Search Marketing is well documented as one of the most effective marketing strategies a business can employ regardless of the economic environment. Now more then ever companies recognize search as an essential element to their businesses bottom line and are seeking out the help of professional SEO firms.
Finding the right search marketing agency is no doubt a daunting task. But what happens once youâ€™ve done your due diligence and chosen an SEO firm that best suits your style and philosophy?
Below are 5 ways to ensure youâ€™re getting the best return on your search marketing dollars from your SEO invrestment:
1. Have Realistic Expectations
While search engine optimization is one of the most effective marketing channels available, having realistic expectations in terms of performance is essential. Results, whether they be defined by increased traffic, rankings or conversions, donâ€™t happen over night. They occur gradually over the lifecycle of your search marketing campaign. Also, bear in mind, SEO is not a one time event; it is a process that needs to be continually analyzed and adjusted.
2. Accept That Your Website Will Have To Change
Unfortunately there is no magic wand that will help you increase your website visibility, if there was, a lot of us would be out of jobs. Search engine optimization is the process of making changes to your website in order for it to perform better within the search engines. Changes can include; meta data, copywriting, page layout, internal link structure, information architecture and more depending on your website and goals. A delay in implementing SEO recommendations or giving permission to make the changes will stop the progress of your search marketing campaign.
3. Get Internal Teams on Board
A Successful SEO program requires â€œbuy inâ€ from multiple levels within the company. Having an internal champion that can ensure anyone involved with the website will cooperate with the SEO firm is imperative to a search marketing programs success.
4. Communicate Openly
Search engine optimization is a team effort. It is always a good idea to keep your SEO firm updated with any planned website changes, sales, special events or product launches. It is also beneficial to keep your agency looped in with any other marketing vendors you may be working with to ensure the integration of efforts.
5. Be Prepared to Create or Provide Content
When it comes to SEO, itâ€™s no secret that content is a key component to the success of your search marketing campaign. Content such as whitepapers, articles, blog posts, videos and images are all elements that your SEO firm can leverage on the client’s behalf.
At the end of the day the most successful SEO campaigns involve clients whose teams are enthusiastic, engaged and committed to partnering with their SEO firms to achieve one common goal. Having a clear understanding of expectations whether its results, ongoing client side evangelism, the need to change content or good communications is critical to a successful client – SEO firm partnership.