Last Updated on September 13, 2024
Working with a search firm is a significant commitment and a difficult decision. With the maturation of search marketing as an industry, we are witnessing substantial commoditization between SEO agencies and consultants. When looking for an SEO company, you will likely encounter buzzwords like “full-service” or “specialists” on websites, in pitches, and in everyday speech.
Generally, there is a wide range of feasible providers due to many agencies, consultants, and practitioners conducting SEO and PPC work for years. So what qualities should you look for in an SEO firm? Here are the key things to think about when choosing the option that best fits the requirements specific to your brand.
Qualifications and credentials
Most SEO agencies can mention their trained analysts and display the Google Partner mark. But please find out more about the members of the specific team you’ll be working with and their degree of expertise and training.
You might only get one analyst from small agencies, while larger organizations may use a team approach. In any case, you don’t want the knowledge or opinions of one or two individuals to constrain your company’s search performance. Do some research on the people you will be working with to see whether they are an extension of your team or offer a service or product.
SEO process & methodology
Any outstanding SEO specialist like the Evolve SEO agency will work according to a set process and methodology. You must educate yourself about it. Make notes of what they say and how they stay updated with adjustments to advertising networks and search algorithms. Working with a company that uses jargon and technical language carries some hazards, including that they might be applying obsolete techniques.
Another risk is that they have a decent grasp of the topic on the surface but lack the depth to implement a strategy beyond improving a few tags and content. You should ask for a sample plan to understand how they will structure their job. Look for current examples of other people’s measurable results as well.
Customization level
It is easier for an SEO agency representative to say the same things repeatedly or even just the “right” things to get a contract. But how much time did each potential search firm spend learning about your company and your objectives rather than pitching you a solution?
You need a procedure and a plan for your specific needs, not a pre-made or universally applicable strategy. Ask them how much of the plan is customized, tailored, and incorporated into your goals and business KPIs rather than only concentrating on their metrics and procedure, even if they are the top agency in your sector.
Experience
The process of SEO is constant and requires time. Excellent paid search strategies grow and expand over time as well. Additionally, the integration of SEO and PPC might yield insightful data. Sure, an agency can claim to have been there for a while. However, look further.
- For how long do they perform search engine optimization?
- What are their long-term client retention rates?
- What is the rate of employee rehire?
- What else is their main concern?
Improving long-term organic search should be a significant component to which they are long-termly dedicated. Ensure they can explain what happens to your account as it grows if they are in a growth mode.
Authentic track record
Feel free to study reviews, verify references, ask for case studies, and inquire about your potential SEO agency’s past clients. The background and performance of an SEO firm might reveal a lot. Remember that one year might not be at the same level as the next for various reasons, such as scaling too quickly, inadequate hiring, high turnover rates, or shifting focus.
Look for recent use examples and inquire about what, in their perspective, makes a successful cooperation from each agency. Find out what they think the biggest difficulties in your engagement might be. Find out the typical causes of PPC or SEO failures. This technique can offer an insightful reflection on whether your brand might be a suitable fit for this specific SEO agency.
Accuracy & measurement
You’ll probably use performance to gauge how well your collaboration with a professional SEO agency works. Ensure you know the level of reporting you can anticipate, the agency’s level of integration with your CRM or sales data, and whether they can close the loop to link performance to their work. The last thing you want is to find yourself six months into n SEO campaign or partnership with an agency and still be unsure of its success.
Communication
How will you communicate with the professionals running your SEO campaigns? Remember that poor communication is frequently the cause of tense relationships between SEO agencies and clients. No company or individual is perfect (this also applies to the client side). But a lot can be done to avoid errors and problems.
It’s crucial to comprehend the communication channels, roles in communication, and communication technologies available before employing a search agency. Finding the best match and communication strategies is vital. Ensure the agency is organized and professional but not stuffy and overly formal. You don’t want to pay for the time lost on pointless pitches and presentations after signing the contract.
Collaboration
You want an agency that wants to be a part of your team, building on the less formal but professional aspect. Try to understand how much the client likes your success. Collaboration is essential for prompt approvals, content planning, the integration of sales data, and continual feedback. Ensure you are aware of the scope of the partnership and how the agency views you as a team member or a partner in the effort.
The takeaway
A reliable SEO company should be well-versed in the necessary technological concepts, develop tactics specific to its client’s needs, and communicate effectively. You must continue looking if they don’t check all of your boxes, though. To find the ideal fit, you must carefully analyze the elements resulting in a fruitful, productive, and satisfying long-term collaboration.
