{"id":19003,"date":"2025-06-20T07:00:00","date_gmt":"2025-06-20T11:00:00","guid":{"rendered":"https:\/\/ipullrank.com\/?p=19003"},"modified":"2025-08-13T15:42:24","modified_gmt":"2025-08-13T19:42:24","slug":"agency-specialization-cmo-series","status":"publish","type":"post","link":"https:\/\/ipullrank.com\/agency-specialization-cmo-series","title":{"rendered":"Make Sure Your Agency Knows Who They Are &#8211; The CMO Series"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19003\" class=\"elementor elementor-19003\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a56abdd e-flex e-con-boxed e-con e-parent\" data-id=\"a56abdd\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a51f189 elementor-widget elementor-widget-text-editor\" data-id=\"a51f189\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Chief Marketing Officers don\u2019t need agencies that dabble. You need partners who <\/span><i><span style=\"font-weight: 400\">specialize<\/span><\/i><span style=\"font-weight: 400\">. For example, you might have tons of content but conversions aren\u2019t hitting goals. Content calendars are packed, but performance is flat, there&#8217;s no unified strategy, and the content feels like it&#8217;s shouting into the void. Or your competitors are dominating new AI-powered search experiences, and you\u2019re not yet on the radar. A full service agency won\u2019t be dialing down into these specifics as well as a specialized agency..<\/span><\/p><p><span style=\"font-weight: 400\">Things are getting more complex and changing at a pretty accelerated pace lately and that\u2019s definitely going to continue &#8211; especially in search and content strategy. The rise of AI-driven interfaces means things need to get less general and significantly more specialized.<\/span><\/p><p><span style=\"font-weight: 400\">You\u2019re under relentless pressure to deliver results fast, with precision and confidence. Your plate is overflowing, we&#8217;re talking Thanksgiving Day serving:<\/span><\/p><ul><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Shrinking budgets.<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Financial pressure to grow revenue and customers.<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New lines of business. New Products. New Services. New Features.<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Brand and reputation crises.<\/span><\/li><\/ul><p><span style=\"font-weight: 400\">You hope the people you&#8217;ve brought on, the ones who are smarter and more specialized than you, can execute everything so you&#8217;re only burdened with the mission critical decisions that will help you jump the market leader while fending off agile grasshopper like-start ups.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">You don&#8217;t have time to wait&#8230;<\/span><\/p><p><span style=\"font-weight: 400\">You don\u2019t have time to wait for a more general agency to &#8220;figure it out&#8221; as they go. You need a strategic partner who already knows the terrain, understands the nuance (especially in the current sort of Wild West-style area of AI-driven marketing change), and brings best-in-class execution with zero hesitation.<\/span><\/p><p><span style=\"font-weight: 400\">That\u2019s why specialization matters. Agencies that try to be everything to everyone inevitably dilute their effectiveness. The best agencies know exactly what it is they do best and double down on it, delivering exponential value because of it.<\/span><\/p><p><span style=\"font-weight: 400\">At iPullRank, specialization isn\u2019t just a positioning strategy. It\u2019s the engine that drives every layer of our thinking, from content creation and technical SEO to strategic consulting and <a href=\"https:\/\/ipullrank.com\/relevance-engineering-introduction\">Relevance Engineering<\/a> (originated by our Founder and CEO, Mike King). We know exactly what we\u2019re great at, and we\u2019ve built deep expertise, tooling, and systems to stay great at it.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Any agency you choose to bring in should be like this; let\u2019s talk about what this means \ud83d\udc47<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cfa4bb elementor-widget elementor-widget-heading\" data-id=\"7cfa4bb\" data-element_type=\"widget\" id=\"cindy\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. Top Agencies Stay in Their Lane<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52937b1 elementor-widget elementor-widget-text-editor\" data-id=\"52937b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Most organizations budget across a mix of marketing channels, typically carving out funds for paid media (like PPC or social ads), brand or creative development, PR, events, and increasingly, data and analytics.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Organic Search often sits in a tricky spot: it\u2019s critical for long-term growth, yet underprioritized in favor of faster-moving, easier-to-attribute channels. While some SEO execution lives in-house &#8211; like content production or basic site updates &#8211; many enterprises lean on agencies for high-impact support: deep technical expertise, scalable content systems, competitive analysis, and insight into rapidly evolving platforms like AI-driven search.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">But here\u2019s the truth: your SEO agency shouldn\u2019t just \u201ckeep the lights on\u201d; they should bring foresight, experimentation, and innovation that your internal teams don\u2019t have time for. In today\u2019s landscape, no one agency can, or should, own everything. The best partners are specialists who help you lead in areas where strategic depth is required, and Organic Search is absolutely one of them.