There are hundreds of Search Engine Optimization (SEO, for short) companies that claim they provide "successful,"
"proven", "guaranteed" search engine placement for your Web site. How do you know whether they deliver on their
promise, when you have no clue how they do it? Most firms can't afford a staffer who specializes in online marketing.
Most find it's best to outsource to an SEO firm. So, how can you tell which one to choose? The most important six
elements are described below. Take a moment to educate yourself. You'll be saving yourself time, money and lots of
headaches if you get it right the first time.
1.) SEO Focus
Have you ever heard the phrase, "Jack of all trades, Master of none?" Well, you sure don't want to apply this to the
SEO firm you select. Make sure the firm you are going to hire is focused in the SEO field. If they're a Web site
design firm masquerading as a SEO firm on the side, Run! Are they a hosting company who claims they're
"proficient" in putting your company on the top of Internet Search Engines? Run! Winner's Focus. Loser's Spray.
Hire only an SEO whose business is search engine optimization. They will be your expert.
2.) Know About Outsourcing
Many designers outsource their work to someone else, which is completely acceptable. Not all firms that design Web
sites or offer Web site hosting do the optimization work. They often outsource it themselves! When approaching a firm
for services always ask, "Do you outsource your SEO work?" As the person responsible for the Web site, you must know
who will be carrying out your SEO work. You must also be able to speak with the SEO firm directly, don't rely on your
designer to understand SEO language.
3.) Are They a Local Company?
If you have a Web site or work for a company that has a Web site, the likelihood of you receiving a phone call or
Sp@m trying to you sell you SEO services is inevitable. The cost of having proper work done on your Web site to
obtain the high ranking you're looking for will cost in the neighborhood of $5,000 to $15,000 per year. You must ask
yourself, "Why would I give someone I never met $5,000?" You do not know who is on the other end of the phone or who
sent out that Sp@m. Why not invite them to come in and sit down with you and your staff so that they can better
understand your business? Face to face - buy local. Always try to give your business to the local company. This
allows you to meet the people who will be working for you. Would you hire an employee without meeting them? I doubt
it.
4.) Guarantee and Referrals
Many SEO firms offer a guarantee. That's standard operating procedure. If a SEO firm says that they can get you the
Number One position on Google, Run! No One can guarantee that, for any amount of money. A good SEO firm
will know what it takes to get good rankings on the major search engines, but they cannot guarantee a Number One
position. They can guarantee a certain number of Top 10's or Top 5's, if they have a strong understanding of how
search engines work. But do not hire an SEO firm just because they offer a guarantee. Check with some of their
clients for their feedback. If a firm is just guaranteeing to get your site ranked, be careful. Anyone can get a site
ranked, but where it ranks is the key.
5.) Ethical Practices
This seems obvious, but because SEO placement is such a new, gray area, we can't judge their techniques, only their
integrity. Make sure the SEO firm that you are going to do business with has an ethical reputation. See if they have
claims with the Better Business Bureau. You want to do business with a company that will invest in your company. This
is not a one way street.
Be careful of SEO firms who utilize the following less than ethical techniques:
Doorway pages
Cloaking / IP Delivery Page
Redirects
Hidden Text
Link Farms
Submission Sp@m
Look for these Ethical Techniques:
Search Engine Friendly Meta tags
Optimized Content
Quality Inbound Links
Hand Submissions
Paid Inclusion
While unethical techniques can provide you with quick results, they will hurt a Web site in the long run. They are
short-term fixes to a long-term challenge. By creating search engine friendly Meta tags, optimizing the content on
your existing site, creating quality links into your site from within the search engines, and enhancing these
techniques with proper submission procedures, your Web site will receive the most comprehensive and effective SEO
services.
6.) Maintenance and Customer Service
Any good SEO firm will provide ongoing maintenance to maintain rankings on the search engines. The search engines are
always looking to improve on the results they provide. When they do make changes, you want to make sure that you have
an SEO firm that implements the changes needed to make sure your rankings do not slip. Most SEO firms will run ranking
reports at least twice a month. These reports are a great way to track your results. The reports allow you to see
exactly where your site is ranking. If you notice any major change in your rankings, call the customer service
department. They should be able to help you determine what needs to be done to correct the problem.
Remember, when looking for an SEO firm, choose wisely. There are many firms to choose from, but which one is right
for you? Are they focused on SEO or are their hands in many different pots? Are they the ones doing the work or do
they outsource the work? Will they sit down with you and put a face with the service? What type of guarantee do they
offer and do they have referrals? Do they use ethical techniques and what type of maintenance and customer service
do they offer? These are all the things to take into consideration when looking to hire a SEO firm.
About The Author
Dan Buttarazzi is Vice President of Premium Rankings Corporation a professional search engine marketing firmed based
in Raleigh, North Carolina. You can reach Dan at
daniel@premiumrankings.com. You can learn more about Premium Rankings by visiting them at
PremiumRankings.com.
