If you have paid for SEO services from an agency or a freelancer without fully understanding what it would entail, then it’s likely you’re going to experience issues at some point throughout your working relationship. These might occur because you didn’t realise the scale of the process involved with SEO, or because you thought SEO was something it isn’t.
SEO is a strange phenomenon, in that you need to be carrying out SEO activities every day and with a great sense of urgency, but you might not see the results until six months later.
However, if your SEO campaign isn’t bringing the results you were expecting, you should look at yourself before pointing the finger at your SEO agency.
What are the top three reasons that your SEO agency might not be making an impact, which you can influence?
You’re Not Speaking to Them
You’ve hired an SEO agency to make your website and brand more visible in search results. While they’re experts in the field of digital marketing, unless they’re a huge agency that has been established for many years, it is unlikely they’ll be experts in particular industries aside from their own.
In fact, it is rare to find any SEO agency that has industry expertise beyond their own, unless they specialise in a particular vertical. If you find one, you should consider yourself very lucky.
As they’re probably not experts in your field, it is down to you to keep communicating with them about industry trends and anything else that might lead to changes in targeted keywords or other aspects of SEO.
You Didn’t Fulfil Their Requests
It is important to recognise that a relationship with an SEO firm is based on you holding up your end of the bargain, too. If you want to see SEO success, and you’re planning to hold your SEO company accountable for results, then it is down to you to implement any recommendations that they make for your website.
Ensure that you’re constantly in communication with whoever is responsible for implementing these, if it isn’t yourself.
If you have a web developer or someone else dealing with these recommendations, it is up to you to ensure that these tasks are completed as a priority, particularly if your SEO agency is doing work that depend on successful implementation of their directives.
You’re Not Creating Content
If you’re working with a full-service SEO agency then it is likely that they’ll be taking care of the content marketing element of your campaign. However, if you decided that you didn’t want the additional expense, or you’ve hired an SEO only agency, you’ll need to do the content yourself.
If you commit to doing this, then make sure you do it. Any SEO agency will recommend that you start to build your blog and implement a resources or Q&A section, for example, but if you don’t then do it, you cannot then point the finger at your agency for not getting you the results you want.
Finding SEO Success
While a professional SEO company has the potential to increase your traffic, conversions, and revenues, you have a part to play, too. Ensure you uphold your end of the bargain, and it’ll make it a lot easier for your SEO company to take care of theirs.
Jason is a digital marketing student currently writing a research paper looking at the reasons businesses don’t get more involved with SEO and other campaigns that they’re paying a lot of money for. Jason hopes to become an SEO professional upon completion of his studies, and has promised himself he’ll prioritise client education when starting any new project.
License: Creative Commons image source