There are many businesses that sell Search Marketing or Search Engine Optimization (SEO) services. Most of them are solid and professional companies that won’t let anyone down, depending of course on what what you expect from engaging such a company.
Some SEM companies prefer to work in specific niches, or with clients of a certain size. I suggest that prospective clients investigate the options available thoroughly, and talk with at least three or four internet marketing companies before making a final call.
However, by which criteria should that decision be made? Search Engine Optimization is sometimes perceived (or presented) as some combination of ability, technology and sorcery. While there are most definitely some creative parts to a good SEM campaign, the bulk of it should come from a combination of three actions: A complete search marketing analysis, a concrete action plan and crisp execution of that action plan.
Too many times SEM companies perform only a superficial evaluation, and that results in the execution of a search optimization campaign which does not achieve the best possible result. And in many cases, unfortunately, the customer is does not know.
So if you provide professional services, or have a website, how should you go about selecting the Search Marketing solution that suits your situation, and will deliver the best results? I would like to propose some ideas.
1. Look for a local company – Why? Because, even if you are doing business in more than just your local geographical area from your website, it is still better to have the opportunity to have personal interaction. A website is (or should be) an important part of your overall marketing strategy, and doing business with a local company will make it easier to interact around your marketing plan.
2. Make sure that the SEO company reallyunderstands marketing – Many really good SEO engineers don’t take the time, or don’t have the ability, to understand a client’s marketing objectives, even if that plays a large role in how the search marketing campaign is designed.
3. Ask to see the analysis framework – A good search marketing analysis is crucial to achieving the campaign objectives. Many companies offer to do a “keyword analysis”, which would be part of it, but it should be much more. Make sure they use the latest best in class SEO software to get a complete understanding of the search engine environment in which your website has to compete. This includes not only a keyword search density evaluation, but also a very deep understanding of your top competition’s websites.
4. Ensure that the action plan is scoped and priced – many times SEOSEM companies leave the scope open-ended, intending toupsell you as soon as they have your business. If there are more services suggested, make very sure they are needed.
5. Look for progress. Ask for monthly reports from third party reporting tools, like Google Analytics. While it may take time to reach your SEO objectives, there must be regular progress, or else the SEM techniques may not be effective.
Good search marketing companies work within the structure described above. Make sure that your search marketing provider does so too.
Johan Steynberg is an online marketing and branding expert that heads up innav8, an online marketing agency. He has more than 20 years experience in marketing and sales in the hi-tech industry.