How to Pick an SEO Firm
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1. Check out their experience.
You shouldn't have to try hard to find samples of their clients or their SEO performance on individual websites. How competitive are their search terms that are ranking well on Google? Are the search terms that are ranking well difficult terms to position--one, two and three word phrases, or are they easy terms to position because no one else is using them at all--six, seven and eight word terms?
2. Ask for testimonial letters.
Insist on letterheads from the clients that feature real names, not Fred from Cleveland or J.T. from New York. Call these references and ask them questions about the SEO performance of the company you are considering.
3. Ask them to document their process.
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4. Get staff credentials.
Find out who is doing the work. You really need a team of people - no one person can be proficient in every area of server administration, programming, marketing, writing, link building and more. Get to know the team a bit.
5. Be suspicious of money back guarantees.
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6. Get pricing information.
Is the SEO contract for hourly, monthly or annual services? Get prices from a few other firms as well, but be aware that the scope of services may vary greatly from firm to firm. Insist that the firm you're interested in explain why it charges more for services, if that's the case.
7. Ask about reporting. How many keywords will the firm handle? How many pages?
Find out whether you'll be able to access the latest data about your project. How often is it provided? What's included? Some firms just send a ranking report. What other details can you expect in terms of the overall strategy, next steps, web site traffic and conversions?
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What are the firm's practices when it comes to ethical standards and practices? How far will they go? How do they view doorway pages, cloaking and keyword stuffing?
9. Know your objectives.
You need to have some idea of what you want to accomplish when selecting an SEO firm. Do you simply want to promote your brand? Do you want to increase visitors and push traffic to retailers? Do you want to improve online sales? Which categories of products will matter the most in your campaign?
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You can submit your web site pages (not optimized) for free or through services that cost well below $100. Optimizing is another matter--It's going to cost money. Have some flexibility--the level of service and the firm's expertise will determine whether you pay hundreds of dollars or well over a $1,000 a month.
mmurray@fathomseo.com