The Role of SEO Agencies in Managing Change

Professionals meeting with a client, presenting data and analytics on screens.

The search industry never stands still.

Each year, Google makes thousands of updates to search. While most are minor, several can cause significant shifts in rankings and user experiences.

Then we have to factor in new technologies, like AI-driven search and changes in user behavior, that change how people use search engines.

So in order to consistently be competitive, businesses have to be flexible and frequently adapt their SEO strategies. This can prove to be too overwhelming for many.

The good news is companies can turn to SEO agencies for help. The best agencies are experts at helping clients understand what’s happening in search, stay proactive and adjust strategies as needed.

In this article, I’ll explore how SEO agencies help clients manage change:

How SEO Agencies Guide Clients Through Change

With search in constant motion, website publishers (brands and businesses) benefit from their partnership with agencies to guide them through changes. The role of a good SEO agency is to help clients make sense of updates and trends and pivot to stay competitive.

Guiding Clients Through Algorithm Updates

Google never fails to keep us on our toes. Algorithm updates can range from no big deal to “oh boy.”

For many businesses, these updates can feel unpredictable. However, in SEO, they’re a constant reality.

The good news is that algorithm updates usually reward webpages that are most relevant, authoritative and trustworthy.

That means if you’re on the good side of SEO, as in you’re implementing solid strategies, you can more easily weather any storm.

In this sense, agencies are critical in helping clients prepare for algorithm updates by focusing on the right strategies.

Related: 5 Things to Know If Your Site Loses Rankings.

Agencies are also helpful in diagnosing fluctuations. This helps businesses avoid knee-jerk reactions when sometimes the first instinct is to make immediate changes to a site.

When an algorithm update hits, agencies can:

  1. Monitor performance metrics to assess how the update is impacting their clients’ websites.
  2. Analyze trends across industries to determine whether the impact is widespread or specific to certain types of content or industries.
  3. Provide clear recommendations based on their analyses. The goal is to help clients make informed decisions.

This guidance helps clients stay on top of changes, even when search feels uncertain.

Guiding Clients Through Trends

Knowledge is power, especially in an industry that moves as quickly as SEO — and agencies help keep clients ahead of the curve.

Clients have to keep up with the latest in SEO and how changes impact their business.

A client who doesn’t understand trends may hesitate to allocate budget towards the needed resources. But, an informed client can stay committed to an evergreen SEO strategy over the long term.

Of course, not every trend needs an immediate response. This is where agencies can also be of use. Knowing how to distinguish between trends that need quick adjustments and long-term shifts keeps you focused.

Helping Clients Pivot

Businesses may need to pivot from time to time. And SEO agencies help clients pivot effectively to ensure long-term success.

SEO is a long-term game, and things change over the months and years. A good agency partner will know when an SEO strategy needs to change course.

There are many scenarios when you might have to pivot a strategy, including:

  • Significant ranking drops that don’t recover after an algorithm update or technical fix.
  • Content that drives traffic but isn’t converting into leads or sales.
  • Changes in user behavior that require shifts in content focus, such as users preferring shorter content or more visual elements.

Pivots may feel risky to clients who have put a lot of time, resources and budget into developing an approach.

People are resistant to change. Usually, they prefer to stay the course, hoping that results will improve on their own. If left up to their own devices, many businesses may wait too long to pivot.

As such, a trusted advisor role of an agency becomes key.

When it’s time to pivot a strategy, agencies can help make the transition smoother by:

  • Explaining what’s happening and why the current strategy needs to change.
  • Providing a detailed outline of the new approach, including specific actions the agency will take.
  • Sharing expected outcomes and timelines for when clients can expect to see results.

Final Thoughts

SEO is an ever-changing discipline that requires everyone to adapt. The best SEO agencies offer more than just services — they create a partnership that really gives clients the added bonus of being able to adapt to change confidently.

Our SEO agency has helped thousands of clients navigate the constantly evolving SEO landscape. If you’re struggling to keep up with the changes and drive more traffic, we can help you, too.

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FAQ: How do SEO agencies educate clients on the importance of balancing traffic generation with conversion optimization?

SEO agencies play a big part in helping businesses compete in the complex digital environment. Their advice helps businesses strike a balance between traffic generation and conversion optimization for maximum effectiveness and sustainable returns on investment (ROI).

