Selecting a Search Engine Optimization (SEO) FirmFor most online merchants, obtaining good listings in the search engines can mean the difference between having a great online business or a mediocre one. There are two ways to get a site listed in the search engines. A merchant can either pay the search engines money to be listed in the sponsored listings (typically known as pay-per-click) or try to rank well within the free organic listings. Ranking well within the organic listings is not easy, but if done successfully it can be very lucrative for the business. Many online merchants do not have the time to undertake a search engine optimization (SEO) project on their own and make the decision to hire a SEO firm. The selection process is not easy, primarily because it can be hard to know what you are getting until the project is complete. This purpose of this article is to provide some criteria to use when selecting such a firm.
There are two types of SEOs which are commonly referred to as "white hats" and "black hats." White hat SEOs follow the search engine's guidelines (http://www.google.com/webmasters/guidelines.html & http://help.yahoo.com/help/us/ysearch/basics/basics-18.html). Black hat SEOs try to use various tricks in attempt to boost a page's ranking. Such techniques might include redirects, hidden text, or cloaking which show the search engine spider one page and everyone else a different page. While these types of tricks sometimes work well in the short term, they are not a good long term strategy and can often get a site banned from the search engines. It is important to ask a potential SEO firm what techniques they use to rank sites higher in the search engines. If they don't follow the search engine guidelines or seem like they are trying to deceive the search engines, look elsewhere.
When evaluating any type of consulting agency, it is important to ask for references. In the search engine world, algorithms have evolved tremendously over the last few years. SEO techniques that worked even one year ago may no longer work today. Ask for references of companies that have signed on within the last year. Optimizing a site and having it picked up in the search engines takes time so don't expect references of clients that have signed up within the last three months. If a potential firm refuses to provide references, continue your search.
As with any sales presentation, it is one thing to talk the talk and another to walk the walk. Take a look at the potential SEO firm's web site. How does it rank in the search engine? Just because a site doesn't rank well for "search engine optimization" doesn't mean the firm doesn't know what they are doing ("search engine optimization" is a very competitive term). However, if the SEO's site can't be found at all in the search engines, a red flag should go up.
Ironically, if a search engine optimization firm guarantees organic results, heed caution. No one can control the search engine rankings except for the search engines themselves. If a firm claims that they can, they are either using sponsored listings or are full of bologna.
Paying for organic optimization does take time and money. However, with the help of the right SEO firm, it should be very worthwhile and may yield a higher ROI than just paying for sponsored listings.
