Marketing agency — SEO for the agency's own site

An agency busy running marketing for clients had let its own site's SEO slide. The basics needed rebuilding so search engines could recognize what the agency actually does.

A marketing agency putting its own site's SEO on the back burner is a familiar pattern. When you're running campaigns for clients, your own site is the thing that "we'll get to later". Drag that on for long enough and you reach the point where even your own brand searches don't reliably surface your company's page. From a client's point of view, that reads as "the marketing agency couldn't even get its own SEO sorted" — which lands directly on trust.

This agency was the same pattern. Client campaigns were running actively, but the agency's own site had barely seen an SEO pass. When we audited it, the issues weren't "one big flaw" — they were "lots of small leaks accumulated over time".

Per-page metadata was all over the place. The homepage had the company motto, the service pages had the first sentence of the service description, the portfolio page was empty, and some pages had another page's metadata copied straight over. The first line shown in their own brand search results was inconsistent from page to page.

There was no keyword strategy on the service pages. Core service keywords like "performance marketing", "ad operations", and "content marketing" either didn't appear naturally on the page, or when they did, every page repeated the same keywords, so search intent wasn't separated. In that state, a potential client searching for "performance marketing agency" wouldn't find a clean match on the site.

Structured data wasn't applied at all. For a marketing agency, Organization, Service, and ProfessionalService schemas can clearly signal business info, types of services, and the service area — but none of that was getting through to search engines.

The direction we agreed on was: "apply the same level of SEO setup we'd give a client to the agency itself". A consistent metadata template, keyword mapping, structured data, sitemap and robots, Search Console registration and verification — the full package.

First, per-page metadata. We unified titles and meta descriptions across the homepage, about, services (3–4 of them), portfolio, blog, and contact pages with a single template. The service pages were mapped so each one owned a different core keyword — performance marketing, content production, ad operations, brand consulting — so the pages cover different search intents without cannibalising each other, and the site as a whole covers more search territory.

Next, structured data. Organization JSON-LD connected business info, contact details, and social links via sameAs. Each service page got Service JSON-LD describing the type of service, area served, and (where publishable) price band. Portfolio pages were split between CreativeWork and Article schema depending on the entry.

OG and Twitter metadata were unified at 1200×630, and we rebuilt the sitemap as a dynamic handler so new content gets included automatically. In robots.txt we blocked admin and draft areas and added the sitemap line. Finally we registered the site in Search Console, completed verification, and submitted indexing requests.

The directly measurable changes were clear. Metadata consistency is locked in across eight core pages, three categories of JSON-LD pass the validation tools, and the homepage now has a foundation to reliably surface in the agency's own brand searches. Once a marketing agency cleans up its own site's SEO fundamentals, every new piece of content published on top of that foundation compounds automatically.