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1. Introduction
Search engine optimization is a highly sought after service for all types of businesses, whether they are small or large. Because SEO offers a large amount of so-called free advertising due to it simply being organic search results, a lot of businesses are looking for ways to tap into these potential customers. This is where SEO agencies come into play. SEO agencies are armed with the knowledge and experience to successfully help businesses to the front page of the search engine rankings, the holy grail of SEO. Now, typical SEO agencies can be located anywhere from across the world to just down the street from a business. Although it might be enticing to a local southern California business to have a big SEO agency name from the frigid north to run its campaign, there are several reasons why a California SEO agency would be the best decision.
1.1. Understanding the Importance of SEO
No business can afford to ignore the importance of SEO. For one, it is an extremely cost-effective way to drive business. Rather than spending money on outbound marketing, which involves interrupting consumers in your target demographic, inbound marketing capitalizes on the way that consumers are already researching and making purchases. Essentially, SEO allows you to market to an audience when they are looking for the products and services your business provides. Finally, while outbound marketing can still be effective, the leads generated actually cost 61% more than leads generated by an inbound strategy like SEO. And since SEO also targets users who are actively searching for products and services like yours, the traffic resulting from SEO is more qualified than many other marketing strategies, resulting in cost-savings for companies.
1.2. Benefits of Hiring a Professional SEO Agency
There are many reasons to take advantage of SEO services. In this section, we’ll take a look at some of the primary benefits of hiring a professional SEO agency for your business. The first and foremost reason is that the qualifications given are much better than those offered through a junior SEO who is a one-man show. The level of service and skill set greatly varies from one SEO to another, and much like with any other service profession, when you want results, experience is the way to go. SEO agencies also have a much greater knowledge and understanding of the best and most current techniques and tools to use to increase your rankings and visibility for your website. Using an SEO consultant can prove to be detrimental to your business and will often cost more due to the consultant having to learn as they go. It will also take much longer to see results, which in turn will end up costing you more in the long run. With an SEO agency, you are given a specific team of individuals working on your website opposed to just one person. This ensures that your website is not only receiving the best work possible, but also there are checks and balances in place to ensure the work being performed is nothing short of quality.
1.3. The Need for a California-based SEO Agency
It is increasingly evident that people are now relying heavily on the internet. It has been said that 90 percent of American adults are currently using the internet in some shape or form. With that in mind, the internet can be a powerful tool for businesses to exploit. If you are not well equipped in the area of internet marketing, this is a goldmine that is being missed. One of the most effective ways to ensure online success is to have a good search engine optimization strategy. With all the free information out there on SEO, there are some that feel they are able to carry out an adequate SEO campaign. The vast majority of people will quickly find out that this is not an easy task and quite often not worth the time and effort. If your goal is to do whatever it takes to succeed online, then using an SEO agency is a great way to add horsepower to your SEO campaign. Using a service that is local to you can have many benefits, and it is those reasons why it is best to seek out a California SEO agency. California SEO agencies are already in a good position to provide the services that you would require. You are already at an advantage simply because California is at the forefront of internet marketing. If you think about its industries, California is home to some of the largest technology and internet-based companies in the world. This has created a high demand for various types of online marketing services. An SEO agency that is well established in California will be staffed with experienced professionals and will possess the resources needed to carry out an effective campaign. Any agency that is not up to par simply would not survive in such a competitive market. Consider an SEO agency based in a small town located somewhere far from California. It is likely that they do not have the experience or resources that would be required to bring your campaign to a satisfactory level.
2. Researching SEO Agencies
To ensure a successful research project, it is important to define your SEO goals. While it may be tempting to drive traffic to your website, this is often not the best approach. If you are a new company trying to create brand awareness in the online space, you may want to increase visibility on an online niche. If you are already a very visible company, you will want to make sure to track specific metrics to ensure you are reaching your audience. Match your goals to specific data so that you can measure your return on investment (ROI) and your success. An example of an SEO goal might be to increase sign-ups from organic search traffic to the contact page by 15%. One solution is to find and run an email marketing campaign to a targeted list that has the same objective. A professional campaign should yield an equal or higher ROI than the SEO campaign when the right comparison data is available. In this case, it would be the increase in traffic to the contact page. Once you have defined your SEO goals, you can then use them as criteria to qualify SEO agencies. It is important to be upfront with the agencies you are speaking with to ensure they are confident they can meet your specified goals. By being honest and transparent with what you want to achieve, you will receive an honest and transparent assessment of their capability to do the job. A shady SEO agency will be hesitant to commit to a transparent goal as it increases their accountability to deliver. This process can eliminate many questionable and over-optimistic SEO agencies. Now you want to ask how they will achieve your goals. This serves to define which agency has the right mix of creative and strategic talent to get your job done. High technical skill and a quality content strategy are critical for success in SEO today. Figure out if you are going to need on-site execution or off-site. Often, it is a blend of both, but every strategic move should be based on the data that links back to the specified goal. Different types of companies will require different criteria to be met by the SEO agencies they choose. An ecommerce company might be interested in a highly specialized project and need a firm with a high level of experience in internal search and analytics. A small business looking to improve their local business might require a highly affordable and yet effective solution from a consultant. Make your SEO budget clear as this will sometimes disqualify otherwise suitable agencies. While it is important to consider cost, a price-driven decision when hiring SEO agencies is often the most costly in the long run.
