Comments on: Should Companies Hire Multiple Search Marketing Firms? http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/ Grow your business with TopRank Online Marketing tips, articles, & expert information on social media, content marketing & search engine marketing. Tue, 14 Feb 2012 05:17:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-441006 Lee Odden Sun, 27 Jul 2008 15:36:53 +0000 http://www.toprankblog.com/?p=2471#comment-441006 That's an interesting scenario you've described George and it makes one wonder, "Where some companies are getting their information from?" Do they play vendors in other industries this way or is it something unique to search marketing? That’s an interesting scenario you’ve described George and it makes one wonder, “Where some companies are getting their information from?” Do they play vendors in other industries this way or is it something unique to search marketing?

]]> By: George Revutsky http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-440832 George Revutsky Sat, 26 Jul 2008 21:51:26 +0000 http://www.toprankblog.com/?p=2471#comment-440832 Hi Lee - Our search marketing firm just had a situation like this. A prospective client wanted us to do a quote for SEM and SEO services. We did the paid search quote, as well as a quote for a site audit, keyword research, and SEO plan plus staff coaching. Pretty standard stuff. Since the client did not know what phrases they wanted to focus on, it was kinda hard to give a price on executing on the plan that hadn't been put together :) Anyway, they took a look at the price (which was mid-range)and said, basically "well, for that we would expect you to do the plan, execute on it, and get some results in 1-2 months." Since they have a page rank of 4, and their competitors are up there in the 6, 7, and 8 range, with a whole lot more high value links, we felt it wouldn't be fair to promise dramatic results in 2 months, on key phrases we hadn't yet settled on. Anyway, long story short, we talked our way out of the SEO engagement. The hook? They asked us to "supervise" the work of a lower-priced search marketing agency. Of course, I told them I wasn't comfortable suprvising the results of another search marketng firm's work, but they could come back to us if they want to take a second look. I have a feeling the other search marketing agency will be calling me for sympathy in about 30-60 days... best George Hi Lee –

Our search marketing firm just had a situation like this.

A prospective client wanted us to do a quote for SEM and SEO services. We did the paid search quote, as well as a quote for a site audit, keyword research, and SEO plan plus staff coaching. Pretty standard stuff.

Since the client did not know what phrases they wanted to focus on, it was kinda hard to give a price on executing on the plan that hadn’t been put together :)

Anyway, they took a look at the price (which was mid-range)and said, basically “well, for that we would expect you to do the plan, execute on it, and get some results in 1-2 months.”

Since they have a page rank of 4, and their competitors are up there in the 6, 7, and 8 range, with a whole lot more high value links, we felt it wouldn’t be fair to promise dramatic results in 2 months, on key phrases we hadn’t yet settled on.

Anyway, long story short, we talked our way out of the SEO engagement. The hook? They asked us to “supervise” the work of a lower-priced search marketing agency.

Of course, I told them I wasn’t comfortable suprvising the results of another search marketng firm’s work, but they could come back to us if they want to take a second look.

I have a feeling the other search marketing agency will be calling me for sympathy in about 30-60 days…

best

George

]]> By: darkrule999 http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-431915 darkrule999 Wed, 09 Jul 2008 17:48:20 +0000 http://www.toprankblog.com/?p=2471#comment-431915 Companies should only hire the most appopriate SEO firm for them. Having one more can result to conflicting results. For instance, keyword research results might vary thus over-highlighting the results made by the firm that comes out on top. This could lead to a highlight to one aspect of the company and a negligence to other aspects that might have attracted search engine queries. Companies should only hire the most appopriate SEO firm for them. Having one more can result to conflicting results. For instance, keyword research results might vary thus over-highlighting the results made by the firm that comes out on top. This could lead to a highlight to one aspect of the company and a negligence to other aspects that might have attracted search engine queries.

]]> By: Sarah http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-430365 Sarah Sat, 05 Jul 2008 13:16:14 +0000 http://www.toprankblog.com/?p=2471#comment-430365 I think hiring two firms works out very well. I has been my experience that in doing this, one agency comes out on top. Normally the company that comes out on top ends up being the agency with the best customer service, teaching attitude, and responsiveness to the business needs. We all can admit some of the top agencies out there can have a little bit of a condescending attitude. We don't maintain these condescending agencies. I think hiring two firms works out very well. I has been my experience that in doing this, one agency comes out on top. Normally the company that comes out on top ends up being the agency with the best customer service, teaching attitude, and responsiveness to the business needs. We all can admit some of the top agencies out there can have a little bit of a condescending attitude. We don’t maintain these condescending agencies.

