SEO is all about Google. Sure, there are SEO specialists who dabble in Bing or other search engines like DuckDuckGo, but for the most part, search engine optimization is about Google search and ranking as high as possible in Google’s search engine results pages.
Where do You Start?
Because of this, it is always a good idea to go to the source when thinking about beginning with SEO or hiring an SEO company to help your business.
The good news is that the folks who work at Google are actually very forthcoming with their comments on various SEO practices, mostly providing valuable advice for companies and individuals who want to become visible online.
This video is the perfect example, as a seasoned veteran from Google Search Maile Ohye shares a few tips on how to choose and hire SEO agencies or SEO experts that will actually help your company and your website achieve better search rankings and more organic traffic.
Understanding Your SEO Needs
Before hiring an SEO expert or agency, it’s essential to understand your SEO needs. This involves determining your goals and KPIs, setting your budget, and identifying the type of SEO expert you need.
Determine Your Goals and KPIs
To make the most of your SEO efforts, start by defining clear goals and key performance indicators (KPIs). Ask yourself what you want to achieve: Is it to boost your website’s visibility, drive more organic traffic, or climb higher in search engine rankings? Once you have a clear vision, set specific KPIs to measure your progress. For instance, you might track metrics like organic traffic growth, conversion rates, or improvements in search engine rankings. These KPIs will serve as benchmarks to gauge the success of your SEO strategy and help you stay focused on your objectives.
Set Your Budget
Setting a budget for your SEO efforts is crucial. Consider how much you are willing to invest in SEO services, tools, and resources. This financial planning will help you narrow down your options and find an SEO expert or agency that fits within your budget. Remember, SEO is a long-term investment, and it may take several months to see significant results. Balancing your budget with your SEO goals ensures that you allocate resources effectively and sustain your SEO campaigns over time.
Identify the Type of SEO Expert You Need
SEO is a multifaceted field, and different experts specialize in various aspects. Identify the type of SEO specialist you need based on your specific requirements. If your website needs technical improvements, a technical SEO specialist can address issues like site speed and crawlability. For content creation and optimization, a content SEO expert will be invaluable. If your focus is on building high-quality backlinks, a link building specialist is the right choice. Understanding your needs will help you hire an SEO expert whose skills align with your goals, ensuring a more effective and targeted SEO strategy.
Last Things First
Near the very end of the video, Maile actually mentions something that is of paramount importance for companies and individuals who are planning on interviewing some SEOs and hiring someone.
Namely, she mentions that in her talks with people who work in SEO, she discovered that the most common problem is the client or decision makers not making the time or resources available to implement recommendations from their SEO professional.
As a result, no SEO practices can really work and it ends up feeling as if the SEO consultant failed to do their job. Many businesses abandon promising SEO campaigns because they weren’t prepared for the time consuming process that search engine optimization can be.
Therefore, before you even start interviewing or hiring an SEO, you need to make sure that your entire organisation, top to bottom, is ready to listen, learn and help your future SEO partner achieve your SEO goals.
Google’s Hiring Recommendations
One of the main points Maile makes is that every recommendation that comes from the SEO experts you are interviewing or hiring has to be corroborated by one or more of Google’s staff. This can be a confirmation from a video, a blog post or even a forum post from one of Google’s employees about search engine guidelines.
She mentions this as the first line of defence against SEO practices that will have no effect on your website’s rankings or that might even hurt your website’s reputation and your company in the future.
It should be pointed out, however, that sometimes there will be tactics that can be used and that will work which might not exactly be confirmed by Google. It’s like the stock market – everyone says that only above-board tactics work, but it soon becomes obvious that people are doing all kinds of stuff and are getting away with it.
Not that you should hire someone who actively, almost monomaniacally goes against everything that Google says, but you should also never go running away if someone mentions building some links or outsourcing link building, for example.
The SEO Hiring Process
Maile then goes on to describe the most common process when hiring SEO companies, including a few recommendations for every step of the way:
Conducting a two-way interview
Checking their references
Ask for a technical/search audit
Decide whether to hire
The Interview
During the interview, according to Maile, it is important to identify an SEO provider who will be genuinely interested in how your business works, who your target audience and competitors are, where the most profit comes from and how they will be able to help reach potential customers.
Maile puts an emphasis on a holistic approach to SEO and this is generally the best way to go, agreed. Still, there are cases in which your competitors will be fantastically aggressive with their SEO efforts that you might feel the need for a less holistic and a more pugilistic approach.
Sometimes you just might need an SEO bruiser and you might find they do not really care that much about all the intricacies of your business. However, the right SEO agency should at least understand your niche market and how to position your digital marketing strategy accordingly.