2.1. Defining Your SEO Goals
In order to be sure that your goals are right for your business, the SMART goal methodology can be useful. SMART stands for Specific, Measurable, Achievable, Relevant, Time-Bound. This is used in project management, employee-performance management and personal development. When goals are well defined using this criteria, it will be clear to others what you are trying to achieve and will also give you a path to follow. Easier goals are often more attainable and the path to the result is a large part of it, so be sure to find a balance of what you want and what can be done. Always make sure that your SEO goals are in tune with your overall business goals and are also planned alongside expected timelines for website completion and expected profit. SEO takes time to be successful and it is important to be patient, especially with newer domains.
Goals are the bedrock of a business. Think about what you want to accomplish with your business in the long term; 5 years, 10 years, 20 years down the line. Businesses can focus on sheer growth, profits, staying competitive in the industry, creating a brand, or all of the above. These goals will guide you as you enter different phases of development and SEO is no different. Consider what you hope to accomplish with your SEO investment. Thinking of these goals can also help an SEO agency when it comes to deciding whether or not they can meet your needs.
2.2. Identifying Key Factors to Consider
Beginning from the rudiments, a decent slider for the general execution of an agency is their Google presence and search ranking. Presently, many individuals may be saying, we should not pass judgment flippantly or simply play the content by what we instruct customers to do. It is reasonable that I’m not looking at anything now, I’m just singling out an SEO agency basically, but what an SEO agency should be acceptable at doing is positioning themselves in Google search, as this is the reason you will pick them over other marketing practices. Currently not looking at those organizations that have a piece of leeway through requiring an SEO presence basically to get leads for their own business. So not for lawyers or accountants and such. For this tip, all you’re really expecting to do is simply Google search their business name. It is astonishing the number of organizations out there with subpar online presence can’t rank their own business name. This is a terrible sign. Assuming they can’t do this, they are in all probability not an SEO agency. Then, you’d simply be searching probably the most serious terms for SEO. For example, SEO agency – area, for wherever is generally tantamount to them. Head to their site and in the event that they aren’t positioning top 3 for terms like this, then, at that point, they are not who you are searching for. They will regularly be attempting to do an SEO marketing effort for themselves, skip this kind of organization. This is certifiably not a quick and dirty methodology, yet can frequently remove the losing fight battles and individuals that simply don’t walk the stroll with their online presence.
When you move far from the pool of accessible SEO agencies, you are going to examine them more completely. It is realized that not all SEO agencies are made equivalent. In the event that you have at any point endeavored to move into this space, you would have understood. A few agencies simply don’t hit the imprint, some are only better at selling themselves than conveying results, some are stuck in a specific time period, and others are simply out and out in reverse. Your main role right currently is to isolate the best from the rest. This is a critical piece of the looking through cycle as the exertion that you put in here will seriously affect the achievement of the mission. In this way, the thing I am going to be teaching you here are a portion of the vital elements to recognize while picking an SEO agency. These actions are intended to strip back the layers on an agency and see whether they are a commendable accomplice.
2.3. Evaluating Agency Experience and Expertise
It is important for you to access the experience and expertise of the SEO company you have selected. The company likely will have a proven track record that can be researched. Using the many different databases available such as their company website, internet search engine, or even off-line resources. Remember that just because a company has a ton of flashy advertisements or has a large advertisement in the yellow pages, doesn’t mean that it is the best company for you. Typically, smaller or boutique companies have the time and dedication to prove themselves in sometimes smaller communities where larger companies will cut corners. If the company is a larger company, often times they will have a proprietary in-house tool or a technology that may be unlike anything else on the market. This can be a huge competitive advantage and can also be a deciding factor when considering on which company to hire. Be sure to learn about any tools or technology that they may utilize and if they are using a third-party licensed software, be sure to research that software and make sure it is trustworthy. Your going to want to be sure they are using white hat techniques and their software isn’t likely to get your site banned from the search engine.
