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4 Secrets Your SEO Agency Doesn’t Want You To Know

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4 Secrets Your SEO Agency Doesn’t Want You To Know

I’ve spent all 23 years of my advertising career in agencies.

I’ve never had an “in-house” SEO job.

I think working in an advertising agency – particularly in an agency that is great at search – is the best job in the world.

I’ve worked with clients of all types and sizes, all over the world – including Fortune 10 companies as well as one-man businesses looking for leads.

Believe it or not, even with all that experience, I’m still constantly surprised by new scenarios in the agency/client relationship.

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That being said, there are things most folks who haven’t spent time in an agency wouldn’t think about in the day-to-day that goes on between agency and client.

I’m about to shed light on a few of those things.

Being A Punching Bag Is Part Of The Job

Television shows like Mad Men have made the advertising industry seem glamorous.

The image of the shiny, modern glass building on Madison Avenue has lured many young hopefuls into learning about account management, traffic, media buying, and even search.

But there is a dark side to the agency world.

I answered client questions on my honeymoon.

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I’ve been fired for the results of campaigns that I never even touched.

When my phone rings, no matter where I am I look at the caller ID – and if it’s a client I won’t ever relax until I call them back.

If you work in an agency, your time ceases to be your own.

The proverbial “bovine waste” tends to roll downhill when you work at an agency, and unfortunately, you’re at the bottom of the hill.

I’ve been told that life in an agency isn’t for the old and weak.

I may be approaching the former, but I’m still far from the latter.

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The biggest mistake I see clients make with an agency is coming in the door with a big bluster and immediately ordering agency personnel around.

It’s typically not quite at forward as the stereotype of the yelling client.

It’s more subtle, with lots of passive-aggressive tones and mentions of how the last agency was fired.

But don’t be fooled – the agency personnel is judging you in the first meeting as much as you are judging them – and later in the column, we’ll talk about why that’s important.

Nice Clients Finish First

Anyone who has ever been in the agency when assignments are made will attest to the “underground lobbying” that goes into what team gets a particular client.

Clients that are interesting will be very popular with agency staff at first – at least until the people involved in the account truly reveal themselves.

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Once a client is established in the agency, trust me, the account people know which clients are great to work with, and which ones might bite their heads off for taking a 30-minute lunch break instead of eating a sad sandwich at your desk.

Trust me, you want account personnel who want to work on your account.

If you are nice, you will have the best account people lobbying to work on your account.

This is a really big deal if you work with a larger agency.

Larger agencies are great and have some of the best people, but they also have some of the worst account people.

The team you work with can be directly related to how well you treat the staff you initially interact with.

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I’m not saying you can’t hold your agency accountable – in fact, quite the opposite.

Your agency wants you to tell them how they are doing in your eyes – trust me, it’s not always obvious.

Over the years, I’ve been fired from an agency more times than I can count when I didn’t see the problem coming because the client never told me about it.

No, accountability is rarely ever the problem.

Communicate and be nice.

You’ll be surprised how much those two things will affect your results.

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Squeaky Wheel Gets The Work

We’ve already established that nice clients tend to get better work than clients who are mean.

But being nice doesn’t mean being quiet.

Even when working with an agency that employs rigid discipline and defined processes, a silent client can be forgotten.

Every week I go through each client with my team.

The first thing I look at is if a client’s hours are all being used efficiently.

Even though our firm has more than 15 years of established processes and practices, I still see times when quiet clients don’t get all the time they deserve.

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It’s not because the work was done – the work is never done.

It’s not because they weren’t nice – right now all of my clients are nice!

It’s because these clients didn’t want a regular check-in call.

It’s because these clients never give feedback on their reports.

We assume, in many cases correctly, that a quiet client is a happy client.

But we’d rather have a client that gives us feedback.

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And yes, clients that communicate get better service.

Especially when they are nice.

Clients Typically Judge The Wrong Results

I get concerned when an inexperienced client starts digging through analytics.

It can be quite stressful and comical at the same time.

I encourage this behavior at the beginning of an engagement before we’ve done work.

That way, when the client becomes livid about results they don’t truly understand, they are mad at their last agency, not me.

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Just kidding – kind of.

I will say that an educated client is typically better than an uneducated one.

But even educated clients tend to fixate on the wrong things.

I’m not saying we in the agency world are perfect.

Far from it.

But we do have the privilege of seeing how a lot of websites work.

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We get to see the good, the bad, and the ugly (if I could only unsee some of the sites I’ve seen).

When you judge months of SEO work by the fluctuating rankings of one keyword – even if it’s an important keyword – show me that you don’t get what we’re trying to do.

And I can guarantee you that if you are a client of mine, intellectually you know that chasing single keyword rankings is a waste of time in most cases.

But even though my clients know this, I see the excitement in their eyes when that keyword jumps in the rankings and I know I’m more likely to get fired when the keyword drops.

Even if traffic from search has skyrocketed and resulted in an unbelievable return on investment.

Frankly, as an agency what we want to be judged on is how well we help you achieve goals that we set throughout our relationship.

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If you aren’t setting goals with your agency, you will never truly know if they are doing a good job.

So set the goals and let the agency do the work.

If the agency is as good as you thought they were when you hired them, you’ll reach your goals.

If they aren’t, be nice but find a new agency.

At the end of the day, it is about which agency you work with best.

And as long as you reach those goals, the relationships can look very different from client to client.

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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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Featured Image:Ismael Juan/Shutterstock

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