Should I Use a Search Engine Marketing Agency?

Michael Knowles | 9 May, 2023 | 18 minute read | Blog, Digital Marketing, PPC, SEO

More than half of all marketing has gone digital. Over 2 trillion searches are processed through Google every year, and we’re talking big business – as of 2022, the global industry is worth a mighty $321 billion USD. Any enterprise looking to grow in 2023 and steal a march on their competitors needs to make a solid commitment to digital or risk falling by the wayside.

Forming a partnership with a search engine marketing agency offers the most effective means of staying relevant, so let’s take a closer look at these game changers and discover what search experts can do for your own company’s fortunes.

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What is SEM?

Search engine marketing (SEM) utilises search engine strategy across the likes of Google, Bing, and DuckDuckGo. Given that 68% of internet sessions begin with the use of a search engine, brands that have a good presence in the digital marketing world have a marked advantage over their competitors – it’s simply the best way of getting known and earning click-throughs. SEM includes both SEO – search engine optimisation – and PPC – pay-per-click.

What is SEO?

SEO – or search engine optimisation – is the organic wing of SEM. It’s geared towards gaining higher positions on search engine results in order to earn more traffic. 75% of people never scroll past the first page of search engines, so high placings are vital to any brand that wants to get noticed. SEO leads also have a 14.6% close rate compared to 1.5% for outbound tactics such as offline advertisements.

The world of SEO has grown into an industry all of its own. A whole suite of tactics is needed to perform in organic search, from having a good tech set-up that search engines can understand to offering useful content and an excellent link profile.

What is Organic and Paid Search?

Organic and paid search comprises the two biggest elements that a search engine marketing agency will focus on. As we’ve seen, organic search is often referred to as SEO. Paid search – or PPC – is a form of online advertising.

At the top of every page of search results, you’ll likely see a few listings with ‘Ad’ written next to them. This indicates that a brand has paid to be there. Site owners can compete for these positions by bidding on specific keywords or phrases, and any user clicks that follow come with a charge.

Organic and paid search engine marketing services complement each other very well. Costing 61% less than the likes of direct mail or cold calling, SEO is a tactic geared towards the long term, whereas PPC can deliver more instant results. PPC can also help to increase brand awareness by as much as 80%.

Is SEM and PPC the Same?

Some digital marketing companies use the terms ‘SEM’ and ‘PPC’ interchangeably, but in reality, PPC falls under the SEM umbrella. A SEM strategy should look at both SEO and PPC opportunities in-depth, paying particular attention to a specific brand’s needs, budget, and the challenges an industry brings with it.

Why Choose an SEM Agency Over an SEO Agency?

Put, a search engine marketing agency offers a two-pronged approach – both SEO and PPC. An SEO agency will, of course, offer SEO alone. Such an approach can work well for some enterprises, but it’ll be akin to playing cards with only half a pack.

Any company looking to make waves in digital marketing should choose the dual approach of SEM. The concept looks at opportunities across organic and paid, then forms a strategy based on the most likely areas of success.

How Can an SEM Agency Help to Build Your Business?

By looking at opportunities across the digital spectrum, a search engine marketing agency will gain a far better overview of your business and be able to measure every interaction a customer has with your brand. You’ll gain insights into precisely what’s working, failing, or can be improved.

It takes a granular approach to digital marketing if business goals are to be realised. Search engine marketing services should cover all bases, from organic and paid search to advertising through social media marketing, banners, and even YouTube. An enterprise looking to grow needs to maximise its presence across as many online platforms as possible.

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What Services Do SEM Agencies Offer?

Being such a broad church, different search engine marketing agencies will offer different services, depending on their age and expertise. With years of enterprise-level success behind us at ROAR, we’ve established our own offering to include a full suite of digital services:

• SEO management services

A must-have for any business looking to compete online, if you don’t invest in SEO management services, you can be sure your competitors will. SEO is a long-term vision aimed at identifying and targeting the people most likely to invest in your business.

