How to choose a SEO company?
Every SEO and SEM agency presents its services in the best possible light. Online, you'll find endless promises that choosing a particular company will deliver lasting results and that customers will be brought directly to you from search engines. Sure, you can trust someone's word for it, but it's definitely more prudent to do a little research!
An SEO and SEM agency can be useful if you're unfamiliar with SEO and AdWords advertising , or simply prefer to focus on other aspects of your business. Before choosing a specific service provider, however, you should consider a few things. This will help you make a more informed decision. So, how do you choose an SEO company?
5 quick tips!
Employee structure
One important aspect when choosing a marketing agency is ensuring that the company has enough specialists to handle your SEO or AdWords ads reliably. It's not about the overall number of employees, as both small and large agencies can be good choices. What each individual does is much more important. If the company is composed primarily of salespeople and a small number of SEO and SEM specialists, it may turn out that ensuring your website's visibility will be neglected. Therefore, it's best to ask about the company's employee structure and resources.
Many people consider hiring a freelancer, imagining that because there's only one person, they'll automatically have more time to manage campaigns and SEO . In practice, the opposite can often turn out to be true – someone who's alone – in cases of illness, vacation, or other unexpected events – often doesn't pass on topics to someone else because they simply don't have someone to help. Campaigns sit around for a week or two, and nothing happens. Furthermore, a freelancer doesn't have the room to scale their business. The more clients they have, the less time they can devote to each one. Therefore, a freelancer is usually only interested in large-scale projects.
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Customer reviews
When choosing a service provider who will influence your website's visibility, you need to be confident in how they treat their clients. Therefore, it's worth checking not only the reviews on the agency's own website (which can be fabricated or outdated), but also those found on social media , Google Maps, and specialized forums. If the company has video testimonials from clients, check their validity, ask if the agency is still working with that particular client, and listen carefully to see if this type of collaboration is a good fit for you and your business model.
Recommendations are also an area that many freelancers struggle with – not because their work might be worthless, but because many don't have a social media page (although LinkedIn and collecting recommendations there seem like a great idea). A website or collecting reviews isn't their primary or secondary focus. While this makes sense, it makes it harder for potential clients to get to know the person. A relatively popular way to seek recommendations is asking for opinions in industry-specific Facebook groups. The problem, however, is that many people there are playing games or relying on word-of-mouth marketing. For example, three comments about the same person might seem like a good result – but approach this with caution.
Choosing an action strategy
Before choosing a specific service provider, make sure they know what they're doing. If an agency isn't interested in your business goals, you should be more cautious. SEO and AdWords advertising are much more individualized than they used to be. They can be successfully used to achieve a variety of goals, so as a client, you should be familiar with the agency's strategy. This way, you can be sure your business is in good hands.
It's important that the agency's action plan is tailored to your company's needs and that you can monitor the implementation of what you agreed upon before signing the contract. So, try to discuss specifics that interest you and ask about anything that's not entirely clear.
Matching the offer
You've received a quote from a marketing agency. This is an important time to ensure the service provider understands your needs. If you were previously contacted to discuss important aspects of your business, the quote should reflect those findings. Before submitting a proposal for services, a reputable SEO and SEM agency will conduct an interview, or "brief," with you. This allows the specialists to understand what's most important to you and allow them to respond with a tailored offer.
Of course, there's nothing wrong with receiving a standard offer - but before you get it, it's a good idea to talk to your account manager specifically about your business needs and whether they can actually deliver what you've planned within your budget.
Important aspects of the contract
SEO services and AdWords (Google Ads) campaigns are highly individualized, so you should receive a contract that's right for your business. Pay particular attention to the agency's billing method. In the past, paying for search engine rankings for specific keywords was very popular. Today, this isn't always the most cost-effective option. Sometimes it's worth agreeing to a subscription, which allows the agency to freely conduct its activities and invest in proven (safe) methods, while you receive reports on these activities. Also, check the contract term and whether it suits you. Don't be afraid to negotiate the terms. The final shape of the contract also depends on you.
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Summary
The above article covers the following topics:
- choosing the right SEO/SEM agency,
- criteria for selecting an SEO company, including resources, recommendations, strategy and contract provisions.
