Some companies choose not to incorporate search engine optimization (SEO) into their digital marketing strategy, opting to use pay-per-click or social media to boost their online presence. While these techniques may work for small businesses, anyone looking to hit it big needs to look into SEO.
For most people, trying to learn about SEO for the first time can be overwhelming. With all the buzzwords, myths, and misconceptions surrounding SEO, it’s easy to lose sight of the facts. To put it simply, the main point of SEO is to use techniques that can help boost your website’s rank on search engines. Why is this important? Well, researchers have confirmed that 70% of users only click the top 5 websites that come up on their Google search. Meaning, the lower you are on the ranking, the less likely you’ll get site traffic via search engines.
You may still be unconvinced about the importance of search engines, especially if you already have a steady social media following. But the truth is that SEO generates more than 1,000% traffic than social media, and 51% of users claim to have discovered a brand only through a Google search. Clearly, if your goal is to expand your audience, implementing an SEO strategy is crucial.
How to get into SEO
Most businesses would hire an SEO company. The demand for SEO expertise is so high nowadays that companies offer services geared towards helping brands achieve their SEO goals. You may be hesitant about the costs that come with outsourcing a company, but the truth is, there are a lot of benefits to hiring professionals for this job.
- Experts can keep you from making time-consuming and unnecessary risks. SEO is a very long and complex process. Most SEO strategies only start getting tangible results months or a year after the implementation. You’ll only end up wasting precious time on ineffective techniques if you’re not 100% sure of what you’re doing.
- You can focus on your business. Should you insist on handling your company’s SEO strategy without any background in SEO, you’ll need to study not just the principles of SEO but also the evolution of search engines and how to use different SEO tools. And since search engines are constantly evolving, you’ll have to stay up-to-date on these changes when they come and adjust your strategy as needed. By hiring someone who’s already a seasoned expert, the time you sink into studying and revising your strategy can be better spent running your business.
- They can improve your website. SEO and web design and functionality go hand-in-hand, so chances are a good SEO company will also have in-house web developers and graphic designers who can optimize your website for both users and search engines.
There are many more benefits, and you can experience them for yourself once you hire an SEO company. However, not all SEO companies are the same and given the aforementioned demand; there are probably hundreds of companies for you to choose from. How do you know which one is right for you?
Important questions to ask SEO companies
1. Have you worked with someone in our industry before?
SEO is not a one-size-fits-all scheme. There are SEO tactics that work better on specific industries than others, so your chances of success are higher if you work with a company that has prior experience with someone from the same niche as you. Ask to see their portfolio. If they’re a reputable company, they should have a website that features client testimonials. Try to get in touch with previous clients in the same business and hear what else they have to say.
2. What results should we expect?
A legitimate SEO company will provide more concrete answers than just “increased search engine rank”. This is also a good way to sniff out unethical companies. If they promise that your site will be on the first page or highest rank, they’re most likely using techniques that go against search engine rules and could even get your site penalized or blocked.
3. How long before we see results?
This is another question you can use to differentiate a good SEO company from a bad one. In general, it takes 6 months before one can expect results from an SEO strategy. In general, you should be wary of anyone who promises quick results.
4. How will you incorporate SEO into our current marketing strategy?
SEO shouldn’t take over your whole marketing plan. The most effective marketing strategies are one that cohesively makes use of different techniques so that one can compensate for another’s drawbacks. Relay to them your current digital marketing strategy and ask how they plan to work with you on your overall strategy. Credible SEO companies should be willing to cooperate and communicate with you and your marketing team.
5. How do you stay updated on search engine algorithm changes?
As mentioned, search engines update frequently, and a good SEO company should be aware of those changes as soon as they happen. As experts, they should be very present in the industry and participate in forums, conventions, and conferences. This isn’t a requirement, but if some company employees or executives are prominent in the SEO industry, it adds to the company’s credibility.
6. What techniques do you use?
Ask them to explain how each technique works instead of listing down general, technical terms. If the person truly is an expert, they would have no problem clearly explaining what the technique does and how it affects your search rank. Anyone seeking to fool you will clearly stumble and throw buzzwords and overly technical terms to confuse you. Keep an eye out for spammy and unethical SEO techniques, as this will only harm your search rank in the long run.
7. What metric tools do you use?
Metric tools are essential in SEO to monitor outcomes and gather data to use for strategy adjustment. The exact tools aren’t important, but they should effectively articulate why they use such tools. There are hundreds of analytics software in the market, and if they prefer one or two, there must be a reason. A legitimate professional will walk you through why their chosen tools are superior to others, while someone less experienced won’t be as convincing.
8. How do you report results?
An SEO company should report results in a clear and layman-friendly way. If their report formats are too complex for you, ask if they’re willing to customize their progress report into something that suits your needs. Ask them about the frequency of their reports and how they plan to update you. Generally, a monthly update schedule is reasonable.
Besides helping you find the perfect SEO company for your business, these questions are also geared to help you weed out any suspicious and inexperienced agencies. Unfortunately, given the increasing demand for SEO services, some companies seek to take advantage of business owners who aren’t that well-versed in SEO. Before embarking on your search, study the basic SEO principles and what counts as illegitimate SEO practices. The more knowledgeable you are, the easier it’ll be to identify sniff out empty promises and shady businesses. Stick with a company that has a stellar reputation and a long history of success with other clients. Use this period to gauge how fast they respond to inquiries and if they’re punctual to your consultations. Communication and professionalism are key when working with an SEO Company, so if they’re hard to contact or are late to meetings, you’re better off taking your business elsewhere.