]]> By: Shilpi http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-430285 Shilpi Sat, 05 Jul 2008 10:02:16 +0000 http://www.toprankblog.com/?p=2471#comment-430285 As a lot have been said about the tactical aspects here, I would not go into much technical details but would like to draw your attention towards a new aspect. I believe that SEO, apart from being a scientic methodology of site promotion, is also an art. Every SEO or rather Search Marketer has got his or her own strategy and planning which is unique to himself/herself. No two SEO plans can be the same and every strategy has got its own essence. If more than one SEO firm is hired, the flavour is lost and and as we all know that Search Marketing is not only about higher rankings but also generating more and more business and we do not want to confuse the targeted visitors with our multicolour, multifaceted approach. Right? As a lot have been said about the tactical aspects here, I would not go into much technical details but would like to draw your attention towards a new aspect. I believe that SEO, apart from being a scientic methodology of site promotion, is also an art. Every SEO or rather Search Marketer has got his or her own strategy and planning which is unique to himself/herself. No two SEO plans can be the same and every strategy has got its own essence. If more than one SEO firm is hired, the flavour is lost and and as we all know that Search Marketing is not only about higher rankings but also generating more and more business and we do not want to confuse the targeted visitors with our multicolour, multifaceted approach. Right?

]]> By: Alan Rothstein http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-430077 Alan Rothstein Fri, 04 Jul 2008 22:21:37 +0000 http://www.toprankblog.com/?p=2471#comment-430077 I have seen it work great but only because one SEO agency worked on local marketing and the other the parent companies visibility However I don't think two SEO companies should share a campaign, too many chances to point fingers if something goes wrong. I have seen it work great but only because one SEO agency worked on local marketing and the other the parent companies visibility However I don’t think two SEO companies should share a campaign, too many chances to point fingers if something goes wrong.

]]> By: Nick's Traffic Tricks http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429860 Nick's Traffic Tricks Fri, 04 Jul 2008 13:48:02 +0000 http://www.toprankblog.com/?p=2471#comment-429860 Personally I think there is enough free info out there that a firm can have one of their employees learn seo and come up with an seo plan for their company. Personally I think there is enough free info out there that a firm can have one of their employees learn seo and come up with an seo plan for their company.

]]> By: Ankit Garg http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429247 Ankit Garg Thu, 03 Jul 2008 05:59:05 +0000 http://www.toprankblog.com/?p=2471#comment-429247 Well! I believe that there is very big assumption before one hires 2 SEO agencies. The client assumes that there would be synergy in the system and the output would be much better than their individual works. But for the partnership to work, conducive environment is needed which incentivize both the parties not only financially but also emotionally and professionally. Well! I believe that there is very big assumption before one hires 2 SEO agencies. The client assumes that there would be synergy in the system and the output would be much better than their individual works. But for the partnership to work, conducive environment is needed which incentivize both the parties not only financially but also emotionally and professionally.

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429222 Lee Odden Thu, 03 Jul 2008 04:14:33 +0000 http://www.toprankblog.com/?p=2471#comment-429222 I appreciate the perspective Derrick, because it is unique and I don't think many SEO practitioners have had the opportunity of the scenario you describe. It does make sense, especially where larger budgets are in place and there's need for high degrees of specialization. Also, thanks for stopping by! Hope we can earn many more return visits. :) I appreciate the perspective Derrick, because it is unique and I don’t think many SEO practitioners have had the opportunity of the scenario you describe. It does make sense, especially where larger budgets are in place and there’s need for high degrees of specialization.

