Your Guide to Vetting Content SEO Agencies
As AI simplifies content production, businesses enter a cutthroat race to implement new tools and publish quickly.
According to Forbes, “One in three businesses plan to use ChatGPT to create website content, while 44% aim to generate content in multiple languages [in 2024].”
And you’ll have to do more than publish lots of content to keep up with SEO. Google’s content helpfulness update prioritizes quality, unique content that answers the questions of prospective buyers.
That means you have to share proprietary research, fresh takes, interactive elements, or other differentiators throughout your content.
Why content SEO agencies are popular
Both Google and people prefer unique viewpoints that stand apart from the competition. Gone are the days of slapping some keywords into a poorly researched 1000 word article.
With the evolving landscape, smart businesses invest in creative strategies to rank and convert. Skilled content strategists and agencies have mastered how to analyze what’s already ranking and create quality content.
In addition, they may interview subject matter experts to define product value, perform persona research, come up with creative keywords, and implement AI to streamline the process.
This is a hefty, specialized effort - and it comes with a price that most companies are willing to pay.
Problems a content SEO agency can help you solve
If you’re currently in any of these positions, an experienced agency or SEO writing service might be worth the cost.
You’re publishing quality, industry-relevant blogs, but not seeing results.
You’re struggling to rapidly produce content that consistently ranks.
You need help developing compelling lead gen assets for your website.
You want to develop a thought leadership strategy that also drives traffic.
You feel there’s a clear divide between brand and SEO content, and you want to get the benefit of both in each piece.
Keywords are dominated by top players, and you need to find more creative search queries to target.
Steps to choose a content SEO marketing agency
Now that you’ve solidified your choice to outsource help, consider the specific services you’re interested in, the types of vendor you want to work with, and how to interview prospective partners.
1. Determine which service offerings you need
Agencies offer a smattering of services under the spectrum of content. Some agency expertise will duplicate your in-house capabilities, and others will be able to supplement your efforts or fill the gaps.
Let’s take a look at some of the many services that fall under a content / SEO umbrella and the use cases for each.
PR: If your company has newsworthy developments and business announcements, PR can help you get backlinks to your website on authoritative publications. As an added bonus, generate name recognition and build brand authority.
SEO: SEO is a large umbrella that includes keyword research, topic selection, content production, link building, and technical website elements. If your content is clear and compelling (with a high conversion rate), you can rely on SEO tactics to drive traffic.
Product messaging: Low-funnel content, product content, marketing content, collateral … just a few names for content that helps people make buying decisions. If you already have top-ranking content, this type of writing is needed to facilitate conversions. An agency can help you incorporate compelling sales language around product value throughout your website.
Gated content: Downloadable guides are the perfect place to collect leads throughout your website. Targeted lead gen assets and case studies will facilitate conversions on your highly trafficked content. As an added bonus, you can use them in paid campaigns to collect leads.
Content promotion: Marketing your content involves social media, newsletter emails, and paid media. Even if your goals are SEO-related, these other channels can generate initial buzz and help you gain backlinks.
Design and video production: Creative services go hand in hand with content. As videos appear more frequently in the SERPs, using video can be a successful SEO strategy. Furthermore, well-designed blogs and web content is more likely to convert and show readers you are a reliable brand.
2. Determine which business type best suits you (based on services)
From individual freelancers to large scale agencies, you can outsource the services above from many types of partners.
Let’s take a look at freelancers, content writing services, content agencies, SEO agencies, content SEO agencies, and full-scale digital marketing agencies. Each offer varying content-related services. It’s also worth noting that (while it’s not covered here), they include additional services, like PPC, A/B testing, and web design.
Freelancers
Content services offered: Usually any 1 or 2 of the content umbrella services (PR, technical SEO, SEO writing, product messaging, gated content, content promotion, or design and video production)
Examples: Upwork, people who create their own business websites to collect leads
Pros: Inexpensive, may have proven processes from past agency/company roles, flexible work styles, flexible payment options, loyalty (no risk of turnover)
Cons: Can only specialize in a few areas, limited tool sets, lengthier turnaround times depending on their client load, may or may not learn your industry quickly
Content writing services
Content services offered: SEO writing, gated content, product messaging
Examples: ClearVoice, Verblio
Pros: Direct access to writers, switch between writers easily, fast turnaround times, increase and decrease load as needed, write according to your guidelines and process (if that’s what you prefer)
Cons: A mix of quality in writers, less strategic and analytic approach
SEO agencies
Content services offered: SEO writing, traditional SEO (technical elements, link building, meta tags, etc.)
