In recent years, there has been dramatic shifts in Search Engine Optimisation methods to such an extent that what was prevalent three or four years ago no longer holds sway. Off the page factors primarily around how to obtain natural links to a website are becoming ever more important as opposed to on the page factors such as meta tags for instance.
As we all know Google continues to hold sway in natural search and appears to be tightening its grip with innovative tools and concerted efforts to try and monopolise the up and coming natural mobile search market.
What does this mean for search marketing agencies big or small?
It goes without saying that all reputable agencies will follow best practice and go with the flow so to speak in terms of keeping pace with search engine algorithiums to ensure their clients realise return on investment. However, because of the pace of change, it is questionable rightly or wrongly whether the resources at the disposal of each SEM agency are correctly weighted towards doing the right things to benefit a client campaign.
For all agencies the type of work required is dramatically changing and as a result there are immense pressures to adopt a flexible approach to resourcing, developing skills and organisation structures. With this in mind, I personally feel that the search marketing agencies which get the balance right ie (wear the correct ring in the circus) between doing off and on the page activities in the future will succeed and those who don’t will fall by the way side!
Image-courtesy of Google images
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