Also, thanks for stopping by! Hope we can earn many more return visits. :)

]]> By: Derrick Wheeler http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429132 Derrick Wheeler Thu, 03 Jul 2008 00:05:07 +0000 http://www.toprankblog.com/?p=2471#comment-429132 Lee, Totally agree with you. Just wanted to introduce a scenario where it makes sense to use more than one. As an agency-side SEO for over ten years, I was involved in the scenario you outlined on many occasions. The most common example was working with a client that hired a design/development company that said they included SEO as part of the design/development process. This usually ended up with a bad working relationship because our role became criticizing their work and usually ended up creaping their scope. :) Great article by the way. Very thought provoking. --Derrick Lee,

Totally agree with you. Just wanted to introduce a scenario where it makes sense to use more than one. As an agency-side SEO for over ten years, I was involved in the scenario you outlined on many occasions. The most common example was working with a client that hired a design/development company that said they included SEO as part of the design/development process. This usually ended up with a bad working relationship because our role became criticizing their work and usually ended up creaping their scope. :)

Great article by the way. Very thought provoking.
–Derrick

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429117 Lee Odden Wed, 02 Jul 2008 22:42:57 +0000 http://www.toprankblog.com/?p=2471#comment-429117 Hey Derrick, a situation like Microsoft.com will millions of pages and businesses is obviously unique to the vast majority of SEO engagements. TopRank is one of those agencies engaged by several Fortune 20 companies specifically for link building and social media promotion expertise. However, these were projects or focused on specific segments of the overall business. The effectiveness of a multi-agency engagement is largely dependent on the client's vision and ability to manage the relationships. The situations I described in the post are based on smaller companies, $1bn or less, that sought to put peer agencies in competition with each other rather than a "coopetition" situation. Regardless, the vast majority of SEO engagements need only 1 agency to achieve desired results. Hey Derrick, a situation like Microsoft.com will millions of pages and businesses is obviously unique to the vast majority of SEO engagements.

TopRank is one of those agencies engaged by several Fortune 20 companies specifically for link building and social media promotion expertise. However, these were projects or focused on specific segments of the overall business.

The effectiveness of a multi-agency engagement is largely dependent on the client’s vision and ability to manage the relationships.

The situations I described in the post are based on smaller companies, $1bn or less, that sought to put peer agencies in competition with each other rather than a “coopetition” situation.

Regardless, the vast majority of SEO engagements need only 1 agency to achieve desired results.

]]> By: Derrick Wheeler http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429115 Derrick Wheeler Wed, 02 Jul 2008 22:22:38 +0000 http://www.toprankblog.com/?p=2471#comment-429115 Hi, Bssed on my personal experience, there are reasons to work with more than one SEO company. Some companies are really good at creating long-term enterprise level, international search strategies. So called thought leaders. Other SEO companies have really good tools for diagnosing structural and code issues. Some companies have strengths in link building and social media. And even other companies focus on helping to hire, organize, and train an in-house SEO team. It's hard to find one company that is THE best choice for all four of these initiatives. Especially for large complex organizations that have thousands of large complex websites. It is rare, I'll admit, that a typical website needs more than one SEO company, but using multiple companies does certainly have it's place. Being succesful at it requires working with companies that have mutual admiration for eachother, a strong sense of co-opetition, an understanding that there really aren't many long-term approach secrets in the industry , and a willingness to put the client's needs first. Best, Derrick Wheeler Sr SEO Architect, Microsoft.com Hi,

Bssed on my personal experience, there are reasons to work with more than one SEO company.

Some companies are really good at creating long-term enterprise level, international search strategies. So called thought leaders.

Other SEO companies have really good tools for diagnosing structural and code issues.

Some companies have strengths in link building and social media.

And even other companies focus on helping to hire, organize, and train an in-house SEO team.

It’s hard to find one company that is THE best choice for all four of these initiatives. Especially for large complex organizations that have thousands of large complex websites.

It is rare, I’ll admit, that a typical website needs more than one SEO company, but using multiple companies does certainly have it’s place.

Being succesful at it requires working with companies that have mutual admiration for eachother, a strong sense of co-opetition, an understanding that there really aren’t many long-term approach secrets in the industry , and a willingness to put the client’s needs first.

Best,

Derrick Wheeler
Sr SEO Architect, Microsoft.com

]]> By: Vic McDonald http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-429072 Vic McDonald Wed, 02 Jul 2008 16:44:57 +0000 http://www.toprankblog.com/?p=2471#comment-429072 Great article and great comments. I can't tell you how many times we "discover" by accident that we are not the only ones at work in link building for certain clients. Great article and great comments. I can’t tell you how many times we “discover” by accident that we are not the only ones at work in link building for certain clients.

