Traffic and keyword rankings are great but at the end of the day, as a business, you want to hear about opportunities, leads, phone calls and sales.
SEO companies may approach your organization, offering their services and promising to deliver high traffic and boost keywords. There is nothing wrong with that—we love traffic and rankings, too.
The problems start when all of the SEO work drives unqualified traffic to your site. Your website might end up attracting the wrong audience. Worst case scenario, the high-traffic strategy will just direct spam bots and fake referral traffic your way.
The right SEO company does not take the traffic and keyword ranking away from the equation—those are important—but they list Conversion as their topmost priority.
They will perform website analyses, check your Call-to-Actions (CTA), and other elements of your website, making sure that everything is working together and inspiring people to take action.
Is SEO at the core of what they do?
Today there’s no need to debate whether or not SEO is important. Everyone who is familiar with the internet and search engines knows the importance of search engine optimization for business.
However, the increase in demand for SEO has enticed a lot of people to hop on the bandwagon and offer SEO as a service. It means it has quickly become a money-maker.
Some of these people are web developers, media buyers or marketing people who have added SEO to their service portfolio.
SEO is more than just publishing a page and on-page optimization. There are a lot of things going on behind the scenes which require expertise and experience to deliver successfully.
A good SEO company has to know about key strategies and technologies and be able to execute.
When choosing a company, make sure that SEO is their core competency—not just a secondary or optional offering.
Do they have a proven track record and strategies?
Pretty much all SEO companies can market themselves well and tell you about what they can do. What you really need to know is what they have achieved for their clients.
The best way to learn that is not only through the information handed to you by the companies themselves. You need to do your own research as well.
Learn about their client base. Reach out to some of their clients and talk about their experience in working with the company. And ask about the SEO results they’ve gotten so far.
You can also speak directly to the SEO strategists themselves to discuss how they can help bridge the gap between your company and your competition.
The ideal SEO strategist should be able to show you exactly what your website needs, how far your business is from getting to the top and what it will take for your business to reach the goals you’ve set.
How quickly can they respond?
When you hire an SEO company, they essentially become the IT for your website.
That means they become accountable for what’s going on in your website.
So, when technical trouble arises, like when your website is down or something stops working, they should be able to respond to you and address the problem quickly.
Google is concerned with user experience. If something isn’t right, they may actually penalize your website and push you lower in the rankings.
So, if you spot a problem, your SEO company should be able to act on it as soon as possible, ideally within 12 hours.
Some companies are not able to do that though. Some may not respond for days or even weeks.
Make sure that the SEO company you are about to work with is responsive, has solid technical support in place and can ensure fast turnaround time.
Is the company providing value to their customers?
Make sure the company you’ll be working with truly provides value for their clients. One way to do that is to check these important references:
Check their website for client testimonials. If they have video testimonials, even better.
Go to their Facebook page and see if their clients have written any reviews.
Google them and see what comes up. You may be able to find some more reviews about them—good or bad.
There are several things you need to consider when choosing an SEO company. The 5-point checklist will help get you started.
Every business is unique so, depending on your company, you can create your own requirements on what to look for in an SEO company.