Corey, you started as a systems architect, built and sold a web host, and now you’re an SEO Agency owner. Can you describe your career so far and what made you settle in the SEO realm?
What are 5 of the most important qualities an SEO expert should possess? On top of that – what qualities should a successful digital marketing owner have?
- Humility: because you’re never as smart as you think you are.
- Words: you’re going to need them.
- Code: you can’t run from it.
- Relationships: it’s how you get the links.
- An infallible bullshit filter: see #1.
When Northcutt hires SEO strategists, we’re looking for a specific set of values. We’ve got one of those cheesy acronyms — PEEPL — which is passion, empathy, efficiency, pride, and lucidity. Empathy builds real relationships, efficiency works the code, pride builds strong copy, and lucidity keeps you humble and questioning.
The best SEOs don’t just shut down when they’re faced with a hard problem. They’re passionate to the point of endless learning across all disciplines. The words that I hate to hear are “I don’t do copy” or “I don’t do code”. An SEO expert doesn’t get to choose whether or not they’re “full stack”. If you do, you’re not an expert.
You told me your sport and passion is technical & large scale SEO. Can you explain how that is different from traditional SEO? Can you rank in Google without backlinks? And what’s your SEO success recipe for a very large website?
Most agencies play in the local space because it’s usually really easy to get local wins. The competition is low or even zero. That’s just not what I know.
When I was first building my web host, there were more than 1,000,000 direct competing companies searchable on LinkedIn. I ranked us #1 for “linux hosting”, “dedicated servers”, and “ventrilo servers”. It’s how I built the system.
So, naturally, when we started working with brands like Nexcess and Decorilla, we’ve ranked and held #1 positions on terms like “magento hosting” and “modern interior design”. It’s just what our system is designed to do. I like to think that we consider a heck of a lot more factors through the Northcutt fact check and 1,200-step technical audit. We have equally scalable solutions for creative and off-page in our secret sauce, though.
As for links, well, they do matter and they’re arguably still half of all SEO. Placing links deliberately matters much more earlier in a site’s development. The first thing we do with any site is to assess, using math, specifically how much focus should be spent on links. Over time, it gets easier to attract more links with content that people are easily discovering.
Could you share a few stories of very good and bad experiences with clients and what’s your process of vetting them before onboarding? What should novice agency owners learn to avoid doing some of the mistakes you perhaps did back in the day?
One of the most successful agency founders that I know once told me to “only work with clients that know how to work with agencies”. It sounds counterintuitive — who’s developing industry awareness, after all? But it’s true.
We’ve learned to have a very consultative sales process where we can really set expectations, but now and again, somebody will still slip through that just isn’t a good fit for an agency. Maybe they’re a terrible boss whose own staff all hate them. Maybe they’ve been burned a few times and just lack the patience and trust necessary to let a new team prove themselves.
We actually really like clients that have studied a base understanding of SEO. The line that I love to hear is “I know enough to be dangerous”. Several of our favorite clients frequent SEO conferences and are students themselves. But they need to be team players and accepting of there being shades of grey. For every well-informed agency client, there’s a know-it-all out there that just won’t let go of their game-breaking SEO blogger hot takes.
Can we talk for a bit about your clients and team? SEO is not just about website optimization, so what I want to know about is how you structured your team to deliver the best results possible for your clientele.
Our clients’ main point of contact is a strategist. They specialize in technical SEO and deploying top-level strategies. Some other agencies funnel you through a salesperson or an intern with a checklist. Again, if you look back at local-focused agencies, I think it’s forgivable because what you’re doing is simpler. But we needed a point of contact that could answer questions.
So, our strategists are usually former in-house marketing C-Suite with 10-20 years of SEO and team leadership under their belts. They’re backed by a copywriter, a publicist, and a social & email marketing specialist. And, all of the above focused on organic work. Years back, we stopped doing PPC.
Finally, there’s a QA step, where work runs through a department director. So, to tie it all together, here’s what producing one piece of optimized content looks like:
- Strategist sets the strategy.
- Copywriter produces it.
- Content Director edits it.
Then, if we promote it:
- Social & email shares it.
- Publicist promotes it.
- Publicity Director runs QA on placements.
It’s a lot of steps, but the results speak for themselves.
Do you also work with remote and overseas stuff? What’s your process for vetting, hiring, and working with people who don’t necessarily share the same company values?
We do sometimes contract copywriters since there’s such a culture of that with writers and journalists. But, when we do that, we try to keep our contributors 100% booked so that they’re committed to us and our clients, too. And, we make them feel as much a part of things as the IRS 20 Questions test allows. This means that they collaborate within the same tools, we collaborate with them on slack, and we keep them informed.