Whether you have a good understanding of SEO or not, many small business owners don’t realize there is a difference when it comes to an SEO agency and a content marketing agency. The lines are certainly blurred because there are many similarities, and sometimes an agency that really only focuses on content marketing will call themselves an SEO agency and vice versa.
Trickiness aside, it’s important to understand the differences so that you’re hiring an agency that really specializes in an area where you need help. You have to ask yourself: What are the differences and which will help my company be the most successful?
SEO Agency 101: Features Explained
An SEO agency is all about metrics and optimizing an entire site. They use several different tools to help gather data and then make sense of that data. A few stand-out specialties of an SEO agency include:
- Using Google Analytics helps the agency take your company website and see what is performing and what is not (pages, specific pieces of content, promotions, etc.). They often also use your Google Webmaster tools to gather some of this data.
- A/B testing is a big part of an SEO agency because it helps them determine what type of landing page will get you the highest number of conversions.
- Keyword research is a common practice for an agency because it helps them find search trends so that you know exactly what type of content to create in order to foster engagement and create buzz around your business.
In some cases and SEO agency will also offer content services, but their main focus is usually optimization. You know all of the Meta data and coding you never want to deal with? That’s the job of a SEO agency.
Content Marketing Agency Explained
A content marketing agency puts a focus on creating content (imagine that). There are a few things that make a content marketing agency unique:
- They will look at the way your company is structured, such as your buying cycle, and then analyze the type of content that will fit that structure.
- They analyze your audience and follow content trends that are occurring with that audience (typically through social media, related blogs, etc.).
- They work offline if that means that the content they have created will be more successful and/or relevant.
- Link building through guest content and promotion often falls under the Content Marketing Agency job description.
As you can see, a content marketing agency doesn’t always focus on actual numbers as much as they focus on trends. They are the ones who will have a team of writers or work with your in-house writers to edit content and come up with ideas that will really sell.
How to Determine the Agency that is Right for You
It’s important to first understand that you do not need to choose one or the other. Both agencies can work simultaneously. For example, an SEO agency might tell you that you need a great piece of content here or there, but they don’t always go into how you should write that content. In other words, content marketing as well as looking at data should work together to help you create the best company you can create.