<\/span><\/p><p><span style=\"font-weight: 400\">You aren\u2019t looking for generic digital agencies &#8211; you want laser-sharp specialists with the receipts to back it up.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a834b68 e-flex e-con-boxed e-con e-parent\" data-id=\"a834b68\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-077d1a0 elementor-widget elementor-widget-image\" data-id=\"077d1a0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"360\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Budget-1024x461.jpeg\" class=\"attachment-large size-large wp-image-19004\" alt=\"\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Budget-1024x461.jpeg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Budget-300x135.jpeg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Budget-768x345.jpeg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/Budget.jpeg 1334w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca2e1ee elementor-widget elementor-widget-heading\" data-id=\"ca2e1ee\" data-element_type=\"widget\" id=\"tom\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. They Say No (Intentionally)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34ab98a elementor-widget elementor-widget-text-editor\" data-id=\"34ab98a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Have you ever had an agency refuse your business? That&#8217;s actually a good thing. Imagine that an agency understood your needs. You&#8217;re not a good fit. They can&#8217;t deliver what you need at this time in your maturity stage. Why go through the charge that they can? Everyone would be frustrated in the end.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">The best agencies know when and how to do this. It\u2019s not usually because they can\u2019t figure it out, of course; it\u2019s because they\u2019re best at other deliverables. For example, we understand search and content at a specifically higher level, so we leave the rest to firms who specialize elsewhere.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Saying no isn\u2019t just discipline. It\u2019s leadership. It tells clients that we\u2019re confident enough to focus, and humble enough to collaborate.<\/span><\/p><p><span style=\"font-weight: 400\">This approach will strengthen the relationships great agencies have with their clients &#8211; CMOs like you and your teams. You can trust your agency more when they\u2019re protecting their lane\u2026and yours. It signals integrity and long-term alignment.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e4f8847 e-flex e-con-boxed e-con e-parent\" data-id=\"e4f8847\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a718fab elementor-widget elementor-widget-heading\" data-id=\"a718fab\" data-element_type=\"widget\" id=\"dan\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. They Go Deep, Not Wide<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c51d942 elementor-widget elementor-widget-text-editor\" data-id=\"c51d942\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Specialization requires investment. The top agencies build their own toolsets, systems, and frameworks designed specifically for the challenges they solve best. Our ExactScience suite is a good example: a proprietary platform that allows us to analyze visibility, measure topical authority, and surface technical SEO insights tailored to enterprise sites. It helps us model out content optimizations that analyze relevance of our clients content against the search journeys that their audiences are taking, making it more likely that their brand shows up consistently throughout their searches.<\/span><\/p><p><span style=\"font-weight: 400\">Say you\u2019re the CMO at a major mortgage lender. Interest rates are swinging, paid budgets are tight, and leadership wants results &#8211; fast. Your in-house team is stretched thin, and your current agency is giving you generic SEO reports and one-size-fits-all advice.<\/span><\/p><p><span style=\"font-weight: 400\">What you need isn\u2019t a generalist that \u201cdoes SEO,\u201d you need a specialized partner who understands your space. One with proprietary tools built to map the full homeownership journey, spot content gaps before performance dips, and model how market shifts impact search behavior. They\u2019re not learning on your dime, they\u2019ve already engineered systems that work for companies like yours.<\/span><\/p><p><span style=\"font-weight: 400\">In industries like Financial Services, where trust, precision, and timing matter, specialized agencies bring foresight, technical rigor, and strategic clarity. That\u2019s how you get ahead &#8211; and stay there.<\/span><\/p><p><span style=\"font-weight: 400\">The agency you want as a CMO won\u2019t just simply use tools &#8211; they\u2019ll engineer around their specialization(s). They\u2019ll develop auditing methodologies, keyword clustering strategies, content design frameworks, and competitive analysis protocols that reflect years of focused refinement.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Every piece should be connected and every improvement should be tied to their top disciplines. This depth gives agencies like us a real edge in performance and proves value in every engagement.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">For iPullRank, these specific investments we\u2019ve made into these tools have helped us to go deeper in our niche instead of wider. That\u2019s the kind of dedication you want as a CMO in your partner agency.