Time To Call In The Pros
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You’ve read the search engine’s documentation until your eyeballs ache. You’ve flipped through the “Dummies” books and read every search optimization blog in sight. What happens if …..nothing happens? you have a business to build and the weeks are ticking by .you need web traffic ASAP
Could it be time to call in the professionals? we conducted a Google search and tried to contact almost two dozen SEO(search engines optimization)services. The number of faulty voicemail systems and unreturned emails we encountered was startling. Clearly the field is full of fly-by-nights whose search rankings bear little relationship to their true business presence. How do you separate the wheat from the chaff, and what will a real SEO company do that you couldn’t manage on your own?
Know What You’re Getting
It’s not enough to target great search results you need to know how those search results get generated and whether the results are sustainable over the long term. You also need to understand the difference between a paid vs. organic search campaign. The best-known example of a paid campaign is Google Adwords, which generates PPC(pay-per-click) advertising. Your company only pays when people click your ads (which appear next to Google search results) This is very different from organic search results which rank within search results according to relevance and other factors determined by the search engine.
When starting a search for SEO help, it’s natural to go to your favorite search engine and type in “SEO professional” or something similar. Mark Jackson, CEO of SEO agency Vizion Interactive (www.vizioninteractive.com), cautions that this approach can deliver misleading hits such as sites that claim to list the top SEOs.
“These sites list supposedly the top SEO firms in the world but they’re paid advertisements” says Jackson. “That’s indicative of our industry. There are a lot of people who drop a lot of buzzwords to make you believe they know SEO…but they don’t”
Jackson notes that business managers tend to suspend their normal due diligence when doing SEO hiring. They cut checks first and ask questions later. The traditional interview process used when hiring an employee, including calling references for verification seems to vanish.
“People want someone to come in sprinkle some SEO pixie dust and get instant
Rankings” he says. “But it doesn’t work like that .There are very few instances where you can make a change and see quick measured results .you might be looking at there ,even six months or longer before you real results and during that time you’re paying that SEO firm their monthly retainer”.
Presumably you want an SEO specialist with the same ethics you use in your own company. “Black hat” or “gray hat” SEO involves tactics such as keyword stuffing and creating doorway pages which are web pages never meant for public viewing and which exist only to be indexes by search engine in order to inflate the sites search rankings. Black hat techniques can lift search ranking but they can also backfire and get a site banned from search engines .when shopping for an SEO expert make sure that he or she adheres to an SEO code of ethics, This code can vary among providers, but any SEO professional should be aware of and adhere to a conduct code that looks similar to the one found here :goo.gl/DVaq.
White hat techniques follow Google’s on –page optimization quality guidelines (see goo.gl/tKyl). Confirm with prospective SEO pros that they adhere to these practices before you hire them; then do spot checks on their work over the following weeks of development to make sure they’re not straying from the guidelines.
What Will Happen?
Naturally, inviting anyone to poke around inside your site and make changes to it can be a harrowing experience. This is where it pays to make sure you have a real professional with resources and a skilled team. A proper SEO professional should start taking action on several points even before beginning the main optimization work.
“The SEO [professional]should do a project feasibility study to determine if there is a reasonable probability of success” says SEO veteran consultant Bruce Clay (www.briceclay.com). “Often, the prospect does not have a reasonable expectation for what can be achieved and how quickly. Some SEO [professionas] will simply take the client’s money regardless of success, but the ethical SEO (expert) will tell it as it is”.
Most small and midsized business find that giving hired SEO professionals FTP (File Transfer Protocol) or similar access to their web servers is inevitable, although, this could be done indirectly through a regular IT staff intermediary. Such access needs to be legally structured and enforced with consequences in the event of site damage or breaking of nondisclosure. But site changes must be done and it’s the SEO who’s being paid to do them. Changes can include altering the navigation structure and title tags and implementing a blog on your domain. A total site redesign may even be needed. For example, if a site is predominantly graphical, it may need to be balanced with some text.
SEO experts will almost never reveal their “secret sauce” in what they do-as a partly intuitive process, some may not even be able to articulate it –but all professionals should freely discuss their methodologies. Reda Yamani, a senior SEM (search engine marketing), specialist with SEO 1Servoces (www.seo-1-marketing-services.com), was willing to share some about his company’s SEO process.
“Our SEO methods consist [of] two-step process. On-page optimization consists [of] going through a web page and changing its contents to increase thematic relevance removing any code ‘road blocks’ and increasing the ‘spiderability’ of the site off-page optimization or link popularity, consists of the number of high quality, relevant inbound links. Google puts a lot of emphasis on your Internet popularity by regarding a link to your site as a vote. We create thematic link building by generating content that is appealing to web publishers and that uses the latest syndication technologies to create a viral marketing effect,” says Yamani.
Midrange SEOs tend to promote their packages such as “gold” or “platinum” plan bundles. These are template-driven and offer little to no customization. According to Bruce Clay, clients “should not be surprised to find that their site does well but never quite breaks into the top 10” search results. Always ask prospective SEO specialists how they will tailor their campaigns specifically for your goals.
Set Realistic Expectations
Anyone who hires SEO talent hops for ranking miracles .In reality says William smith, a former director of search marketing at ad agency off Madison Ave.(www.offmasisonace.com)there are thousands of factors that go into where a page tanks most of which are beyond anyone’s control. “The best way to achive search rankings in my experience is to focus on providing relevant content and making sure the fundamentals of yours web site design are around. If you lack content in the first place, no amount of SEO will help you achieve ranking,” says Smith.
But assuming you’ve hired a professional with a solid SEO game plan who has pushed you into producing the right online content, then what? How do you know if you’re getting results?
SEO 1 Service Yamani believes benchmarks and goals must be established from the outset, including higher conversion rates, newsletter signups, lower bounce rates,and higher retention time on sites. Unscrupulous SEO specialist will sell prospects an irresistible deal; but a professional will adjust a campaign based on your resources and use benchmarks to establish realistic goals as part of a growth strategy.
“Most companies who consider SEO fail due to inadequate expectations in the decision making process” says Yamani. “you can’t just ‘negotiate’ with a search engine optimization company on the number of keywords as a measure of a value. SEO is a marathon and not a sprint. Results are incremental and exponential in nature. It may take from six to 12 month to reach those top rankings depending on the competition”.
Pricing
Professional SEO services are not cheap but done well the ROI (return on investment) may beat spending $100,000 per year on a brick-and-mortar mall presence or TV commercials. Vizion Interactive averages about $6,000 per month for an SEO campaign. SEO 1 services notes $1,000 to $5,000 per month-or more in highly competitive fields.
If an SEO consultant is going to show your staff what he or she does and teach methods along the way ,expect that training to double your rates says Bruce Clay .stiii,that may be money well-spent over the long haul, especially if your initial SEO plan was to handle optimization in-house without increasing staff.
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