Not all SEO companies are the same. So what do you need to watch out for?
Well, first of all, any SEO company who guarantees they can get you top organic placement on the search engines is full of bologna and should be a red flag.
As I’ve mentioned before, search engine optimization is about hard work and focus, not tricks and the magic fairy. I personally don’t appreciate companies who blow smoke up my skirt, do you? The bottomline to rankings on the search engines boils down to algorithms, but we’ll get into that another time.
Many SEO companies offer you the moon. Be careful what you buy into. If it sounds too good to be true, it probably is.
SEO or Pay Per Click?
Pay per click campaigns are great for quick results. Basically, you bid a certain amount per click and based on your bid and ad copy (and other factors), you get listed in the sponsored section on the search engines. I do caution that you need to really keep an eye on things and check your conversion and click through rates or you can spend a lot of money rather quickly. The point is not how much money you spend, but that it’s producing results. So when looking for a search marketing company, I always appreciate when they come to me with some research done. Then I can compare it to my own research.
When a company starts asking me what the important keywords are, it’s a red flag. Don’t get me wrong, you need to work together, but if they haven’t at least taken the time to do some of their own research, then to me it’s often a sign of them either digging for information, or not being hungry enough to get you results. Many times they are looking to just glide along. Also, if they throw around that they can get you listed number 1 for some amazing keyword, that’s great, but ask yourself if this keyword is really significant. Testing and research are the only ways to find out what keywords are right for your website.
Natural rankings are gained through search engine optimization (“SEO”). SEO takes time and results do not happen overnight. I do believe, however, trying to gain high rankings through natural (organic) listings is your best investment. A good SEO company will work with you to determine what your needs and goals are and they will research your keywords and your competition. Watch out for companies who promise you the moon, or who focus on one or two keywords. Every single page of your website should be optimized and the keywords should be consistent with that page. You don’t just want a company slapping keywords up there, just to make a buck.
So What’s the Bottom Line?
Don’t be afraid to do your homework. This is your money and your business we’re talking about. Ask the tough questions, such as how do you do your keyword research, what has your success been for others, can I have some references, and so on.
Here’s something I always do. Ask your potential SEO company if they guarantee top placement on the search engines. If they say yes, move on to the next company. We all make mistakes when hiring people to helps us, whether it’s landscaping, home building or SEO. The point, however, is to learn and make sure you don’t make the same mistakes again.
Over the years, I have learned to go with my gut. Again, if it sounds too good to be true, it probably is. My goal here is to help you along the way to hopefully avoid some questionable practices.
In closing, you want to choose a search marketing company that not only helps you with your search engine optimization, but will also sit down with you and discuss an overall search marketing strategy. Pay per click, seo, blogging, social media…each one of these can play an important part in the success of your business. Take it slow. You don’t need to give them an answer immediately.
Be smart. Do your homework and ask questions.
Have a great day.
