X

Selecting the best SEO content agency for your business

Find the best SEO content agency partner

An SEO content agency should work as a partner, using their copywriting skills, technical SEO knowledge and scale to supercharge your search engine performance. That’s what we do at 42group, but we know it’s not how others work.

Let’s say you’re a fast-growing business that wants to improve SEO to drive growth and are searching for an SEO blog writing agency. (Hello!) Do you know how to find, engage and collaborate with an SEO copywriter?

If the answer is no, then don’t worry; you’re in the right place. At 42group, we’ve been creating SEO content at scale for over a decade, so we know what works and what doesn’t. This SEO content agency guide will help you understand what to look for in a copywriting and content partner. We’ll explore why you need an expert SEO writing agency, how to identify one and how to establish a great relationship. We’ll also look at some red flags you need to be able to spot and the dangers of using AI.

Section 1: What is an SEO content agency?

An SEO content agency (like 42group) works with partners to create content with the primary purpose of improving a clients’ search engine ranking.

In most cases, SEO content is a synonym for blogs, articles, news stories, insights, or whatever else you might want to call it.

We work in clients in two ways: as an SEO writing agency or as a strategic SEO content partner. Here’s what each of those two approaches involves:

Option #1: SEO writing agency

We provide outsourced SEO content support for our clients. They’ll come to us with a requirement, whether that’s a single blog or a series. (This can vary from a handful of pieces to 50 or even 100 in some cases). Our job is to take pre-written briefs, keywords and other information (on products, services, solutions, etc.) and write the content. The client benefits from expertly written content that’s well-researched, referenced, structured and focused. Clients that work with us in this way are sophisticated, with an existing SEO strategy and well-defined content requirements. Typically, this is an established business (in any sector) or an agency that wants to outsource to a partner they can trust (42group, obviously).

Option #2: Strategic content partner

Some clients ask us to manage the entire process of keyword identification, content planning, content creation, optimisation and (if required) posting and publication. We can also support with content KPI measurement and analytics. Clients who work with us in this way approach us with an idea of what they want to achieve (improve SERPS, overtake a competitor or – the classic – get to the top of page 1 in Google) and we make it happen. This is a much more involved (and expensive) process, but it’s likely to get you better results. Businesses here can operate in any service or sector. We also work with agencies in this way, too.

What type of client are you?

At this stage, you may not know what your requirements are – and that’s fine. At 42group, we work collaboratively with you to create a project plan, scope requirements and identify a suitable solution that finds the perfect balance between cost and outcome. That’s the plan, anyway.

Why invest in SEO?

We could insert a load of stats here, but if you’re on this page you not only understand the power of SEO and respect its importance, you can also recognise its success in boosting your business.

Even with recent developments in search (including voice search and the rise of AI), SEO remains vital to the success of any business – and content is arguably the most cost-effective way of establishing a sustainable advantage.

What does sustainability have to do with it? Any fool can (and does) use PPC ads to get to the top of Google, but in competitive areas, costs can rapidly spiral out of control and returns can diminish. Plus, when you turn off the money tap, you’re nowhere.

SEO content is a way to organically improve your search engine ranking and, crucially, keep it there. Yes, things can – and do – change in the ranking world, but a steady flow of high-quality content will ensure your website remains in a prominent position.

When it comes to digital marketing, SEO is a fundamental investment. And it could turn out to be the best one you make. But only if you find an agency partner that you can trust to deliver.

Section 2: Benefits of Hiring an SEO Content Agency

Everyone can write, but few people are writers.

What do we mean by this?

When you read a good piece of content or copy, you feel relaxed knowing that the writer is in control. They’ll walk you through everything logically, explaining key terms and providing a few insights along the way. They’ll use common concepts to explain complex things. They’ll take you on a journey and, if they want to, will play with your emotions, making you smile before getting serious. By the end, you’ll feel more informed and aware than you did when you started. The content (whatever it is) will be so good you’ll want to share it – and you will.

This is what a content agency should be doing for you. The ability to create confident content that connects with your audience is vital to establishing your authority.

Here are some of the other benefits of working with an SEO content agency partner.

  • Expertise and experience: Content agencies should bring serious expertise and specialised knowledge to every project. It’s unlikely your agency will be as knowledgeable as you (you’re the experts, after all), but they should have case studies, testimonials and existing content examples to demonstrate the quality of their work and the impact it can have. When engaging with an agency, learn about the impact they can have and the value they bring.
  • Time and resource savings: We all know that outsourcing can free up internal resources and this is a major attraction of working with an SEO content partner. Agencies can work alongside your marketing team, freeing them up from the need to create content and enabling them to focus on the areas where they can add the most value.
  • Scalability: Agencies are a flexible resource that can scale up or down based on the needs of clients. At 42group, we can step in and start working very quickly, generating SEO content at scale in a matter of weeks. Once your project has been completed or you’ve achieved the results you want, we can step back, enabling you to focus on areas other than SEO.
  • Quality and impact: Content agencies should (but they don’t always) deliver high-quality content you couldn’t create in-house. The impact of quality content can be a rapid boost to your rankings, in excess of what you could expect from a non-expert, in-house resource. This isn’t guaranteed (and you should ignore any agency that makes promises), but we know it works.

These are some of the benefits of an agency partner. Only you will know what the main drivers are for searching for an SEO content agency partner, but when you do, it’s time to find one. Here, Google can be your friend – but also a foe. How can you select the right SEO content agency partner? Let’s show you how to kickstart your relationship positively and professionally.