\u00a0\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a196299 elementor-widget elementor-widget-image\" data-id=\"a196299\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-1024x1024.jpg\" class=\"attachment-large size-large wp-image-19005\" alt=\"\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-1024x1024.jpg 1024w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-300x300.jpg 300w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-150x150.jpg 150w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-768x768.jpg 768w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman-1536x1536.jpg 1536w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/futuristic-woman.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bbb0195 elementor-widget elementor-widget-heading\" data-id=\"bbb0195\" data-element_type=\"widget\" id=\"lexi\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. They Bring in the Right Partners\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd864b0 elementor-widget elementor-widget-text-editor\" data-id=\"fd864b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">When you need support outside the scope of your agency &#8211; like paid acquisition, media planning, or brand storytelling &#8211; the right agency doesn\u2019t fake it. They tap into a trusted network of experts who specialize in those areas.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Imagine you\u2019re a CMO planning a major campaign like the Super Bowl or Black Friday. You\u2019re coordinating months in advance across multiple teams and agency partners. Every channel, from paid media to content to SEO, must align to maximize impact.<\/span><\/p><p><span style=\"font-weight: 400\">That\u2019s why you need specialized agencies that stay in their lane and bring in trusted partners where needed. The best SEO agencies don\u2019t fake expertise in branding or media buying, they focus on what they do best and integrate seamlessly. In high-stakes campaigns, that kind of precision and partnership is how you unlock full-funnel performance.<\/span><\/p><p><span style=\"font-weight: 400\">At iPullRank especially, we see this as an extension of our strategy, not a limitation. Your agency\u2019s role is to lead where they\u2019re strongest and integrate with the best wherever else you need support. It\u2019s a win-win-win.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98359bd elementor-widget elementor-widget-heading\" data-id=\"98359bd\" data-element_type=\"widget\" id=\"rand\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. They Align Their Point of View to Their Practice\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-94461b4 e-flex e-con-boxed e-con e-parent\" data-id=\"94461b4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ecdb07 elementor-widget elementor-widget-text-editor\" data-id=\"4ecdb07\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Everything your agency publishes, whether it\u2019s a thought leadership article, a case study, a webinar, or a content audit, should reflect the thinking behind their specialization.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Have you recently read a smart agency article that highlights a strategy that you think your team should be taking? Or has your agency put out something that you&#8217;re proud to know you&#8217;ve already got the inside track on?&#8221;<\/span><\/p><p><span style=\"font-weight: 400\">Imagine the CEO of your agency has sat in a room with your in-house team and shared all of the nuggets of their innovation custom tailored to your business. Then when they post their insights for the world, your competitors are jealous that they&#8217;re already working with you. That&#8217;s what happened when <\/span><a href=\"https:\/\/ipullrank.com\/how-ai-mode-works\"><span style=\"font-weight: 400\">Mike King shared his insights about AI Mode<\/span><\/a><span style=\"font-weight: 400\">. You know our clients already have strategies in place.<\/span><\/p><p><span style=\"font-weight: 400\">Our blogs don\u2019t just share tactics; they shape the conversation around the future of SEO. Our whitepapers don\u2019t just diagnose problems; they provide frameworks to solve them. A truly great agency is as on point with this as we are.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">This alignment between POV and practice is critical. You don\u2019t just hire an agency like us for execution &#8211; you trust us to help you navigate what\u2019s next. And that part is especially critical right now, as so much in marketing is changing <\/span><i><span style=\"font-weight: 400\">fast <\/span><\/i><span style=\"font-weight: 400\">with AI integrations into nearly every aspect of the industry.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">That trust is built on consistent, credible, specialized insight that maps directly to the challenges you face.