How To Choose A Search Engine Optimization Company


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How To Choose A Search Engine Optimization Company

  1. 1. ==== ====SEO Link Monster Automated Link Building And Google Ranking System. Check this out....!!! ====Search Engine Optimization PhilosophyThis is arguably the most critical factor when deciding which company to work with to improve youronline business or brand identity. Employing a search engine marketing or placement companythat only utilizes ethical search engine optimization techniques or "white hat" methods will ensurethat you minimize the potential risk of being dropped, removed, penalized, deleted, or banishedfrom the search engines. Nobody enjoys waking up glassy eyed to the unfortunate reality of being"Google sacked" for breaking or bending the search engines implicit rules or explicit terms ofservice.Search Engine Optimization Methodology / Specific ExpertiseCan your expert SEO Company only optimize static websites constructed in basic HTML? Anupstanding SEO company will have experience working with websites in all the commonprogramming languages and technologies, PHP, ASP, ASPX, HTML, Cold Fusion, Flash etc.Does your SEO Company have experience optimizing both static and dynamic websites? Canyour SEO Company optimize using various e-commerce packages and interfaces such asMonster Commerce, Yahoo Stores, OS Commerce,, Volusion?Depth Of Optimization / Piecemeal ServicesThe most basic search engine optimization companies around dont actually perform searchengine optimization at all- they are merely submission services which either manually orautomatically submit your site to various search engines or directories. Submission companies aretypically very inexpensive since no actual coding, linking, or content development takes place onyour actual website. Typical pricing runs around $19.95 to $399 per month for these submissiontype services.A mid level optimization company gets their hands more firmly on the marketing handle by editingcode, analyzing keywords, building links, and adjusting / writing fresh content for your site. Theyalso may do a pinch of off-site optimization, such as press releases, article submissions, and blogwriting. Typically, firms of this middle level range charge between $399 and $850 per month.The highest level search engine placement firm performs the duties described for mid leveloptimization companies, but also is responsible for conversion tracking and analysis. Theemphasis on off-site optimization is also much greater and time consuming. This means that highlevel optimization firms are essentially responsible for discovering what is working and what is notworking throughout the entire customer experience - from initial search through conversion. More
  2. 2. man hours per month also means a higher fee that search engine firms must charge to cover theircosts. The usual pricing range for these firms are $850.00 all the way up to $10,000 per month,but on average, youll be looking at fees above the $1,000 a month range.A piecemeal marketing company is one that treats various parts of an optimization campaign asseparate entities. For example, an optimization company may charge distinct fees only for "linking"or "content construction." This piecemeal approach can be detrimental. Successful optimization isthe synergy of multiple efforts on multiple fronts, sometimes simultaneous, and sometimes insuccession. Piecing together different aspects of an optimization campaign typically reaps poorerresults than a comprehensive strategy.System Of Evaluation / ReportingThe majority of search engine optimization companies cringe at the thought of empowering theirclients to evaluate their work. An ethical search engine optimization company does the opposite.There are four tools we recommend using in tandem to evaluate a search engine optimizationcompanys work / performance.1.Real Time Statistics / Conversion Analysis SoftwareBeing able to see traffic gains and conversions in real time can be a useful window in evaluatinghow your SEO Firm is performing. Having the ability to see who is coming to your site, from whatsearch engines they are coming from, and the exact keyword phrase used within the search queryis an essential tool.2.Positioning or Visibility ReportsBeing emailed bi-weekly positioning reports on the specific keywords that you are interested inranking highly for can be incredibly useful. A visibility percentage, which is the percentage ofpeople that are finding you for keywords that are important for your business - on the MajorSearch Engines - Google, Yahoo, AOL, and MSN is also important. Make sure your firm doesntoverdue the automated search engine queries however, the search engines may consider thisspamming their databases.3.Alexa Rating:You can download the Alexa Toolbar right now from This gives you a solid summaryof the general traffic trend over the last three months for your website when compared to otherexisting sites. If you have a brand new website, odds are you will not even have an alexa rating orvisible data at all. The alexa rating also shows you, in general terms, how your website stacks up-traffic wise- in comparison to your competitors or industry affiliates. The lower your alexa rating themore traffic your site is generating when compared to other sites in the alexa universe. Pleasenote, if your site has an alexa rating of "1" this doesnt mean you are the most visited site on theinternet- it most likely means you are operating a Yahoo Store- in such a case, it is identifyingYahoos overall traffic, and not your individual site. A general tool like this can give you a quickoverall impression of traffic growth and trends. Be careful though, the numbers are generalities(similar to the television Nielsen Ratings) and not absolute figures.
  3. 3. 4.Google PageRankYou can download the Google Toolbar right now by going to Click on theoptions tab and check off the "display PageRank" measure. You will be able to see how Google israting the importance of your site on a scale of 0-10. As an optimization company proceeds withyour campaign you can check periodically to see how the number is increasing. The typicalwebsite might see a PageRank increase of one to two points over the course of an optimizationcampaign. Keep in mind that it is easier to increase your PageRank at the lower ends of thespectrum. As you approach higher PageRanks it becomes more difficult for your rating to balloon.Due Diligence: Corporate Goals / Industry And Keyword ResearchHow does the SEO Company you are considering perform its up front legwork regarding yourorganization, industry and corporate goals? Do they ask questions about:What your corporate goals (both short and long term) are, your industry, your competition. Whatkeywords are currently working for you? What PPC (Pay Per Click) words are currently effective?What PPC engines (Adwords, Overture, MSN/Live) are currently effective? How your site isdesigned? Is your site dynamic or static?What tools does your SEO Firm employ to perform its keyword research?How about Wordtracker, WebCEO, or Keyword Elite? What about the basic Overture keywordsuggestion tool or the generic Google keyword suggestion tool supplied by Adwords. Do theyutilize a combination of the basic tools? What about proprietary keyword analysis methodology?Do they have dedicated tools that have been developed in-house, or by a third party?Client to Account Manager RatioNot many SEO companies like to publicize their client to account manager ratio. This is the ratiorepresenting the number of clients that each account manager handles at any given time. Thelower the amount of clients each account manager assists, odds are the better the service and thehigher the level of personal attention. We recommend that a search engine optimization accountmanager supports less than thirty clients at any given time.Man-Hours Per MonthThe number of man hours per month your SEO production department actually dedicates to yourbusiness is crucial. It is more than smart to ask for a monthly time allotment estimate beforebeginning an optimization campaign. What you expect to receive and what is actually deliveredshould be right in line.Company Structure and SizeDoes your SEO Company consist of a laptop computer with your account manager working out ofhis basement sitting beside a salivating golden retriever? Is your SEO company a bureaucraticnightmare that forces you to fill out trouble tickets when you need help on the spot?
