What to do when Outsourcing your Seach Engine Optimization programs
Posted by GT at 4/14/2008 2:04 PM and is filed under SEO,WEBSITE MARKETING,SEM,Search Engine Optimization 
What creates a need for outsourcing?
In todays market, outsourcing is always the question when businesses have tight reins on finances. Reducing internal overhead with benefits, taxes, insurance is the best reason to outsource a project. As businesses continue to feel the effects of the economy and the shift from television, radio and print to online are more prominent, the question of outsourcing to an SEO firm becomes a bigger issue and one that needs to be considered legitimately.
Can my webmaster or IT person manage my SEO program?
The competitive landscape of the web has increased the need, and demand for businesses to employ some form of search marketing tactics in order to maintain consistent streams of unique visitors to their website. Hiring an in-house "IT person" to manage your SEO program is like hiring a plumber to install electrical outlets and light fixtures. They might have a good idea of what they're doing, but it is not their focus nor are the results of their work guaranteed. SEO is a true science that has become a successful industry and should be taken seriously, hire an SEO firm the same way you hire a doctor or an attorney. Perform due diligence and understand that SEO is a product of marketing and should be treated as a marketing, revenue generating channel.
Acknowledge the need - Begin the search
Now that the need is acknowledged, what is the next step? We all realize that most businesses see SEO as a nebulous function that may or may not yield the results needed based on the investment. But I can tell you that there is enough empirical data available to prove that SEO is a great way to increase your websites' revenue generating capacity simply by driving the right, qualified traffic to the right areas. The true focus should solely be on business goals and objectives and an assigned ROI value that sets milestones for success.
It's a difficult decision to reassign marketing dollars earmarked for other non-web based initiatives to promote your website, but it's a necessary strategic move. That's the first step - understand how much you're willing to spend on an SEO initiative.
Who to hire?
Coming from me, I think it might be somewhat of a subjective question, because I think you should hire my company (http://gotrafficinteractive.com) (Shameless, self-serving plug!!) In all seriousness, we understand that each business has very specific needs and should go with an SEO firm that is the "right fit". It's best when you can work with a firm that takes the time to understand your specific business goals and objectives and becomes an extension of the team. Focus on companies that can provide references, and ask them the following questions:
In todays market, outsourcing is always the question when businesses have tight reins on finances. Reducing internal overhead with benefits, taxes, insurance is the best reason to outsource a project. As businesses continue to feel the effects of the economy and the shift from television, radio and print to online are more prominent, the question of outsourcing to an SEO firm becomes a bigger issue and one that needs to be considered legitimately.
Can my webmaster or IT person manage my SEO program?
The competitive landscape of the web has increased the need, and demand for businesses to employ some form of search marketing tactics in order to maintain consistent streams of unique visitors to their website. Hiring an in-house "IT person" to manage your SEO program is like hiring a plumber to install electrical outlets and light fixtures. They might have a good idea of what they're doing, but it is not their focus nor are the results of their work guaranteed. SEO is a true science that has become a successful industry and should be taken seriously, hire an SEO firm the same way you hire a doctor or an attorney. Perform due diligence and understand that SEO is a product of marketing and should be treated as a marketing, revenue generating channel.
Acknowledge the need - Begin the search
Now that the need is acknowledged, what is the next step? We all realize that most businesses see SEO as a nebulous function that may or may not yield the results needed based on the investment. But I can tell you that there is enough empirical data available to prove that SEO is a great way to increase your websites' revenue generating capacity simply by driving the right, qualified traffic to the right areas. The true focus should solely be on business goals and objectives and an assigned ROI value that sets milestones for success.
It's a difficult decision to reassign marketing dollars earmarked for other non-web based initiatives to promote your website, but it's a necessary strategic move. That's the first step - understand how much you're willing to spend on an SEO initiative.
Who to hire?
Coming from me, I think it might be somewhat of a subjective question, because I think you should hire my company (http://gotrafficinteractive.com) (Shameless, self-serving plug!!) In all seriousness, we understand that each business has very specific needs and should go with an SEO firm that is the "right fit". It's best when you can work with a firm that takes the time to understand your specific business goals and objectives and becomes an extension of the team. Focus on companies that can provide references, and ask them the following questions:
- Ask them to provide you a list of KW phrases developed for a set of clients - not just for one client, but for a set of clients. This allows you to see their capabilities.
- Find out if they outsource to other SEO firms or if they have their own staff
- How big is the staff?
- Part time versus Full time
- Find out what tools they use to guage success
- Will they provide you with a benchmark report as to how your website is currently performing free of charge?
- Are they virtual or do they have physical office space?
- What other clients do they work with that might be direct competition
- What makes them stand apart from other SEO firms?
- Do they require architectural changes to the website in order to be SEO compliant?
- This is a good thing - if your website is not currently SEO compliant, this is the chance to make it so
- How much time will they spend getting to know your particular industry?
- Will they possibly discuss a lower cash rate and accept a "pay for performance" model?
- What emphasis do they place on Social Networking
- Do they build or implement and manage blogs?
- Are they familiar with MySpace, You Tube, Facebook?
- How do these sites help your business grow?
- Do they have a gurantee?
- Will you get your money back if they don't produce what they say they will?
What Not to do!
This list is going to be much shorter. After being involved in this industry for as long as I have, I've seen enough clients or potential clients make these very costly mistakes:
- Don't believe any company that says they can "get you to the top of the search engines for $250"
- Don't believe any company that guarantees you the number 1 position (well unless it's your own brand!)
- Don't hire the first firm you speak with - interview at least 3!
- Don't think this is a short term program
- SEO should be considered a long-term process with milestones set for success
As you can see, there is MUCH to be considered when hiring an SEO firm so take your time, do your research, ask questions and most of all, feel comfortable with who you choose. Search Engine Optimization information
Gary Thompson
President - New Business Development
Go Traffic Interactive
gthompson@gotrafficinteractive.com
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