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce19d63 elementor-widget elementor-widget-image\" data-id=\"ce19d63\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"706\" height=\"407\" src=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/05\/Frame-1597879944.png\" class=\"attachment-large size-large wp-image-18741\" alt=\"\" srcset=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/05\/Frame-1597879944.png 706w, https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/05\/Frame-1597879944-300x173.png 300w\" sizes=\"(max-width: 706px) 100vw, 706px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-87c1ada elementor-widget elementor-widget-heading\" data-id=\"87c1ada\" data-element_type=\"widget\" id=\"fajr\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why Specialization Is the Backbone of Relevance Engineering<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2bf10a7 elementor-widget elementor-widget-text-editor\" data-id=\"2bf10a7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Relevance Engineering (r19g) is a layered, dynamic approach to organic search, built on understanding how people search, how platforms deliver, and how content performs. To execute it well, you need specialists who know:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How LLMs like ChatGPT reshape search behavior<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How SERP volatility reveals shifts in user demand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to design content experiences that earn trust from both humans and machines<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You can\u2019t deliver high-context, high-performance results without deep domain expertise. When agencies try to spread too wide, they miss these nuances. Specialization ensures they don\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Top agencies understand they need to stay close to the signal. That means:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tracking every shift in AI-powered search interfaces<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Monitoring how competitors reposition themselves in real-time<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Surfacing keyword and behavioral trends before they impact performance<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Specialization lets the best agencies <\/span><i><span style=\"font-weight: 400;\">lead<\/span><\/i><span style=\"font-weight: 400;\"> rather than react. Our specializations have helped us land clients over much larger firms specifically because we\u2019re just that much better in these particular areas than bigger firms who don\u2019t specialize. We are at the forefront of r19g, our founder literally coined the term, and we &#8211; and our clients &#8211; know we\u2019re the best. That\u2019s what you want as a CMO bringing in a top partner.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58dc128 elementor-widget elementor-widget-heading\" data-id=\"58dc128\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Real-World Value of Focus<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c155212 elementor-widget elementor-widget-text-editor\" data-id=\"c155212\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Let\u2019s be clear: we know you aren\u2019t just looking for a list of deliverables. You\u2019re looking for partners who move the needle without needing to be hand-held. That means anticipating your needs, adjusting to your goals, and bringing insights before they\u2019re even requested.<\/span><\/p><p><span style=\"font-weight: 400\">From our experience, specialization has helped us:<\/span><\/p><ul><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Deliver double-digit traffic and revenue gains for enterprise clients<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Identify and fill major content gaps before competitors do<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Turn down high-dollar projects to maintain trust and integrity<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Build scalable, repeatable frameworks for GEO and technical SEO<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7e1d51 elementor-widget elementor-widget-heading\" data-id=\"a7e1d51\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Your Agency Should Know What They\u2019re Great At<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71eeabe elementor-widget elementor-widget-text-editor\" data-id=\"71eeabe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">In a world full of distractions, there\u2019s real power in staying focused. Specialization is how agencies maintain excellence, earn trust, and innovate ahead of the curve. It\u2019s how they deliver results that generalist agencies can\u2019t touch.<\/span><\/p><p><span style=\"font-weight: 400\">Relevance Engineering is critical at this juncture, and it\u2019s a commitment. To strategy, to precision, and to staying sharp in the face of rapid change. That commitment only works when you know what you\u2019re great at, and never stop getting better at it. Choose the agency that specializes, and your job as CMO gets easier.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0900d6e e-con-full e-flex e-con e-child\" data-id=\"0900d6e\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-730be37 e-con-full e-flex e-con e-child\" data-id=\"730be37\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5bf83a4 e-con-full e-flex e-con e-child\" data-id=\"5bf83a4\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3d78862 elementor-widget elementor-widget-heading\" data-id=\"3d78862\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">CMOs, your agency shouldn\u2019t wait for you to ask the right questions - they should already have the answers.<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4196fa elementor-widget elementor-widget-heading\" data-id=\"b4196fa\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/ipullrank.com\/services\" target=\"_blank\">Ready for a partner who\u2019s already working on tomorrow? Let\u2019s talk.