10 things to watch out for when working with SEO firms
I have worked in the IT and SEO industry for over 15 years now and have seen many companies try to beat the search engines by using methods the search engines would consider unscrupulous or cheating. The SEO industry has a bad reputation because of these fringe companies who try to manipulate the search engines for a quick buck and a quick fix that will ultimately result in SEO failure for any business who engages in these tactics.
Here’s a quick list of things I put together as a guide of what not to do in SEO.
1. Create false impressions via paid links or linking services
As in all businesses, you get what you pay for. If a company tells you they can increase your page rank or drive traffic for one low cost of $100, there’s something to be said about that $100. What some companies have is a few dozen "garbage" domains acting as "link partners" and while you might end up seeing dozens of websites linking back to you, they are actually hurting you in the eyes of Google and Yahoo. Link backs, or links from other websites back to yours are valuable, however, the quality and relevance of the website linking back to you is more important than the link itself. It pays to have 1 quality link back than 200 garbage link backs. Also avoid companies who rely on things like Google Adwords or Yahoo Search Marketing to increase your ranking. Both sites are paid commercial advertising and neither one will help your page rank, but they will drive business, which you pay per click or impression and can do yourself.
2. Blame the search engines on poor rankings
The search engines use proven algorithms with attempt to limit the effects of inappropriate or devious SEO behavior. If a company’s work is having poor results, chances are they have provided a poor level of service to your business. When done properly and in accordance with the rules of Google and Yahoo, Search Engine Optimization will only positively impact your business. Be aware that SEO is not a hands off project. When done right, SEO should involve all layers and departments within your business working together to create quality content that will define your website as an authoritative source for your industry.
3. Guarantee #1 or even page 1 rankings
Nobody can guarantee a page 1 ranking, let alone a #1 ranking in a search engine. While it is very possible that an effective SEO campaign can give you the #1 rank you desire, there is no way to guarantee it. Read the fine print on your contract before you sign. While the sales rep might have claimed he can give you a #1 rank, the fine print might define #1 otherwise. Make sure you get what you pay for, but make sure what you pay for is something you can actually get.
4. Show success based on obscure keywords
One very common bait and switch tactic used by many SEO firms is to show their page rank success by demonstrating searches of obscure keywords and phrases. If for instance, you are in the High Speed Widget business and you sell products primarily in Smallville, your target search should be High Speed Widgets Smallville. If you show up on page 2 of that search, but you show up #1 as "High Speed Widgets For Sale Only in Smallville" or "Smallville Widgets that have very high speeds", something has gone terribly wrong. What has happened is that while you are able to capture extended phrases on the search engines, you are missing out on the one people are actually using to find High Speed Widgets in Smallville. Do not settle for obscure phrases and keywords, make sure the keyword targeting is clearly identified in any contract that promises #1 ranking.
5. Charging too much for SEO
SEO is not rocket science, but it is a science of sorts. It’s something that anyone can learn if they take the time to learn the rules and best practices. Some best practices involve using simple tools readily on the internet and easily installed into your website, like Google Analytics. However, some companies charge things like discovery fees, installation charges and pre-contract reporting. They can sometimes charge hundreds of dollars for tasks it can take literally five minutes to perform. Always ask questions about any flat rate service fees and ask what’s involved in the process.
6. Use SEO in order to sell additional services
SEO is not platform specific, but sometimes applications are required to enhance your website, these have nothing to do with SEO, but they could be related. If you are running a content management system, some components may be necessary to install such url rewriting, blog software, rss services and publishing tools, be wary of firms who are requiring a complete redesign of your website and a completely new application framework if you already have a good publishing system in place.
7. Charge ongoing maintenance fees
Many SEO firms try to charge maintenance fees or convince customers into signing long term contracts. Once your site is ranked, the only way to keep it ranked and customers coming back it to keep your content updated, fresh and relevant. There is nothing more an SEO firm can do for you unless you are paying them for content and software upgrades on your publishing tools or perhaps system administration for your web server. If your SEO firm did right by you, then you have a booming website that has already been optimized. Sometimes it may be necessary to change keyword targeting based on economic conditions, new products, new lines, etc, but there is no more SEO magic to be performed.
8. False keyword reporting
When a company complains to their SEO company about not getting results, a good company will reopen the project to see what went wrong out of respect for their client. Perhaps it was an error in judgement by the client in the way they demonstrated their business otthe SEO Firm. Perhaps it was an oversight by the SEO firm in undervaluing competitors’ websites or neglecting certain niche products and services the company offers beyond their main service. Maybe the economy has changed so that last year people were searching for high speed widgets, but now they are searching for affordable widgets because they can not afford the pricey high speed ones that used to be your flagship product. Just as businesses change, so do the habits of customers on the web. If the mistake can be blamed on the SEO firm, a reputable firm will make the necessary adjustments pro bono. If the mistake is due to changing conditions in the economy or your business model, you should expect and understand additional charges. Don’t be misled by false reports that disclose the capture of insignificant keyword searches. Make sure you get what you paid for.
9. Bad or outdated techniques
Every time there is a trick to fool Google or Yahoo, you can be sure that a fix for that trick will eventually follow. It may take months or it may take years depending on the popularity of the trick. SEO today is different than SEO two years ago or even SEO five years ago. The internet is a rapidly evolving community and as crooks and cheats pop up, it’s in the best interest of companies like Google and Yahoo to protect their integrity by changing their algorithms and trying to outsmart the SEO foxes. The bottom line is good SEO lies in delivering quality content and responsible keyword targeting and not smoke and mirrors against the search engines. There’s an old saying that cheaters never win. This is especially true in SEO.
10. Buzz words and techspeak
Metatags, Keywords, CSS, redirect, landing pages, back-links, link referrals, link sharing and stickyness are just a small sampling of terms that will be thrown out at you. If you do not understand what the sales rep is trying to tell you, there’s a reason. He doesn’t want you to know. In SEO, an uninformed client can be a cash cow for devious firms just looking to make a quick buck off the unsuspecting. Don’t feel foolish or stupid for asking question you perceive to be dumb. If you knew the answers, you wouldn’t be calling an SEO firm in the first place. Don’t be afraid to ask dumb questions and have the person on the other side of the table answer them. Their answers might actually reveal what kind of company they really are.