The Future of SEO in 2024: Trends, AI, and Preparing for Change
Table of Contents
- Introduction
- The Journey to Scaling an Agency
- Starting First Rank: Challenges and Successes
- The Power of Risk Reversals in Client Acquisition
- Strategies for Getting Clients: Cold Outreach vs Inbound
- Key Strategic Initiatives for Scaling First Rank
- Implementing EOS: Entrepreneurial Operating System
- Communicating the Value Proposition to Prospects
- Setting Client Expectations during Onboarding
- Tracking Profitability per Client
- Adapting to the Evolving SEO Landscape
- Link Building Strategies in 2023 and Beyond
- The Importance of Outsourcing in Agency Scaling
- Client Story: From Small Business to Industry Leader
- Advice for Agency Owners in the Growth Phase
The Journey to Scaling an Agency
In this article, we will dive deep into the journey of Jacob Kentner, the founder and CEO of First Rank, one of Canada's largest SEO agencies. From humble beginnings to becoming a leader in the industry, Jacob shares his insights and experiences on scaling an agency.
Introduction
Jacob Kentner, the founder and CEO of First Rank, joins us for an insightful conversation on how to scale an agency. With nine years of experience in the SEO industry, First Rank has grown to become one of the largest agencies in Canada, serving primarily the Canadian market. In this article, we will explore Jacob's journey, the challenges he faced, and the strategic initiatives that played a key role in First Rank's successful scale.
Starting First Rank: Challenges and Successes
Jacob's entrepreneurial journey began in high school when he embarked on a quest to learn how to make money online. After years of experimenting with different strategies and tactics, he founded First Rank right after college. However, the agency's success was not planned from the start. Jacob initially focused on dropshipping and paid ads, avoiding SEO due to skepticism. It was only later that he realized the potential of SEO, especially in helping local businesses. By reaching out to stay-at-home moms offering free services, he gained his first clients and discovered a niche market with great potential.
The Power of Risk Reversals in Client Acquisition
One of the strategies that played a pivotal role in First Rank's early success was the use of risk reversals in client acquisition. Jacob was willing to put his own skin in the game, offering to work for free until his clients achieved top rankings. This not only instilled confidence in potential clients but also showcased First Rank's expertise and dedication. As the agency grew and gained more success stories, this strategy evolved to focus more on client successes rather than risk reversals. By highlighting past achievements and providing transparent reports, First Rank was able to attract clients and establish long-term partnerships.
Strategies for Getting Clients: Cold Outreach vs Inbound
While inbound marketing has been a significant source of clients for First Rank, Jacob admits that cold outreach has not been as successful for his agency. Over the years, they have tried various cold outreach methods such as email campaigns and appointment setters, but the results have been poor. Jacob attributes this to the changing dynamics of the industry and the need for stronger hooks to grab clients' attention. Despite this, First Rank has found success in leveraging their client successes and case studies as sales pitches, allowing potential clients to see tangible results.
Key Strategic Initiatives for Scaling First Rank
When asked about the top strategic initiatives that contributed to First Rank's successful scale, Jacob highlighted three key factors. First, tracking everything became crucial as the agency grew. By utilizing a database system, they were able to monitor their link-building efforts, content processes, and on-page changes. This not only improved project management but also allowed for higher transparency and better client reporting. Second, the insurance pool mindset played a significant role in managing resources effectively. By pricing for 80% utilization of staff and allocating the remaining 20% for internal projects or research and development, First Rank was able to provide a concierge experience to their clients and maintain high client retention rates. Lastly, implementing the Entrepreneurial Operating System (EOS) proved instrumental in streamlining operations. By separating visionary roles from integrator roles, Jacob was able to focus on strategic initiatives while ensuring accountability and consistent implementation of processes.
Implementing EOS: Entrepreneurial Operating System
One of the key organizational shifts that Jacob emphasized was implementing the Entrepreneurial Operating System (EOS). As a visionary, Jacob found it essential to have an integrator who could turn his ideas and strategies into actionable plans. EOS provided a framework for effective communication and implementation, allowing Jacob to focus on strategic initiatives while empowering his team to execute plans and ensure consistent delivery.
