With the way that the internet works, and with the way that the search engines whiz about indexing and ranking content million of pages at a time, it is a daunting task to try and break into that mold. It is that seemingly insurmountable wall that often troubles companies from taking on search engine optimization experts, as they see the search engines and the ranking pages as mountains, when they’re closer to speed bumps if you can do the job right.
Often times we get a phone call from a company or individual who has decided they would like to improve their business options by being prominently displayed in search. Thankfully because we are very good at what we do, our phone calls are prequalified up to a certain point, because they found our website at the top of the results pages. First rule of shopping for search engine optimization – if you can’t find the company you just called on the search engines, you should hang up. Picking an SEO company that you found in the yellow pages as opposed to searching for them is a bad idea.
Once you’ve found the company you would like to engage, then you need to pay close attention to what they’re saying. If you ever hear the phrase “..guaranteed #1 ranking..” in any results page, then you need to immediately start paying attention. To put it plainly, no SEO can guarantee placement in the results pages, the web is immensely fluid, with positioning sometimes changing daily, and often happening every 10 days or so. It’s not uncommon to see someone in the top 3, then disappear for a few hours while everyone gets re-indexed, and then reappear back in their previous spot. If you find you’re not suddenly available in the results pages after engaging an SEO company, before you pick up the phone in fear, just wait a couple of hours and search again. Pay attention to the layout of the results on the first couple of pages, and if you don’t reappear within a couple of days then absolutely contact them. Second rule of engaging a search engine optimization expert – shift happens.
When we have a discussion with a client, whether they’re new, existing, or a long term one, often we work with them directly with a handful of key on page components. One of the first things we look at are the very basic elements, the titles and meta tags of the individual website pages. We’ll also work with the on page content, and try to ensure that they’re keeping it relevant to what their campaign is focused on, otherwise you could find yourself at the end of a confused ranking algorithm. Once we’ve made sure that all of the on page basics are covered, you can start to expect the deliverable from our end – increased traffic to your website. One misconception that seems to hound the SEO industry is that engaging an expert to help with your positioning will yield more online business. And while that is partly true, it’s actually much more basic than that. Because while we can promise increased traffic to your website, we won’t promise you directly increased sales. Conversions are up to you and your website, as it doesn’t matter if we increase your traffic a thousand times and you have no way to convert it, you’ll still not gain as much as if you had a clear, strong call to action. Third rule of engaging an SEO expert – we can bring you traffic, but you need to work on your call to action to convert.