SEO Mastery and the Masters Behind it.
Search Engine Optimization has emerged as its own massive field, as the vast majority of people now start their product or service search online. Consequently, a market has developed for that one hot commodity throughout all business ventures; the professional. If you are preparing to make a (hopefully substantial) investment in to SEO, there are numerous facets to keep in mind before hiring a professional and/or a firm, and then once they begin working.
1. Before you buy, educate yourself on your prospective hire and his/her firm, but also the nature of SEO itself. See, quality SEO is not a certainty. Think of it like a courtroom - You can hire the best lawyer planet Earth has to offer, but no verdict is ever truly guaranteed. As for the expert hire, I’ve often seen buyers become frustrated with those that promise too much, and deliver too little. You must set sound expectations as a seller, and buyers need to understand that SEO is a holistic process and practice.
2. Swallow any pride you might have and ask the right, specific questions about HOW SEO WORKS before you are surprised by its process. It is one that simply has no equal, particularly in how some not-so-noble people can make it work for them. Far too often, buyers don't understand or pay sufficient attention to why content is written, published or distributed in a certain manner. They don't understand why we track things like IP addresses, phone calls, landing pages and so on, prompting them to they get upset and ask too many questions after the fact. In plain speak, the more you know the better.
3. SEO is a practice that involves authenticity and client collaboration. Many buyers just want to throw SEO over the fence and get quick results. Nope. You need to understand that you need to contribute, provide information and be engaging when needed. On the flipside, ideal sellers will realize there is much to be gained from knowing the buyers top to bottom: how they work, their audience, and their objectives. SEO optimization truly does take two to tango.
4. No penny pinching! Costs of doing business change with time and technological advancements. Remember that lawyer thing? Prime SEO costs real money, especially if you want the optimal professionals involved. SEO has evolved so much since its humble beginnings that it now takes a team of professionals to make it the well-oiled machine it can be. This pooling of time, resources, and tools ain’t cheap, nor should it be! SEO is one of few digital marketing cores, thus it needs a real marketing budget. Again, research thoroughly and don’t get gouged, but if you want to play, you need to pay. Pure and simple.
Related: The 8 Truths of Hiring a Professional Social Media Director
5. Before you hire an SEO professional or firm, make sure you actively want them to handle it and not you. It’s common for people who have had their hands in every aspect of their business to continue doing so, even as the business landscape continues to drastically change. Nope! You can be owner, but let the chefs prepare their meals. Clients need to collaborate, as their job is not to handle the SEO practice. If you want to micromanage SEO without a wealth of experience, you are in for a real world of trouble.
SEO can be mountainous, with subcategories that can and should take up months of strategic planning (depending on your business of course). It can be your worst enemy, but easily made your best friend if you approach it with the respect and commitment it deserves.
While this article provides you a sturdy foundation for your SEO strategy, the ultimate key is understanding that SEO will continue to evolve . There are people who have dedicated their entire careers to keeping their fingers on the pulse of SEO, and if properly utilized, they’ll give you keys to a gate you hardly knew existed. For a free SEO needs assessment contact me and I will be happy to continue to educate you on the process of Search Engine Optimization!