{"id":181,"date":"2024-10-19T17:00:15","date_gmt":"2024-10-19T17:00:15","guid":{"rendered":"https:\/\/freeoseocheck.com\/blog\/choosing-the-right-marketing-agency-structure-for-local-seo-client-success\/"},"modified":"2024-10-19T17:00:15","modified_gmt":"2024-10-19T17:00:15","slug":"choosing-the-right-marketing-agency-structure-for-local-seo-client-success","status":"publish","type":"post","link":"https:\/\/freeoseocheck.com\/blog\/choosing-the-right-marketing-agency-structure-for-local-seo-client-success\/","title":{"rendered":"Choosing the Right Marketing Agency Structure for Local SEO Client Success"},"content":{"rendered":"
\n

This article is from our\u00a0Agency Growth Handbook<\/a>\u2014a collection of guides created to help local SEO agencies grow and succeed. It is chapter three of \u2018Part Two: Processes and Workflows<\/a>\u2019.<\/p>\n<\/div>\n

Building a successful SEO agency requires a laundry list of moving parts to come together. You need a skilled, knowledgeable, and engaged team with a variety of skillsets. For starters, you need negotiation and networking skills to bring on new clients and then ensure they stick around. Then you need teams who are capable of actually doing the work, whether that\u2019s local SEO<\/a>, digital PR, paid media, or whatever other service you\u2019re offering. A clear USP is non-negotiable to stand out from the crowd.<\/span><\/p>\n

Before any of that, you need to choose the right structure to knit it all together.<\/span><\/p>\n

How you organize and run your agency is fundamental. This alone determines how efficiently and effectively you execute client projects. It directly impacts your ability to scale your business, how your team members operate, and how they collaborate. It goes without saying that it will also have a huge impact on your SEO agency\u2019s profitability.<\/span><\/p>\n

The challenge is that there are multiple potential agency structures you <\/span>could<\/span><\/i> choose. Deciding which is right for you will be influenced by factors such as your own experiences as an employee, the clients you have, the existing skillset at your agency, your company culture, and your longer-term business goals.<\/span><\/p>\n

Do you want your<\/span> agency<\/span> to have multiple offices in other states, for example? If so, you need a structure that can easily replicate in secondary locations. Or do you want to become the go-to choice for local businesses in your city? Do you have a strong content offering but only one person doing PR? How does each of these affect your setup?<\/span><\/p>\n

If you\u2019ve previously worked at agencies with little accountability or felt stressed and burnt out by competing responsibilities, you might crave a more traditional structure. On the flip side, a pod setup could give you what you need if you thrive in highly collaborative, client-focused environments.<\/span><\/p>\n

There\u2019s a lot to think about, so let\u2019s dive in.<\/span><\/p>\n

4 Marketing Agency Structures<\/span><\/h2>\n

Before we go much further, it\u2019s worth defining the structures we\u2019ll refer to throughout this article. For the sake of this article, we are referring to four different structures: traditional\/hierarchical, pods\/squads, matrix, and freelance.<\/span><\/p>\n

Getting your marketing agency structure right sets the best possible foundation for your future growth. Deciding precisely how your teams will be organized and how your chain of command will operate can be daunting because so much rides on getting it right. <\/span><\/p>\n\n\n\n\n\n\n\n\n
Agency Structure Type<\/th>\nStructure Overview<\/th>\n<\/tr>\n<\/thead>\n
Traditional or Hierarchical<\/td>\nA pyramid-type structure with a top-down chain of command and clearly defined roles and responsibilities. You or your board sits at the tip of the pyramid. The c-suite occupies the second tie, and below them sit the heads of each department. You\u2019ll then staff your departments with people who specialize in that field.<\/td>\n<\/tr>\n
Pods or Squads<\/td>\nYour marketing experts are grouped into small pods or squads. Each pod operates as a self-contained unit within the agency and is assigned to a specific account or project.<\/td>\n<\/tr>\n
Matrix<\/td>\nA matrix structure borrows from both the traditional and pod models. Your agency follows a traditional structure in that you have defined departments, clear department heads, and hierarchical management. Multi-disciplinary, cross-department teams are then created and assigned to specific client projects.<\/td>\n<\/tr>\n
Freelance<\/td>\nYour agency operates with few to no direct hires but brings in freelancers and subcontractors on an \u2018as needed\u2019 basis, usually below the manager level.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/p>\n

