What does a company need to look for when hiring a company to manage their SEO and search marketing?
When hiring a company to manage SEO and search marketing (including PPC or paid search), a business should carefully evaluate several factors to ensure they are choosing the right partner. The right agency or consultant can significantly boost visibility, traffic, and ultimately conversions, while the wrong one can waste time and resources or even harm a website’s online presence. Here’s a comprehensive guide to what companies should look for when hiring an SEO and search marketing agency.
1. Experience and Expertise
Proven Track Record: Look for agencies with a history of success. Ideally, they should have case studies or client testimonials showcasing measurable results, such as increased organic traffic, improved rankings, or successful paid campaigns. Ask for examples of work they've done for businesses in your industry or of a similar size.
Industry Knowledge: An agency that understands your industry’s specific challenges and customer behavior can craft more effective strategies. While SEO principles are generally universal, different industries may require specialized approaches (e.g., local SEO for a brick-and-mortar business vs. global SEO for an e-commerce store).
Comprehensive Expertise: SEO and search marketing are not one-size-fits-all. Ensure the agency has expertise in a range of SEO services (on-page, off-page, technical SEO) as well as paid search (PPC) management. Ideally, they should be well-versed in integrated strategies that use both SEO and paid search to complement each other.
2. Transparency and Reporting
Clear Communication: A good SEO and search marketing company will keep you informed about their strategies, progress, and results. Look for an agency that offers clear reporting on the key performance indicators (KPIs) relevant to your business. These might include rankings, traffic, conversions, return on ad spend (ROAS), cost per acquisition (CPA), and others.
Regular Updates: Ensure that the company will provide regular, understandable reports (usually monthly or quarterly) on campaign performance and progress. These reports should break down performance by channel (SEO vs. PPC) and explain what actions were taken, what worked, and what needs adjustment.
Real-Time Dashboards: Many agencies offer access to real-time dashboards that allow you to monitor metrics as they happen. This can be particularly useful for tracking PPC campaign performance, as adjustments can be made quickly.
3. Understanding of Current SEO and SEM Best Practices
Up-to-Date Knowledge: The world of SEO and paid search is constantly evolving with algorithm updates and new tools. Ensure the agency stays current with the latest best practices and SEO trends, such as Google’s Core Web Vitals, E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines, local SEO, and AI-powered search trends.
White-Hat Strategies: Be cautious of companies that promise "quick fixes" with questionable tactics. Avoid agencies that use black-hat SEO (e.g., keyword stuffing, link farming, cloaking) which may yield short-term results but can ultimately lead to penalties or bans from search engines.
4. Tailored Strategies, Not One-Size-Fits-All
Customized Approach: A reputable agency will avoid offering cookie-cutter solutions. Your business has unique goals, challenges, and audiences. Make sure the company will take the time to understand your specific needs and develop a personalized SEO and search marketing strategy.
Data-Driven Decisions: The best agencies use data and analytics to guide their strategies, continuously adjusting based on performance metrics. They should be able to explain how they intend to use your website’s data to inform decisions (e.g., user behavior, traffic sources, bounce rates, conversion rates).
5. Technical Skills and Resources
Technical SEO Knowledge: SEO today involves more than just keyword research and content creation—it requires a solid understanding of technical aspects such as site architecture, mobile optimization, page load speed, and schema markup. Ensure the agency has a technical SEO team that can tackle backend issues that affect rankings.
SEO Tools and Analytics: Agencies should be well-equipped with industry-standard tools such as Google Analytics, Google Search Console, SEMrush, Moz, Ahrefs, or Screaming Frog. These tools are essential for tracking website performance, conducting competitive analysis, identifying keyword opportunities, and more.
6. Ethical Practices and Long-Term Focus
Long-Term Results: Avoid agencies that promise immediate results or guarantees of top rankings in a short time. SEO is a long-term investment, and while paid search can yield quicker results, sustainable SEO takes time. Look for companies that set realistic expectations and focus on long-term growth.
Ethical Standards: Make sure the agency follows ethical practices (often referred to as white-hat SEO) to avoid penalties. Unethical tactics might give temporary gains but can damage your website's reputation and hurt its rankings in the long run.
7. Experience with Paid Search and PPC Campaigns
PPC Strategy Expertise: If your business also wants to invest in paid search, ensure the agency has experience with platforms like Google Ads, Bing Ads, Facebook Ads, or other relevant ad networks. They should understand how to optimize bidding strategies, manage budgets, and maximize ROI.
A/B Testing: A strong PPC agency will continuously run A/B tests on ad copy, landing pages, and bidding strategies to find what works best for your audience. They should be able to show how they use testing and data to refine campaigns.
Bid Management & Budgeting: Effective PPC management requires knowledge of how to manage bid budgets, optimize keyword targeting, and ensure that the ads are generating high-quality leads or sales while keeping costs in check.
8. A Collaborative Partnership
Your Team Should Be Involved: An agency that works with you as a partner rather than just a vendor will produce better results. A successful SEO and search marketing campaign requires cooperation, so the agency should take the time to understand your business goals, marketing objectives, and customer persona.
Regular Communication: You should be able to engage with the team handling your campaign and feel that your input is valued. Frequent communication helps ensure that strategies are aligned with your broader business objectives and that adjustments can be made when necessary.
9. Reputation and References
Check Reviews and Testimonials: Look at online reviews and testimonials from other clients. Websites like Clutch, Google Reviews, or Trustpilot often feature honest reviews. You can also request client references directly from the agency.
Industry Recognition: Consider whether the agency has received industry awards, certifications, or recognition for their work. Being certified by Google (e.g., Google Partner status) is a positive sign, especially for PPC management.
10. Budget and ROI Alignment
Transparent Pricing: A reputable agency will offer clear pricing structures and be transparent about what you’re paying for. Be cautious of very low-cost services that might indicate poor-quality work or shortcuts.
Focus on ROI: Ultimately, you should focus on the return on investment (ROI). The agency should be able to show you how their efforts will align with your business goals (increased sales, leads, brand visibility) and provide regular reports to measure the success of your campaigns.
Conclusion
When hiring a company to manage SEO and search marketing, it’s essential to evaluate their experience, strategy, transparency, and commitment to ethical, long-term success. An effective agency will help you navigate the complexities of search marketing, build sustainable traffic, and maximize your ROI, whether through organic SEO or paid search campaigns.
By choosing the right agency, you’re investing in a partnership that can grow your online presence and contribute significantly to the success of your business.
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