| If a man can write a better book, preach a | | | | tricky. |
| better sermon, or make a better mousetrap than | | | | Make sure that the SEO consultant has thorough, |
| his neighbor, though he build his house in the | | | | up-to-date knowledge and understanding of the |
| woods, the world will make a beaten path to his | | | | major search engines and their algorithms. These |
| door - Ralph Waldo Emerson (1803-82) | | | | algorithms are ever changing and improving so the |
| This may have been correct in the business | | | | consultant should be able to show that he/she |
| paradigm of the 19th and 20th century, but in the | | | | keeps up with the ever changing markets by |
| new paradigm of the Internet, it no longer holds | | | | belonging to various forums, discussion groups and |
| true - especially if you substitute house with | | | | peer organizations. |
| website. Over 88% of Americans who shop online | | | | Look at their affiliations. Do they belong to the |
| use Search Engines to conduct research on what | | | | Better Business Bureau (BBB)? Do they belong to |
| they are buying (Source: SEMPO) and the three | | | | any of the search engine marketing or online |
| large search engines have over 80% of the | | | | advertising trade associations? Who are their |
| market between them (Source: Search Engine | | | | clients? Are their clients reputable? You can usually |
| Watch). This means that you must achieve good | | | | get a good indication of a companys reputation by |
| ranking in one or all of these search engines in | | | | seeing who they align themselves with or who |
| order to reach your target customers. Because | | | | they don't. |
| search engine optimization (SEO) is better left to | | | | Another overlooked factor to check is this: Do |
| an expert, this means you must choose an SEO | | | | they rank naturally for SEO related keywords? If |
| consultant to enhance your web presence and | | | | they cannot even rank their website for even |
| maximize site usability, thus increasing your profits. | | | | one reasonably competitive keyword phrase, this |
| You would choose a SEO company the same | | | | should set off some alarm bells. After all, how can |
| way you would assess any company you were | | | | a SEO company do something for you that they |
| going to purchase a service from. Find out how | | | | cant even perform for themselves? |
| long they've been in business, and see if they'll tell | | | | Search engine optimization is not a once-off magic |
| you exactly how it is they do their work. Ask | | | | pill to get you to the top of the rankings, and |
| them about their previous work and clients and | | | | beware SEO consultants who offer this. Ensure |
| check if you can use these clients as references. | | | | that your SEO consultant not only can increase |
| Check their methodology. Don't expect exact | | | | your ranking but can keep you there with a |
| specifics, but ensure they are offering more than | | | | maintenance program. Check to see what the |
| just submission services and meta-tag | | | | long-term strategy is going to be employed on |
| optimization. Look for their ability to perform | | | | your behalf. |
| on-page optimization, to improve site architecture, | | | | Finally, enquire about their business methods. Do |
| to research good keywords, and to optimize | | | | they subscribe to the Best Practices for the SEO |
| content, and to do link building. SEO doesnt use a | | | | Search Engine Marketing Industry? Are they using |
| magic bullet and it takes a variety of techniques | | | | white hat or black hat SEO techniques? All these |
| to improve search engine placement. If they have | | | | are questions are important considerations for |
| a blog, read a few of their posts and see if their | | | | choosing the right SEO for your business. |
| techniques make sense or come across as being | | | | |