Rand interviewed Ammon Johns (Ammon is also known as Black Knight, and is one of the most respected names in the industry):
Pepsi don't go to the same ad agency as Coca Cola and say "I want the exact same ad Coke just ran, but with our brand instead of theirs". It doesn't work that way. Companies and brands are not interchangeable and a package that attempts to serve all companies with the exact same thing is just a nonsense. In fact it is obviously ridiculous.
In all honesty, it seems like the vast majority of SEO practitioners and web marketers out there have developed one simple package that once worked and then just re-use it over and over until they have milked it dry.
When you get to the level Ammon is at you can be rather selective with which clients you are willing to take. Via SEW Benjamin Pfeiffer recently wrote an article titled What To Do If You're The SEO Client Nobody Wants?
It seems as though increasing opportunities for experienced SEOs, evolving search algorithms, and increased competition over time are making it much harder for unbranded businesses to find SEOs to service competitive marketplaces unless they have a holistic marketing strategy.
Ben also wrote an article titled Why The Big SEO Company Is Killing The True SEO.
This year alone, 60% of all new clients I have taken on have been what I like to call the "recycled SEO". A recycled SEO client is a client who has previously worked with another SEO company, who was either got scammed, not delivered upon, or cheated in some way.
I still think lowly of most large firms, but as Ben noted, if 60% of your leads come from one source are they doing your marketing for you? I got ripped off by a sleazy SEO outfit, and perhaps underpaying and getting junk or overpaying and getting junk is just part of the SEO learning cycle. I certainly am not scared when I read that WPP (or other large ad agencies) create SEO divisions, as I have never believed that SEO services scale, and ultimately large providers end up sending leads to smaller and better companies.
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