Search engine optimisation is a tricky business, not just because the search engine market changes from month to month but mainly because, for customers (such as business owners), finding the right company is so difficult. The right company is not just the company that achieves exceptional results. Of course, that is a must, but it's just as important that you find a company that is able to communicate with you in plain language, a company that doesn't make you feel awkward because you don't have much experience with the Internet and of course, one that suits your budget and your needs.
The search for the ideal search engine optimisation and marketing company is a quest in itself, but once you find the right one, don't let them go. Finding the right provider is the basis for a long term relationship.
Where to Start Looking?
The most obvious place to start your search are search engines. Type in "search engine optimisation" or "search engine marketing" and start browsing the sites that appear in the results. You may not believe this but being #1 in a search engine for those keywords does not make a site the most authoritative one nor the most professional. There are other questions you must ask yourself before making your decision.
Another option is to search for SEO consultants in professional directories and associations such as SEO Consultants, Search Engine Marketing List, SEOPros.org and Top SEOs.
Selection Criteria
There are, of course, many selection criteria you can base your decision on. One of them we think is important is considering the size of the company. There are individual consultants and then there are very small, medium and large firms. There are some top notch consultants out there that charge as much as some medium companies. However, as a rule of thumb, the bigger the company, the higher the fee. Big companies have big clients, have the knowledge and resources to afford to charge a lot. Small firms, some just starting out, don't charge as much. It all comes down to what budget you are willing to allocate to SEO and, of course, what you feel most comfortable working with.
Another important criteria is type of clients and sites they dealt with in the past. Your first choice would probably be to choose a company that has experience in your particular industry. Bear in mind that the company in question might be used by one of your competitors, so be thorough in your research. While most companies are bound to confidentiality by contract, it's generally not a good idea to use the same company your competitors do. However, this doesn't mean you shouldn't use a company that has had previous experience in your industry, on the contrary, they might be the most suitable as vast amounts of research will already have been carried out.
Some industries are quite large so, if a company has dealt with clients from that industry before, it doesn't necessarily mean that there is a conflict of interests. They can optimise your site just as well without competing for the same keywords with another of their clients.
Location may be important for you if you wish to meet face to face but companies from other regions or countries can be just as good.
Questions to ask a SEO company
What is your experience in search engine optimisation?
Longer experience in the industry equals to a better understanding of the market, customer needs and achieving goals. However, that is not to say that younger companies and consultants can't provide equally professional solutions. After all, all companies have to start somewhere. It is particularly difficult for young companies to start out and gain a good reputation, but if they can prove themselves to you, size should not matter.
Can I ask references from previous clients?
Most SEO companies have a list of clients and the results achieved for them. That may not be enough to satisfy your curiosity, so ask to speak to their previous clients and ask for references. The portfolio on their website may not always be relevant as most top rated search engine optimisation companies prefer to keep their clients 'under radar' by keeping their details confidential. They often do this to prevent client details being used by competitors. Often, asking for references is the best thing to do.
What is the relationship with your previous clients?
SEO is a long term contract so client-company relationship should be an on-going basis one. How long does their relationship with clients typically last? Are there clients who have terminated the contract with the company? If yes, then why?
Do you respect ethical search engine standards?
Search engines are being outspoken about what SEOs should not do. Make sure that the company does not intend to break the rules and put your site in jeopardy. Unethical tactics include hidden links (text or images), delivering different versions of the page to users than search engines, dangerous cross-linking between sites, etc. Read here Google's guidelines for ethical SEO. Ethical search engine optimisation is a sound marketing strategy, unethical search engine optimisation means putting the company site in danger.
What exactly will you do for my website?
SEO can be done superficially or in depth. Some SEOs only optimise the title, description and keyword tags and that's it. Some will go beyond that and work on a deeper level. Any effects of superficial work are likely to fade in a short period of time.
Most companies will also include PPC (Pay-per-click) traffic and PFI (Pay for Inclusion) in their services. Once your relationship with them stops so will the PPC traffic and PFI inclusion. Be sure you're left with ongoing performance if, at any time, you decide to put an end to their services.
Does your approach to SEO resemble a template type of plan?
Some companies have a rigorously tight plan where they research and apply SEO based on a fixed schedule. This hardly ever produces the best of results. You don't just want someone who researches keywords and then bases their SEO on that. You're looking for someone who will go further and really get their teeth into it. They should get to know your industry like the back of their hand, help you create more content and be completely bespoke.
Who is the copyright holder of the work?
The best situation is where you pay and become the owner of the work, be it written content, SEO, research etc. If you can afford to buy the copyrights, then that is what you should do. It will give you better control over the work carried out and make you less dependable on the SEO company.
Can you explain the difference between rankings and traffic?
Any professional company has to be able to explain to you why traffic is more important than rankings. Without traffic, you have no visitors, with no visitors, you have no sales, and therefore, no ROI.
Are you an outspoken member of the SEO community?
The most reputable companies have an impressive presence on the SEO scene: they can be members of professional discussions groups, forums and associations, can write notable articles on various topics, be interviewed by e-zines and newspapers and make appearances at SEM conferences such as the SES Strategies.
What time scale is reasonable to expect visible results?
Most search engine strategies take 3-4 months to produce results although it can take longer than that (up to 6 months). Typically they should be able to show you the first results within 3 months.
What sort of monitoring system/reporting can you provide to us?
You don't have to rely on the company to be able to see the results of the SEO campaign. You should be able to see them yourself. SEO companies should provide a monitoring/reporting system that tracks traffic trends and patterns as well as ROI.
These are only several of the questions you can and should ask a SEO company but they are an excellent starting point to your quest for the most suitable SEM provider.
Knowing your SEO Contract Inside Out
This article was first published on 13 August 2004 and does not necessarily match current events or the current opinions and views of bigmouthmedia ltd.
