A question that has come up a bit lately and one I’ve been thinking about.
As the economy shifts further into a downturn the large creative agencies are losing their budgets to the digital agency as digital offers the ability to measure ROI. So i’ve noticed that a lot of creative agencies are investing in SEO or Search departments but it’s not as easy as that really. I mean an SEO agency has a lot of technical tools and procedures in place and require them for measurement and research. Without these important factors the Search department will be relying too heavily on others to help them and will never be able to compete with the very large search agencies.
This doesn’t mean it couldn’t work, Creative agencies have a massive advantage – they already have very large clients who trust them with large budgets, (usually a lot larger than search budgets) so will find it easier to get clients onboard, but they will need to be aware they will need to invest pretty heavily in technology to make sure they are on the cutting edge of Search and Social Media.
When i research into changes in the Google algorithms i have to use my own sites, this can be tricky as my sites are usually pretty niche so don’t tend to offer large user stats to test with. I would recommend a new agency invests in setting up and managing several useful sites that can be used for testing, as well as being good, useful sites.
Let’s see how many creative agencies begin to invest heavily in search. Not to mention large companies moving search in-house, (it’s not that easy!)