Communicating the Value Proposition to Prospects
When it comes to selling SEO services, Jacob believes in the power of risk reversals and showcasing past client successes. While most potential clients are already aware of the value of SEO, it's crucial to differentiate First Rank from competitors by highlighting the unique value they bring. By demonstrating confidence in their abilities and illustrating the outcomes they have achieved, First Rank can build trust and credibility with potential clients.
Setting Client Expectations during Onboarding
During the onboarding process, setting clear client expectations is essential for a smooth client experience. First Rank ensures that the onboarding process is well-defined, with scheduled kickoff calls, introductions to the team, and alignment on objectives. By following a standardized process, clients know what to expect and have a clear timeline for deliverables. Consistently delivering on these expectations helps build confidence and trust from the start.
Tracking Profitability per Client
To maintain profitability per client, First Rank uses a simple and effective tool: Google Sheets. Each month, the account manager reviews the client's objectives and fills in a calculator with the required deliverables and pricing. By monitoring the budget and adjusting as needed, First Rank ensures that each client receives the necessary services while optimizing profitability for the agency.
Adapting to the Evolving SEO Landscape
The SEO landscape has evolved significantly over the years, but Jacob believes that the fundamentals remain the same. While black hat tactics may still have short-term effects, the real value lies in building high-quality content, relevant backlinks, and engaging user experiences. Jacob predicts that search engines like Google will continue to prioritize engagement signals, shifting away from solely valuing high-quality content. For local SEO, citations still hold significant value in improving both maps and organic rankings.
Link Building Strategies in 2023 and Beyond
Link building remains a crucial aspect of SEO, and First Rank utilizes a range of strategies. While they still employ guest posting, link insertions, and press releases, citations have proven to be highly effective for local SEO. Building citations internally has been cost-efficient and consistently impactful for both maps and organic rankings. With the focus shifting towards quality and relevance, First Rank continues to adapt and explore new link building tactics that align with search engine guidelines.
The Importance of Outsourcing in Agency Scaling
Outsourcing plays a crucial role in the early stages of agency scaling, allowing agencies to expand their service offerings without the need for in-house expertise in all areas. However, Jacob believes that as an agency matures, it becomes more important to bring critical functions in-house. First Rank has gradually reduced outsourcing and built internal teams to deliver services more efficiently and maintain control over quality. Outsourcing is still utilized for specific tasks such as citations, where specialized vendors can provide cost-effective solutions without compromising quality.
Client Story: From Small Business to Industry Leader
One of Jacob's most remarkable client success stories is that of an electrician he met at a BNI meeting. The electrician had a small business with a partner and two apprentices when he began working with First Rank. Through the partnership and strategic SEO efforts, the business grew exponentially and eventually became larger by revenue than First Rank itself. This success story highlights the power of building relationships with clients and the long-term impact of effective SEO strategies.
Advice for Agency Owners in the Growth Phase
Jacob's advice for agency owners in the growth phase is to prioritize developing strong people skills. Building relationships and effectively managing teams are essential to scaling an agency successfully. Reading books like "How to Win Friends and Influence People" can help sharpen these skills, fostering better client relationships, and internal team dynamics.
In conclusion, Jacob's journey and experiences provide valuable insights into scaling an SEO agency. By focusing on building strong client relationships, setting clear expectations, and adapting to industry shifts, agencies can position themselves for long-term success. With a constant emphasis on delivering value and maintaining profitability, agency owners can navigate the challenges of scaling and create thriving businesses in the ever-changing world of SEO.
Highlights
- Jacob Kentner, CEO of First Rank, shares his journey and insights on scaling an agency.
- The power of risk reversals in client acquisition and building trust with potential clients.
- Strategies for getting clients: cold outreach versus inbound marketing.
- Key strategic initiatives for scaling First Rank, including tracking everything and implementing EOS.
- Communicating the value proposition to prospects and setting clear client expectations.
- Tracking profitability per client to optimize agency performance.
- Adapting to the evolving SEO landscape and link building strategies in 2023 and beyond.
- The importance of outsourcing in agency scaling and maintaining control over quality.
- Client success story: From a small business to an industry leader.
- Advice for agency owners in the growth phase: prioritize people skills and relationship-building.
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