Threepipe has acquired performance marketing agency Spot Digital, as it looks to enhance its natural search and SEO capability.
Spot Digital, a technically driven SEO agency, was set up by Tony Thomas in 2014 and works with clients including Jack Wills, L’Occitane and Panasonic.
Thomas said: “As a start-up focussing on innovative growth hacking techniques, we always felt that Threepipe understood our technical abilities, which led us to working with them successfully for over a year now across both paid and earned media campaigns and the synergy has been great.
“Having SEO skills embedded into the agency will deliver improved performance for all of Threepipe’s clients, regardless of the marketing channel.”
The 12-strong SEO business will be absorbed into Threepipe, which now grows to 60 people working across consumer and business brands including Reiss, Sweaty Betty, Oracle and Campari.
Jim Hawker, co-founder of Threepipe, said: “PR and SEO teams have traditionally worked very separately, but we see that changing fast as most of our industry continues to move away from print-focused media.
“Embedding SEO capability into the PR teams is crucial in terms of developing effective content-led strategies to deliver both awareness and performance campaigns. PR agencies have delivered SEO impact more by accident than by design, and for a long time now people have considered the PR industry to have really failed to grasp the potential that SEO knowledge can deliver to clients.”
Farhad Koodoruth, Threepipe co-founder, added: “We have been working closely with Spot Digital for some time now by building their capability into our paid media campaigns and vice versa. This investment provides us with onsite technical skills for clients’ websites to improve navigation, dwell time and to reduce bounce rate. It also provides clients with another effective revenue generating channel in terms of driving targeted traffic.”
Spot Digital’s video seeding offering will continue to operate as an independent business.