The first step of any digital marketing strategy is usually traffic generation, which brings people to your website through SEO, PPC advertising and social media strategies. Once they arrive on your site, conversion optimization should follow to turn their visits into results such as sales, signups, downloads or subscriptions.

Conversion optimization means building a website that turns visitors into leads or customers. It involves understanding the behavior of website users and trying out different design elements that make a better user experience.

SEO agencies help businesses address this challenge by communicating the importance of integrated approach to digital marketing. They explain how traffic generation and conversion optimization complement each other, showing clients why it makes sense to invest time and resources into both areas, prepping them for long-term success. Agencies work with them to incorporate both into their overall digital marketing plan.

SEO agencies advise businesses wishing to achieve a balance between traffic and conversion with a strategic approach. Setting goals, measuring performance and trying different strategies are all part of this approach.

Step-by-Step Procedure

  1. Website Audit: Do an assessment of your website. Look for opportunities to improve performance.
  2. Track: Track where your visitors are coming from, as well as conversion rates, by using tracking tools.
  3. Establish Audience: Determine who your ideal customers are.
  4. Optimize: Website content must be engaging, helpful and relevant.
  5. User Experience: Make your site easy for people to navigate — navigation should be clear and logical. Ensure web pages load fast and are responsive.
  6. Test Landing Pages: Conduct an A/B split analysis between different designs and messages to discover those which convert leads into sales most effectively.
  7. Utilize A/B Testing: Use different versions of your website pages as A/B tests and compare which lead to more conversions.
  8. Refine PPC Campaigns: Take time to examine performance data to optimize pay-per-click strategies for optimal ROI.
  9. Social Media: Connect and engage with your audience on social media. Forming meaningful relationships will help drive more traffic back to your website.
  10. Effective SEO: Implement SEO best practices to optimize your website for traffic and visibility growth.
  11. Track Competitors: Keep tabs on competitors and adjust your approach as necessary.
  12. Engage Users: Form relationships with your target audience by offering tailored communications and support services.
  13. Retargeting Strategies: Reconnect with visitors who did not initially convert on your site through targeted ads.
  14. Monitor Performance: Review performance metrics frequently. Look for trends and areas for improvement.
  15. Adjust Strategies As Needed: Adapt to any new data insights by being flexible with your strategy and willing to modify it as necessary.
  16. Educate Your Team: Make sure that all team members understand the significance of balancing traffic with conversion.
  17. Keep Up with Trends: Staying abreast of current digital marketing developments can give your organization an advantage over competitors.
  18. Create Conversion Funnels: Give users clear pathways from entry to conversion.
  19. Create Value Propositions: Make sure customers understand how your products or services benefit them in order to increase conversion rates and sales rates.
  20. Integrate Tools and Technologies: Take advantage of cutting-edge tools to maximize tracking and optimization efforts.
  21. Foster an Atmosphere of Experimentation: Foster a team-wide environment conducive to experimentation so as to investigate all potential avenues.
  22. Document Your Learnings: Record any successes and failures so that future strategies can take into account.
  23. Evaluate Success and Iterate: Evaluate past performance to make improvements over time.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.

Comments (3)
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Still on the hunt for actionable tips and insights? Each of these recent SEO posts is better than the last!

3 Replies to “The Role of SEO Agencies in Managing Change”

Afzal

Change is inevitable in SEO, and having experts who can proactively manage it makes a significant difference.

SEO is constantly evolving, with search engine algorithms, user behavior, and digital trends shifting regularly. Businesses need to adapt quickly to stay visible online, and this is where SEO agencies play a key role in managing change effectively.

SEO agencies monitor industry updates, such as Google algorithm changes, and adjust strategies to maintain or improve search rankings. They conduct regular audits to identify areas for improvement, ensuring that websites remain optimized for both search engines and users.

Additionally, they help businesses navigate shifts in consumer behavior, such as the rise of voice search, AI-driven content, and mobile-first indexing. By analyzing data and trends, SEO agencies refine content strategies, improve website structure, and enhance user experience to align with changing demands.

Another crucial role is managing technical SEO changes, including website migrations, domain changes, and site speed optimizations. A well-planned approach ensures minimal ranking disruptions and a smooth transition.

Ultimately, SEO agencies act as strategic partners, providing businesses with expert guidance to adapt, innovate, and maintain long-term success in an ever-changing digital landscape.

Great insights on the evolving role of SEO agencies! Adapting to change is crucial in the digital world, and this post highlights key strategies effectively. Thanks for sharing this valuable information!

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