<\/a><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-798defe elementor-widget elementor-widget-button\" data-id=\"798defe\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ipullrank.com\/services\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"25\" height=\"8\" viewBox=\"0 0 25 8\" fill=\"none\"><path id=\"Arrow 1\" d=\"M24.3536 4.20609C24.5488 4.01083 24.5488 3.69425 24.3536 3.49899L21.1716 0.317005C20.9763 0.121743 20.6597 0.121743 20.4645 0.317005C20.2692 0.512267 20.2692 0.82885 20.4645 1.02411L23.2929 3.85254L20.4645 6.68097C20.2692 6.87623 20.2692 7.19281 20.4645 7.38807C20.6597 7.58334 20.9763 7.58334 21.1716 7.38807L24.3536 4.20609ZM0 4.35254H24V3.35254H0V4.35254Z\" fill=\"#6F6F6F\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Chief Marketing Officers don\u2019t need agencies that dabble. You need partners who specialize. For example, you might have tons of content but conversions aren\u2019t hitting goals. Content calendars are packed, but performance is flat, there&#8217;s no unified strategy, and the content feels like it&#8217;s shouting into the void. Or your competitors are dominating new AI-powered [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":19006,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[192,1,26],"tags":[],"diagnosis-deliverable":[],"class_list":["post-19003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency","category-uncategorized","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make Sure Your Agency Knows Who They Are - The CMO Series<\/title>\n<meta name=\"description\" content=\"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make Sure Your Agency Knows Who They Are - The CMO Series\" \/>\n<meta property=\"og:description\" content=\"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\" \/>\n<meta property=\"og:site_name\" content=\"iPullRank\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-20T11:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-13T19:42:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\" \/>\n\t<meta property=\"og:image:width\" content=\"699\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Heather Ferris\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\" \/>\n<meta name=\"twitter:creator\" content=\"@ipullrankagency\" \/>\n<meta name=\"twitter:site\" content=\"@ipullrankagency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Heather Ferris\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#article\",\"isPartOf\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\"},\"author\":{\"name\":\"Heather Ferris\",\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/person\/5e051959dea89fdec81118acaa7363a9\"},\"headline\":\"Make Sure Your Agency Knows Who They Are &#8211; The CMO Series\",\"datePublished\":\"2025-06-20T11:00:00+00:00\",\"dateModified\":\"2025-08-13T19:42:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\"},\"wordCount\":1993,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/ipullrank.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\",\"articleSection\":[\"Agency\",\"Content\",\"SEO\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\",\"url\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\",\"name\":\"Make Sure Your Agency Knows Who They Are - The CMO Series\",\"isPartOf\":{\"@id\":\"https:\/\/ipullrank.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\",\"datePublished\":\"2025-06-20T11:00:00+00:00\",\"dateModified\":\"2025-08-13T19:42:24+00:00\",\"description\":\"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.\",\"breadcrumb\":{\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ipullrank.com\/agency-specialization-cmo-series\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage\",\"url\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\",\"contentUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png\",\"width\":699,\"height\":400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/ipullrank.com\/agency-specialization-cmo-series#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/ipullrank.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Make Sure Your Agency Knows Who They Are &#8211; The CMO Series\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ipullrank.com\/#website\",\"url\":\"https:\/\/ipullrank.com\/\",\"name\":\"iPullRank\",\"description\":\"Digital Marketing Agency in NYC\",\"publisher\":{\"@id\":\"https:\/\/ipullrank.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/ipullrank.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/ipullrank.com\/#organization\",\"name\":\"iPullRank\",\"url\":\"https:\/\/ipullrank.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/03\/Logo_-_Layers.svg\",\"contentUrl\":\"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/03\/Logo_-_Layers.svg\",\"width\":177,\"height\":36,\"caption\":\"iPullRank\"},\"image\":{\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/ipullrankagency\",\"https:\/\/www.linkedin.com\/company\/ipullrank\/\",\"https:\/\/www.youtube.com\/@iPullRankSEO\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/person\/5e051959dea89fdec81118acaa7363a9\",\"name\":\"Heather Ferris\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ipullrank.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/fcc7dafaaa50c374dab8178ab90fe1ac55878db5156ad5503b3ac1c70a7e03f4?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/fcc7dafaaa50c374dab8178ab90fe1ac55878db5156ad5503b3ac1c70a7e03f4?s=96&d=mm&r=g\",\"caption\":\"Heather Ferris\"},\"description\":\"Heather is a Content Marketing Manager at iPullRank with 19 years of digital marketing experience. When not working, you can find her reading, eating Mexican food, arguing about football, and traveling out of the heat to literally anywhere cooler than Phoenix.