SEO September 18, 2020

What SEO expertise should a content agency have?


My agency writes blog posts for business leaders. We're a group of copywriters with basic SEO knowledge but we're not experts.

Our work is overly focused on output, rather than results right now. Clients are delighted with our work but we're relying on testimonials ("we love it!") rather than case studies ("we grew by x%").

It seems like some of my competitors in the B2B content space pretty much just offer writing. Others offer full-on technical SEO strategy with deep research, link outreach and a bunch of other stuff.

I'm trying to figure out if 'great writing + basic SEO' is a good value prop we can grow with. Or are we now in a time where good writing alone won't cut it any more?

Part of me thinks we should stick with our writing expertise and bring in SEO freelancers when a client wants more of a technical approach. But I'm not sure if that seems like the right thing to do.

Maybe I should make my next hire an SEO strategist instead of a writer. What do you think - stick with what we know, or expand to offer more?

Any thoughts would be appreciated.

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