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5 Things To Consider Before Choosing An SEO Agency
TopLineFounder | May 18, 2012
Searching on the web for a great SEO agency is like walking down London’s Mecca for curry houses, Brick Lane, to choose a place to eat. Much like the curry house staff who stand on the street touting for your custom, lots of SEO agencies claim to be “the UK’s number 1!”. All promise a coveted position on the 1st page of the search engine results pages.
Conduct a search online for an ‘SEO Agency’ in the UK alone and you will be presented with over 2 million results. So who do you choose, as a business, to assist you in building and maintaining your online brand exposure within the ever changing landscape of search engine optimisation?
While still important, SEO is no longer simply about optimising your website meta data and on-site static content with keywords and phrases that have high search volumes. Google’s latest Panda and Penguin algorithm updates both talk about the importance of publishing fresh, regularly updated content if websites want those top positions in the search engine results pages.
This means that content will surely continue to be king throughout 2012 and into next year, which has big implications when choosing an agency to manage your SEO efforts. Every business should be asking the following questions:
Can the agency produce well written, keyword rich content?
More importantly, with respect to your brand reputation, can the agency write it with authority by utilising its own expertise and knowledge of the industry your business operates in? It’s not just about the keywords here. It’s about using this fresh content to demonstrate that your business is knowledgeable, reliable and trustworthy.
Does the agency have its ear to the ground?
Without this they will find it hard to produce content for you that is not just rich in keywords and phrases but also effective in communicating your knowledge, experience and trustworthiness. An agency that truly knows your industry will also know what topics are trending, which will ultimately increase engagement with your visitors and prospective customers.
Does the agency recognise social media’s significance to SEO campaigns?
Social media isn’t just a good medium for telling the world about your hangover or how many times you blink and breathe in a day. Its use as a channel to share relevant and informative news, reviews and updates means that Social Media is becoming an important part of any link-building campaign not to mention the associated increases in digital exposure for your brand.
How proactive is the agency when it comes to keyword research?
All SEO agencies will optimise your website for relevant current high volume search terms but how many make use of insight and trend reports to track breakout search terms? As the digital search market becomes more competitive those that will see lasting success from their optimisation efforts are those that stay ahead of the competition. An agency that utilises intuitive insight and real time trend reports as part of its keyword research strategy will ensure you do just that.
Will the agency integrate the SEO campaign into a broader digital marketing strategy that you’ve invested your brand and money into?
As fresh, interesting, user-focussed content grows further in importance for successful SEO it is essential that the content produced remains consistent with the overall brand message and image presented in your other digital marketing campaigns. Hiring an agency that is familiar with your industry and that can provide an integrated digital marketing and communications service that considers SEO, PPC, Social Media and PR should be at the top of every business’ list.
Peter Palmer is a Digital Account Manager at TopLine Communications
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