\",\"url\":\"https:\/\/ipullrank.com\/author\/heather\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Make Sure Your Agency Knows Who They Are - The CMO Series","description":"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipullrank.com\/agency-specialization-cmo-series","og_locale":"en_US","og_type":"article","og_title":"Make Sure Your Agency Knows Who They Are - The CMO Series","og_description":"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.","og_url":"https:\/\/ipullrank.com\/agency-specialization-cmo-series","og_site_name":"iPullRank","article_published_time":"2025-06-20T11:00:00+00:00","article_modified_time":"2025-08-13T19:42:24+00:00","og_image":[{"width":699,"height":400,"url":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","type":"image\/png"}],"author":"Heather Ferris","twitter_card":"summary_large_image","twitter_image":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","twitter_creator":"@ipullrankagency","twitter_site":"@ipullrankagency","twitter_misc":{"Written by":"Heather Ferris","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#article","isPartOf":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series"},"author":{"name":"Heather Ferris","@id":"https:\/\/ipullrank.com\/#\/schema\/person\/5e051959dea89fdec81118acaa7363a9"},"headline":"Make Sure Your Agency Knows Who They Are &#8211; The CMO Series","datePublished":"2025-06-20T11:00:00+00:00","dateModified":"2025-08-13T19:42:24+00:00","mainEntityOfPage":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series"},"wordCount":1993,"commentCount":0,"publisher":{"@id":"https:\/\/ipullrank.com\/#organization"},"image":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage"},"thumbnailUrl":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","articleSection":["Agency","Content","SEO"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/ipullrank.com\/agency-specialization-cmo-series#respond"]}]},{"@type":"WebPage","@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series","url":"https:\/\/ipullrank.com\/agency-specialization-cmo-series","name":"Make Sure Your Agency Knows Who They Are - The CMO Series","isPartOf":{"@id":"https:\/\/ipullrank.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage"},"image":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage"},"thumbnailUrl":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","datePublished":"2025-06-20T11:00:00+00:00","dateModified":"2025-08-13T19:42:24+00:00","description":"CMOs need expert partners, not generalists. Discover why agency specialization is essential for high-performance marketing, and how iPullRank\u2019s deep focus on Relevance Engineering delivers strategic clarity, innovation, and results.","breadcrumb":{"@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipullrank.com\/agency-specialization-cmo-series"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#primaryimage","url":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","contentUrl":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/06\/2025-06-19_AgencySpecialization_BlogHeader.png","width":699,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/ipullrank.com\/agency-specialization-cmo-series#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/ipullrank.com\/"},{"@type":"ListItem","position":2,"name":"Make Sure Your Agency Knows Who They Are &#8211; The CMO Series"}]},{"@type":"WebSite","@id":"https:\/\/ipullrank.com\/#website","url":"https:\/\/ipullrank.com\/","name":"iPullRank","description":"Digital Marketing Agency in NYC","publisher":{"@id":"https:\/\/ipullrank.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipullrank.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ipullrank.com\/#organization","name":"iPullRank","url":"https:\/\/ipullrank.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ipullrank.com\/#\/schema\/logo\/image\/","url":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/03\/Logo_-_Layers.svg","contentUrl":"https:\/\/ipullrank.com\/wp-content\/uploads\/2025\/03\/Logo_-_Layers.svg","width":177,"height":36,"caption":"iPullRank"},"image":{"@id":"https:\/\/ipullrank.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/ipullrankagency","https:\/\/www.linkedin.com\/company\/ipullrank\/","https:\/\/www.youtube.com\/@iPullRankSEO"]},{"@type":"Person","@id":"https:\/\/ipullrank.com\/#\/schema\/person\/5e051959dea89fdec81118acaa7363a9","name":"Heather Ferris","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ipullrank.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/fcc7dafaaa50c374dab8178ab90fe1ac55878db5156ad5503b3ac1c70a7e03f4?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fcc7dafaaa50c374dab8178ab90fe1ac55878db5156ad5503b3ac1c70a7e03f4?s=96&d=mm&r=g","caption":"Heather Ferris"},"description":"Heather is a Content Marketing Manager at iPullRank with 19 years of digital marketing experience. When not working, you can find her reading, eating Mexican food, arguing about football, and traveling out of the heat to literally anywhere cooler than Phoenix.","url":"https:\/\/ipullrank.com\/author\/heather"}]}},"_links":{"self":[{"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/posts\/19003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/users\/73"}],"replies":[{"embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/comments?post=19003"}],"version-history":[{"count":0,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/posts\/19003\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/media\/19006"}],"wp:attachment":[{"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/media?parent=19003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/categories?post=19003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/tags?post=19003"},{"taxonomy":"diagnosis-deliverable","embeddable":true,"href":"https:\/\/ipullrank.com\/wp-json\/wp\/v2\/diagnosis-deliverable?post=19003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}