Why should your SEO agency write blog posts and add video?

Because most of the high-value organic traffic comes from blog posts targeting long-tail keywords, the agency should write some of that content for you, and adding video is a big advantage since most SEO agencies skip it.

Quick Answer

• The vendor needs to focus on your blog posts, where a lot of the really good traffic lives, targeting long-tail keywords about specific topics.
• Ideally the agency writes some of the actual blog content for you, not just the homepage, service pages, and case studies.
• Insertion of video is a crucial piece, and most SEO agencies don't work on it, so combining the two is a big advantage.

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What to demand from your SEO vendor

Brenton Thomas, founder of the SEO and paid-ads agency Twibi, is direct about where the real organic traffic comes from and what your agency should actually do about it.

"The first thing I would say is the vendor needs to be focused on your blog posts. The main parts of the page, like the homepage, are very important, service level pages, case studies, those are all important, so don't get me wrong. But a lot of the really good traffic is going to be blog posts, long tail keywords about a really specific topic. So they need to have a strong focus on that. Ideally, they need to write some of the content for you, like actual blog posts." — Brenton Thomas

The differentiator, he says, is video, because most agencies leave it on the table.

"And then insertion of video definitely helps. That's a really crucial piece. A lot of SEO agencies do not work on the video aspect. So if you can combine the two, that'll be a big advantage." — Brenton Thomas

The practical takeaway: pick an agency that writes blog content targeting long-tail keywords and pairs it with video, because that combination is where the advantage is.

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Frequently Asked Questions

Where does most of the high-value organic traffic come from?

Brenton Thomas says a lot of the really good traffic comes from blog posts targeting long-tail keywords about a really specific topic. Homepages, service-level pages, and case studies still matter, but the blog is where the strong focus should be.

Should my SEO agency write the content for me?

Ideally, yes. Brenton says the vendor should write some of the content for you, like actual blog posts, and have a strong focus on that part of the page rather than only optimizing existing pages.

Why does adding video give an SEO advantage?

Because a lot of SEO agencies do not work on the video aspect. Brenton calls video insertion a really crucial piece, so combining strong blog content with video is a big advantage most agencies aren't offering.

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Full Clip Transcript

The first thing I would say is the vendor needs to be focused on your blog posts. The main parts of the page, like the homepage, are very important, service level pages, case studies, those are all important, so don't get me wrong. But a lot of the really good traffic is going to be blog posts, long tail keywords about a really specific topic. So they need to have a strong focus on that. Ideally, they need to write some of the content for you, like actual blog posts. And then insertion of video definitely helps. That's a really crucial piece. A lot of SEO agencies do not work on the video aspect. So if you can combine the two, that'll be a big advantage.