Other structures are available, but they often overlap with the ones mentioned above or at least heavily rely on them.<\/span><\/p>\n

Why it\u2019s Important to Structure Your Agency the Right Way<\/span><\/h2>\n

There are tens of thousands of SEO agencies across the United States specializing in traditional SEO, local SEO, or a blend of the two. No matter where you\u2019re based, you\u2019re unlikely to be the only option in town. That means you\u2019ll be competing to secure a limited pool of clients. Whether you\u2019ve developed<\/span> a super-efficient content process<\/span><\/a> or have identified an untapped niche, every edge you can get over others matters.<\/span><\/p>\n

Your SEO team structure allows you to leverage those opportunities for maximum impact. It determines how optimized your organization is and influences every action that takes place within your agency every day. Get it right, and you\u2019re set up for success. If you get it wrong, you will likely find scaling your agency an uphill battle.<\/span><\/p>\n

Team Morale<\/span><\/h3>\n

Because your agency structure defines how your teams work, its impact on morale can\u2019t be overstated. An optimal team structure gives everyone a clear idea of their responsibilities and who they report to. The right organizational structure will nurture individual creativity, encourage accountability, and enhance collaboration. Each of these factors helps to keep employees engaged, motivated, and committed to delivering successful client projects.<\/span><\/p>\n

Employee Retention<\/span><\/h3>\n

Team morale is a critical factor in employee retention\u2014a vital consideration for any local SEO agency. Maintaining the same team ensures consistency within your client relationships. Perhaps most importantly, it also keeps the knowledge you\u2019ve developed through training and mentorship within your business rather than walking out the door to benefit a rival agency.<\/span><\/p>\n

Current estimates<\/a> place the cost of recruiting a new staff member at $4,000 – $20,000 (excluding salary and benefits). So, keeping\u00a0your existing team happy is much easier on your bottom line than trying to find new people to fit into a structure that simply isn\u2019t working.<\/span><\/p>\n

Optimal Resource Management<\/span><\/h3>\n

The right team structure enables you to optimize how your resources are managed and deployed. Regardless of headcount, the correct structure will empower you to easily assign tasks and organize workflows in a way that makes the best use of each person and their unique skill sets.<\/span><\/p>\n

Collaboration and Communication<\/span><\/h3>\n

When hierarchies and relationships between individual roles are well established, collaboration and communication can thrive. Establishing those channels benefits every aspect of agency operations, from creativity and productivity to efficiency and effectiveness.<\/span><\/p>\n

Faster Decision-making<\/span><\/h3>\n

Things happen quickly in the local SEO space, so you can\u2019t afford for your agency\u2019s decision-making process to be slow and cumbersome. A clear, well-defined SEO team structure allows the right people to make fast decisions when called for. This can positively impact how your agency responds to client needs or changing market conditions.<\/span><\/p>\n

The Ability to Scale<\/span><\/h3>\n

Think about some of the tasks you routinely conduct during a typical local SEO project. Perhaps that\u2019s performing keyword research or sending out ranking reports to clients. You can complete those tasks quickly and for any number of clients because you have a workflow that you can scale. <\/span><\/p>\n

Having the right marketing agency structure follows the same principle. If it\u2019s designed and implemented correctly, you can duplicate that structure to bolt on additional teams or offices as your business grows.<\/span><\/p>\n

Is there such a thing as a perfect agency structure?<\/span><\/h2>\n

Working in SEO, you know the answer to this already\u2026 \u201cit depends.\u201d<\/span><\/p>\n

As an SEO professional, you\u2019re programmed to sniff out the best and most efficient way to do something. That\u2019s what drives improved search visibility for your clients. So, when thinking about how to structure a digital marketing agency, you\u2019re most likely looking for the optimal way to position and connect departments, teams, and roles.<\/span><\/p>\n

If this puzzle is already giving you sleepless nights, you can rest easy. While some setups will be more suited to how you prefer to work than others, there\u2019s no one perfect answer.<\/span><\/p>\n

The optimal pathway for you depends on your company culture, the work you do, your clients, the size of your business, its specialisms, and your growth ambitions. Every organizational model will come with pros and cons.<\/span><\/p>\n

