Choosing the RIGHT Internet Marketing Company

Through the years we have spoken with hundreds of people who are interested in implementing Internet marketing techniques to improve their website presence.  They usually understand email marketing campaigns, banner ads, and conceptually what pay per click advertising is all about.  However, when it comes to Search Engine Optimization [SEO] and Search Engine Marketing [SEM] many of these people have lost faith in the firms who deliver this type of service.

All of these discussions have brought us to the point of writing this article.  The purpose of which is to help you gain a better understanding of the components needed to become and remain a top SEO/SEM firm.  We want you to be as well informed as possible so you can make sure you find an SEO/SEM firm that will work in your best interest.

Search Engine Optimization

There are many “How to SEO” articles, checklists, blogs and other methods to identify many of the components used in successful search engine optimization projects.  SEO makes your website search engine friendly meaning the special configuring of the data on your website so the search engine spiders will crawl, index and rank each of your relevant pages.  The ultimate goal is to obtain page one status by applying the most important keyword phrases that will sell products, services, obtain subscriptions, and create qualified leads.

If people who search the Internet for your type of products or services are not finding your website and converting to clients, you most likely need search engine optimization (SEO) assistance.  This is the point where many webmasters, marketing teams and senior executives decide to hire a professional SEO/SEM company.  If this is your intent, you should know what to look for, and what to watch out for, when selecting the right company.  This team of specialists should be creative, technical, well organized and completely informed about the SEO and SEM processes.

Services Guarantees

One of the first things you need to know and accept is the fact that search engine optimization [SEO] services cannot be guaranteed.  Results come through systematically selecting the best-of-breed keyword phrases and building them into the pages within your website.  What a company can and should guarantee is that they will perform the tasks they outlined in their written Scope-of-Work and Services Agreement.  It should say that they will perform the work as specified, track the results, analyze the data, report the facts and use a well-defined approach to improve the results on an ongoing basis.

Trust and Credibility

When selecting an Internet marketing firm, keep in mind that you are establishing what should be a long-term business relationship, and these are always built on trust.  You will be placing your online business success in the hands of this firm.

Be sure to answer the questions: “Was the person knowledgeable about the processes that would be employed on your website? Does the candidate firm have the industry experience?  Can they clearly explain how the SEO process can have a positive impact on your website?”

Look at the company’s website.  Do they share significant information about the services they perform for their clients?  Are they willing to let a potential client actually see and understand what they do and how they work?  There cannot be any “gray area” in this discussion.  The SEO/SEM firm should be totally forthright and have nothing to hide.

Understanding the Scope-of-Work

Remember, getting a website to continually perform with top results is a combination of science, art and experience.  Be sure to ask many questions about how Natural SEO and Paid Advertising work together [because they are not mutually exclusive]. The firm should be able to provide documents that are written from the layperson’s point of view.  Make it your business to understand the methods to be used on your website.  Assess the risks and rewards involved in your decision.  Be sure you are working with a company that only uses ethical Internet marketing practices.

Ask for a project plan showing action items, due dates, responsible person, including an estimated timeline as to how long each phase of the project will take.  This approach will show you the firm’s depth of understanding.

Tracking, Analysis and Reporting

Now that we have taken the project through conception and implementation, the next phase of work begins i.e., data collection, analysis and reporting.  The service provider must demonstrate knowledge and use of analytical products and services.  These are the keys to knowing where you are so you can figure out where to go!

Have the firm specify how they will be able to analyze and fully understand conversion as it relates to your website.  Have them identify the methods whereby you will see not only traffic statistics, but also conversion data from search engines, articles, press releases, email text links, directory links, newsletters and more.

Ask about determining where the call-to-action statements will go and how they decide what they will be.  If they don’t begin with a discussion about understanding the activities and steps a visitor will make while on your website… beware.  Call-to-Action is critical to creating a highly performing website.  After all, you can have lots of traffic, but what is ultimately important is how many of your visitors take the action you want them to take.

A Final Note…

Making the selection decision should be the hardest part of the entire relationship.  Keep in mind that Internet marketing is a combination of technology, art and experience.  Make sure you are comfortable with each area before making your decision.  Assuming that you have more than one company who meets the above criteria, in the end, your decision will most likely be based people you trust and like.  We all want to feel that sense of a personal interest being taken on our behalf.  Good luck and choose wisely!