Alexis talks about what it means to be in an agency, things we're thinking about, shifts we've seen within our client-base, the future of marketing and SEO.

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What we do – Why people hire agencies – SEO & marketing trends
Agency SEO

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• Created
technicalseo.expert
challenge
• Read and Write about
SEO
• Update - Host [SEO in
the Lab], an SEO
podcast
• Delete, because I like
database jokes
Innocuous fun fact: I like well removed backgrounds, and so I really like remove.bg
Hi. I’m
Alexis!

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*West coast versus east coast time
I work at Merkle (5 years, 3 months, 16 days, 3 hours*)

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I’m here to talk
about agencies:
what we do.
what we think we’re going to do.
Also, you should know, I enjoy writing commentary, so I’ll do that here. That’s why I do this, for the comments no one ever reads. Hey, we all need a hobby.

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Not necessarily about our general disposition, which can
all be described in by this cartoon meme dog

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What do we do?
Some keywords used to describe us: consultant - agent (not spy… well, maybe, who can say) - guide - advisor (no, trusted advisor) - one time kid watcher - specialist - partner

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models

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staffing
augmentation
knowledge gap
/ strategic
embedded
model

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A (couple of) day(s) in the life:
M T W R F

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(mostly all good bacteria, think: Lactobacillus)
Ultimately, every
client is it’s own
petri dish

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why people hire
agencies?
(even people who maybe do the same
thing)

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Our intelligence, personality,
spunk, and can-do attitude?
…… …… … …Definitely not that…

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1. Perspective
multi-
industry
perspective
& insights
history with
topic
relationships training
systems

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2. Competency
team of
subject
matter
experts
network of
learning
and
mentorship
ability to do
work
assertiveness
required

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3. Neutrality
outside
perspective
fresh eyes

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4. Efficiencies
high
quality
fast turn
arounds
flexibility
to turn
agency
on/off
access to
different
staff
levels
network of
information

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-1. Execution
if not
on-site
if not able to
access
workflow
if lack
relationships
no resources
to support
work

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*Use deep meditation voice when reading
Shifts we’ve noticed
from (and within)* our
clients?

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1. Playing more in our arenas
Hiring subject
matter experts
Adding
efficiencies
Adding
performance
pressures

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2. Need for radical proactivisim
Move quickly,
accurately,
and execute
High agility in
an always-on
market

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3. New business models
Need systems
that enable
omnichannel
Intermixing of
teams to
break silos
Organizing by
customer
segments

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Yes, I outsourced some of this and I’m going to take all the credit. Muahahaha! … Obviously, kidding. Sources in notes. 
Where is the marketing
world going?
(which is adding
pressure to SEO)

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a.k.a. omnichannel
1. Trying to follow our
customers, wheresoever
they may be (and go).

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Biggest challenge is the
infrastructure demands.

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Thought exercise: Does
search care about TV?

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“Yes.”

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What TV spots drove
greatest SV?
How do we find more TV
spots that lead to sales?

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2. Data.
…and it’s better idea is data. Data knows it’s meta (and it doesn’t care, because it’s mathematical)

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“if the last decade was
digital, the next ten years
is data.”
- Craig Dempster, CMO

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3. Identity platforms
cough…and likely subsequent privacy backlash…cough… sorry, just had to clear my throat there

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Core question: how do I
really know my customers
and prospects at the
individual level?

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4. Hyper-
personalization &
digital customer
centricity

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5. New potential
touchpoints
Voice – AR – VR – IoT – Influencers – New Discovery Platforms

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6. Tech-enabled
e.g., ads that scan your face to make sure you’re watching ads

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Finally:
velocity of changes
remains high

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“What you know today, will
likely not apply six months
from now. We are in an
always-on, evolving world.”
- Matt Naeger, EVP

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Now, I’m no Gary. That may be foreshadowing.
What’s happening (and
probably going to continue
happening) for SEO?

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But we can use data and trends to try. I’m sure that’s what Gary would want us to do.
Yes, I know,
we can’t all
be Garys.

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More industry-specific
SERP updates

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This applies in
every industry

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@dr_petefrom@moz

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Aim to make life’s
inconveniences possible
with no screen
Pushing voice actions & skills

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More zero-click SERPs
Confidence gained via structures data - Shift into more transactional intent

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Ubiquitous portability
Mobile – Freedom from desktops

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Automation
Tagging within dev process – Site speed safeguards – Agile alert systems

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Rendering ability
prioritized
Evergreen WRS – JavaScript – Images – Audio – Video

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Also, some very heuristic
survey data for you to
take home…
(~210 responses)
Note: Check out the online version or data broken down by industry!

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1) Product and service line content optimizations
2) Meta and on-page content optimizations
3) Site speed optimizations
4) Crawl-index-render-signaling, technical SEO
updates
5) Information architecture
Highest Concentrations for 2019

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Lowest Concentrations for 2019
17) Video
18) International
19) Voice
20) User interaction strategy
21) Amazon (SEO)

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well, the journey is on!
Please send memes to @AlexisKSanders

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Thank you to you, listener. For not checking your
email once. Reading all the slides (even this one)
You really are the best.
Also, HUGE thanks to:
Craig Dempster, CMO
Matt Naeger, EVP
Adam Audette, EVP
Jeff Godish, VP
Croom Lawrence, VP
Eryck Dzotsi, SEO Director
Chris Glarner, SEO Associate Director
Max, Head of Technical SEO
Garit Reuble, Creative Support
Abigail Hamilton, Senior Specialist (in Health Industry)
Alissa Lisi, SEO Specialist (in Hotel Industry)
SEE YA’LL AT THE NEXT #SMX

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Appendix (for all ya online readers)
You are appreciated.

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