SEO strategy and digital marketing agency growth have become critical components for success in the competitive U.S. digital landscape. Chris Simmance, a leading figure in the digital agency space and founder of the OMG Center, has shared valuable insights into how agencies can build and implement effective SEO strategies. His contributions across various podcast episodes and articles highlight key themes such as the importance of strategic planning, the challenges of scaling a digital agency, and the evolving nature of SEO practices like digital PR.
This article explores Simmance’s perspectives on SEO strategy, drawing from his discussions with industry leaders like Taras Vasylyshyn of Panem, Harry Sanders, and Olivia Tapper and Thomas Phillips of DTC SEO Agency. The insights are grounded in real-world experiences and challenges faced by digital marketing professionals, particularly in the U.S. market.
The Role of Strategy in SEO and Digital Agency Growth
Chris Simmance emphasizes that a successful SEO strategy is deeply rooted in a well-defined plan with clear objectives. He frequently highlights the importance of knowing the “why” behind any strategic initiative, whether it’s for a digital marketing campaign or the growth of a digital agency. In his view, strategy without accountability, measurable outcomes, or a timeline is not truly a strategy but rather an incomplete plan that is unlikely to yield results.
Simmance categorizes strategies into three broad types:
A strategy that ticks all the right boxes: This includes having defined goals, accountability, measurable outcomes, and a clear timeline. Such strategies are more likely to lead to successful implementation.
A potential strategy that lacks follow-through: These strategies may appear comprehensive on paper but are not executed effectively. Simmance notes that many agencies fall into this category, where the strategy is developed but not acted upon.
Not a strategy at all: Some plans may lack key elements such as clear objectives or measurable outcomes, making them ineffective in achieving business goals.
For SEO professionals, this framework is particularly relevant. An SEO strategy must not only outline tactics such as keyword research, on-page optimization, and backlink building, but it must also define how success will be measured and who is responsible for executing each component. This aligns with Simmance’s emphasis on accountability and measurable outcomes.
Challenges in Scaling a Digital Agency
Simmance’s conversations with agency leaders such as Taras Vasylyshyn of Panem and Olivia Tapper and Thomas Phillips of DTC SEO Agency reveal the common challenges agencies face when scaling. These challenges include:
Rising operational costs: The cost of tools, salaries, and marketing has increased, which impacts the gross margins of digital agencies. As a result, agencies must be more strategic in how they allocate resources and manage client acquisition.
Client acquisition and retention: Acquiring new clients is becoming more expensive due to increased competition and the higher cost of sales. Simmance notes that losing one client and replacing it with another can be financially draining due to the high cost of acquiring new business.
Longer sign-off periods: Clients are taking longer to approve proposals, often due to budget constraints. This delay can complicate hiring and resource allocation for agencies, especially when trying to scale.
Partnerships and external support: Agencies are exploring external partnerships, such as those offered by Interim Digital, to scale efficiently without the need for full-time hires. This model allows agencies to access senior-level expertise on demand, which can be more cost-effective and flexible.
These insights highlight the need for a robust business strategy that addresses not only SEO performance but also the broader operational and financial challenges of running a digital agency. For U.S. agencies, understanding these challenges is essential for long-term growth and sustainability.
The Evolution of SEO Strategies
Simmance also touches on the evolving nature of SEO strategies, particularly in the context of digital PR (DPR). In his discussion with Harry Sanders, he acknowledges the similarities between modern DPR and traditional link-building tactics. However, he also notes that the institutional evolution of SEO has led to a more structured and specialized approach to DPR.
Harry Sanders points out that the UK has been more advanced in the development of DPR, with a strong media landscape that supports content-driven link-building. In contrast, the U.S. market is still catching up, with regional differences in how DPR is approached. This suggests that U.S. agencies may need to adapt their strategies to fit the local media environment and audience preferences.
Simmance also emphasizes the importance of a media machine that is “hungry for content,” noting that this creates opportunities for agencies to generate high-quality backlinks through strategic content creation. For U.S. SEO professionals, this means that content quality, relevance, and audience engagement are key factors in successful DPR campaigns.
The Importance of Expert-Led Content
In another episode featuring Rin Hamburgh of RH and Co., Simmance discusses the value of expert-led content in digital marketing. Hamburgh highlights that working with subject matter experts ensures that the content produced is not only informative but also authoritative. This is particularly relevant for SEO, where content quality and relevance are key ranking factors.
Simmance agrees, noting that while AI tools can assist in content creation, human expertise is still essential for ensuring that the content resonates with the target audience. This aligns with his emphasis on the importance of strategy and planning in SEO, where content must be aligned with business goals and audience needs.
For U.S. businesses, this means that SEO strategies should not only focus on technical aspects like site speed and mobile optimization but also on the quality and relevance of the content produced. Agencies that invest in expert-led content are more likely to see long-term success in their SEO efforts.
The Role of Cultural Fit in Agency Growth
Simmance also explores the importance of cultural fit in agency growth, particularly when working with external partners or hiring new team members. In his discussion with Jeff Russell and Charlie Whitworth, he notes that cultural alignment is a key factor in the success of agency partnerships. This is especially true in the digital marketing space, where collaboration and communication are essential for delivering results.
Cultural fit can impact everything from team dynamics to client satisfaction. Agencies that prioritize cultural alignment when hiring or forming partnerships are more likely to create a cohesive and productive work environment. This is particularly important for U.S. agencies, where diversity and inclusion are increasingly valued in the workplace.
Conclusion
Chris Simmance’s insights into SEO strategy and digital agency growth provide valuable guidance for U.S. SEO professionals and business owners. His emphasis on strategic planning, accountability, and measurable outcomes highlights the importance of a well-defined approach to SEO and agency management. Additionally, his discussions with industry leaders reveal the challenges and opportunities in scaling a digital agency, particularly in the U.S. market.
From the evolution of SEO strategies to the importance of expert-led content and cultural fit, Simmance’s perspectives offer actionable insights for agencies looking to improve their performance and achieve sustainable growth. For U.S. businesses, these insights underscore the need to adopt a strategic and data-driven approach to SEO and digital marketing.
As the digital landscape continues to evolve, agencies and businesses that embrace these principles will be better positioned to succeed in the competitive U.S. market.