TopRank Marketing Editor

5 Ways to Better Leverage Your SEO Firm

TopRank Marketing Editor     Business of SEO, Online Marketing, SEO

3d People Around a Table
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 you’ve done your due diligence and chosen an SEO firm that best suits your style and philosophy?

Below are 5 ways to ensure you’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, don’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 “buy in” 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, it’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.

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  1. Interesting you bring up social networking sites in regards to SEO. While I believe social sites can be a useful platform for marketing some niche businesses, they don’t appear to help SEO in the Google/Yahoo realm. Google and Yahoo do not put any value on links from social networking sites. Go ahead and do a linkback look up and you will discover no Facebook or MySpace links present.

    That isn’t to imply Social networking sites lack marketing value, but Google doesn’t seem to support their links with their almighty pagerank.


  2. Tom, is that because they use the rel=”nofollow” tag do you think?

    I’ve recently joined Jack Humphrey’s Social Power Linking Membership site (excellent btw) so I’m just starting to use Social Networks to market my business.

  3. Great post and very helpful suggestions! I believe your last point about providing good quality content through such means as articles and blog posts on behalf of clients is an oft-neglected but hugely effective way to enhance SEO for that client. Thanks again and I look forward to reading more posts about SEO techniques and advice!

  4. Social networks such as Facebook and LinkedIn are not directly useful for link building because the vast majority of content is behind a log in, but they do provide an excellent channel of promotion for linkable content.

    An example would be the ability to message your network or include your blog posts in your personal feed which is distributed to your network. Even your status can invite people in your network to visit linkable content or link bait.

    So the linkability effect of most social networks is secondary, not direct.

  5. social networking sites is one seo tool that will enhance seo strategies not totally but for the better

  6. I woder more information about how to Get Internal Teams on Board as a foreigner.could you detail it? How do we differentiate the good from bad one?

  7. I find with the constant development in the standards of seo and the ever changing algorithm of the search engines, its impossible to optimize a web site once and expect that to be it.

    If a company wants to have search engine marketing applied to their site they need to understand its an on going process and that time equals money.

    By using the concepts of web 2.0, search engines can broaden the resources that are important to them. This means optimizers across the land need to be open minded and try new concepts improve listings.