Eugenia Botta, e-commerce manager at ABInBev, talks to us about the advantages of working with an SEO agency.
The latest e-commerce study carried out by CACE (Argentine chamber of e-commerce) claims that on average, 67% of a site’s traffic is organic. It is also interesting to note the interanual growth of organic traffic, which grew by 6.3% whilst paid search traffic dropped 10.8%. This is true even though out of every $20 assigned to digital marketing budgets, only $1 is invested in SEO.
In this post, Eugenia Botta talks about the main benefits a SEO agency can offer.
SEO is a complex discipline that requires many hours of work, continual learning and controlled testing. This is where it becomes fundamental to have a team dedicated exclusively to keeping up with the changing trends in the field. This allows them dedicate 100% of their time to SEO and carry out daily monitoring to properly report it.
An SEO agency has valuable experience of working with hundreds of clients stemming from different types of businesses. This multifaceted experience, their knowledge of the in and outs of the algorithm plus constant training is the only source for high quality results.
The factors being taken into account by search algorithms are constantly being updated. This leads to constant change in the rules of the SEO game. Punto Rojo, for example, keeps its self consistently updated through their periodical workshops and through the results coming out of their internal SEO Investigations LAB, led by Ignacio Puga (ex SEO manager at Navent and Head of SEO at OLX).
As Eugenia mentions, you need more than one resource to carry out a successful SEO campaign. To begin with, you need one specialist per area:
1) Head of Strategy: Analyze and create a roadmap which takes into account the needs of the website, business goals and potential niche opportunities.
2) On Page Analyst: Works on the technical modifications on the site’s code and website architecture.
3) Off Page Analyst: finds valuable sources for generating content with optimized links, negotiates and carries out a result-oriented strategy.
4) Content Specialist: Optimizes all content (text, images, videos and audios).
5) Tester: Verifies and approves each optimization by the team of professionals involved.
6) Data analyst: measures the impact of each optimization with metrics to then use it to verify the course of the SEO campaign.
Having 6 separate resources working exclusively for one web site is not financially smart. And having one person with 6 different roles is not efficient.
The benefits are reflected in three words Eugenia mentions: achieving results based on time, focus and costs.