The document discusses evolving models for SEO partnerships between brands and agencies. It covers:
1) The evolution of SEO from spammy tactics to a more sustainable, user-focused approach.
2) Current challenges with diverging goals between brands wanting to grow budgets and agencies wanting to scale, and the need for clearer strategies, selection processes, and performance metrics.
3) Ideal future models including agencies providing flexible delivery, expertise rather than interns, and brands building more capabilities in-house while acting as a bridge to external partners.
11. RKG’s approach to modern SEO
User focused
Sustainable
Relevance
Focus on data
Focus on content
Customer retention & acquisition
Business intelligence
42. Typical Agency Team Structure
Account
Executive
Expert
Expert
Point person responsible for
relationship
Also primary sales function
Not heavily client facing
43. Typical Agency Team Structure
Account
Executive
Analyst
Analyst
Point person responsible for
relationship
Also primary sales function
Often novice hires
44. Example RKG SEO Delivery Model:
Technical Global
PM
Key
Reporting Content
45. Example RKG SEO Delivery Model:
Content
Strategy
Social
Analytics Comp.
Insight
(shared)
46. Example RKG SEO Delivery Model:
Technical Content
PM
Analytics Reporting