Last Updated on November 26, 2019 by That Company Staging
Search Engine Optimization (SEO) is as old as search engines themselves. Its pioneers discovered they could influence their sites’ rank in the late Nineties. Blackhat SEO was born in all its manipulative splendor, and Google began pushing against its error-ridden, impenetrably-spun content.
The advent of Hummingbird and Panda finally succeeded at ranking honest, organic writing, but not before Seth Godin’s ‘99 book, “Permission Marketing,” disrupted the industry. He called digital marketing on its unethical tactics and asked marketers to treat consumers as friends.
Relationship-building-as-marketing might seem simple on the surface, but in truth, it’s more complex than the most unscrupulous of digital campaigns. Today’s SEO professionals must engage their audiences despite their distrust for marketing. They must influence Google algorithms as they evolve, and that means remaining in a constant state of learning. The search giant changes its algorithm 500 times a year, so keeping up is no small task.
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Today, marketers must create content that can compete with that of major publications, but the rewards are significant. A zero rank on a search engine results page (SERP) can produce a 114% increase in click-through-rates (CTR), and those who use SEO report an 82% increase in effectiveness. SEO leads have a 14.6% close rate in comparison to 1.7% of outbound ones.
Web presence cannot exist without Google presence, but gaining it is far from easy. White label SEO services have become a dominant presence in the industry for precisely that reason. Even those with fully-fledged marketing departments often lack the time necessary to stay afloat in an ever-shifting online ecosystem. White label SEO services are able to specialize in a slim, but nuanced, environment. They deliver a more cost-effective solution than investing in your own digital marketing talent.
White Label SEO Services Defined
In short, white label is a service or product offered under your own brand. Similar to re-gifting, you receive a full campaign that you can repackage under your own trademark, but white label SEO services aren’t created equal. Your provider needs five traits:
An impersonal SEO strategy is an ineffective one. You need white label SEO services who are willing to express your brand and business culture with resonance, and a one-size-fits-all approach will never achieve that. Your white label provider must crawl under the skin of your brand until they know it thoroughly, which takes time, thoughtfulness, and a keen eye.
No matter how polished your strategy is, Google will march on. New algorithms will emerge, and your en pointe tactics will become increasingly irrelevant. If a white label marketer remains static, so will your return on investment (ROI). A worthwhile service provider will keep your SEO optimal with the passage of time. They’ll keep fitting your campaign into current Google algorithms as they progress and break new ground. A highly adaptive provider is able to change with the marketing sphere quickly and seamlessly, a trait that prevents catastrophic losses.
SEO isn’t limited to content marketing. Everything from your Pay per Click (PPC) advertising to your social media presence must scale to your growth. Hiring in-house can raise your Cost per Click (CPC) through salaries and overheads, but a shoddy campaign will be just as unprofitable. Your service provider should know how your unique industry and brand responds to every SEO tool in your digital toolkit. Facebook returns rise and fall in response to industry mores. Google Ads provide a 4.1% improvement in CTR to the airline industry’s 5.36% rise. Featured snippets, links, and inbound campaigns must all be sculpted just as carefully to your niche. Contact That! Company to find out how your campaign should adapt to your industry.
Sixty percent of web searches are performed from mobile devices, and people use the web differently on a small screen than they do on a desktop. Forbes is increasingly recommending a dual campaign to appeal to these two diverse markets. Mobile content requires less scrolling and simpler text, with one actionable item presented at a time. Mobile-first algorithms will quickly change the SERP landscape, even for desktop audiences, so major adjustments will be needed in the coming months. A white label provider who treats mobile and desktop audiences as one will quickly push you behind your rivals.
White label SEO might be a creative field, but it requires an organized approach that’s informed by analytics. That! Company covers SEO, PPC, social media marketing, and reputation management, handling your sales support under your own brand. They’ll allow you to function in your strength as a CEO. A range of service offerings lets you focus on what you’re good at while outsourcing only those you need. This keeps you nimble and perfectly in control.
The Importance of Adaptiveness
When Google Hummingbird was launched, 90% of searches changed overnight. The widespread panic that ensued was far from paranoid. Suddenly, white hat marketing with engaging content became a necessity and businesses who failed to adjust paid heavily. Many folded, and Demand Media was one of the most spectacular free-falls that year. It went from a $2 billion market capitalization to a quarter of its top value. All around the world, content creators paid attention. The story represented all their greatest fears, but it came with a harsh lesson: adapt or die. The cliche has gained new relevance in a digital age.
SEO requires scientific marketers to become artists, analyzers to become relationship people, and management professionals to become designers. That’s usually too great a demand, so marketing is increasingly leaning on delegation to access talent. This way, every worker can live in their own genius, and the company, as a whole, can function at its peak in every area. In many ways, this is a thrilling new way to exist. It forces business owners to hunt out the finest traits in their staff and service providers. There’s treasure at the end of that hunt, and it’s yours to enjoy if you honor what you and your employees can actually do instead of trying to draw nectar out of a rock. Outsourcing to white label SEO services lets you access talent and skill while you exploit your own highest abilities; a lesson that’s as old as marketing itself.
Even if you own your own marketing agency, outsourcing your SEO can open up a universe of potential. While you do the heavy lifting involved in sustaining client relationships, your white label provider will fight for your rightful place and rank online. It can also bridge the gap between ignorance and knowledge while you work towards improving your core competency. Technology is a wide open sky. It can and will carry marketing in unexpected directions. Lasting brands are those that can fly wherever that sky takes them, and white label services give them wings.