In-House + Agency = Twice the SEO Power

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Synopsis – Today’s search marketers might be surprised to learn how apt some of the classic advertising and marketing theories and advice from a century ago are when applied to today’s online marketing endeavors. Many ideas about what motivates a person to act on an ad — whether it be projected via a smart touchscreen on a store window in a large city or painted on the side of a building in a small town — haven’t changed despite the massive technological advancements in how to disseminate that message. One of the most often-quoted superstars of advertising, David Ogilvy, had a specific piece of advice that suggested the power that can come from strategic alliances with talented people. In his article, “In-House + Agency = Twice the SEO Power,” Chris Boggs takes this tenet to today’s world of online advertising and discusses how the idea applies to search engine optimization, personified by the synergy resulting from the combination of the talents of an in-house SEO team and an outside agency.

Using a real-life example, Chris goes through some of the difficult decisions faced along the way, problems that cropped up, star performers during the exercise, and some important lessons learned. If your company’s SEO plans seem stuck in a rut, it may help you to consider adding an agency to the mix. Even if you feel your business is too small to benefit, the ideas Chris provides in his article may inspire you to experiment with new techniques to energize your team.

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