It’s reality – how your business fares online comes down to your search ranking. And what creates that difference for you is your search engine optimization (SEO) strategy.
Certainly, SEO companies are not all created equal, just before you commit to an SEO company, take time to review the following:
SEO, the process of setting up your website such that it attracts organic traffic, is far from simple and therefore often misunderstood. People who tell you they special tricks that will get you to the top of search engine results, or those who create an air of mystery around SEO, are cons. Real SEO works around solid principles behind search engine mechanisms, though the algorithms are constantly changing. In other words, there’s no magic in SEO, only science and a bit of art.
Laying Down Goals
By no means should you hire an SEO firm that vows to “increase organic traffic” for your website. Instead, find a company that will sit down with you, and make a list of your goals and what to do to achieve them. For instance, do you want to rank for particular keywords to increase your sales for a certain product? Do you want to improve your conversion rate? Do you want to increase your ad revenue? Regardless of your specific goals are, be your that SEO company is clear on them.
Key Performance Indicators (KPI’s) must be used to measure the success of an SEO campaign, and it’s important for you and your SEO consultant to meet when it comes to the numbers that will be considered successful or not. The most commonly used KPI’s include organic sessions, keyword rankings, conversion rates, Google crawling mistakes and page load time. The level of importance of each KPI is unique to your type of business and your goals for the campaign. In any case, the SEO company you choose should know which metrics are most relevant to your situation and have the ability to relay that information in a manner you understand.
You will probably have access to the tools used by your consultant in measuring your KPI’s, but you may not have the time or energy needed to make sense of all the data. Therefore, you want an SEO firm that can partner with you when it comes to communication and establishing trust. Finally, take note that SEO is a process, which means you could be working with this company for a long time. Even if you plan to hire an SEO company for a one-time project, achieving your organic website traffic goals is still time-consuming and requires patience and a thriving working relationship.
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