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What are organization models for SEO/SEM agency?

Nov 09, 2011 - Posted by maciek- in Consulting Tips & Trends, Entrepreneurship, and Management / Culture | 2 Responses | 818 Views
  • We have been running an interactive agency offering different technology related services, but mostly creating web applications, including webshops, websites and portals. From time to time, we were doing some minor SEO jobs, but in the recent months we are getting more and more clients interested in SEO/SEM related services. Therefore, we considering building a new department in the agency or even launching a separate brand. 

    That said, the question is, what organization models could you recommend?

    As an interactive agency we have accounts/project managers who work with clients and lead projects and get have their wages calculated on the basis how much their projects made for the agency. Does this model work in SEO world as well? Do you distinguish between an account and SEO consultant? 


2 Responses

  • D
    • My last job was running the "managed services" division of a small agency that mostly did website design and database marketing. As to how to organize things: it's a tough question.

      Key point: SEO clients can become design clients. And design clients can become SEO clients. What you have to avoid doing is making one service a "deal sweetener" for the other i.e. given away too cheaply in order to close the deal at any cost.Sometimes clients just want to dip their toes in the SEO/SEM waters without making a big financial commitment...because hey, I just spent a bunch of money of design! Yet there is little prospect of showing good SEO/SEM results without a big upfront commitment. The answer is to do an overall assessment and try for a realistic combined package from the outset.

      None of which directly addresses your compensation issue. The real issue is: "Who owns the client? And who is entitled to credit for which part of the services?"  Sometimes double credit to both managers is the only answer. In other words: individual compensation plans may differ, but each manager gets 100% credit for each dollar brought in. 


    • Reply
    • M
      • Thank's for the reply Daniel, but I am actually looking for a more specific answer. I know that there are many models out there and they have their pros and cons. I am leaning forward to having an account responsible for contacts with clients and all other managers (websites building, seo, content creation...) take part when a client needs services offered by their departments. 

        However, I know that many agencies use a different model, where SEO consultants deal directly with clients. 

        I can imagine what advantages of this model might be, but I am hoping to someone speak of experience. What problems did you guys encounter with different models? Why you end up with what you have right now? 

        One of my major concerns is to whom leave making a price quote. If I have an account talking to a client, he probably should have a say about the price, however, this is a project manager (in this case, an SEO) who can assess what's the real cost on the project. 

      • Reply
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