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After having worked in the search engine optimization or marketing field since 1998 to improve my own organizations- hiring some of the most well known SEO Firms around, and also having owned and managed the largest ethical search engine optimization Firm in the North Eastern United States, I’ve learned a bit about the process of building businesses through the medium of organic or natural search results and placement. I am sharing my thoughts below, which should only be used as a guideline or framework for evaluating different search engine optimization firms. For more information on any of these topics please click on the associated link within the text, or e-mail me at e-mail.
SEOMatrix LLC CEO, Brian Ortiz
Search Engine Optimization Philosophy
This is the most critical factor when deciding which company to work with you to improve your business.
Employ a search engine marketing or placement company that only utilizes ethical search engine optimization techniques. For a detailed definition of this term please review my Ethical Search Engine Optimization article.
Search Engine Optimization Methodology / Expertise
Can your SEO Company only optimize websites constructed in basic HTML? A solid SEO company will have experience working with websites in all the common programming languages and technologies, PHP, ASP, HTML, Cold Fusion, Flash etc.
Does your SEO Company have experience optimizing both static and dynamic websites? Can your SEO Company optimize various e-commerce packages such as Monster Commerce, Yahoo Stores, OS Commerce, Storefront.net, Volusion? Depth Of Optimization / Piecemeal Services
The most basic search engine optimization companies around don’t actually perform search engine optimization at all- they are merely submission services which either manually or automatically submit your site to various engines and directories. Submission companies are typically very inexpensive since no actual coding, linking, or content development takes place on your actual website.
A mid level optimization company actually gets their hands dirty by editing code, analyzing keywords, building links, and adjusting / writing fresh content for your site.
The highest level search engine placement firm performs the duties described for mid level optimization companies, but also is responsible for conversion tracking and analysis. This means that high level optimization firms are essentially responsible for discovering what is working and what is not working throughout the entire customer experience.
A piecemeal marketing company is one that treats various parts of optimization as separate entities. For example, an optimization company may charge distinct fees only for “linking” or “content construction.” This piecemeal approach can be detrimental. Successful optimization is the synergy of multiple efforts on multiple fronts, sometimes simultaneous, and sometimes in succession. Piecing together different aspects of an optimization campaign typically reaps poor results.
System Of Evaluation / Reporting
The majority of search engine optimization companies cringe at the thought of empowering their clients to evaluate their work. An ethical search engine optimization company does the opposite. There are four ways we recommend using to evaluate a search engine optimization companies’ work / performance:
- Real Time Statistics:
Being able to see traffic gains in real time can be a useful window in evaluating how your SEO Firm is performing. Having the ability to see who is coming to your site, from what search engines they are coming from, and the exact keyword phrase used within the search query is an essential tool.
- Positioning or Visibility Reports:
Being emailed bi-weekly positioning reports on the specific keywords that you are interested in ranking highly for can be incredibly useful. A visibility percentage, which is the percentage of people that are finding you for keywords that are important for your business – on the Major Search Engines – Google™ , Yahoo™, AOL™, and MSN™ is also important.
- Alexa Rating:
You can download the Alexa Toolbar right now. This gives you a solid summary of the general traffic trend over the last three months for your website. If you have a brand new website, odds are you will not even have an alexa rating or visible data at all. The alexa rating also shows you, in general terms, how your website stacks up- traffic wise- in comparison to other sites. The lower your alexa rating the more traffic your site is generating. Please note, if your site has an alexa rating of “1” this doesn’t mean you are the most visited site on the internet- it most likely means you are operating a Yahoo Store- in such case it is identifying Yahoo’s overall traffic, and not your individual site. A general tool like this can give you a quick overall impression of traffic growth and trends. Be careful though, the numbers are generalities (similar to the television Nielsen Ratings).
- Google™ PageRank:
You can download the Google Toolbar™ right now. Click on the options tab and check off the display PageRank measure. You will be able to see how Google™ is rating your site on a scale of 0-10. As an optimization company proceeds with your campaign you can check periodically to see how the number is increasing. The typical website should see a PageRank increase of one to two points over the course of an optimization campaign. Keep in mind that it is easier to increase your PageRank at the lower ends of the spectrum. As you approach higher PageRanks it becomes more difficult to increase your rating.
Industry And Keyword Research
How does the SEO Company perform its up front legwork regarding your organization, industry and corporate goals? Do they ask questions about:
- Your industry.
- Your competition.
- What keywords are currently working for you?
- What PPC (pay per click) words are currently effective?
- What PPC engines (Adwords, Overture) are currently effective?
- How your site is designed?
- Is your site dynamic or static?
What tools does your SEO Firm employ to perform its keyword research?
- Basic Wordtracker or Webceo).
- Basic Overture keyword suggestion tool.