Section 3: How to choose the right SEO content agency

When clients approach us, we’re always excited about a new opportunity, but we need to know there will be a good fit between us and them. This means understanding their goals and objectives, defining the work plan and drawing up an agreement before getting down to work.

Here are 5 things you should do to help you choose the right SEO content agency partner:

  1. Define your goals: Do you know what you want to achieve with SEO content? We all want to be number 1 on Google, but you need to have more than that. The best client relationships are built on realistic and achievable goals, aims and aspirations. Before approaching an SEO partner, take the time to sketch out a brief before searching online (or asking for recommendations). You can create a project brief, or simply list out what you want your content partner to do. Include timescales, deliverables and budget before going to market. This process will help you identify what’s most important which can help you in the process of searching for an SEO content partner.
  2. Research and reviews: Validation is vital. We suggest you look for an SEO with a powerful portfolio of work, case studies, client testimonials and content examples. Start with the agency website but take the time to reach out personally with an email or (yes, even in 2024) a phone call. Establishing a human connection with a content partner is important. Knowing you’re speaking to a real person can give you greater confidence and accountability, which is important in an age of AI content generation. Reviews and testimonials – especially if you can identify and connect with the person – are powerful.
  3. Ask the right questions: Of course you’re going to want SEO content, but the more information you can provide to agencies, the better. We recommend all clients take the time to explore your requirements and provide a list of questions to ask all potential agencies. You may want written replies or use this as part of an in-person qualification process. However you choose to do this, asking the right questions will help you to rapidly narrow down your agency shortlist.
  4. Evaluate their process: SEO content is all about outputs, but to get there, you’ll want to know that your content agency partner has a strong strategy, methodology, and processes. The easiest way to find out? Ask your agency partner to talk you through their approach to content creation, optimisation, management, delivery and analysis.
  5. Assess cost v value: Do you know the difference between cost and value? In some cases, we’ll lose a job to a competitor over price. When we compare our bids (and the outputs generated), it quickly becomes clear that the price is at the cost of high-quality content. Yes, you’ll want to get value for money (that’s a given) but consider that with content, like all aspects of digital marketing, you get what you pay for. This leads us neatly on to the next section…

Section 4: Five content agency red flags to watch out for

SEO content creation, like many aspects of digital marketing, is an area where organisations can seek to gain an advantage by using shortcuts. In the beginning, this can keep prices low but it can massively damage your business, reputation and search engine ranking position.

We’re not going to name names or call out our competitors, but here are 5 SEO content agency red flags you need to watch out for:

  1. Guarantees of instant results: It’s unrealistic to expect SEO content to have an immediate impact. In our experience, it can take months (3-6) to see a measurable impact on your ranking. That’s not to say that it’s impossible for SEO content to work faster than that, it absolutely can, but no agency can (if they’re being honest) guarantee it. If they do, it’s a red flag and you shouldn’t trust the agency.
  2. Lack of transparency: Who is writing your content? Is it the person on the end of the phone or responding to the email? Or are they outsourcing it? Now, outsourcing isn’t fundamentally bad, but it should be done with the full knowledge of the client where necessary. Some agencies will outsource to cheap content providers through Fiverr or content mills that earn their cash churning out crap. If the agency can’t give you the name of the person who’s creating content and provide an introduction, it’s another red flag.
  3. Cheap prices: You get what you pay for and low costs almost always mean low-quality work. Variation in prices is normal and some agencies will be cheaper than others, but you can only cut things so far. Low cost content quotes either mean writers aren’t being paid (bad), content is being outsourced (bad) or written by AI (double bad). There are no freebies in this world. If you’re serious about sustainable SEO success, then you’ll need to pay for it – and you should be proud for doing so.
  4. Black-hat practices: Some companies will try to sell you unethical SEO techniques like link buying, copying from competitors of using AI. If they do, then move on.
  5. Smells like AI: Can you tell AI content? We reckon you can. If an agency is sending you content that seems like it’s written by AI or lacks that often intangible element that only a human can bring to content, then it’s another red flag and you need to be wary of it.

Section 5: Can I use AI to write SEO content?

Every agency, business, small company and massive corporation is exploring how they can use AI to boost SEO content. It’s cheap, free and fantastically effective (if you believe the self-appointed experts, AI prompt engineers and snake oil salespeople). The problem is, that none of this is true.

Yes, Google has the power to detect AI content (and so does your audience). While the corporation doesn’t currently penalise SEO content, it could at any time. In the end, why wouldn’t it?

AI content devalues content that’s written by real people. It doesn’t add value to either users or search engines. In fact, it actively destroys it.

Yes, there are benefits to using AI for some elements of SEO content creation. It can help identify keywords, create briefs and outlines, reference content, update formatting and so on. (We don’t use it, but that doesn’t mean you shouldn’t.)

But creating SEO content? Not for the foreseeable future.

Select the best SEO content agency

In most of these types of articles, you’ll see a list of content agencies you can work with. In the end, we’re confident that 42group is a suitable agency partner for you and your business and to power your growth. Why? Because we do all the good things in this article and none of the bad things.

Joking aside, we’re an SEO content agency with almost two decades of experience creating content for audiences and algorithms. We’re all about adding value through high-quality content that always hits the mark.

Want to work with a specialist SEO content agency? Get in touch today and we’ll be in touch within an hour with a way forward for you and your project.

Contact and SEO content expert

Contact 42group


Want to connect with your customers?

Get in touch!