If you\u2019re a larger, multi-disciplinary agency, you may naturally have defined teams like SEO, content, and paid search already in place and grouped according to area of expertise. In this scenario, a traditional or functional set-up may suit you best, with teams defined by their function and more experienced or senior people taking on additional responsibility by assuming management roles.<\/span><\/p>\n

On the other end of the spectrum, if you\u2019re building a remote agency that operates as leanly as possible and doesn\u2019t have full-time direct hires, a freelance model could give you the cost savings and agility your business model needs.<\/span><\/p>\n

It may seem inconsequential, but even your client reporting and communication style can influence which agency structure is better suited to your business. Are your clients handled by a dedicated client services team, or is it the case that each person deals with specific clients? Do team members provide reports and progress updates as they perform keyword research, optimize Google Business profiles, or build citations?<\/span><\/p>\n

There\u2019s no universally correct answer. You\u2019ll undoubtedly have to compromise in some areas to benefit in others. The secret to success lies in choosing the structure that gives you, specifically, more pluses in the ‘pro’ column than negatives in the ‘con’ list.<\/span><\/p>\n

Where does local SEO sit?<\/span><\/h2>\n

For the last 10 years, Google<\/span> data<\/span><\/a> has suggested that four in five searches have a local intent. Ask any marketing professional, and that translates to one thing\u2014an enormous opportunity to tap into a growing and lucrative market: local search optimization.<\/span><\/p>\n

Where local SEO sits within your wider agency business is a crucial consideration when deciding how best to structure for scalability and growth.<\/span><\/p>\n

Some agencies may have a dedicated local SEO team, but others may divide the tasks into different roles. Perhaps a social media executive picks up GBP management, a PR reaches out to local publications or businesses about collaborations and links, and an SEO manager oversees the project, and so on.<\/span><\/p>\n

Questions to ask yourself include:\u00a0<\/span><\/h3>\n

Is local SEO your core focus, or is it one service offering within a larger agency?<\/i><\/strong><\/p>\n

If you only offer a few local SEO services, a pod set-up is ideal for running results-focused campaigns, while a freelance structure provides agility. If you have other divisions for services, such as paid search and content marketing, there are more people and more moving parts to consider. In that scenario, the traditional hierarchical structure is a popular choice.<\/span><\/p>\n

Do you have groups of experts (copywriting, social media, technical SEO) who work across all client projects?<\/i><\/strong><\/p>\n

A flat or matrix structure allows for a higher degree of collaboration, which could bring enhanced creativity and innovation to your client projects.<\/span><\/p>\n

Do you have smaller multi-disciplinary groups who tend to handle specific client accounts autonomously?\u00a0\u00a0\u00a0<\/i><\/strong><\/p>\n

Organizing teams into pods means your crew can develop a deep understanding of their specific client accounts. This tends to lead to strong client relationships, high retention rates, and excellent case studies.<\/span><\/p>\n

Would the account management process need to change if you were to take on new clients?<\/i><\/strong><\/p>\n

If your local agency suddenly receives an influx of new clients, it\u2019s vital that your existing clients don\u2019t notice an abrupt decline in service levels. You\u2019ll need to be able to replicate the same processes at scale. That\u2019s achievable if you can create new pods or hire new SEO experts to join an existing team.<\/span><\/p>\n

\n
\n
\n \"How\n <\/div>\n
\n
\n
\n How to Fit Local SEO into Your SEO Offering
\n <\/a>\n <\/div>\n<\/p>\n

\n
\n Learn More
\n <\/a>\n <\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

How Each Structure Works in Practice<\/b><\/h2>\n

Traditional or Hierarchical<\/b><\/h3>\n

It\u2019s common to see the traditional or hierarchical agency structure in place in large businesses with multiple departments.\u00a0\u00a0<\/span><\/p>\n

\"Agency<\/p>\n

How the Traditional Model Works<\/span><\/h4>\n

Your agency is organized into individual divisions or departments, typically by function. Everyone reports to a higher-up, with team leaders, department heads, vice presidents, the CEO, and the board of directors filling out the chain of command.<\/span><\/p>\n

This type of structure is found in pretty much every industry. Some of your clients may operate in this way, especially the larger multi-location businesses that retain your local SEO services.<\/span><\/p>\n

Pros<\/span><\/h4>\n

You will likely feel very familiar with this traditional marketing agency structure. Given its continued popularity across every sector of the economy, this organizational model has well-established advantages.<\/span><\/p>\n