- Basic Google™ keyword suggestion.
- Combination of the basic tools.
- Proprietary keyword analysis methodology and tools.
Dedicated Resources
Client to Account Manager Ratio
Not many SEO companies like to publicize their client to account manager ratio. This is the ratio representing the number of clients that each account manager handles at any given time. The lower the amount of clients each account manager assists, odds are the better the service and the higher the level of personal attention. We recommend that a search engine optimization account manager supports less than thirty clients at any given time.
Man-Hours Per Month
The number of man hours per month your SEO production department actually dedicates to your business is crucial. It is more than smart to ask for a monthly time allotment estimate before beginning an optimization campaign. What you expect to receive and what is actually delivered should be right in line.
Company Structure and Size
Does your SEO Company consist of a laptop computer with your account manager working out of his basement? Is your SEO Company a bureaucratic nightmare that forces you to fill out trouble tickets when you need help immediately?
Your ethical search engine optimization company should be somewhere within the sweet spot of not too small and not too large. You want individual attention, but you would also like to know there is more than one mind, minding your business.
Management
Does your ethical search engine optimization company have a solid management team? Do they have a management team at all? It is not out of the question to ask for the curriculum vitae or resume of the powers that be, in fact, it makes perfect sense if you are entrusting this company with your business and livelihood.
Reputation
Has your SEO Company received multiple complaints via the Better Business Bureau? Check the better business bureau reports and see if there are unresolved complaints. From time to time clients may file complaints, but we believe it is the timely handling of these inquiries which are even more important when considering an optimization company.
Results
Every SEO Company should have detailed reports regarding past client successes. The reports should include specifics as to optimization goals and timelines. Reporting on past clients should also focus within and between multiple industries. You should always be aware of a base point- where a particular client started out prior to the optimization company commencing an SEO campaign.
References / Company Shelf Life
Every SEO company should have solid references across industries and fields in both business to consumer industries as well as business to business arenas. References should stem from not only the past six months, but should originate from years prior to your introduction with the company. If your SEO firm performs quality work, clients should be around for years to sing their praises.
Costs / Pricing Structure / Up front Fees
Costs should be consistent with the service that the company is offering [review the Consistent Value Proposition]. A $49.00 a month campaign run by a credit card company that does not specialize in search engine optimization might not be the optimal choice for an in depth or high level optimization campaign. An SEO company should only offer costing after they have a clear understanding of your business, goals, and work involved. Blanketed cost structures can lead to frustration, unrealized expectations, and ultimately failure. Also be concerned if your optimization firm demands a full six month payment in order to simply “get started.”
The ideal optimization company charges an up front fee and monthly recurring fee which is commensurate with the services that are actually being performed. A high quality optimization firm that works on your site utilizing 30-60 man-hours per month cannot possibly charge a $49.00 per month recurring maintenance fee.
Redundancy
A nasty case of the bird flu hits your account manager right where it counts! Does your optimization company have the ability to smoothly transition the current state of your campaign to another qualified optimization expert? Every SEO company should have a system in place where knowledge about existing accounts can be easily disseminated from one individual to the next. If there does happen to be a catastrophe regarding your account manager, you should feel comfortable that your business continues to prosper regardless of the circumstances.
Quality Control
Every SEO company should have someone overseeing your account manager to ensure that every last “i” is dotted and every last “t” is crossed. Your account manager should be responsible for the success of your campaign, but an extra set of eyes can occasionally be needed to add one more factor weighing in on your success.
Promises / Results Timeline
We’ve heard SEO companies promise first page listings in Google™ for competitive phrases within 48-Hours. If your SEO sales representative is overzealous and unrealistic, it should be a sign that this is most likely a company to steer away from. Gaining search engine listings can be a hard fought, time intensive battle that comes from diligent work and intelligent planning.
Production Staff Quality
Production staff should be divided between account managers and specialized production technicians. Account managers are the hub of an optimization campaign direction and implementation. Account managers should be able to perform all of the actual coding, linking, and content construction for each client. As an optimization campaign progresses and increases in complexity, they should be able to call upon their support staff or production department to complete specialized work orders for each client.
Location / Proximity
When you call your account manager or SEO company do you listen to an annoying two beeps before being connected to an individual working overseas? Not a good sign. It is imperative that you hire a search engine placement firm whose sales force works in tandem with its production department. There should be no disparity between what you were sold and what was actually delivered. The SEO guru working on your account should be able to understand your business, industry, and company goals quickly, without any overseas static jamming up communications.
This document is the express property of SEOMatrix LLC. Its reproduction or distribution in any form is strictly prohibited. Any violation in this policy will result in Legal Action.
SEOMatrix LLC CEO
Brian Ortiz
New Haven, Connecticut
e-mail
October 25, 2005
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