You will not be found on Google...
This is often how a typical sales call from search engine marketing service providers begins. If an unreliable service provider is then hired to handle the optimization, the collaboration often ends in frustration and conflict. What should you consider when choosing a search engine optimization provider to ensure that the work and results are satisfactory?
When it comes to acquiring new customers, unscrupulous providers often employ door-to-door sales teams—which is actually unusual, since reputable providers are generally well-booked through word-of-mouth referrals. According to statements from dissatisfied customers, unscrupulous providers pitch their services in a convincing manner. When the contract is signed, they take advantage of the customer’s lack of knowledge: The selection of keywords is neither well-founded nor relevant. They equate top rankings on Google with those on other search engines. Ultimately, the customer is locked into a multi-year contract from which they can no longer opt out.
How do you separate the wheat from the chaff? If you keep the following key points in mind when evaluating providers, you should be able to find a reputable service provider for your search engine optimization.
Are promises being made?
No one can guarantee top rankings in search results. A good service provider creates the conditions necessary to achieve top positions.
Are any special relationships with Google mentioned?
Google does not provide any service providers with insider tips, nor does it give any company preferential treatment in search engine rankings.
Are the goals specific and measurable?
It is not the top positions in search results that determine success, but rather the performance of the keywords in terms of bounce rate, time on site, depth of visit, and ultimately conversion. Are these metrics tracked and analyzed?
Is the choice of search terms reasonable?
A reputable service provider backs up its choice of keywords for search engine optimization with data.
Will an action plan be presented?
Are the measures intended to achieve the goals presented in a clear and transparent manner? “Black boxes” are a sign of unprofessional practices.
Are references provided?
A reference helps you get a better idea of how the search engine optimization provider works.
These are just a few of the most important criteria for evaluating providers. They’re enough to start with to separate the wheat from the chaff. You can find additional, more in-depth criteria through search engines.
Imre Sinka, dotpulse web agency
