It’s reality – how your business fares online comes down to your search ranking. And what drives that success is your search engine optimization (SEO) campaign.
Of course, not all SEO companies are the same, so before you sign a contract with anyone, make sure you’ve considered the following:
SEO, the process of developing a website in a way that draws in traffic, is far from simple and hence generally misunderstood. Those who tell you they have special insight that will propel you to the top of search engine results, or those who paint SEO with mystique, are a scam. Real SEO works around solid principles behind search engine mechanisms, though the algorithms are constantly changing. In other words, there’s no magic in SEO, only science and a bit of art.
No matter what, don’t hire an SEO company that promises to “increase organic traffic.” Instead, find a company that will sit down with you, and make a list of your goals and what to do to achieve them. For instance, do you want to rank for particular keywords to increase your sales for a certain product? Do you want to improve your conversion rate? Want better ad revenues? Whatever goals you have, your SEO company should be fully aware of them.
Key Performance Indicators (KPI’s) must be used to measure the success of an SEO campaign, and it’s important for you and your SEO consultant to meet when it comes to the numbers that will be considered successful or not. The most commonly used KPI’s include organic sessions, keyword rankings, conversion rates, Google crawling mistakes and page load time. How important a KPI is depends on what type of business you have, as well as the goals you’re aiming for in your campaign. In any case, the SEO company you choose should know which metrics are most relevant to your situation and have the ability to relay that information in a manner you understand.
Your consultant will usually give you access to the tools they use in measuring your KPI’s, but most probably, you’ll be too busy to sit down and analyze all the data yourself. Hence, you need an SEO expert that you are compatible with in terms of communication and building trust. Finally, because SEO is a process, you could be working with these people for many long years. Even your intention is to hire an SEO firm for a short-term project, reaching your organic traffic goals will still eat up time, call for patience and require a productive working relationship.
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