As organic search engine optimization (SEO) has made its way onto the radar of small business owners, e-commerce site managers and marketing executives, many companies have sought the expert advice of either an SEO firm or SEO consultant.
Unfortunately, because SEO is a constantly-evolving combination of art, science and math, there’s a lot of confusion at the client end about what “SEO work” actually entails. That ALSO means that there are many less-than-ethical firms and consultants out there capitalizing on a client’s lack of understanding in this area.
At Liqui-Site, where we practice 100% “white hat” optimization strategies and implementation – which includes on-page SEO, ongoing link building (off-page SEO), minor tweaks based on algorithmic changes, and monthly reporting on all of the above – we have worked with clients who have been burned by other firms and/or consultants in the past.
Since client education is paramount to combat these bad experiences, I thought it would be helpful to offer the most important four questions that clients should ask when hiring an SEO firm or consultant for their company’s website – whether it’s e-commerce or informational.
#4: Ask for a Simple Explanation
First, ask potential vendors to explain, in layman’s terms, how SEO basically works. If they cannot explain what “on-page SEO” and “link building” are, how they optimize a site, that’s a red flag. Ask, up front about their pricing structure as well. Is it retainer-based? Is there a contract to sign? (If so, is there a 30-day out?) Each vendor will probably have a different approach to their SEO work and their fee structure.
#3: Verify Their Client List
You’ll want to ask the SEO firm or consultant for a list of websites (links) that they personally optimize on an ongoing basis, ask what issues the sites had prior to their work and how they were resolved – and then verify that with the website owners. Many illegitimate SEO vendors will list sites that they have either never worked on before OR sites that have since been taken over by a new SEO vendor because the company did not see results or value with the vendor.
#2: Get a Complimentary SEO Evaluation
Very important! Before hiring any SEO vendor, they should be able to provide you with a complimentary evaluation of your current website’s optimization. A SWOT Analysis (which stands for Strengths, Weaknesses, Opportunities and Threats) would be ideal. You’ll want to know what the issues are – not only with your website, but also how your online competitors stack up.
#1: Ask for References – And Then, CALL Them!
The most important part of SEO is efficacy. And the only way to truly get a read on how well each vendor performs and what kind of ROI you can expect is to talk directly to their previous and present clients. (If a client chose not to continue their SEO contract with that vendor, don’t be shy about asking why.) Make sure to get reference information, including contact name, website address, email address, and phone number. Part of your responsibility as a client is to vet potential SEO firms and/or consultants, so make sure you’re doing due diligence in each case.
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For a complimentary SEO evaluation, please visit www.liqui-site.com/start
Oh, this is perfect! Thank you so much for posting this. But, I would like to mention that it may be beneficial to make sure to develop and communicate to the prospective SEO firm your marketing strategy, right? Cuz with that, the best SEO firms can help in the best ways…
Thank you for the article! 🙂
We agree! Clients should share their entire marketing plans with their SEO firm because additional opportunities may be uncovered. It also helps to ensure good communication throughout the relationship, since SEO is a long-term commitment for both parties. Thanks for your comment!