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428754 Lee Odden Wed, 02 Jul 2008 00:43:13 +0000 http://www.toprankblog.com/?p=2471#comment-428754 Hey Gab, to me mini or micro sites (for SEO purposes only) are a maintenance pain in the ass but then again it depends on what kind of site it's for. If you're publishing sites to monetize content, then I see your point. If you're optimizing content for a known brand and there is no distinct content or marketing reason for a microsite, it's likely a waste of time. SEO for lead generation and sales is a very different thing than using SEO for content monetization. Hey Gab, to me mini or micro sites (for SEO purposes only) are a maintenance pain in the ass but then again it depends on what kind of site it’s for.

If you’re publishing sites to monetize content, then I see your point. If you’re optimizing content for a known brand and there is no distinct content or marketing reason for a microsite, it’s likely a waste of time.

SEO for lead generation and sales is a very different thing than using SEO for content monetization.

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428753 Lee Odden Wed, 02 Jul 2008 00:39:30 +0000 http://www.toprankblog.com/?p=2471#comment-428753 Hi Michael. If there is no "lead agency" designation, we wouldn't bite as the first or the second SEO shop. Hi Michael. If there is no “lead agency” designation, we wouldn’t bite as the first or the second SEO shop.

]]> By: Michael Martinez http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428748 Michael Martinez Wed, 02 Jul 2008 00:19:13 +0000 http://www.toprankblog.com/?p=2471#comment-428748 So, Lee, just out of curiosity, if you find yourself coming in as the second SEO shop, do you just back out of the deal? So, Lee, just out of curiosity, if you find yourself coming in as the second SEO shop, do you just back out of the deal?

]]> By: Gab Goldenberg http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428706 Gab Goldenberg Tue, 01 Jul 2008 21:49:38 +0000 http://www.toprankblog.com/?p=2471#comment-428706 BTW, the title of this post is absolutely brilliant :D. BTW, the title of this post is absolutely brilliant :D .

]]> By: Gab Goldenberg http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428705 Gab Goldenberg Tue, 01 Jul 2008 21:48:59 +0000 http://www.toprankblog.com/?p=2471#comment-428705 Depends on the context, imho. Multiple sites can be done with multiple agencies. Minisites too, imho. It's easier getting a link to your homepage than to a inner money page, anyways, which is why I like microsites. Not to mention that exact match domains get a boost in G, per Matt Cutts (for being exact match, in and of itself). Then there's the fact that you get better anchors with exact match domains. Plenty of good reasons to do minisites imho, and I'm a fan. Depends how granular you're getting though; at one point you're better off letting affiliates mine that longtail for you. 4-5 word phrases? Yeah, no minisite there... Depends on the context, imho. Multiple sites can be done with multiple agencies. Minisites too, imho. It’s easier getting a link to your homepage than to a inner money page, anyways, which is why I like microsites. Not to mention that exact match domains get a boost in G, per Matt Cutts (for being exact match, in and of itself). Then there’s the fact that you get better anchors with exact match domains. Plenty of good reasons to do minisites imho, and I’m a fan.

Depends how granular you’re getting though; at one point you’re better off letting affiliates mine that longtail for you. 4-5 word phrases? Yeah, no minisite there…

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428691 Lee Odden Tue, 01 Jul 2008 20:51:11 +0000 http://www.toprankblog.com/?p=2471#comment-428691 Hey Dana, that's spot on: Client (or prospect) education is key. Sometimes companies don't want to hear what you have to say when you are conservative with estimates but it's always better to under promise and over deliver than the other way around. Hey Dana, that’s spot on: Client (or prospect) education is key.

Sometimes companies don’t want to hear what you have to say when you are conservative with estimates but it’s always better to under promise and over deliver than the other way around.

]]> By: Lee Odden http://www.toprankblog.com/2008/07/hiring-multiple-search-marketing-firms/#comment-428689 Lee Odden Tue, 01 Jul 2008 20:49:00 +0000 http://www.toprankblog.com/?p=2471#comment-428689 Hi David, I agree with you on the lead agency angle. That works best. Hi David, I agree with you on the lead agency angle. That works best.

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