Can a Creative Agency move into SEO?
January 9, 2009 Author: Adam Lee
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.
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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!)
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4 Responses to “Can a Creative Agency move into SEO?”
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February 14th, 2009 at 6:25 pm
“a massive advantage – they already have very large clients”
In my experience most of these clients already use Search agencies for their SEO & PPC campaigns. The ones which don’t are usually a bit behind and when they are offered search by their “creative/digital” agency they tend to use it as a one-off campaign.
February 14th, 2009 at 8:10 pm
Hey Adam, complete agree with you there. A number of clients i get off the back of the creative side of Soup all want one off campaigns and no on-going activity.
I have noticed the big agencies like MRM looking to invest into Search departments because of the recession and creative taking a bit of a hit so search is a possible area to maintain market share.
Is this something the search agencies should be frightened of?
February 27th, 2009 at 12:37 pm
Im the online marketing manager (and SEO) at a general marketing agency. The company have been offering low level SEO for a while but got me in about 9 months ago to step it up a gear. It’s working well and the advantage of having a team with design skills, advertising knowledge, marketing degrees etc makes my job easier. As you state above, we have a lot of secure offline marketing clients who are easily persuaded to take up online marketing and the online marketing side of the company continues to grow… but then again! I am damn good at my job!
March 31st, 2009 at 7:06 am
great post,i like this.