Various companies have come to realize the importance and effectiveness of search engine optimization (SEO) for improving website rankings, increasing brand awareness, and (ultimately) generating leads for their businesses. Others don’t know much about SEO, or the fact that it’s smart to maximize efforts by hiring professionals to guide your campaign. Here are some reasons why outsourcing is a good move — if you partner with the right team.
Businesses can choose to hire or build an in-house team dedicated to managing their SEO needs. They may also opt to outsource the responsibility to an agency who can effectively launch an SEO campaign. Despite the potential comfortability of having your own SEO team under your roof, there are pitfalls.
Reasons to Outsource
Outsourcing an SEO campaign is affordable. It will save you the time, effort, and costs of having to hire, constantly train, and manage an in-house team. The salary of an in-house SEO Manager alone can cost you up to $65,000. Though the initial cost of hiring a contractor might seem exorbitant, it is more cost-effective over the years. This is especially true when you consider you’ll eventually need to replace your team members, which takes time for recruitment and additional training.
SEO is a dynamic and multi-disciplinary process that needs consistent attention for it to be fully effective. It is a complex process with a steep learning curve. Agencies specializing in SEO are fully equipped with the tools of the trade. They also stay on top of constant search engine algorithm updates and rule changes. A qualified company can provide you with the most effective SEO strategies to date.
Additionally, SEO experts know how to handle the analytics of your website. They’ll interpret data, locate blind spots in the metrics, and pinpoint data relevant to conversion, in addition to many other skills.
Focus on Operations:
SEO is an important aspect of marketing, but it shouldn’t overtake your main job: running your business. Entrusting your SEO campaign to professionals will allow you to focus your efforts. You do not have to divide your attention between your operations and having to keep up with the frequent SEO updates and trends.
Employing the proper SEO techniques can provide lasting results. However, it is not a one-time deal; it is an ongoing and quickly evolving effort that needs constant upkeep. If you want the benefits of an SEO campaign, you have to be in it for the long haul. The campaign requires regular updates to your website, content, and social media spaces, so it’s convenient to let someone else do all the legwork.
Selecting an SEO Company
Once you’ve decided to outsource your SEO campaign to contractors, the next step is to choose which SEO company you trust. There are a staggering number of SEO agencies throughout the world who will be willing to take on your campaign, but do they have the qualifications and integrity required?
For example, in Canada alone there are many digital marketing companies willing to take your money. Businesses in Toronto, Scarborough, and North York needing digital marketing services will be faced with a large number of options. Of course, there is the option of hiring providers outside of the country. Deciding whom to trust with your campaign requires ample consideration and research.
In your search for a reliable SEO company, consider:
This depends on several factors, including the number of keywords, content word count, and the condition of your current website (among others). In Canada, average monthly rates can range from $2500 to $5000. The price in other countries (e.g. Australia and the UK) may be substantially above that margin, while others (e.g. India and the Philippines) may be less.
Determine how the team communicates. Are they available when you need them? How quickly do they respond to correspondence or requests to fix issues? How often do they present their reports or updates?
Ascertain the agency’s familiarity or experience with your industry. This way, your SEO efforts stay true to the brand identity of your business. You can be confident in the agency’s ability to attain your goals and communicate your vision. Otherwise, determine how much time you are willing to invest to walk them through the important aspects of your brand.
Identify your goals and what your SEO needs are — whether it’s the full package or just a small part of it (e.g. content creation or link building).
Be wary of providers that:
Make extravagant claims:
If a deal sounds too good to be true, it usually is. Be cautious of companies who claim they can get you the “number one” spot on the search results page in a short span of time.
Rely on “connections”:
Claiming to “know people” at Google who can boost your rankings is a sign they may not be confident in their own abilities to succeed. Additionally, search engine employees have a confidentiality agreement; so this “connection” is likely to be fabricated.
Over- or under-priced services:
Companies offering their services at a fraction of the market price are likely either inexperienced or provide low-quality services. On the flip side, those overpricing their services may have minimal commercial awareness.
Do your research and get references before signing a contract; you don’t want to entrust your website to just anyone.
All manner of businesses (from small “mom and pop shops” to large-scale enterprises) can benefit from outsourcing their SEO campaign to experts in the field. True online marketing professionals will possess the necessary staff, know-how, experience, and tools needed to run your SEO campaign efficiently and successfully.