Will Marlow, CEO and Head of Search & Analytics
Today, leading companies are concerned about the ability to keep targeting their customers using custom audiences in the absence of cookies and tracking the results of the campaigns that they run. They are getting more comfortable with relying on predictive keyword data to plan new content. Many are now comfortable with tracking results using a combination of CRM and marketing automation tools. To this end, Will Marlow Agency comes in to demystify the world of SEO/SEM because it believes that the biggest cause of failure to hit goals in this field is rooted in ignorance about how Google and the other search engines work. “This started with one our first clients– Google’s own DoubleClick division, which wanted us to help and understand the digital marketing industry, and we did that by diving deep into the world of web analytics and marketing tech,” says Will Marlow, the CEO and head of search & analytics at Will Marlow Agency. Since then, the agency has invested in creating an entire training division of its agency, which is available at royku.com, a training site they’ve launched. Will Marlow Agency uses it to both train its team members and clients in how to achieve their goals, and to standardize best practices in how SEO should be administered throughout the industry.
As a data-driven™ ad agency and Google AdWords Certified Partners, Will Marlow Agency aims to eliminate the uncertainty and confusion that most clients feel about their digital ad campaigns. For example, during an SEO engagement, the agency almost always runs a parallel keyword campaign with Google Ads that feeds keyword data into the SEO strategy because far less keyword data is obscured in Google Ads than in SEO.
This makes its SEO campaigns more data-driven. In one instance, the agency was able to increase 100x, one of its largest Edtech client’s SEO volume in a matter of eight months. By following an aggressive content production strategy that leveraged their stable of product marketers, Will Marlow Agency developed a system by which these extraordinarily knowledgeable team members contributed articles that were optimized and rolled out in a manner that generated both media interest, inbound links, and keyword ranking.
What differentiates Will Marlow Agency is its commitment to follow the 10x strategy by creating 10x more valuable content than the current content that the clients are trying to outrank. The agency’s key innovation was developing a process for determining whether a keyword category was attainable through this 10x method, or whether it is a waste of time. Further, the agency has been able to develop a scalable model focused on measurable customer-defined success, while at the time, being very hands-on, and being able to meet with our clients weekly. “We never leave the customer, while other firms gradually try to automate or reduce customer touch to scale, we embrace it. ,” mentions Paul Gallagher, the head of client services at Will Marlow Agency.
Amid the COVID-19 pandemic, Will Marlow Agency believes that businesses must pivot to survive, and companies are going to lean into more digital ads and campaigns because they are anticipating smaller (or zero) tradeshow budgets, meeting budgets, and travel budgets. “We believe that coupling intense SEO/SEM training of both clients and team members, along with high touch customer service to help create best practice standards that can be applied consistently across the industry, is critical for hitting the success objectives for SEO/SEM clients in a pandemic-driven market where products and services are pivoting overnight,” informs Marlow. To support its global clients further, the company just opened a center for technical excellence in Europe in addition to its offices in Washington DC, Boston, and New England. They are also working with a local post-graduate education center and helping to train and groom the next generation of digital marketers. “We expect to see more growth in our international clientele, multi-lingual service offerings, and expansion of online training capabilities,” concludes Marlow.