Search Engine Optimization

Above all, SEO clients deserve to work with an SEO firm that treats them with respect. I believe that having good customer service is fundamental to running a business, and many companies (not just SEO firms) are lacking in that department. No one wants to work with a company that doesn’t value their business, and you shouldn’t accept the actions of an SEO firm that doesn’t value you!

Here are some other things you should expect as an SEO client:

Deadlines Should Be Met
Sometimes the unexpected happens and a report arrives a day late or a phone call has to get pushed back to next week, but things like that shouldn’t happen frequently. Your SEO firm shouldn’t be making excuses as to why they are falling behind on your blog writing or online PR. If they are having trouble meeting your deadlines (for whatever reason), they should come to you and rework the schedule.

Quick Replies
I firmly believe in good customer service. If a client reaches out to me with a question or a problem, I’m going to do everything I can to get back to them as soon as possible. We live in a world where everyone is connected at all times; you shouldn’t have to wait three days for an answer from your SEO partner. While there is nothing truly urgent in SEO, it is important that they get back to you within a reasonable time frame. If you find yourself having to chase your SEO firm to get a thorough answer, you’re getting the short end of the stick.

Feel Comfortable Asking Questions
You should really feel like your SEO partner is your partner. They aren’t just a hired hand, but an actual member of your marketing team. No question is too simple or basic that it doesn’t deserve to be asked. Your SEO firm should explain why they made certain recommendations, but if you don’t fully understand the reasoning don’t be afraid to ask! You’ve hired that company to handle your SEO, but that doesn’t mean you can’t know what is going on!

Open Lines of Communication
Be wary of any SEO firm that throws up smoke and mirrors when you ask about their process. There is no “magic solution” to SEO, so it’s not like they are going to be giving away any trade secrets by explaining their process to you. SEO is long term, so you’re going to be working with your SEO company for a long time (probably a year at least) so communication is key to keeping everyone on the same page!

SEO is an undeniably important part of any site’s online marketing efforts. But not every site owner or webmaster feels comfortable enough to handle SEO by themselves. If they don’t have anyone in-house they can turn to, many will look to bring in an SEO firm or SEO consultant to handle to job. If you are such a site owner, don’t be afraid to do the same. A reputable, white hat SEO firm or consultant is going to do everything in their power (and within the guidelines of the search engines) to help your site succeed online.

However, you do not need to hire an SEO consultant that specializes in your industry!

If, while you’re researching SEO services providers, you find a company that you feel would be a great partner to work with, don’t be discouraged if you can’t find a previous client that came from your industry. This doesn’t mean A- that they have never worked with a similar client and B- that they can’t do a fantastic job with you!

In my opinion, SEO companies that specialize in specific industries and only work with those clients (orthodontists, for instance) are stifling their creativity. They develop the same plan and approach for each client. While these plans may be well researched and properly implemented, if everyone is doing the same SEO, then no one gains a real lead. Only one company can rank #1 for a specific keyword, for instance. That’s why each company needs its own set of competitive and long-tail keywords. Otherwise, you will get lost in the clutter.

After an SEO company has been working in the same industry day in and day out, they start to get lazy. Maybe they don’t take the time to research the target audience for key insights anymore. Maybe they don’t bother finding new bloggers to establish relationships with. They get into a routine and don’t produce great SEO. Formulas rarely allow for creativity to flourish.

I’m not saying that SEO firms shouldn’t have some kind of basic approach they employ for their clients. But that approach has to serve as a guideline that can be tailored and tweaked to meet the needs of each individual site. Every site, regardless of industry, has a unique set of challenges and goals. If the goal of one site is to rank for certain highly competitive keywords, different tactics have to be used than for a site that wants to ramp up their content marketing.

The only exceptions I would make are if your site operates in a medical or legal field. Unless someone from your company is willing to do all the writing (which is highly specific and oftentimes requires a degree to do well), finding an SEO expert that understands your field exceptionally well makes sense. Other than that, it really doesn’t matter. A good SEO consultant is going to learn your business and your industry. It is the only way they can help you succeed.

Finding the right search engine optimization firm or consultant is a very important step when you finally decide you want to get your search marketing efforts ramped up. The marriage between search engine marketing firm and client needs to be a warm and cozy one. You are a team working towards a common goal and if you can’t get on the same page right from the beginning you might find that it is a long and bumpy road.

Here are some helpful things to look for in an SEO firm:

Communication: Everyone has a different philosophy when it comes to communication methods. How well does your partner communicate with you? When you leave a phone message or send an email is there a reasonable amount of time between responses? The SEO vendor should respond during reasonable business hours but you have to be realistic, you can’t always get a call back or email within a few minutes.


Product Deliverables: How does the SEO company or freelancer deliver their data to you? Is it few and far between? Do they give reports? This is important so you understand what you are spending your money on when it comes to marketing your website. If you are not fully prepared as to how the deliverables are presented you could find yourself in a heated discussion down the road which could jeopardize your business relationship.

Who Is Your Go-To Person? Find out if you have a customer service department to deal with or if you have a dedicated account manager that handles your account. This could make a big difference to how your questions and concerns are resolved down the road.

Having a great relationship with your search engine optimization firm or SEO consultant is very important for the longevity of your relationship. Yes, it is about getting great results with your SEO program, but having a great relationship with your SEO firm is essential. You are going to be spending money with this partner and you don’t want to have to shift gears down the road in order to find someone else that can handle the job. Find the right partner now so you can rest assured that your online marketing efforts are truly being satisfied.