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How to Choose the Right SEO Firm
By Angela Charles
President, Pilot Fish
Copyright © 2008
Two years ago, our company developed a list of tips on how to identify a good SEO firm. We reviewed the list recently and, not surprisingly, discovered that the industry has changed enough that it was time for an update.
Choosing the right SEO firm is more than a matter of price. It's important to choose an SEO firm that is qualified in all aspects of search engine optimization: keyword research, content development, web design and coding and off-site promotion.
At the same time, you'll want to work with an SEO firm that sets reasonable expectations. Search engine optimization is not a quick fix. It can take several months for optimized content to earn top positioning on Google and Yahoo. If you are being told differently or are talking with someone who can guarantee top placement, then you must question the vendor about their methods; they could be doing something that actually could get your site penalized or banned.
Search engine optimization is a long-term commitment to Internet marketing. Although your SEO firm likely will complete much of the work in a relatively short amount of time, there is continuing effort that must occur for your site to earn and maintain higher placement.
Here's what to ask SEO firms that are bidding for your business:
Questions to Ask Prospective SEO Firms
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How will the SEO firm determine which keywords will be the target of your optimization efforts? Research is an important element to SEO success. If they don't have a research program, your project likely will not be successful.
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Will the optimization program include an analysis of your site's design, navigation, coding, content and incoming links? A good SEO firm will be able to provide you with recommendations on improving other areas of your site that either affect search engine placement or the site visitor's experience. If they don't, well you know what they say about putting lipstick on a pig….
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Will they also analyze your competitors' sites to determine what sites in your industry are performing well and why?
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Will the SEO firm be writing your content or will they work with existing content? If the firm does not have someone who specializes in SEO copywriting, look elsewhere.
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Does the SEO vendor have a link strategy for your site and the ability to promote your site through content on appropriate third-party sites (ie article directories, blogs, video, images)?
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Ask prospective SEO firms to scope out how they would optimize your site. What on-page and off-page tactics will they be using? This will give you the best way to make an apples-to-apples comparison on pricing from competing SEO firms.
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Ask for references, and check them.
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Ask for samples of successful results in the major search engines.
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Ask bidding SEO firms how long they have been in business, who will be working on your project and what type of Internet marketing experience they have.
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Ask how many pages they will be optimizing for the price they have quoted.
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How will your site be monitored and maintained over time, and what reports will you receive to measure your progress?
That's quite a list. But, we'd be remiss not to mention some of the common mistakes that people make when trying to choose the right SEO firm.
Common Mistakes in SEO
- Going with the SEO vendor that promises a No. 1 position or first-page placement.
- Participating in offers promising to submit your site to the search engines.
- Selecting an SEO firm that offers you a quick fix -- just adding meta tags, with no adjustments to content or external inbound links.
- Developing your site in frames, which oftentimes creates problems for search engines trying to index your site.
- Developing your site entirely in Flash. Flash on a site exists as an image. Search engines can't read text off an image.
- Using hidden links or text to try to boost your keyword density or link relevancy (search engines call this spam).
- Engaging in questionable linking schemes that generate reciprocal links with sites that have no relation to your business or industry.
- Buying scads of paid links from sites you know nothing about. There are specific directory sites that provide value from a search engine optimization standpoint. Stick with those.
- Setting unrealistic expectations. Search engine optimization doesn't deliver results on a deadline.
- Changing content on a strong-performing optimized page without consulting your SEO firm.
Above all, once you've made the commitment, it's important to be patient with your SEO program. When all the pieces are put together, search engine optimization can deliver long-term results.
Angela Charles is president of Pilot
Fish, an Akron, Ohio, search engine optimization and web design
firm specializing in business-to-business clients.
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