Search Engine
Optimization Philosophy
This is arguably the most critical factor when deciding which
company to work with to improve your online business or brand identity.
Employing a Search Engine Marketing
or placement company that only utilizes ethical search engine optimization
techniques or "white hat" methods will ensure that you minimize the
potential risk of being dropped, removed, penalized, deleted, or banished from
the search engines. Nobody enjoys waking up glassy eyed to the unfortunate
reality of being "Google sacked" for breaking or bending the search
engines' implicit rules or explicit terms of service.
Search Engine
Optimization Methodology / Specific Expertise
Can your expert Best SEO Company only optimize
static websites constructed in basic HTML? An upstanding SEO company will have
experience working with websites in all the common programming languages and
technologies, PHP, ASP, ASPX, HTML, Cold Fusion, Flash etc.
Does your Best SEO Company have experience
optimizing both static and dynamic websites? Can your SEO Company optimize using
various e-commerce packages and interfaces 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 search
engines or directories. Submission companies are typically very inexpensive
since no actual coding, linking, or content development takes place on your
actual website. Typical pricing runs around $19.95 to $399 per month for these
submission type services.
A mid-level optimization company gets their hands more firmly
on the marketing handle by editing code, analysing keywords, building links,
and adjusting / writing fresh content for your site. They also may do a pinch
of off-site optimization, such as press releases, article submissions, and blog
writing. Typically, firms of this middle level range charge between $399 and
$850 per month.
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. The emphasis on off-site optimization is
also much greater and time consuming. 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 - from initial search
through conversion. More man hours per month also means a higher fee that
search engine firms must charge to cover their costs. The usual pricing range
for these firms' are $850.00 all the way up to $10,000 per month, but on
average, you'll be looking at fees above the $1,000 a month range.
A piecemeal marketing company is one that treats various
parts of an optimization campaign 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 poorer results than a
comprehensive strategy.
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 tools we recommend using in tandem to evaluate a search engine
optimization company's work / performance.
1. Real Time Statistics / Conversion Analysis
Software
Being able to see traffic gains and conversions 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.
2. 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. Make sure your
firm doesn't overdue the automated search engine queries however, the search
engines may consider this spamming their databases.
3. Alexa Rating:
You can download the Alexa Toolbar right now from alexa.com.
This gives you a solid summary of the general traffic trend over the last three
months for your website when compared to other existing sites. 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 your competitors or industry affiliates. The
lower your Alexa rating the more traffic your site is generating when compared
to other sites in the Alexa universe. 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 a 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) and not absolute figures.
4. Google PageRank
You can download the Google Toolbar right now by going to
google.toolbar.com. Click on the options tab and check off the "display
PageRank" measure. You will be able to see how Google is rating the
importance of 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 might 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 for your rating to balloon.
Due Diligence: Corporate Goals / Industry and
Keyword Research
How does the SEO Company you are considering perform its up
front legwork regarding your organization, industry and corporate goals? Do
they ask questions about:
What your corporate goals (both short and long term) are,
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, MSN/Live) 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?
How about Wordtracker, WebCEO, or Keyword Elite? What about
the basic Overture keyword suggestion tool or the generic Google keyword
suggestion tool supplied by Adwords. Do they utilize a combination of the basic
tools? What about proprietary keyword analysis methodology? Do they have
dedicated tools that have been developed in-house, or by a third party?
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 sitting beside a salivating golden
retriever? Is your SEO company a bureaucratic nightmare that forces you to fill
out trouble tickets when you need help on the spot?
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, calculating your next business moves.
Management
Does your ethical Search Engine Optimization
Company have a solid management team? Do they have a management team at
all? Are the firms you are considering privately held or publicly traded? Is
the owner of the optimization company an absentee landlord or an active member
of the SEO community? 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 not only your business but your livelihood.
After all, SEO practitioners have no board certification that you can rely upon
to check their track record.
Reputation / Importance
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 to work with.
Past Results / Company
SEO Rankings
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. Is the SEO firm
itself performing poorly in the search engines? A low Google PageRank (below a
5) may be an indication your SEO firm hasn't been around for as long as one
might like.
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- a la the "Consistent Value Proposition" taught at Yale
School of Management. 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 also only offer costing after they have a clear
understanding of your business, goals, and the 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 up front 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 every
thirty days to perform its services.
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 side of 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 both diligent work and
intelligent planning.
Girish Kochhar is the CEO of WebPreneurs Pvt Ltd(Best Seo
Company in Noida): Ethical Search Engine Optimization. He has been
specializing in search engine marketing and most notably conversion analysis
for both national and international clients for over five years. WebPreneurs
Pvt Ltd is a Connecticut search engine optimization company. To receive
a free optimization or conversion rate analysis for your website.
