Choosing the right agency for your SEO services
There is no one-size-fits-all SEO agency. Over and above the technical prowess of the SEO team, there are aspects that you need to consider in deciding on the agency for your online reputation and lead generation needs. Questions such as cultural fit, capability to meet your wider digital marketing needs, exposure to your industry are only a few of the list that you would probably have in mind to answer in making the all-important appointment of your SEO agency.
We have provided SEO services for over 10 years and although it may sound rather self-serving to be writing this blog, we are the first to say that not all brands are a fit for Cape Business Online, and vice versa. Leveraging our experiences from the other side of the table, we have outlined 8 tips to assist you in the process of selecting and ultimately appointing the agency that is the right fit for you.
Assess the gap
If you have never considered SEO for your business, you are unlikely to know whether there is online search in your industry that could translate into a quantifiable opportunity for your business. In other words, is there a business case for SEO for your company? Any agency that is under consideration for your business should bring that intel to the table early in the discussions. This will tell you quickly if you have an agency that can understand your industry and convert that understanding into opportunities for potential growth for you.
If you have never considered SEO for your business, you are unlikely to know whether there is online search in your industry that could translate into a quantifiable opportunity for your business. In other words, is there a business case for SEO for your company? Any agency that is under consideration for your business should bring that intel to the table early in the discussions. This will tell you quickly if you have an agency that can understand your industry and convert that understanding into opportunities for potential growth for you.
Budget
SEO is not for the weak of pocket, to be totally frank. We regularly have enquiries for businesses expecting top-end services, on a budget of under R5k. SEO delivers website traffic, but a good agency will deliver leads that are convertible. Your monthly SEO premium should be at least aligned with the likely cost of a sales representative. If your budget does not permit for that commitment, do not venture down the SEO path with an agency that is prepared to charge you less merely to win your work. SEO is a product of agency hours. Any good agency will not invest more hours than a customer is willing to pay for.
The relationship between you and your agency will become a close one with time because the agency will fill the crucial role of online lead generation. Be sure to assess whether the cultural fit is there. If anything feels off in the conversations, listen to your gut.
Be ready to interview
As you would interview candidates for the vacancy of a sales consultant in your business, so too should you be ready to interview your shortlisted agencies. Make a list of the concerns that you have and the outcomes that you expect, and probe both through the questions that you pose of the agency. Don’t be afraid to ask difficult questions. If an agency is as good as they claim to be, they will be able to answer it. At the same time, be reasonable about what you are asking of the agency. Questions like “how many leads am I likely to get?” are unreasonable to ask of any agency simply because the agency’s role is to get your website ranking as high as possible on page #1 of the Google search. The customer click could easily be lost through poor reputation of your brand or business.
Background checks
This is one of our favourites! If an agency is as marvellous as they claim to be, they will have no shortage of contactable references and quality reviews on both Google and social media. Always ask for contactable references and call them! Remember that most companies that have appointed SEO agencies in their past would most likely have been through a similar evaluation process, so they will understand your concerns. Don’t be shy to verbalize your concerns when you contact the referees – in our experience, most business owners are honest and look out for each other, meaning that they are likely to give you frank feedback.
Clear agreement terms
Honesty, trust, and accountability are the cornerstones of every successful SEO relationship, but the SEO agreement will be the ultimate yardstick of how the relationship will unfold. Understand services that are included in SEO (and what’s excluded) so that you have absolute clarity on what to expect in the coming months. If you think a service not mentioned in the agreement is covered, rather question that understanding before you sign any agreements to ensure unexpected surprises are kept to a minimum.
Access to the experts
During the agency evaluation process, be sure to enquire as to your agency contact once the SEO engagement commences. You do not want to be sold on the SEO dreamboat and then passed off to a mediocre sailor to work with through your project. Access to technical insights is vital, so be sure that you will have access to the technical experts that you have bought into in signing up for SEO services.
Final thoughts
Selecting the SEO agency for your online lead generation requirements is a critical decision. If you make the wrong appointment, you could not only incur significant costs that cannot be recovered, but you could also lose out on potential business that could be the gamechanger for you. Do your homework and do it well. The right SEO agency is out there for your business, it’s up to you to find them. Good luck!
For more about SEO from Cape Business Online, see our services page on our website or pop us an email on info@cbol.co.za.
