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What Moz's Online Marketing Survey Means for SEOs

Posted on 8.03.2015

Search engine optimization professionals concerned about job security can rest a little easier tonight, as SEO tops the charts as the most in-demand agency service in Moz's recently released marketing survey, which tracked industry trends over the last 18 months.

SEO is not only the top agency service, but agency search marketers are also part of larger teams and have more diverse responsibilities. More than one-third (36 percent) of agency marketers in Moz's survey reported working with more than 20 clients in the previous year. 

While SEO is closely related to many other agency practices - like social media and content creation - those are all viewed as separate practices (see image). 

(Note: Survey respondents could select more than one answer)

With such close margins of agency responsibilities, it's becoming clear that brands not only understand the value of a holistic marketing strategy, but also the importance of measuring their agency's efforts as analytics (as seen in the chart below) is the top service requested.

When it comes to more specific categories under the SEO umbrella, it should be noted that 30 percent of respondents reported increased demand for "Link Building", while 20 percent reported decreased demand. Similarly, 20 percent reported increased demand for "Link Removal."


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