Search engine optimisation, or SEO, is pivotal to the success of your brand. By achieving higher search rankings, your visibility improves, encouraging more traffic to your website, and potentially higher sales.
This may sound simple enough, but mastering the art of effective SEO takes time and skill. If you have neither of these in abundance, hiring an SEO expert maybe your best option. But, who do you take on board for this task, and what should you consider?
Freelancer vs agency
Whether you choose an SEO freelancer or an SEO agency, ultimately, it boils down to level of experience, quality of services and price. Don't dismiss using a freelancer just because they don't own swanky offices or work as part of a thriving team. An experienced freelancer can be just as professional and qualified as an agency, and may even charge more competitive rates. The advantage of choosing to work with a freelancer is that you have one point of contact, which is great for continuity, but if they go on holiday or get ill, there won't be anyone to pick up the work during this time. Read our full checklist to hiring the right agency or freelancer and consider which aspects have highest priority for you.
A personalised approach
Every website and business has unique requirements when it comes to SEO, so find an SEO expert who is experienced at tailoring strategies to suit your specific needs. If you're offered SEO services on a one-size-fits-all basis, chances are you might not be getting good value for money. Look for a consultant who will ask questions about your brand, to get an understanding of what you're all about, what problems you solve and for whom. They should then carry out an initial SEO audit to discover your unique requirements, and what factors on your website may currently be contributing to your SEO downfall. Based on all the facts, they should then be able to devise a unique SEO plan for your business.
Reputation and success rate
Ask an SEO company to provide examples of past SEO campaigns that they have successfully executed for other businesses similar to your own. Find out what methods they use to achieve higher search rankings, what analytical methods they use to track and monitor results, and how long it takes to see visible results. Ask how often strategies are implemented, and how regularly the SEO expert will consult and communicate with you.
An SEO expert can never guarantee you'll get the top spot on search rankings, but they should aim to get you up on the first page. Since 75% of people never scroll past the first page of results, find out what SEO services will be offered to ensure you don't languish on unread pages. You may also want to agree what happens once you’re on the first page, do you want to push for a top 3 finish for instance?
Get local
If you're in a business such as the restaurant industry or the trades profession, you'll probably rely heavily on local customers. With half of all local searches conducted on a mobile device leading to a visit or call to action, it makes sense that you focus your efforts on ensuring your website and Google My Business page are optimised for local search. Find out what local SEO services your consultant can provide, if your business is location-specific.
Focus on Google
According to Statista, Google has an 86.65% share of the UK search market, so look for SEO services that focus on this dominant giant, rather than other search engines such as Yahoo or Bing. Look for someone who is knowledgeable about Google SEO trends and updates, and adheres to Google's policies and preferences. Failure to comply with Google's webmaster guidelines can see an algorithmic penalty applied to your site, or worse the dreaded manual penalty or even complete removal from the index.
The costs
When deciding which UK SEO company to choose, costs will, inevitably, be an important factor to consider. Find out if you'll be charged on an hourly rate, or whether it will be on a per project basis. Query what you will get for your money and what level of communication or feedback you can expect during the period of work. Ask for everything to be written down in a signed contract, so arrangements are formalised.
Length of work
It's crucial to find out how long and how frequently you can expect SEO services to be provided for. Hiring an expert consultant may get you to the top of the search rankings, but unless you keep continuing with SEO, you'll start to fall down the list again. That's why, it's often better to choose an SEO agency that can provide you with on-going services, rather than just a one-off project. With Google updating its ranking algorithm regularly, working consistently on your website's optimisation will ensure that you aren't falling foul of this highly influential internet giant.
This article was originally published on UK Business Forums.
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