you” process. Look for an agency that asks you a lot of questions before you get recommendations. 

Skipping over the competitive analysis: A good digital agency will conduct a thorough competitive analysis to understand your industry and competition. 

Slow response time: If the agency takes too long to respond to your queries, it could be a sign of poor customer service. 

What questions should I ask an agency?

Here are some questions you can ask a digital agency to help you evaluate their capabilities and expertise: 

Who are your previous clients? Knowing who the agency has worked with before you is a great way to find out if you’re in the right place. In addition to looking at the quality of work in the agency’s portfolio, check to make sure that they are working with companies that match yours. Is the digital agency familiar with your industry? Have they provided their clients with proven results? Are there any conflicts of interest to be concerned about? What do their former and current clients say about the work they did? Portfolios, case studies, and testimonials from previous and current clients will provide useful answers to this question 

Will you work with us as we set and achieve company goals? Digital marketing is a complex field. Agencies need to understand their clients’ goals, and clients need to understand how the agencies can reach those goals. Your marketing agency should be your strategic partner. That means that they will strategize with you as you work on setting company goals and then achieving those goals. Some of your goals may be: generating leads, converting customers, and solving the problems that are unique to your company, industry, and customers  

How do you measure success? Success can be defined in so many different ways. Even individuals working on the same projects may define success differently. When screening a new digital marketing agency, be sure to ask them how they measure digital marketing success. Here are some follow-up questions: How do you measure the success of short-term goals? How do you measure the success of long-term goals? What is your agency’s perspective on what makes a campaign successful? What results are you going to use to determine success? What is your measuring stick? 

How will you do the things that we liked about our last agency, and how will you make sure to avoid the things that frustrated or alienated us? Before talking with a potential new agency, consider what worked and what didn’t work about your own agency. You can be honest when talking with the digital agencies you’re considering: This is what we liked. This is what we didn’t like

What is your process for creating a digital marketing strategy? A good digital marketing strategy should be tailored to your business goals and target audience. Ask the agency to walk you through their process for creating a digital marketing strategy. What research do they conduct? How do they identify your target audience? What channels do they recommend? What metrics do they use to measure success?

What is your experience with SEO? Search engine optimization (SEO) is a critical component of digital marketing. Ask the agency about their experience with SEO. What strategies do they use to improve search engine rankings? How do they conduct keyword research? What is their approach to on-page optimization? What is their link building strategy?  Is their own website ranking locally?

What is your experience with social media marketing? Social media marketing is another important aspect of digital marketing. Ask the agency about their experience with social media marketing. What platforms do they recommend? How do they create engaging content? What is their approach to community management? How do they measure success? 

What is your experience with paid advertising? Paid advertising can be an effective way to drive traffic and generate leads. Ask the agency about their experience with paid advertising. What platforms do they recommend? What is their approach to targeting? How do they measure success? 

What is your experience with content marketing? Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Ask the agency about their experience with content marketing. What types of content do they recommend? How do they measure success?

What is your pricing structure? Digital marketing agencies use different pricing models. Some charge by the hour, while others charge a flat fee. Ask the agency about their pricing structure. What services are included in the price? Are there any additional fees? What is their payment schedule?

Selecting A Digital Agency
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