Building Custom Deliverables for SEO Agency
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- Building Custom Deliverables for SEO Agency
David Krevitt
Lover of laziness, connoisseur of lean-back capitalism. Potentially the #1 user of Google Sheets in the world.
WEBRIS is an SEO agency founded by Ryan Stewart in 2015. When we began working together, they had team of 10 in Miami and 12 people scattered across the world.
The Problem
WEBRIS was growing month over month and year over year, by Ryan knew they had to land larger, enterprise SEO contracts to get the business to the next level.
“Competing for enterprise contracts is competitive, you need a unique position to get invited to bid. I knew we had to create something proprietary to break through”
— Ryan Stewart
Figuring out unique market positioning is a big ask, but the CIFL team was up for it.
The Solution
Ryan’s initial thought was to build auditing software that would be used for only for clients. But that route was too slow, too expensive and too risky.
Instead, we decided to take another look at their core deliverables and look for ways to improve them using data and automation.
1. Keyword research on steroids
- They were spending too much time “tagging” keywords by “intent”, so we wrote an App Script to automate it
- We added more data to their keyword research deliverable by pulling in link Ahrefs and SERP data from SEMrush
- Created “opportunity” scores that helped inform the client which keywords were optimal to target
2. On page optimization automated checklist
- Their on page optimization process began with an audit that required an analyst to review
- Using API data from Google Analytics, Search Console and DeepCrawl we automated 95% of the on page audit
3. Automated Google Analytics audit
- A lot of their clients had issues with how their Google Analytics, Tag Manager and Search Console accounts were setup which drastically slowed down progress on campaigns
- The team was wasting time auditing these issues instead of performing SEO tasks
- Using the API data from Google Analytics we built an automated audit that identified account errors with a few clicks
The Results
By doing less, the WEBRIS team was able to produce more.
- 3x productivity from staff members
- 1.5x revenue increase in agency billables
- 2.4x increase in average client retainer size (over 12 months)
Most importantly, the staff’s morale improved. They were no longer burdened with mindless work and could focus on high impact items that they enjoyed and the clients appreciated.
As a side note, Ryan sold WEBRIS in late 2018 mainly because of the systems and deliverables we built together.
Listen in on a conversation I had with Ryan about the work we did together.
