The Correct Process for Onboarding an SEO Agency
The decision to hire a new SEO agency brings high hopes for what might be achieved together. In these early stages, optimism runs high. However, successful partnerships require more than just hopeful thinking; you have to put in the work from the start. Whether it’s your first time or tenth, streamlining the ramp-up period when onboarding a new SEO agency will save you effort in the long run and lay the path to a productive partnership.
Education: Educating your agency about your business.
Letting the SEO agency into the inner workings of your business paves the way for a successful partnership. Unfortunately, too many agencies are not integrated in the way they had hoped. The report “Mad Men to Sad Men” by Hall & Partners found that many clients are not opening up or sharing the wider agenda with their agencies. To avoid this, spend a significant amount of time getting to know the client upfront. Make sure to cover topics like company overview, team members, value proposition, competition and positioning, current level of SEO knowledge, goals and KPIs for digital marketing, analytics setup and tracking, website hosting and CMS, history of marketing campaigns/service providers, audience demographics and needs, brand and messaging, writing style and tone, content aspirations, and any other important context.
Process: Understanding their process, workflow, and digital strategy.
It’s important to familiarize yourself with the inner workings and processes of the SEO agency. This helps set expectations and ensures a smooth collaboration. Go over the details of the contract, understand the timeline for deliverables, know how often the project plan is updated and how often you will be in communication. Discuss their processes for editing your website and how they offer guidance throughout the process. Clarify their commitment to service and ask about the experience level of your assigned SEO analyst.
Relationships: Forging a good working relationship with your new agency.
To keep things running smoothly, it’s important to have a shared understanding of what SEO is and to trust the agency’s recommendations. Seek out SEO education if you don’t have an in-house expert. Trust the agency’s recommendations and communicate openly with them. Be open to their suggestions and be willing to change your focus and goals based on their advice. Flexibility and a good client-agency relationship are key to success.
By focusing on these three areas – education, process, and relationships – you can have a smoother onboarding experience and the potential for unparalleled SEO success. Remember to put in the work from the start and establish a strong partnership with your new SEO agency.
