Search Mojo

Choosing a Search Engine Optimization (SEO) Agency

As marketers ourselves, we understand how daunting the task can seem to select the right search engine optimization (SEO) agency. When evaluating agencies, use this checklist we've developed to help you assess which agency might be the right fit for you.

1. Does the search engine optimization agency offer an ongoing, retainer-based model?
   SEO isn't something you can just do once and walk away from. Unfortunately, your competition is continually trying to optimize their respective sites too. So be sure to partner with an agency that realizes that SEO is an ongoing process.
2. Has the agency done work with clients in your industry or business type (B2B v. B2C)?
   Find out if the agency has a proven track record in industries like yours. B2B and B2C can have very different optimization challenges, so... be sure your agency is up to meeting those challenges.
3. Does the agency have references, testimonials or case studies?
   This is absolutely critical. Find out what types of SEO case studies your agency has and ask for testimonials from current clients.
4. When discussing your needs with the agency, do their goals match yours for SEO?
   Often times, agencies focus solely on rankings, and they may not always get you highly ranked on highly trafficked keywords just to show success quickly. Be sure to ask about the keyword selection process and ensure that the agency's goal matches your goal - higher rankings on highly targeted search terms to bring you more web traffic.
5. Does the search engine optimization agency make guarantees?
   If they do, immediately remove them from your consideration. Even Google will tell you that they do not have a special relationship with any agencies, and you cannot guarantee top ten rankings.
6. Does the agency's process include all of the following:
   • On-page website edits
     On-page website edits are a tactic to include your selected keywords into your website body copy. This is essential for any good SEO program.
   • Inbound link building
     The most important element in Google's ranking algorithm is inbound links - links from other websites pointing to yours. Google's entire patent is based on linking technology. Make sure they have a good linking program in place and report on progress.
   • Regular reporting
     How do you know if your SEO agency is making strides each month? Ensure that the agency offers regular reporting. Monthly reporting is a common industry norm.
7. Does the agency price by the keyword?
   While this doesn't mean an agency isn't good at SEO, it does severely limit your options as a client. Typically, retainer-based agencies do not charge by the keyword and offer you greater long-term flexibility.
8. What types of links will the agency build for you?
   Google most values one-way, free linking. It views inbound links as if they are a "vote" for your website. So of course the most valuable type of vote is a free, one-way vote. Avoid too many reciprocal links (link exchanges) and too many paid links. Click here for more information from Google about linking for SEO.
9. Does the agency boast a special relationship with Google for organic search?
   Google does not have a special relationship with any search engine optimization (SEO) agency. Click here to read more from Google on this subject.
10. How does the agency plan to measure success?
    Monthly reporting is important, but what is a good measure of success? New website traffic from organic search engines? Keyword rankings in the search engines? Find out how the agency plans to measure their success for you and ensure that matches your definition of success.