  4. 4. Your ethical search engine optimization company should be somewhere within the sweet spot ofnot too small and not too large. You want individual attention, but you would also like to knowthere is more than one mind, calculating your next business moves.ManagementDoes your ethical search engine optimization company have a solid management team? Do theyhave a management team at all? Are the firms you are considering privately held or publiclytraded? Is the owner of the optimization company an absentee landlord or an active member ofthe SEO community? It is not out of the question to ask for the curriculum vitae or resume of thepowers that be, in fact, it makes perfect sense if you are entrusting this company with not onlyyour business but your livelihood. After all, SEO practitioners have no board certification that youcan rely upon to check their track record.Reputation / ImportanceHas your SEO Company received multiple complaints via the Better Business Bureau? Check thebetter business bureau reports and see if there are unresolved complaints. From time to timeclients may file complaints, but we believe it is the timely handling of these inquiries which areeven more important when considering an optimization company to work with.Past Results / Company SEO RankingsEvery SEO Company should have detailed reports regarding past client successes. The reportsshould include specifics as to optimization goals and timelines. Reporting on past clients shouldalso focus within and between multiple industries. You should always be aware of a base point -where a particular client started out prior to the optimization company commencing an SEOcampaign. Is the SEO firm itself performing poorly in the search engines? A low Google PageRank(below a 5) may be an indication your SEO firm hasnt been around for as long as one might like.References / Company Shelf LifeEvery SEO company should have solid references across industries and fields in both business toconsumer industries as well as business to business arenas. References should stem from notonly the past six months, but should originate from years prior to your introduction with thecompany. If your SEO firm performs quality work, clients should be around for years to sing theirpraises.Costs / Pricing Structure / Up front FeesCosts should be consistent with the service that the company is offering- a la the "ConsistentValue Proposition" taught at Yale School of Management. A $49.00 a month campaign run by acredit card company that does not specialize in search engine optimization might not be theoptimal choice for an in depth or high level optimization campaign. An SEO company should alsoonly offer costing after they have a clear understanding of your business, goals, and the workinvolved. Blanketed cost structures can lead to frustration, unrealized expectations, and ultimatelyfailure. Also be concerned if your optimization firm demands a full six month payment up front inorder to simply "get started."
  5. 5. The ideal optimization company charges an up front fee and monthly recurring fee which iscommensurate with the services that are actually being performed. A high quality optimization firmthat works on your site utilizing 30-60 man-hours per month cannot possibly charge a $49.00every thirty days to perform its services.RedundancyA nasty case of the bird flu hits your unsuspecting account manager right where it counts! Doesyour optimization company have the ability to smoothly transition the current state of yourcampaign to another qualified optimization expert? Every SEO company should have a system inplace where knowledge about existing accounts can be easily disseminated from one individual tothe next. If there does happen to be a catastrophe regarding your account manager, you shouldfeel comfortable that your business continues to prosper regardless of the circumstances.Quality ControlEvery SEO company should have someone overseeing your account manager to ensure thatevery last "i" is dotted and every last "t" is crossed. Your account manager should be responsiblefor the success of your campaign, but an extra set of eyes can occasionally be needed to add onemore factor weighing in on your side of success.Promises / Results TimelineWeve heard SEO companies promise first page listings in Google for competitive phrases within48-Hours. If your SEO sales representative is overzealous and unrealistic, it should be a sign thatthis is most likely a company to steer away from. Gaining search engine listings can be a hardfought, time intensive battle that comes from both diligent work and intelligent planning.Production Staff QualityProduction staff should be divided between account managers and specialized productiontechnicians. Account managers are the hub of an optimization campaign direction andimplementation. Account managers should be able to perform all of the actual coding, linking, andcontent construction for each client. As an optimization campaign progresses and increases incomplexity, they should be able to call upon their support staff or production department tocomplete specialized work orders for each client. The more specialized each member of theproduction department, the more efficient they will be at completing their work (thank Henry Fordfor this).Location / ProximityWhen you call your account manager or SEO company do you listen to a curious two beepsbefore being connected to an individual working without air conditioning overseas? Not a goodsign. It is imperative that you hire a search engine placement firm whose sales force works intandem with its production department. There should be no disparity between what you were soldand what was actually delivered. The SEO guru working on your account should be able tounderstand your business, industry, and company goals quickly, without any overseas static
  6. 6. jamming up communications.Brian Ortiz is the CEO of SEOMatrix: Ethical Search Engine Optimization. He has beenspecializing in search engine marketing and most notably conversion analysis for both nationaland international clients for over five years. SEOMatrix is a Connecticut search engineoptimization company. To receive a free optimization or conversion rate analysis for your websitesign up for our matrix report.Article Source: ====SEO Link Monster Automated Link Building And Google Ranking System. Check this out....!!! ====