A Search Engine Optimization Company can be an invaluable
asset in your Internet marketing campaign. They specialize
in knowing how to raise your search engine positions,
monitoring those positions on the regular basis, and
adjusting their strategies to account for undesirable
results in any given month.
Since this takes a lot of time, effort, and specialized
knowledge, it can be in your best interest to go to an
outside source rather than try to maintain high search
engine positions on your own.
However, like every business, there are good companies and
there are lemons. Knowing the right questions to ask and
the criteria to look for will help you in choosing an
affordable, effective search engine optimization company.
When looking at different companies, begin by considering
the approach they employ to raise your search engine
positions.
Steer clear of companies that use cloaked, doorway, or
bridge pages to raise your positions. These techniques
violate most search engine policy, and in the worst case
scenario, will only get your website severely penalized, if
not removed entirely from a search engine's index.
A cloaked page is a page that is created which is invisible
to the regular visitor to your website. The cloaked page is
coded to detect a search engine spider and divert them to
this special page, which is set-up to artificially boost
your search engine position.
Doorway or bridge pages utilize the same concept, but often
reside on an entirely different server. Google, one of the
largest and most important search engine on the Internet,
will remove your website from their index if they detect
you have cloaked pages. Never employ any company that uses
this technique!
Another important element is to get a guarantee that the
company you hire will not work with your competitors while
they are working for you.
Obviously, this would seriously compromise the
effectiveness of the search engine optimization campaign.
Be aware that some companies will use the success they
achieve for your website to sell their services to your
competitors. So get your guarantee in writing, and make
sure it is legally binding.
Of course, one of the most important factors you want to
check out is the company's track record of results.
However, don't take the company's word for it. They will
undoubtedly be slanting their results in order to sell
their services to you.
To go beyond their simple statement of success, ask them a
few pertinent questions, and verify their answers.
Ask them which engines they have achieved the best results
on. The ones that are important are the most popular
engines, and these are the ones you want to see good
results on.
Next, find out what keywords and phrases they are claiming
great results with. It's easy to get high rankings with
unpopular words. For instance, the keyword "cat leashes"
will get high popularity ranking because no one else would
think of using it.
What you are looking for is good results using popular
keywords. Check out the software Wordtracker, available at
www.wordtracker.com. You can order a free trial, or a
subscription ranging from 1 day to 1 year.
This software rates the popularity of keywords and phrases
based on actual search engine use.
Next, look for good results over an entire site that the
company claims to have successfully worked for.
You want to see a wide range of positions over a number of
different search engines using different keywords or
phrases for the entire site. Request a report for any
client the company claims to have done well for.
This report should show good positions on a number of the
most popular search engines for a variety of different,
popular keywords and phrases.
When you are checking out SEO companies, make sure they
have actually done the work they are claiming to have done.
Some companies will use other company's results in order to
get you to sign on with them.
If you are in doubt, call the company they are showing you
results for, and ask for the name of their SEO company.
It's important to keep in mind that a successful search
engine optimization campaign will result in maximum
exposure across a wide range of popular search engines
using a variety of keywords and phrases.
This is the formula for a successful campaign, and you
should keep it always in the forefront of your marketing
strategy.
Ask the search engine optimization company you are
considering for a report that shows you rankings across a
number of popular search engines for a period of at least
six months.
Remember: search engine marketing is a process that is
continual, and you need a company that not only understands
this, but keeps constant tabs on your search engine
positions. That company must also be able to adjust its
strategy in the event that search engine rankings drop.
Be sure the sample report the company shows you is in a
format that you can easily understand. For example, it
could be in the form of a chart that covers a period of at
least six months and presents data such as the top 50
positions broken down on a monthly basis or the top 5 pages
each month.
Then, ascertain that the company you are considering
actually monitors these positions or pages every month, and
that the sample report they show you includes findings and
recommendations for the specific site.
This insures that the company will actively monitor and
make adjustments to their strategy on a continual basis
rather than simply gather statistics on your positions. You
need a company that is actively participant in your search
engine marketing campaign, not just an information gatherer.
Obviously, your finances have to figure into your choice of
company, but bear in mind that a SEO company is crucial in
the success of your marketing campaign. It is not just a
casual accessory.
If you cannot afford a company that will do a thorough and
reliable job for your website, you might consider waiting
until you do have the finances in place.
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