4 SEO Tips For Agencies And Their Clients

About the show:

The Agency Spark Podcast, hosted by Sara Nay, is a collection of short-form interviews from thought leaders in the marketing consultancy and agency space. Each episode focuses on a single topic with actionable insights you can apply today.

About this episode:

In this episode of the Agency Spark Podcast, Sara talks with Ryan Morgan on 4 SEO tips for agencies and their clients.

Ryan Morgan is a 15+ year digital marketing expert with a focus on SEO. He has led organizational and agency digital teams and has a history of driving growth for organizations using SEO. Ryan currently operates The SEO Cohort, a contemporary SEO training program, and a digital consultancy called swell. Ryan was formerly the Director, Brand + Digital Strategy at ignite, and the Vice President, Digital Marketing at Aztek, two leading agencies for digital marketing. Prior to his agency experience, Ryan spent 10 years on the organizational side focusing on digital marketing, SEO, content marketing, and digital advertising.

The 4 SEO tips discussed:

  1. Page experience
  2. Existing content
  3. Schema
  4. Extending content

More from Ryan Morgan:


Sara Nay: This episode of the agency, spark podcast is brought to you by aged a privacy policy generator. Any website collecting as little as an email address on a contact form should not only have a privacy policy, but also have a strategy to keep it up to date. When laws change, learn more@ducttape.me slash term again,

Sara Nay: Welcome to the agency spark podcast. This is your host, Sarah Nay, and I have challenged my guests to focus down on one of their most important topics. So you can walk away with key ideas to actually take action on today. I have Ryan Morgan who is currently operates the SEO cohort, a contemporary SEO training program, and a digital consultancy called swell. He has over 15 years of experience in digital marketing with a focus on SEO. So welcome to the show, Ryan.

Ryan Morgan: Hey Sarah. Great to be here.

Sara Nay: Hi, I'm excited. You're here. And I'm excited to learn from you today. I know the topic that we are gonna dive into is what are the four actionable SEO tips that an agency should be focused on today? So Ryan, the show is

Ryan Morgan: Yours. Thanks. Yeah. So I've spent a lot of time in the agency environment over the past couple of years, and really thinking about the actionable kind of SEO tips that agencies can implement both for themselves and for their clients. There's kind of four that I honed in on. So the first is really focusing on page experience. You'll see there's a lot out there from Google and other search engines really prioritizing the experience that users have. You'll see this in the form of things like what Google calls, core web vitals, which are things like how fast the page, page loads and how long it takes users to interact with the page. But when you think about page experience, make sure that you're constantly thinking about a mobile first environment. So making sure that design and layout is always mobile friendly tap targets are big enough so that people can use them on mobile devices. Fonts are big enough that they're legible. There's some great tools to dive into this Google search console and page speeded insights are both tools from Google. They're both free and they will both allow you to get really good indicators of opportunities within this space.

Sara Nay: Yeah, I think that one's, to me is an important for a couple different reasons, obviously from an SEO standpoint, it's important to Google identifies that as really important, but also from a user experience, like it's nothing more frustrating than getting out your cell phone and someone's website or their website's not optimized for mobile. That's a very frustrating user experience. So that way you're taking care of not only SEO, but your clients as well. Ultimately.

Ryan Morgan: Yeah, you're absolutely right. It's a win-win opportunity because not only are you improving your SEO opportunities, but you're proving the user experience as well. So the second one that I think about is thinking about how we, we look at content strategy and not forgetting about the existing content that we have on our site. So as marketers, uh, myself included, we always get excited about developing content strategy and creating new content in the form of PA, uh, blog posts and pages and podcasts and all kinds of things. But most of the time we have a lot of great SEO opportunities, right under our nose existing on the site. And this is the process that I would encourage people able to think about. First of all, find content that is already ranking for one or a couple quality keywords on your site. You very likely have some of these or this could be your client site as well.

Ryan Morgan: And think about updating that content to be more recent, to be more robust, think about the common user questions that they may have around that topic, answer those questions in the content, go through and optimize all the things, right? Meta title description, header, tags, images, try and build some internal links, try and get some in external links. And this is often a less sexy opportunity because it's, oh, we already wrote this content. We don't really wanna revisit it. But the reality is that it's already indexed in search engines. It's likely already ranking for a few things. So you have a head start in terms of optimization for existing content.

Sara Nay: Absolutely. I couldn't agree more. It is very easy to get distracted with new exciting things. How, how often would you recommend then someone goes back to their existing content and looks at updating it. So is it like it's a year process couple times a year? Like how long should they often, should they look back?

