There are thousands of people out there who claim to be SEO experts. The truth is very few of them will be the real deal.
There is no recognised qualification in this industry and even if the person has worked for a large SEO agency in the past that is still not a guarantee that they can rank well as they may have only specialised in one aspect of SEO or spent more time making fancy reports than actually getting results.
The quickest way to separate the wheat from the chaff (good from the bad) is to ask to see case studies of companies they’ve done work for that have ranked well.
Also, to see if they’re own website is ranking for any keywords and if not the reason for that. Some keywords can be so competitive that it’s a like a yo-yo between the top 10 results and top 20 results.
I like to say SEO has 3 broad components that work in tandem.
Research, development & Implementation.
Research covers all the information that we need to gather about the task at hand itself.
Your market(s) that your targeting, your strongest and weakest local, regional and national/international competitors, your keywords that have the greatest volume and keywords that have lower volume but may have stronger buyer intent or may be particularly lucrative.
There are other things amongst these but I’m trying to give you a flavour of what’s involved as opposed to drown you in detail.
Development is where the research is used to develop a proper strategy to get where you want to be. This is where we use our knowledge and experience to work out where the low hanging fruit is and where we need to work harder and how we’re going to do that.
Implementation is obviously when we actually do the work.
This a combination of improvements to the site and its presence on the internet. There are hundreds of such improvements and each one done wrong can actually harm your websites ranking if done incorrectly.
Also SEO is not a one off investment where you blast some cash and effort at it and that’s it.
The work has to be drip fed.
To give an example Google is one of the worlds most valuable internet companies out there. There software scours the internet looking for good websites & ones that should be avoided.
One thing they do not like is anyone who tries to take advantage of their software to rank without providing value to its users.
What I mean is that you will usually raise a red flag if you do too much too soon making them mistrust you as they think your trying to play their system and they could penalise your site or drop it further down the rankings.
Almost every client wants to be on page 1 instantly.
In some cases we get lucky and page 1 happens fast. In other it takes time. A lot of time.
In the industry a lot of clients switch SEO experts every 2 months thinking they don’t know what they are doing when in fact everything is going as planned and real ranking improvements are occurring, but the client doesn’t have the money or patience to see it through to the finishing line.
If you’re going to get SEO for your business, then bear in mind it’s a medium to long term strategy taking 6 months plus in many cases.
That’s not me saying it. Any decent SEO will attest to that.
Is SEO worth it?
Depends like everything else. You can only decide that once you’ve sat with an experienced digital marketer (like me hint, hint) and seen what the costs are and ROI likely to be. Then you can decide.
Some digital marketing companies will sell! sell! sell! you regardless of whether it’s worth your while or not.
We don’t do that.
However if I can genuinely see a benefit then I will do my best to convince you of its merits.