When looking to improve search engine rankings and online visibility, many businesses consider hiring an SEO company or Yelp advertising agency. However, not all SEO agencies are created equal and there are several key factors to evaluate when vetting potential companies. Taking the time to thoroughly research options can help ensure you choose an ethical, experienced SEO company that will deliver lasting results.
SEO Strategy and Planning
The first SEO work must depend on the agency having a complete strategy and plan based on their assessment of your business, target customers, competitors, website, and objectives. This roadmap must specify recommendations, terms, deliverables, timelines, and milestones. Pay special attention to the proposed approach and its alignment with your business goals.
Experience and Past Results
Be sure you evaluate project experience of the SEO company on the low-end solution you need for your industrial sector. Check their client portfolio and case studies that demonstrate positive outcomes they’ve achieved. You will feel more confident working with an established company with relevant experience than with one still trying to build its name in the industry.
Tools and Techniques
Ethical agencies utilize many SEO tools, techniques, and best practices, including keyword research, metadata optimization, site mapping, link building, technical audits, content improvement, etc. They should elaborate on their methodology, include specifics in the proposal, and provide reasons why recommended solutions will drive your desired results.
Reporting and Communication
Ongoing reporting and transparency into efforts should be expected from a reputable SEO company. They should commit to providing regular analytics and updates on key metrics, rankings, and progress made. Open communication builds trust and enables adjusting course when necessary to stay aligned with business objectives.
Reputation and Reviews
The SEO industry has its share of unethical “snake oil” vendors making unrealistic promises. Protect yourself by thoroughly researching a company’s reputation including better business bureau ratings, online reviews, credentials, thought leadership, and industry recognition. Favorably regarded companies earn respectable reputations whereas unknown new companies should raise caution.
Specialization Experience
- While some SEO agencies handle a broad range of verticals, ideal candidates have deep experience in your specific niche or category.
- This translates to greater efficiency, insights, and ideas that leverage existing expertise.
- Specialized knowledge often proves more impactful compared to general, one-size-fits-all approaches.
Team Qualifications
Examine credentials, skills, backgrounds, and certifications held by the SEO team assigned to manage your business account. You want confidence you’re partnering with experts who bring strong capabilities. Having an account manager with proven expertise across technical and content-focused areas provides an advantage.
Auditing Their Link Building Approach
While referral links remain crucial for driving rankings, search engines decree strict rules around manipulative linking practices. Unfortunately, some agencies resort to shady tactics like bulk purchases that often fail or violate guidelines. Scrutinize their methodology to ensure an emphasis on building relevant, high quality backlinks from reputable websites.
Ethics and Compliance
Unfortunately, some agencies resort to “black hat” shortcuts, tricks, or techniques that violate search engine guidelines. This not only risks penalties that dramatically reduce visibility but also undermines results longevity. Scrutinize their approach and ensure they follow strict ethical standards aligned with industry best practices.
Pricing Flexibility
Evaluating agencies absolutely on the basis of agency costs which are provided for the lowest bid must be, however, resisted. Value for effective delivery should be stressed over the lowest price. Some companies begin engagements under a not-to-exceed test budget over 3-6 months, demonstrating ability before commitment; others use price structures directly tied to performance milestones achieved.
Opt for Flexibility Wherever Feasible
The one SEO agency candidate that scores high on all these critical attributes will stand the best chance of delivering your desired online growth results. Weigh each item carefully during evaluation so you can make a sound hiring decision.
