Making the right move when choosing the next Search Engine Optimization company to hire has a significant effect on every company and its bank account. The difference between a decrease in Yahoo or Google search rankings and a spike in organic traffic comes down to picking between an excellent and a bad Search Engine Optimization expert or specialist.
But with the right SEO partners, most businesses in any industry can increase their company sales and decrease their advertising budget, while improving the user experience. Before signing the dotted line or contract with the new firm, here are some tips every business owner needs to consider.
Search Engine Optimization is not magic. Avoid people who say it is an easy task
SEO is the process of optimizing a website to help increase traffic by using organic means. It is pretty tricky, which means that it is usually misunderstood. People who assume that they have a unique understanding of Google’s algorithm, or speak about SEO like it is a mythical creature, are often not telling the truth.
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Instead, an excellent SEO requires a profound understanding of how Google or other search engines work, attention to small details and constant modification since search engine algorithms change regularly; usually on a weekly basis.
Not only that, shortcuts like stuffing content with keywords, cloaking and purchasing backlinks can lead to search engines demoting the website. These methods are called Black Hat SEO. They violate every rule and regulations that search engines are implementing.
Once Google bots discover that the website is using Black Hat techniques to increase their traffic, they will demote the website in their SERP or Search Engine Result Page. It will decrease the site’s organic traffic. SEO “experts” who claim to have insider knowledge could be using Black Hat techniques, for which the website will ultimately pay the price.
Be specific about the goals and look for a firm that can meet those goals
Whatever you do, avoid hiring an SEO company with the goal of only “increasing the organic traffic to your site.” For starters, there are a lot of different types of organic traffic. It means that increasing the traffic of the website doesn’t automatically translate to an increase in revenue.
Ranking high on Google for a particular keyword does not do your business or company any good if the keyword is not relevant to the product you are selling or services you are offering. To avoid uncertainty, your team or company needs to outline what you are hoping to accomplish using SEO.
Does the company look to increase product or service sales by ranking for a specific keyword? Does the company struggle to minimize the website’s bounce rate or maximize its conversion rate? If the business is looking to increase the advertising revenue, do they want to have a broad audience or a small audience, but spends a lot of time on, on average, on the website?
Are the company looking for help in building their social media following, creating sponsored content, or other forms of services that go beyond Search Engine Optimization? No matter which firm a company chooses, they need to make sure that they are clear on the kind of results they are looking for and what types of services it will require.
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Do not just go to Google and start searching “the best SEO” in your area. Instead, try looking for recommendations from people you know
Why is it a bad idea to choose an SEO company based on its ranking on Google? The answer is, most reputable SEO specialists are too busy optimizing their client’s website; they do not have time to optimize their own sites. The best company usually has a lot of long-term clients who have referred people from their professional circles to avail of the same services.
Only firms that need new customers will bother to spend a lot of time optimizing their own website to attract new clients. Not only that, don’t assume that any lists are impartial. Usually, the companies listed on that list have paid a considerable sum of money for a premium spot on these lists.
Good SEO firms already have a lot of clients to bother paying for a premium spot on these lists. It does not mean that there is no credible list found on the Internet. It means that the best way to find qualified SEO firms is to do it the old-fashioned way: through recommendations or by word-of-mouth.
Instead of using search engines, ask people you know – family members, friends, colleagues, or people in your professional circle that are not a direct competition – about firms they can recommend. It would also be a big help to ask other companies in your industry for any recommendation since they will already have experience dealing with these firms.
Choose a Search Engine Optimization company that effectively communicates with its clients
Though businesses should have access to the software or tools they are using to measure key performance indicators – Google Search Console, SEMrush, Google Analytics – there is a big chance that you do not have time to spend analyzing all the information.
Because of this, companies need to hire an SEO expert or a team that can work for you in terms of fostering trust and communication. Keep in mind that Search Engine Optimization is a process; it means you will work with them for years to come. Even if the company only plans on working with a third-party company temporarily, meeting the traffic goals using organic means will take a lot of time, constructive work relationships and patience.