I think for agencies as far as how we appear in organic search ourselves, we are definitely going to need to leverage all 3 of the solutions you talk about and agencies who haven't branded their products/services are going to have to do that and are going to have to also employ branding strategies. In addition, we have to optimize for other search ares like you say in your point #2 and we must look at optimizing existing content for voice search and answers/featured snippets like you say in point #3.
These types of keywords each tell you something different about the user. For example, someone using an informational keyword is not in the same stage of awareness as someone employing a navigational keyword. Here’s the thing about awareness. Informational needs change as awareness progresses. You want your prospects to be highly aware. If you’re on a bare-bones budget, you can be resourceful and achieve that with one piece of content.
An organic content marketing system is customer-centric, focusing on giving your customers an improved online experience. You aren’t paying for your place. So, you need valuable content that provides answers to questions, and highlights why you have the best solution. If you establish yourself as a good source of essential content, you build an engagement with customers. And, in turn, you build your brand. But this type of marketing requires time and effort, and a good system is essential to reap rewards.
The monthly volume of searches entered on keywords can be found with a few different methods. If you have a Google AdWords account, you can use Keyword Planner for this step. If you don’t, there are a few free sites out there that will give you similar numbers. Obviously, if a keyword has higher monthly searches you’ll want to keep it in mind. However, that also might mean that it has a higher keyword difficulty, and fiercer competition.
Use images. Images are vital for breaking up the monotony of a string of paragraphs. You also need to use a featured image ito make your content stand out in a list. This is like erecting a virtual billboard. If you don't include one, people won’t realize that your content exists. Think about how these images will look in thumbnail form, as that’s what will appear on your social media feed.
For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor's acquired specific backlinks, then by using outreach and content creation we obtained these links.
Incidentally, according to a June 2013 study by Chitika, 9 out of 10 searchers don't go beyond Google's first page of organic search results, a claim often cited by the search engine optimization (SEO) industry to justify optimizing websites for organic search. Organic SEO describes the use of certain strategies or tools to elevate a website's content in the "free" search results.
What you are in fact talking about, are Google's death stars like the Shopping box, Knowledge Graph etc. It's fully understandable why many SEOs can't stand them 'cause whole categories of websites (price comparison platforms, for instance) have already fallen victim of such death stars, and there will be certainly numerous other portals, which will lose almost all of their traffic in the near future. Despite your (quite good) suggestions on how to circumvent such an issue, the situation for such an endangered portal can be hopeless when it's its whole business model, which a new Google feature makes obsolete. See geizhals.at for a very famous example.
If we can do that effectively, it is in the best interest of the search engine to serve our content to our target audience for us, providing highly targeted visitors to our pages at no incremental cost. This is the secret to the organic channel, and why organic search listings are so valuable. Other channels often come with additional cost for each new visitor provided.
The Google, Yahoo!, and Bing search engines insert advertising on their search results pages. The ads are designed to look similar to the search results, though different enough for readers to distinguish between ads and actual results. This is done with various differences in background, text, link colors, and/or placement on the page. However, the appearance of ads on all major search engines is so similar to genuine search results that a majority of search engine users cannot effectively distinguish between the two.