3. Selecting the Best California SEO Agency
The next point to consider is the company’s work ethos and methodology. You need to choose an SEO service which is feasible to understanding the changes Google has implemented in its search algorithms over the past few years. These days, link building alone is no longer feasible. Manipulative link strategies are over and it’s now about content marketing and PR. Some SEO providers have not made a transition in their link building methodologies and may be offering a link building service which is not relevant or acceptable to the online community. This step is a great tool to filter out the level of competency and the understanding of SEO in your SEO provider.
The first step to choosing the best SEO provider is evaluating case studies and client testimonials. Evaluating how long the company has been in business, the case studies, and the company’s experience primarily lets you know that the company has achieved the right skills for your business success. You should also evaluate the company’s background, their work in SEO, and their experience in those fields.
Think of an SEO company which specifically targets Los Angeles or search engine optimization in Beverly Hills. But unfortunately, many local businesses with great potential succumb to big city greed and often do not receive the best service.
3.1. Reviewing Case Studies and Client Testimonials
If you have specific needs, you might be able to find a case study or a testimonial from a client with similar needs to you that will give you an added peace of mind. If you are a business in a niche market that has competitive keywords with high search volume, it is important to verify they have had success with a similar client in the past. This also applies if you are a local business in a small area. On a case study or testimonial, look for keywords and locations to match your needs to the service provided. This is a great way to verify if your potential SEO company comprehends your situation and has provided a successful service.
Case studies and client testimonials are valuable resources that can help you evaluate the success and reputation of an SEO company. Look for case studies on the company’s website. While case studies can be faked and client testimonials are handpicked, they are still an excellent barometer to how successful the company is with their campaigns. Look for the quantity of case studies and client testimonials as an added assurance. If there are a large quantity, it is a good indication they are a successful company.
3.2. Assessing Pricing and Budget
Setting a realistic budget will prevent you from spending more than you can afford, and will also allow you to determine what will be provided in regards to your budget. For the most part, engaging in SEO is a long-term investment, and it can be said that slashing your budget will result in poor long-term gains. It is up to the consumer to discern between what will be the minimum spend that will prevent the marketing from going stale, and what is a realistic budget to avoid squirreling the marketing costs in time and making poor returns.
When it comes to interviewing an SEO service, there are a myriad of factors that can separate the good from the bad. As with a lawyer or doctor, the services provided by one professional are often costly. Of course with SEO, the results can be seen as relatively low cost when compared to other professional services. In this case, the onus is put on the client to shop around, in this case interviewing various SEO services to determine which will be the best fit.
3.3. Conducting Interviews and Consultations
During the consultation, take a good look at the consultant. What is your overall impression of him? Does he come across to you as a knowledgeable person who genuinely has an interest in helping you? You should hire someone who is interested and confident in what they are doing, but don’t be swayed by a pushy sales tactic. An effective consultant will be able to provide you with realistic expectations and probable outcomes. They are in tune with the SEO industry and up to date with the changes that occur on the search engines.
It is always a good idea to chat with the SEO consultant and explore the effectiveness of the work for your business. Remember that you would potentially be hiring this person for several months, so you need some strong guarantees that you are making the best decision for your business. Involved in this potential time investment is price, personalized results, and most importantly, a relationship.
4. Maximizing SEO Success with Your Chosen Agency
Establishing clear communication channels will help facilitate the flow of communication between you and your agency. Typically, emails are the main form of communication, however, you should also have regular access to your account manager via telephone or in person. New times business with its own set of challenges and complex problems. Often the way the problem is explained can suggest a variety of potential solutions. In turn, this can mean your SEO is going down a path you didn’t want it to. As an agency, it is important for us to fully understand your business and marketing goals so we can develop a solution that will bring you the right traffic and potential customers. This is why it is important for clients to be able to communicate their problems or goals with their account manager. You may also want to request regular reports from your account manager regarding the status of your SEO project. This will ensure that you will always know what work has been done on your site, when it was done, and what impact it has had. Regular reporting is also an indication that the agency is working on your project and is a part of being accountable for the work they are doing. All of the above can severely hinder an ongoing SEO campaign. SEO is about being proactive and addressing problems before they impact your rankings. Throughout the life of your campaign, you will need to offer your site and the changes to it as a testing ground for your strategies and tactics. Any good SEO agency will want to use your site as a test platform to increase their understanding of the effects specific changes can have on search rankings. The key is knowing how to make changes that could potentially be detrimental to rankings on a site that isn’t being optimized for search, and changes you want to test on the true current version of the site.
