Tom Livingstone's Agency Life - An Insight Into Our Process
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We give an insight into how we've grown our agency to 26 staff, the processes we have implemented, and the lessons we've learned along the way. We've tried and tested a lot of digital services and give you honest and reliable feedback on our experiences.
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Tom Livingstone's Agency Life - An Insight Into Our Process
- 1. Agency Life. An Insight Into Our Process. 1
- 2. Agenda. • WhoWe Are • WhatWe Do • HowWe’ve Grown • HowWe Get Clients • Our Process • WhatWe’ve Learned • Tips &Tools 2
- 3. Who Am I? English Jock RAFVeteran turned 6Year SEO 3 years thinking I was god, making content hoping for links to come, until I met big Craig. 3
- 4. Who Am I? English Jock too and has a kilt to prove it Long in the tooth salesman Bloke in the background 4
- 5. Who Are We? 5 Client retainers 20 6 Team members 21 By Luke Kennedy FOUNDED 201 5 Very banterous Across SEO/AdWords/Paid/Social/CRO 🤣
- 7. The why. • 5.7 million private businesses • 99.9% are SME’s • Employing 60% of all workers • Earning 52% of total UK turnover • Spending between £250 and £5000 per month • Provides a strong financial base • Creates our own internal testing platform 7
- 8. What We Do. 8 SEO AdWords Paid Social Design Email CRO UX Training
- 9. How We’ve Grown. • Employed DM Apprentices • Cheap, hungry, fresh • SOP’s Allowed UsTo Scale & Outsource • Developer’s Onsite • Constantly Blog For Freshness 9
- 10. Growth YOY For A ‘small’ Agency. 10
- 11. How We Get Clients. Cold Call PPC Live Chat (Increased Conversions) Referrals & Recommendations (75%) 11
- 12. Onboarding. • BDM Consult SEOTo QualifyThe Spend Needed To Rank. How Hany Links DoThey NeedTo Rank. • Sales >>>Ops >>> Handover to SEOTeam Lead • SEO Exec Schedule Welcome CallWithin 24 Hours 12
- 13. Budgets. • Dictate Activities • Smaller Budgets Still Profitable • £100/hr • DoWhatWorks Quickly 13
- 14. Work For Spend. • LessThan £500 Standard Month One. • £500 - £1000 Month One ProcessWith Audit Fixes Completed • £1000+ Content Marketing & Outreach Campaigns • Everyone Gets 1 Content Piece Monthly Minimum 14
- 15. SEO Team Process. • CentralWIP • No One Point Of Contact (usually) • Stopped assigning acc managers as time drain 15
- 16. Welcome Call. • ConfirmAll NAP Details • Confirm Seed Keywords • GetThemTo Set-up Socials • Trust huge for local algo • All of our local successful sites have active socials • Add socials to followlike.net.Organic growth • AccessTo GMB 16
- 17. Month One. • Analytics/SC/AA set up. Events, conversion, ecom tracking • Keyword Research & Mapping • Budget limits depth • Small budgets, optimise on the fly • £1k+ grouping KW’s byAIDA • Tools • Ahrefs • Keywords Everywhere • AnswerThe Public • Story Base • Google Suggest • Related Searches • GapAnalysis 17
- 18. Technical Audit. • AA Audits Powered by SEMrush • Screaming Frog • SpreadsheetTrack Fixes • Get OptimisingThe Easy Stuff 18
- 19. Technical Audit... • Titles • Keyword first word | LSI • URL • Keyword in URL for RSOS • AltTags • Keywords In Content • Schema • Review schema for local • Blog • Internal Linking • Small sites, smash links to each and every page • Larger, map out using sitebulb • Page Speed 19
- 20. Remember Budgets... More budget, more flex. • Other things we could do, all budget dependant • More content • More outreach • More links • Decisions made about best use of budget each month 20
- 21. Backlink Audit • GSC, Ahrefs, SEMrush, Majestic • AnchorText Over Optimisation real. • Always an issue on sites with previous SEO work. • Disavow Works EvenWithout Penalty • Citation Alignment • This is ongoing every month as part of retainer. 21
- 22. Get Some Quick & Easy Links. 22 Citations • https://www.citationsbuilder.com • http://localcitationservices.com/ Buy relevant domain to 301 • https://www.spamzilla.io/ • https://www.registercompass.com/ • https://hammerheaddomains.com/
- 23. 23 BuildYourGMB Out • Geotag 10+ images • UNIQUE description • GMB Site • Add GMB site to citation listings • https://massoptimizer.com/ RepairYour Broken Links IndexYour Links!! • https://indexinject.com • http://elitelinkindexer.com
- 24. Month Two Onwards – Content + Links. • Add ATLEAST one content piece • 500 word blog, share on socials • Get traffic to it • https://www.followlike.net/xchange.php?p=surf • Press Releases – Nix Lee • https://www.legiit.com/profile/SpinePR • IFTTT – Fahad • https://www.legiit.com/profile/geminiguy • PBNs • Test services yourself.Very hit and miss 24
- 25. Month Two Onwards – Content + Links. • Buying Links (Be careful) • https://bonerlinks.com/ • https://www.bigguestposting.com/ • Reddit • Quora Q&A • Microtasks • https://www.followlike.net/addgetreferrals • StealYour Comps Backlinks • Clique hunter 25
- 26. Month Two Onwards – Content + Links. Larger budgets, content marketing: • Identify/create content to use • Prospect with search operators • Scrapebox • Mailshake • Follow Ups • Links Links Links 26
- 27. What We’ve Learned Along The Way. • Budgets don't go far.You have to do the stuff that works. Don't sit for hours thinking of blog titles. • Bringing Developers In-house • No room for sentiment • Keep hold of your good staff. Do all you can.Too hard and expensive to replace. Get rid of the crap ones and quick. Poison spreads 27
- 28. What We’ve Learned Along The Way. • Accountability • CommunicationVital • Be careful of rogue staff doing stupid shit like GSA'ing your own site. 28
- 29. Tips & Tools. 29 SendTier 2 GSA links at GP’s & Citations. Helps keep them indexed. Do this right away as takes 3-4 months to yield results Reviews don’t move the needle, but still get them forTrust signals • Google & FB Review Exchange (UK Only) • https://www.facebook.com/group s/126491831343188/Duplicate content works in local
- 30. 30 Communication vitally important. Doesn’t matter how good you are at SEO, clients will leave if you are not on point with your comms. Perception is truth until proven otherwise. Call your clients every month to run through the report • Our client retention rate at 90% • Always go with solutions to any problems
- 31. 31 MattTricot • Domains • Small PBN If you buy PBN links and you see ranking drops, get them removed ASAP.You won’t rank if you have toxic PBN’s pointing at your site. Send PBN’s at your social props, IFTTT rings
- 32. 32 Don’t sweat the metrics Links with traffic is bs Focus on the stuff that works