Checking References
Maile goes on to recommend checking the SEO’s references and actually talking to their past clients to ensure they were provided with this holistic approach to SEO. She also mentions that checking the references will hopefully unearth an SEO partner which is helpful, easy to work with and ready to try out new things. Success stories from past clients can give you confidence in the potential SEO providers you’re considering.
However, many SEO experts will sometimes be prohibited from sharing references of their best work with you because their past clients may have required them to sign non-disclosure agreements. A reputable SEO firm will still be able to demonstrate a proven track record without violating confidentiality.
The SEO Audits
The next step in the process will be asking for technical and search SEO audits of your website by your potential new SEO consultant. You will provide them with limited access to your Google Search Console and Google Analytics data, they will come up with recommendations for future improvements. The best way to hire, (if you can justify the cost), is to ask a few agencies/experts to do the same work to see what each of them will come up with.
As part of the SEO audits, your potential SEO partners will have to show that they know what they are using the right SEO tools and have a structured approach to handling any issues your website might have. During these audits, you should also get recommendations based on your competitors’ actions and practices, showing that your potential future partners understand the complex SEO landscape.
Ask to see a sample report of their SEO reporting to understand how they communicate progress and results. Detail-oriented SEO campaigns require thorough research and regular updates on key metrics.
Check out our guide on quick SEO audits if you are short on time.
Look for Structure and Results
All in all, the video provides a great place to start when thinking about hiring an SEO company. Maile provides a structured way to weed out impostors and agencies that are out for a quick buck without providing any kind of meaningful service.
She emphasizes a holistic approach that can feel somewhat idealistic, but she also speaks of cold, hard SEO results, the expected time after which some benefits should be seen and the importance of prioritization.
The only way this video could have done a better job of helping you hire an SEO agency is something a video coming straight from Google could never feature – an admission, (even an indirect one), that search engine rankings and the entire SEO landscape are sometimes more brutal and unsavoury and that sometimes the holistic, sanitized approach may need additional oomph.
Key Considerations When Hiring an SEO Agency
When evaluating potential SEO providers, consider whether they offer SEO consulting services, which can provide valuable insights and strategies tailored to your business needs. There are several key considerations that go beyond what Google officially recommends:
Expertise in Content Marketing
Since content is such a vital component of effective SEO strategies, your SEO partner should demonstrate strong capabilities in content marketing. They should understand how to create content that serves both your target audience and search engines.
Ability to Stay Up to Date with Latest SEO Trends
The SEO landscape changes constantly with algorithm updates and new best practices. Ask your potential SEO consultant how they stay current with industry developments. A good SEO professional will be committed to ongoing SEO training and education.
Transparent SEO Reporting
Regular, detailed reports are essential for tracking progress. Ask about the frequency and format of SEO reporting. Will you receive dashboards showing improvements in search engine visibility? Will a dedicated account manager walk you through the metrics and explain what they mean for your business objectives?
Alignment with Your Marketing Strategy
SEO should not exist in a vacuum. The right SEO agency will want to understand your broader digital marketing strategy to ensure their efforts complement your other marketing tools and channels.
Specialization in Your Industry
While general SEO knowledge is important, an SEO firm with experience in your specific industry may bring valuable insights. They’ll understand the competitive landscape better and might already know which SEO strategies work best for your type of business.
By conducting thorough research and asking the right questions, you can find an SEO partner who not only understands the technical aspects of search engine optimization but also how to align their SEO services with your specific business needs. Hiring an SEO agency doesn’t have to be intimidating when you approach it methodically with these guidelines in mind.
Red Flags to Watch Out For
When hiring an SEO expert or agency, there are several red flags to watch out for. These include unrealistic promises, lack of transparency, and poor communication.
Unrealistic Promises and Lack of Transparency
Be cautious of SEO experts or agencies that make unrealistic promises, such as guaranteeing a top spot on search engine results pages or promising overnight success. SEO is a complex and ongoing process, and no one can guarantee specific results. Additionally, transparency is key. A reputable SEO expert or agency should be open about their methods and strategies, providing regular updates on their progress. If an SEO provider is vague about their approach or reluctant to share details, it’s a red flag. Trustworthy SEO professionals will be clear about their tactics and keep you informed every step of the way, ensuring that your SEO efforts are both ethical and effective.
I am the founder and manager of BeFound SEO and the main consultant. I started offering SEO services back in 2007 when I had to explain SEO, as most people had no idea what it was and how much it could help their business online. I still love seeing the results from SEO.
When I’m not creating great strategy, I am usually out hiking up a mountain.
Connect with me on the links below.