Examples: Victorious, Coalition Technologies
Pros: Tap into proven processes and tools to drive organic traffic, build quality backlinks, may include strategic thinking
Cons: Sometimes take outdated approaches to content like producing volume over quality, simply achieving a word count / keyword-density checklist, and choosing topically relevant keywords over user intent; no dashboards or advanced reporting and analytics
Content SEO agencies
Content services offered: SEO writing, gated content, product messaging, PR, content promotion
Pros: Content will be extremely well-written and match your brand style, often specialize in viral content, may include strategic thinking
Cons: Many content agencies focus on brand and creative aspects and struggle with SEO, analytics, and more technical aspects of content performance
SEO Content agencies
Content services offered: SEO writing, traditional SEO (technical elements, link building, meta tags, etc.), content promotion, gated content, product messaging
Examples: Brafton, Grow & Convert
Pros: Blend of driving traffic and ensuring it converts with well-written messaging and gated content, powerful keyword strategies, overall strategic approach
Cons: Less focus on virality and creativity and more focus on high-converting organic traffic, less branding and disruptive thinking capabilities
Full-scale digital marketing agencies
What they offer: SEO writing, traditional SEO (technical elements, link building, meta tags, etc.), content promotion, gated content, product messaging, PR, design and video production
Examples: Thrive, Zero Gravity Marketing, Kobe Digital
Pros: It’s easy to start with a few services and grow your partnership over time (especially if you’d like web design work in the future), can lean into all content services at once to maximize impact, stick to proven processes with the utmost professionalism, comprehensive reporting and dashboards
Cons: Expensive, might not perform every service well with less specialization, sometimes large agencies are less flexible or slow to adapt
3. Interview prospective partners
Ready to start the selection process for your next freelancer or agency? Use a discerning eye.
Marketing is easy to fake, and oftentimes partners aren’t what you initially thought. To find a quality provider, it’s crucial that you observe their processes and address red flags.
Red flag #1: One man shows that tell you they have full teams
Ask this: What does your full team look like and are they available for collaboration?
Red flag #2: Providers that outsource low-quality writing or rely on simple ChatGPT prompts
Ask this: What is your writing process? Can you show me 5-10 samples of writing you’ve produced and their results?
Red flag #3: Providers who inflate their capabilities to win more business
Ask this: What is your primary differentiator? What are your core specialties?
Red flag #4: Providers who brainstorm topically relevant content without considering buying intent or virality.
Ask this: How do you come up with content ideas?
Red flag #5: Providers who focus on singular metrics, without looking at the full picture.
Ask this: How do you measure content performance?
(They should mention a few: keywords, traffic, leads, revenue, conversion rates, and brand reach)
Additional questions to consider:
What are your unpopular content philosophies?
What is your internal process to vet writers?
How do you ensure writing is brand compliant? What approval processes do you employ?
Is there any type of work you prefer to outsource to another partner?
Key takeaways on content SEO agencies
In the coming years, SEO and content strategy are needed to stand apart in the market. If you’d like some help creating unique, top-performing content, work with a service that specializes in rankings and conversions.
Here are the solutions that will best-fit your needs in most scenarios.
Scenario 1: You want to completely outsource a content and SEO operation.
Pair an SEO agency with a Content agency
Hire a content SEO agency
Work with a full-service agency
Scenario 2: You have a solid content and SEO capabilities in-house.
Rely on a freelancer to supplement your team
Rely on a writing service to supplement your team
Scenario 3: You find a freelancer you’re passionate about (you love their portfolio, they have expertise in your exact position, etc.).
Hire them! They could be the perfect match for your company.
With the right mindset and well-chosen resources at hand, you can make content a competitive advantage in your company. All it takes is some hard work and a deep dive into understanding your needs.
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