A good search engine optimization (SEO) expert should get to know your business and what makes you different, says Cara Crosetti, account director with Wickware Communications Inc. in Los Angeles. And finding that right person and building a strategy will take a while.
Wednesday’s BYB Daily piece pointed out that there are many “bad apples” to watch out for when searching for an SEO expert. Here are six questions to ask yourself and the SEO expert to make sure you’ve found the right person:
1. Is the expert in tune with the SEO industry?
SEO and online marketing is an industry that is moving “literally hour-to-hour, day-to-day,” says Crosetti.
And because this is a new area and it’s constantly changing, she says, you want to work with someone who is curious about the industry and adapting to changes.
2. Does the expert and team have the right background?
Make sure the team you plan to work with has the appropriate skill set.
SEO blends together marketing, web design and a technical background, says Crosetti; so, it’s important to look for someone who has experience in those fields.
3. How long has the expert been in the industry?
Look for an expert with a few years of experience under his or her belt.
Make sure you’re working with someone who is dedicated to the industry and understands it, says Crosetti. Thus, you should find someone with at least three years experience of working with SEO.
4. Does he or she sweat the details?
An SEO strategy is made up of many different components, says Crosetti, so you want to work with someone who is detail-oriented.
Small details such as the spelling of a key word — or whether it’s plural or singular — can have a huge impact on SEO, she says. Look for someone who can see the big picture but who can also make it a reality by paying attention to the little things.
5. What is the time commitment?
Be clear about how much time you and your team need to commit to the SEO strategy.
Often, people hire an SEO company and feel that they never have to think about it again, says Crosetti. However, this is a partnership and you may have to provide documents or have in-person meetings for a successful strategy. As such, it’s important that you and the expert are clear on the time commitment from the start.
6. What is the expert providing exactly?
SEO covers many parts of an online strategy, says Crosetti. And sometimes, people have different ideas about what certain things mean or what needs to be provided.
Find out exactly what the company is offering, she says. For example, are they writing out an Internet strategy? Does this include setting up a social media profile or email marketing campaign? Is this a one-time setup project? Will the company provide ongoing maintenance?
This is the second in a two-part series on shopping for an SEO provider. The previous story looked at spotting a bogus SEO company.