Imagine a world of peace, harmony…and the perfect Client-Agency relationship.

It’s a world where opportunities abound and creativity flows. Each side pushes the other to innovate and succeed, and mutual effort and cooperation delivers results far greater than expected.

I’ve worked in SEO for over seven years – a combination of independent, in-house and agency experience – and I regret to report that this world is more often an ideal than a reality. And it’s not because the Client and Agency don’t want to succeed; it’s just that both sides sometimes overlook the ways they can support each other.

With a little extra effort, marketers everywhere can realize the full potential of the Client-Agency relationship.

But no more! It’s time for change, and it’s starting right here, right now! With a little extra effort, marketers everywhere can realize the full potential of the Client-Agency relationship.

So, without further ado, allow me to present my idea for an SEO Client-Agency Manifesto!

First up? Clients. (Check back next month for Part II to learn about the Agency commitment).

Clients, please raise your right hand and repeat after me:

I, the Client, will:

• Actively build trust with my Agency – Trust breeds success. In particular, building a dialogue with your Agency, based on respect and cooperation, opens the door to efficiency and innovation. Rather than simply demanding justification of every SEO recommendation, develop a rapport with your Agency so that changes can be discussed in an environment conducive to creativity and compromise.
  
  
• Be proactive – A little initiative can go a long way. And the best part? It doesn’t have to be anything big. For example, alerting your Agency of potential obstacles before a campaign starts can prevent frustration later on. Similarly, inviting all key players – such as those familiar with the technical details of a site’s architecture or those responsible for editorial content – to meetings where changes are discussed can reduce the time needed to circulate recommendations for approval and implementation.
  
  
• Identify opportunities where my Agency can shine – Communication is key. No matter how good your Agency is, it won’t know the details of every project you have going on as well as you do. So, use your insider knowledge to highlight areas where you think the Agency can have a significant impact. It’s a win-win for both parties.
  
  
• Think progressively and fight for change – Sometimes a little inside help is needed to push through needed recommendations. A good example is when long-standing corporate policies – often followed because they’re the norm and not necessarily beneficial for the current environment – prevent optimization efforts. This doesn’t mean you have to completely revamp your corporate structure, but bringing together stakeholders to discuss issues and brainstorm potential solutions can ensure campaigns stay on track.

As a Client, being smartly involved in the SEO process ensures you extract the most value from work being done.

To put it simply, the Client-Agency relationship needs to be a tight partnership. As a Client, making that extra effort to be smartly involved in the SEO process ensures you extract the most value from the work being done. You’ll be more likely to achieve a positive ROI, enjoy the benefits of increased efficiencies and possibly even become an SEO subject matter expert yourself. And I can promise you that any Agency worth its salt will welcome and appreciate your involvement, because in the long run, everyone will benefit.

Be sure to check back next month for Part 2! That’s right Agencies, raise your right hand and repeat after me…

Marios Alexandrou is the SEO Manager at Acronym Media.