4.1. Establishing Clear Communication Channels
In order to effectively communicate with an SEO agency, it is helpful to understand the specifics of SEO practices. While SEO is not incredibly complex, it takes a great amount of learning and practicing to become proficient. Understanding the basic terms and methods of SEO will greatly help both the client and the agency carrying out the SEO. Clients who understand the basics of the work being done can create a more efficient environment for work to take place and facilitate the idea processes of the SEO agency. Getting a perspective from the agency about their work and the details of SEO will give the client a better idea of what sort of results to expect. Understanding the methods in which SEO will be performed will also allow the client to assess the methods are ethical and the results are worth the investment. Whether you are doing SEO yourself or hiring an agency, clear communication is essential. A face to face meeting can be a great benefit to both the client and the agency. Email and phone calls are effective ways of communication, but can often lose context. A face to face meeting will allow a more immediate response to questions or concerns and is more personal than the other alternatives. While email and phone calls are still necessary, meeting in person can clarify many issues and preempt potential errors in communication. Another important aspect of clear communication is defining a point of contact within the agency. Often times there are several people working on different aspects of the SEO. It is important to have one person who can convey the details of the work being done by others. Establishing a consistent point of contact prevents having to repeat questions or concerns to different people and simplifies the feedback process. Clear communication can prevent wasted time and effort due to misunderstandings and is essential to the successful management of an SEO campaign.
4.2. Collaborating on SEO Strategies and Tactics
Finally, the client must ensure that the agency will take accountability for all changes on the site. As there are implications on SEO tactics that could affect the integrity and indexation of the website, a good SEO agency will be proactive in considering the potential impact. Measures to avoid the risk of negative impact and a plan on how to recover any lost traffic are vital in an agency’s approach to site changes.
It may seem simple, but it is vital that the agency understands the client’s industry and business environment. This can often be a learning curve in a new consulting relationship, so it is important to allocate resources to research and facilitate greater understanding of the client. A well-thought-out and customized campaign will stand a much better chance of success.
Considering SEO tactics, the agency must be transparent with their proposed plan and tactics. This should involve explanations as to the on-site changes to be made, site architecture improvements, targeting new content, quality link building, and the optimized method of measuring results. A clear project plan for the entire engagement should be delivered to the client with regular updates on progress. It is common for a large company with an in-house SEO team to assign the work to the agency with expecting a hands-on project manager.
The best agencies should operate in a consultative capacity, and valuable input is likely to come from them. High-level strategies should be considered during the sales process, site reviews, business and marketing objectives to get a feel for what key stakeholders aim to achieve through SEO. It is important for the agency to take this information on board and bring these goals reflected in the online marketing plan to get full agreement on the direction for the campaign.
4.3. Monitoring Progress and Measuring Results
It is important when embarking on any campaign to improve a site’s search engine rankings to understand that it is going to be a process that takes time and patience. Depending on how competitive your industry and keywords are, and how committed you are to your agency’s recommendations and the amount of resource you can apply to the project, it can often take six to twelve months to see significant results. Having a clear understanding up front on the likely timescales for different stages of the campaign will help to manage your expectations and minimizes the risk of the campaign being abandoned prematurely due to disappointing results. This is particularly important to consider if you have agreed on a minimum term contract with your SEO agency.
Tracking your site’s progress is important at all stages of the SEO process, whether you’re working on your own campaign or have employed an SEO agency to undertake an organic and local search campaign on your behalf. You want to be able to show movement in your site’s natural search performance, track where the changes are coming from, and confirm whether those changes are having a positive effect. The best way to do this is by establishing and regularly reviewing your key performance indicators. Some of these will be set by you (or your CEO), but it is fairly common to use visibility in the natural search results and the resulting traffic and conversions from organic search. Tracking these SEO success KPIs will help to confirm if your SEO agency is delivering the results you are paying them for.
4.4. Long-term SEO Maintenance and Optimization
Seo is an ongoing process. It is very important to establish long term goals with your client and to continually check and adapt the progress and results. A search engine optimization campaign is not a one-time event. The search landscape is continually shifting, and the position of your competitors also. In developing a successful SEO campaign, there are a number of processes and tasks which are vital to success, many of which are ongoing and iterative. Because of the continuous nature of the work, it is also very important to build efficiency into the various processes and tasks. This will ensure that as much productive work is being done as possible. This will help keep costs down and facilitate the setting of realistic expectations and the measurement of results. The following is a fairly prioritized list of tasks for an ongoing SEO campaign. It also provides an indication of whether the task is an essential requirement, something that would be good to do, or something that is more of a luxury item.
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