s360 is a performance marketing agency based in Northern Europe with operations in the Netherlands and the UK.
The company has a strong foundation in search engine optimization (SEO), a key pillar of their clients' marketing strategies.
We spoke with Nikolaj Mogensen, the head of the SEO team at s360. His responsibilities include working with key clients, managing the SEO team, and attracting new clients.
SEO challenges for an agency
Nikolaj identified content optimization as the main challenge when it came to doing SEO for their clients. They faced challenges with their clients’ existing content that was suboptimal and not driving results, as well as how to act on it.
Here’s how they put it.
- Content Optimization: The agency needed to improve its clients' content quality to improve organic traffic.
- Integration of Data: There was a disconnect between the content and SEO specialists, leading to inefficiencies in content optimization.
These impacted their business operations and client management because of inefficient team workflows.
The workflow was cumbersome due to the lack of integrated tools, leading to potential delays and pitfalls in content delivery and optimization.
The quality of content was not as high as it could be, impacting the effectiveness of SEO strategies. This meant that s360 was being held from reaching its potential and delivering results for clients.
Using Surfer to address these challenges
Nikolaj and his team researched the market for an agency-friendly SEO tool and chose Surfer for several reasons.
Surfer's integration with Google Docs via our Chrome plugin allows for a seamless content workflow for the content specialists.
This enables them at S360 to work directly within Google Docs with access to necessary SEO data to optimize web pages.
Surfer also brought critical SEO information directly to the content specialists, improving the quality of content and making the collaboration between SEO and content teams more effective.
Nikolaj and his team rated Surfer’s features to suggest keyword data for individual content pieces and the content mapping options as crucial.
The insights from using Surfer also helped instill trust in their clients by presenting concrete data and showing results from actions they had taken.
Surfer's integration capabilities were a standout feature that made it preferable compared to other tools.
– Nikolaj Mogensen, SEO head at s360
How s360 has benefitted from using Surfer
Surfer’s platform provided a framework for improving content quality and better communication with clients.
Using Surfer allows S360 to showcase specific data and improvements that are relevant to their clients rather than relying on best practice and claims.
The company noticed a significant improvement in the quality of content produced.
I recommend Surfer to clients for its integrated approach to improving content quality and workflow efficiency, but I’m reluctant to recommend it to competing agencies due to its competitive advantage.
– Nikolaj Mogensen, SEO head at s360
Surfer’s integration with Google Docs and SERP data harvesting capabilities aligned well with Nikolaj’s need for high-quality content production as a result of a coordinated content process.
The marketing agency plans to improve how it incorporates Surfer’s data into its clients’ website content maps to enhance the decision-making processes for SEO specialists.