• PPC

Paid-for strategies have the same intention as organic ones – that of increasing website traffic, click-throughs and, ultimately, sales. Expert PPC management services will be extensively researched, with tactics were chosen that deliver the best return for your money.

• Website Analytics Services

When performed correctly, website analytics help you understand your customers. You can learn where they come from, the devices they use, and how they interact with your website. Analytics can provide an in-depth look at the entire customer journey, show you what’s working, and the areas in need of a rethink. Knowing your customers is vital to business success, and analytics are key to achieving this.

• Content Creation and Optimisation

The notion that ‘content is king’ in digital marketing is still relevant, but simply whacking out regular, strategy-free content is unlikely to deliver the results you’re after. Carefully-researched content that’s accessible to both search engines and humans can help grow your brand by establishing it as an industry authority.

Well-written content will also last and have relevance to the users of the future. 67% of marketers have found the content to be a lead generator, and 63% believe it inspires customer loyalty. Our own content services include the patented SEO Bomb®, specially designed to increase rankings across multiple search terms, leaving brands with a major presence and an authoritative industry voice.

• Hubspot Management

HubSpot enables brands to bring their inbound marketing and customer relationship management (CRM) into a single platform. ROAR is a certified HubSpot Solutions Partner, so can set up the CRM to get the best return for brands and provide insights across your digital marketing efforts.

• Digital Marketing Consultancy

Unlike some search engine marketing agencies out there, we’ll never use a ‘one-size-fits-all’ approach. Our digital marketing consultancy is needs-led and conducted following an in-depth discussion of your brand’s goals and immediate needs.

• DIY SEO Platform

Enterprise-level businesses are made, not born. For that smaller businesses that are looking to scale up, our DIY SEO Platform is the perfect enabler. The software allows any company on a tight budget to enter the digital world and manage SEO under their own steam.

How Do I Prepare for a Marketing Agency Meeting?

Just as with any other facet of life – be it plumbers, car mechanics, or politicians – there are good ones and bad ones. The former can make all the difference between success and failure, whereas the bad ones will often talk the talk but be completely unable to walk the same path.

It’s important to shop around when you’re looking to hire the right search engine marketing agency and to do some preparation beforehand. We’ll take a look at this in detail below.

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How do I prepare for a marketing agency meeting?

You don’t need to be a digital marketing expert to hire the right agency, but a little knowledge can go a long way. A top search engine marketing agency will be only too happy to answer your questions, share their knowledge, and provide an example of what your working relationship will look like.

• Do your homework

Having a basic overview of the key terms and facets of a successful digital marketing strategy will mean that more time can be spent on the detail. There’s no need to become a specialist overnight, and a good agency will refrain from using overtly-technical terms or industry-speak.

• Discuss an agenda

Agree on an agenda with an agency prior to a meeting. Cover your own needs and ask for their ideas regarding the most vital points for discussion. Whilst this needn’t be set in stone, a loose agenda will help establish clear aims for the meeting and stop either side from going too far off-topic.

• Discuss intentions

Intentions should come from both sides of the meeting. Make it clear to agencies where your business goals lie. Then ask how a brand can use search engine marketing services to help you realise these goals.

What metrics will be of most use when analysing the success of any campaign? What will success look like?

• The working relationship

We’ve heard plenty of horror stories of brands hiring search engine marketing agencies only to never hear from them again.

Ask for examples of what a business-agency relationship will look like. Will you have a direct point of contact? How often will you receive reports? How long will the terms of your agreement last?

• Agree to a follow-up

Agree to a follow-up meeting to either confirm a deal, politely refuse the offer of service, or to discuss any further details that require clarification. Work to a set timescale and stick to it. The best business-agency relationships are partnerships, with the latter forming a part of your extended team.

What Questions Should I Ask an SEM Agency?

When it comes to discovering whether a search engine marketing agency is the real deal, it’s worth focusing on their past exploits. Some of the most impressive-sounding agencies might favour style over substance when it comes to presenting themselves, but those worth building a relationship with will be only too happy to focus on cold, hard evidence.

