Benefits of Hiring a Search Engine Marketing Agency
December 15, 2021
There is certainly no shortage of valuable search engine marketing (SEM) information online. However, relying solely on digital content to fuel your marketing strategy is a sure-fire way to fall short of expectations. To get the most out of your search engine marketing, you need to work with an experienced agency that’s well-equipped to optimize your marketing.
Why You Can’t Go It Alone
There are a lot of things that the Internet can show you how to do. You can learn how to do a Rubik’s Cube, change a flat tire or even record a podcast. But search engine marketing isn’t something that lends itself well to a comprehensive how-to guide.
Why? Simply put, search engine marketing changes like no other discipline of marketing. That’s largely because Google constantly tweaks its search engine algorithm, leaving marketers wondering exactly what Google is looking for in its latest iteration. Looking at articles from two years ago won’t show you what Google requires of today’s marketers. Online content is great for pointers and idea generation, but it can’t solve all of your company’s problems.
The good news is that there’s an easy way to get all the education and advice you’ll need to get the most out of your search engine marketing. The right search engine marketing agency can show you everything you need to know, holding your hand as you start to think about search engine marketing and how it impacts your digital marketing. Once you’ve learned the ropes, there’s no limit to how far a search engine marketing agency can take you. But let’s start with the basics — why do you need an agency?
What Search Engine Marketing Agencies Do
It’s easy to think you can do your search engine marketing on your own, especially with all the content at your disposal. But you might not realize what you’re missing out on by going it alone. Working with an agency doesn’t just offload marketing onto someone else’s plate. You’ll also gain valuable insights and expertise about a highly competitive industry.
Utilize All Aspects of Search Engine Marketing
There are two main ways to use search engines to your advantage from a marketing perspective. The first is search engine marketing (SEM), which covers paid search initiatives on Google as well as on sites like Amazon and Facebook. There’s also search engine optimization (SEO), which is more about optimizing a website or webpage around a particular keyword that the company wants to target.
Which is better? Neither. The reality is, you need both to succeed on the search engines. SEM can help to get you noticed, but SEO will help your company to stay at the top of the rankings if you move your money into other initiatives. A search engine marketing agency understands the relationship between SEO and SEM, and your agency will help you utilize both tactics to their fullest potential.
One of the biggest drawbacks to SEM and SEO is that they require businesses to both select the right keyword and market it well. In other words, a company has to figure out what people might search for, hope that it’s not an overly crowded term, and then both incorporate that keyword into their website copy and bid on ads featuring that phrase. It’s a lot to handle. And if the company chooses the wrong keyword, it’s all for naught.
Search engine marketing agencies don’t just market — they do the necessary research before the first ad is bought and the first materials are produced. A good agency will work with your company to figure out whom you’re targeting and what you hope to get out of your search engine marketing.
From there, the agency will select keywords that work with your company’s goals, as well as your size and budget. This approach ensures that your marketing dollars aren’t wasted pursuing the wrong keywords, rendering even the best-intentioned marketing obsolete.
Provide An Outside Perspective
As a marketer, you’re closely attuned to your company’s most positive aspects, and you’re well-versed in communicating those attributes to the public. But you might not be able to translate those competitive advantages into search engine marketing. You’re also very close to your company’s message.
That means you might not be aware of outside forces that threaten your company’s existence; you may also not be able to objectively identify areas where your search engine marketing is lacking.
A search engine marketing agency comes with years of experience, but that experience is only part of the package. Along with that experience comes a wealth of industry knowledge. Agencies not only know what your company is doing, but what the marketing world as a whole is up to — not to mention the latest happenings with the ever-changing search engine algorithms.
A good agency knows what’s trending, and if your company isn’t providing that, your agency can help you to adapt to changing times. Agencies can also quickly pivot to capitalize on emerging trends in the marketplace.
These factors are invaluable, and they can’t be easily found internally. Especially when executing on your potentially flawed marketing strategy takes up so much of your time.
How to Choose a Search Engine Marketing Agency
Now that you know a little about what a search engine marketing agency can do for you, it’s time to start envisioning how your search engine marketing might look with the right agency backing your efforts. Here are some factors to think about as you consider which agency is right for you.
The ideal agency partner for your business is a natural fit. It’s not a company that’s just starting out, but it’s not a group that’s so big that your marketing gets lost in the shuffle. Look for an agency that’s the right size to handle your marketing.
Also, consider how easy it’ll be to get a hold of the important stakeholders in the agency. Change in marketing happens quickly and frequently. Choose an agency that’s willing and able to quickly shift gears as that change comes.
In a perfect world, your company will grow to become bigger and better than it is today. You want your search engine marketing agency to have the same growth potential and shared vision. They should be able to meet your current needs as well as whatever future needs might arise. After all, you don’t want to be looking for another agency in two years. Make the right choice now, and you won’t have to worry about it again for a long time.
Expertise in Multiple Mediums
Search engine marketing is a highly effective form of marketing, and it’s why you need to partner with a top-notch search engine marketing agency. But what about email marketing, social media marketing and content marketing? Your ideal agency partner is one that can provide services in these areas as well. Look for a one-stop-shop capable of accommodating all of your marketing needs. Don’t forget to ask for examples to verify that the agency is capable of meeting expectations.
Above all else, you need to have faith in the people you’re working with. You can tell a bad fit right away, and it’s something that should be avoided. And yet, many businesses find themselves in unhappy relationships with business partners and marketing agencies.
If you get a bad vibe from an agency, it’s best to walk away until you find the right partner. That right partner will make you feel comfortable and enthusiastic as they help you craft the perfect search engine marketing strategy.
The benefits of working with a search engine marketing agency are numerous, and the right agency can take your marketing to the next level. To learn more about what a search engine marketing agency can do for your business, contact us at Commit Agency today.