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Why Search Engine Marketing Firms Shouldn't Specialize

Over the past several years, there has been an expansion of viable approaches to SEM. Some of the options that are available today have emerged as new trends have overtaken the online populace. For example, social media marketing wasn't considered a factor before the launch of MySpace, Digg, YouTube, and similar properties. Today, it is a priority. On the other hand, many of the disciplines in which search engine marketing firms have become proficient are the result of a deeper understanding of complex algorithms. As the complexity of those algorithms increase, so too must the breadth of tools at the disposal of every search engine expert expand.

In short, the SEM industry has moved from focusing upon a few proven strategies to developing an aptitude for a growing list of them. This has caused search engine marketing firms to follow divergent paths. Some specialize; rather than building a proficiency in multiple disciplines, they focus upon one or two. Other agencies develop expertise in a wider set of tools, offering clients a fully-integrated SEM option.

Below, I'll make the case for the latter path. We'll explore how segmentation of SEM disciplines not only impedes the success of search engine marketing firms, but also encumbers their clients' results.

Full Integration of Multiple Disciplines

First, it's important that we identify the areas in which an SEM agency adds value. Traditional services such as link acquisition and on-page optimization will likely always have a place in their repertoire. But, as algorithms become more complex, the priority of other skills increases.

For example, an effective SEO campaign must be supported by an elegant design, compelling content, authoritative inbound links, and even optimization of various content management systems. A successful PPC campaign requires persuasive copywriting, careful bid management, and landing pages that maximize conversions. Keyword research and the development of authoritative properties are also important to an overall SEM strategy. Each skill contributes to the whole. Specializing in one or two areas limits clients' success.

Splitting Tasks Reduces Efficiency

Even when large search engine marketing firms handle the various disciplines in-house, there can still be an inefficient segmentation of those disciplines. For example, there may be separate teams that are tasked with SEO, PPC, and social media campaigns. On the surface, such specialization might appear fine, even appropriate. But, upon closer inspection, the rifts that exist between the teams become more apparent. Limited budgets, in-house rivalries, and a general lack of familiarity with other teams' contributions can have a negative impact on an SEM campaign's overall return on investment.

Search engine marketing firms should offer clients a fully-integrated strategy that includes SEO, PPC, and social media efforts. But, they should do so as a cohesive unit. Not only does this foster valuable familiarity of disparate skills among team members, but it also improves the communication process. In effect, bringing together the factions increases their cumulative efficiency, which delivers a better ROI to clients.

Under One Roof

Ultimately, clients are interested in results. Those might be measured by ROI, branding efforts, conversions, or several other barometers. It is no longer enough that search engine marketing firms improve clients' organic rankings for targeted keywords. Nor is maintaining a given level of PPC traffic sufficient. As their options continue to expand, clients are becoming increasingly open to new strategies. Design and usability, copy that drives conversions, authoritative link acquisition, social media exposure, and integration of analytics are critical pieces of an SEM strategy.

The search marketing agency that offers clients a complete menu of services that incorporate a range of disciplines can deliver better results than a specialized firm. That may well be the future of an industry that increases in complexity each year.



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