• Case studies

If the proof of the pudding is in the eating, then the proof of SEM is in the results. Ask an agency to show you case studies of successful projects they’ve conducted. They should be able to give you a clear indication of the difference they’ve made to certain brands and have the statistics to back it up.

• Realism

Beware of big promises, as even SEM specialists can’t predict the future. A good agency will be honest and realistic. They’ll focus on what’s possible and provide you with a map of how to get there.

• Experience

Experience isn’t everything – there are some hugely-talented SEM professionals out there who are fresh from higher education – but it does take time to understand enterprise-level businesses, the needs of various industries, and how digital marketing fits into all this.

• Software

We’re living in a data-led world, so working with the right software tools is a must-have. Good agencies will be experts in unravelling the potential of Google Analytics, as well as choosing the most up-to-date and accurate software to track the likes of keywords, research competitor sites, and look for market trends. What can an agency’s chosen platforms offer your company?

• Pricing

Some agencies will try to undercut their competitors by going low when it comes to price. Whilst this can be tempting for any business mindful of its budget, it may not be a realistic solution. Be wary of low pricing, and consider the number of working hours you’ll receive for such small fees.

To complicate things further, different SEM agencies will have their own pricing structures. Don’t be put off if an agency can’t give you a figure straight away. The best SEM campaigns are tailored to a specific business, and it’ll take time to work out an accurate pricing structure in relation to this.

What should I look for when hiring a SEM consultant?

A SEM consultant needs to have in-depth knowledge across the entire digital marketing spectrum and a lot more besides:

• SEM experience

A consultant should come with enterprise-level experience. They should also be able to translate the finer points of their working lives into everyday English.

• Organisational skills

Successful SEM may mean juggling several different campaigns at the same time. Keeping track of everything is a skill in itself. The decision to prioritise one particular tactic over another at a specific point in time can make a difference between success and failure. SEM is no place for the disorganised.

• Tech-savvy

SEM consultants need not be expert coders, but some knowledge of the likes of HTML and JavaScript is essential. They’ll also need to know their way around Google Analytics and any other software tools that can help deliver results for your company.

• Communication skills

SEO consultants sit at the centre of a campaign. They’ll need to be able to communicate effectively with a wide range of people, from business leaders and stakeholders to their own team, plus the customers they’re aiming to attract. The ability to communicate clearly and concisely is a must.

• Social media

With 61% of people using social media worldwide, it can become a valuable marketing tool for any business looking to grow. Social platforms also tend to have paid advertising options and so may form a part of a PPC campaign. SEM consultants need to know the strengths and weaknesses of all social media platforms and keep their eye out for changes in trends. Today’s Facebook could, after all, become tomorrow’s MySpace.

• A data-led approach

Data removes any doubt and opinion from the equation. If you’re meeting with various SEM consultants in an attempt to hire one, you’ll likely hear a bunch of very different thoughts on how best to maximise your site. Top consultants will use data to prove their worth – it’s much more reliable to trust statistics over instinct.

• Ability to speak the truth

No one can get everything right all the time. A great SEM consultant will never guarantee results, but they’ll use analysis to provide evidence of why a certain tactic offers the best chance of success. They’ll also set realistic timescales, and in cases where results haven’t gone as expected, they’ll be able to pinpoint any errors made and how things can be improved in future.

• Flexibility

New trends, competitor behaviour, and even weather conditions can all affect a digital marketing campaign. A flexible approach is essential when it comes to keeping a brand relevant. The best SEM consultants won’t be afraid of making changes mid-campaign.

• Questioning

By their very nature, SEM consultants should want to ask questions about your business and long-term intentions. They’ll be curious when trying to discover why a particular tactic has worked or failed. And they should come with a genuine drive to deliver for your business, acting as a team player and not just as an external consultant.