Ryan Morgan: Yeah, I think everyone's gonna have their own best practices. I like a year cadence and every year I like to do an audit of existing content and think about what do I want to keep? Is there content that I want to combine because I have two pieces of content that are similar and I can make them into one really good piece of content. Is there content that I wanna update? For example, something that was relevant in 2019, how do I update that for 20, 22? And then is there content that I wanna delete because it's no longer relevant or no longer applicable? So I like to go through that process at least once a year.

Sara Nay: Awesome. Thanks. Let's go into tip number three.

Ryan Morgan: All right. Tip number three is to think about using schema to give Google a better understanding of your page content. So schema has been out for a number of years and for those who aren't familiar with this schema is really just a set of tags or micro data that you can add to the HTML of your site to improve the way that search engines read and represent your page in search results. So if you've noticed in Google, when you search for something, it's no longer the traditional 10 links with descriptions underneath you get all kinds of different things, you get questions and answers, you get events, recipes, shopping, all these different things. And much of that is thanks to schema and metadata. So here's what I would do. Many content management systems, WordPress, which I'm assuming a lot of our agencies out there are using have great schema plugins that you can add that allow you to add in this kind of micro data or metadata without ever touching a line of code, which I think is really, really ideal for a lot of organizations and agencies.

Ryan Morgan: Some great examples of schema that you can use just to give you, you know, some real examples. If you have FAQ pages, schema has, uh, a whole markup for FAQ. If you have how to pages, if you have events, if you, you can take the, a section of your site and put a it into the organization, schema markup, if you have people like a meet the team section, for example, if you have location based information, maybe you're a local business or you have multiple locations and products, especially all, these are great examples of how to, you know, things that you can implement schema with. And there's a couple great tools that I reckon men. I alway I already recommended looking at your content management system to see if there are plugins that exist. WordPress has numerous schema plugins that you can look into, but Google also has a tool called the structured data markup helper. That will actually let you tell Google here is what on my page is specific types of inform. So again, FAQ event product, et cetera. And again, without touching a line of code, you can use that structured data markup helper to do this all for free, with a free tool and give Google that extra amount of information.

Sara Nay: Awesome. Very helpful. I love hearing the examples and then also tool recommendations. So thanks for sharing. Let's do number

Ryan Morgan: Four. All right. So four, again, going back to the, kind of the intersection of content and SEO is think about opportunities to extend content. So again, as marketers, we always get excited about the next, the new thing, but we also know that it takes a lot of work to put together a piece of content, whether it's a blog post or a podcast or a guide. And I would encourage individuals to take advantage of the opportunities to repurpose each of those pieces of content for maximum SEO value. So think about the example of a blog post. Once you publish it, it's out there. Most of the time, what we do as marketers is we, we just let it sit there. And we already talked about the relevance of going back and actually updating it. Also, you can take that blog post, take snippets out or link to it from other blog posts on your site.

Ryan Morgan: You start to create this kind of semantic web of content that all is connected to each other that has value in SEO. You can craft snippets for social media, and that will allow you to drive traffic back to your site from other forms. And if it's good content, oftentimes people will share it. They'll like it. That's gonna send valuable social signals back to the site as well. So repurposing that kind of content is valuable. If you think about a podcast, which is really relevant, we're on a podcast right now, thinking about trans transcribing that podcast, adding it to the site so that you have all, all of that context in, in actual written content, again, taking snippets, putting it into social media, and especially when you have guests and making sure that you're encouraging them to provide back links to the site or to the page that kind of cross promotion and extension of content can be really valuable and can have a, a ton of SEO value as well. Yeah,

Sara Nay: It's huge. We work with a lot of clients, especially in the small business space where the business owners, maybe a, an authority on a topic, they don't really have time to sit down and write content. So we get them to, okay, record a podcast or record a video, just record yourself talking. And then we'll repurpose that content and turn it into blog post, turn it in ebook, turn it into social media updates, the emails there's a lot you can do with that. So I love that tip as well.

Ryan Morgan: Yeah, absolutely.

Sara Nay: Awesome. Ryan, thank you for sharing. Just to summarize your four main tips were page experience, existing content schema, and extending in content. So really great tips. I absolutely agree with all of 'em. If people wanna connect with you online and learn even more, where can they find you?

Ryan Morgan: Yeah, so I have a digital marketing consultancy that you can find at swell DG, tl.com. I also run an SEO training program called the SEO cohort. You can find that@theseocohort.com. Awesome.

Sara Nay: Thanks for being here, Ryan. And thank you all for listening to the agency spark podcast. We'll see you next day.


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