Nothing is worse than having miscommunicated expectations from the business that hires SEO consultants to help them succeed. A highly experienced SEO company ought to be able to provide a realistic idea of what to expect from hiring them. They should not give false hopes or unrealistic results. Some consultants promise quick results, but in reality, SEO takes time.
Expect SEO Firm to:
Find the Best Keywords
Just because a particular keyword or key phrase is the search term your business should focus on does not mean it actually is. Professional consultants have access to different tools that enable them to perform keyword analysis to find out the most effective keywords. Some keywords may perform better than the others, and an experienced SEO company will know how to figure this out. Generic keywords may deliver a good amount of traffic, but you should target traffic that turns into ready buyers. Businesses can expect the SEO firm to take the keyword suggestions and formulate a list of specific phrases that will turn searchers into customers.
Search engines like Google make use of complex algorithms to determine how a website ranks on SERPs. Although the algorithms are not disclosed, Google openly shares which search engine optimization strategies are acceptable and which techniques violate their guidelines. Those tactics that don’t adhere to their rules are commonly referred as “Black Hat” while the techniques that follow their guidelines are known as “White Hat.” You should expect the SEO firm to only use practices that abide by the rules to avoid the risk of getting penalised or banned from the search engine. It is very tempting to resort to black-hat techniques to get ahead but it’s also a big risk that can affect your website.
An SEO expert knows that there are three tiers of SEO, such as technical, on-page and off-page optimisation. Expect the consultant to perform on-page optimisation to help increase traffic. On-page optimisation involves placing keywords you want to rank in the title, heading, and the content of your web pages. The SEO company will likely request some changes on your existing website to implement on-page optimisation. Sometimes, you may need to redesign the entire website to integrate SEO and improve its overall performance. Moreover, the contents of your site must be well-written and informative to provide value to your visitors, not just for the sake of inserting keywords on it. This is why on-page SEO also involves professional copywriting.
An SEO consultant is expected to monitor the performance of the campaign to determine whether the techniques are effective or not. Ranking and link-building reports are important metrics, but of course, you need actual results. Conversions and click-through rates are key performance indicators that can inform you what results the SEO campaign is producing. If a visitor performs the desired action, this is where a conversion happens. For e-commerce websites, this can mean sale while for service-based businesses, it comes in a form of a phone call or email. An SEO services provider is expected to track results and present to the client.