Red Flags to Watch for When Hiring a SEM Agency

Just as Little Red Riding Hood discovered to her cost, it can be easy for those with bad intentions to pull the wool over your eyes. Look out for the following signs when it comes to meeting with search engine marketing agencies, and be very wary should any of the following come up in conversation:

• Guaranteed results

Marketing isn’t a form of gambling, but it comes without guarantees. The best approach is to use data combined with experience to identify the strategies most likely to deliver success. Results are something no agency on Earth can guarantee.

• Hunches over data

Even opinions based on decades of experience can’t compare to data-led insights. Any search engine marketing agency that relies on its instinct over what the statistics say doesn’t have a proper command of all the facts involved.

• A blanket approach

SEM encompasses all forms of digital marketing, but a campaign will rarely need to utilise these all at once. Some enterprises will already have a great PPC set-up but be poor regarding SEO – another could be the exact opposite.

As a result, good SEM strategies need to be tailored to the business in question. If an agency offers all of its services as standard – even regarding those areas that you’re already excelling at – then limber up and get ready to run a mile.

• Cheap pricing

Effective search engine marketing services take time and money. Smaller fees may be tempting, but they’ll likely come with cut corners and a distinct lack of expertise. A great agency may charge a lot more than the cheapest quote you hear, but you should get clear value for money as a result, quantifiable by return on investment (ROI).

• Poor retention levels

Retention levels of both clients and employees can help demonstrate the kind of agency you’re talking to. If clients are leaving after just a few months, what’s going wrong with their working relationships? Likewise, if an agency has a revolving-door approach to hiring employees, why aren’t more workers keen to stay for the long term?

Do SEM Companies Really Work?

Good ones do! SEM companies can help an organisation grow its presence online, expand its customer base, and earn more sales. It’s an area that no company wanting to grow can afford to ignore.

64% of the world’s population uses the internet, and the digital world has expanded in line with the decline of the high street. All the signs suggest that the digital age has barely begun, and marketing in this arena will become even more important as time progresses. Firms that fail to invest in SEM will be giving their competitors a free ride.

How Much Does it Cost for SEM Services?

The age-old ‘how long is a piece of string?’ question is a tricky one to answer. If we must give figures, a monthly cost for search engine marketing services could sit anywhere from £1,000 to £50,000 and even beyond. But budgets do not need to be set in stone, and pricing agreements should be renegotiated at the end of every major campaign.

Although every business leader needs to keep track of expenditure, it’s a good idea to focus first on creating the right strategy and quantifying this through cost, as opposed to letting price dictate strategy.

Is Investing in SEM Worth it and How?

Consider the following:

• How useful would it be to identify the customers most likely to buy from you?
• What would a bigger search engine presence than your competitors do for your enterprise?
• How useful would it be to target your customers with tailored ads through social media, Amazon, and even YouTube?
• What would higher sales do for your business?
• Imagine the difference that being an industry authority will make to your brand.

SEM is worth it for these reasons and many more. A failure to commit to digital marketing is akin to having a high street shop with the front door and windows all bricked up.

The Future of Search Engine Marketing

We pride ourselves on our transparent, data-led business model, so we’re not going to lie – we don’t have a crystal ball that can give us a 100% accurate glimpse of the future. All that said, there are certain trends we’ve seen grow in recent years, and on present evidence, the future would appear to be all about data, tech, and personalisation.

Dedicated digital marketing software is likely to improve, giving us even greater insights into business performance and customer behaviour. We’ll also likely see a greater reliance on AI as search engine marketing agencies seek to deliver even faster results for clients. We’re also hoping to be able to use software to make even more reliable predictions for brands based on past and present statistical evidence.

Further shifts towards personalisation are also likely. The digital revolution has opened up global markets and made it easy for any individual to see the bigger picture. Appealing to customers and keeping them loyal will take an even greater effort in future, as anyone can see if a better deal can be gained elsewhere. Matching business offerings to specific user needs will become more important than ever.

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For a maximised digital strategy through organic and paid search, please speak to our team of award-winning search engine marketing specialists today or book a free exploratory call.