Simple 5-Step SEO & PPC Company Evaluation
The majority of businesses do not have an in-house online marketing division, therefore they rely on the services of an agency to handle their PPC and SEO requirements. They trust that their marketing agency is doing the best that they can and let them do their work, but are they truly receiving the best service? If a SEO or PPC company is handling your marketing have you taken the time to evaluate their performance?
It is important that you take a moment to evaluate the work they are performing for your business to ensure that they are targeting the correct website traffic and leads that your business can then turn into sales and revenue. Using the wrong company can waste a lot of your time as well as money.
You should want to build a long term relationship with your search engine optimization and pay-per-click agency, and that relationship begins with trust. If your PPC and SEO agency isn’t 100% transparent with you then that will impact the communication channel. You should be able to contact them and ask any question you would like to and receive an answer. Any agency that claims they are using “top secret” or “confidential” methods to rank your website and drive traffic should be avoided. Here are five things to look for when evaluating your SEO and PPC agency:
1. Professional Website Audit Before Work Started
Your SEO and PPC agency should have performed an in-depth audit of your website prior to beginning any work. If they didn’t, then how could they possibly be performing the highest level of service and getting your business the results you desire? The goal of a website audit is to determine whether or not there is a solid foundation to build a campaign on. If not, then some changes might need to be made on your website. If you do not start with a strong base then the entire campaign can come crashing down, resulting in a loss of time and money. If you did not receive a complete website audit prior to beginning it might be a good time to find another SEO and PPC firm.
2. Established Goals and a System to Measure Success
It is important that your PPC and SEO agency worked with you to establish goals. It is also important that you are both on the same page when it comes to success. While you might define success as sales, the agency might define success as traffic on the website. If both sides are not on the same page there will be disappointment and a very unhealthy professional relationship. You will also want to make sure that there is a system in place to measure success, as this allows both sides to clearly see if the campaigns are working and accomplishing the established goals. If specific goals were not established prior to starting it is time to look for a new agency.
3. Transparent Campaign Performance Reporting
It is important that you are able to see the performance of your SEO and PPC efforts every month. If your agency is not providing you with detailed reports and making sure that you understand how to properly read them it is possible that they do not want you to dive too deep into their work. A major red flag rises if they are not providing reports. A search engine optimization or pay-per-click agency that provides detailed reports and transparency wants you to see how their hard work is paying off and benefiting your business. Be wary of any company that is not showing you how your campaign is performing. If you can’t easily access campaign reports to determine whether or not the campaign is performing well and meeting expectations it is time to find an agency that will be transparent and provide you with full reporting.
4. Leads, Sales, and Revenue Communication
While (most) SEO and PPC agencies are great at what they do, only one person truly understands your business 100%, and that person is you! If you feel that the leads are slowing down or the sales and conversions are not where they should be then you need to be able to quickly communicate that with your pay-per-click and search engine optimization agency. Not only does there need to be fast communication channels, but your PPC and SEO agency should be able to take your feedback and come up with new strategies to keep the campaign performing as desired. If your agency is difficult to communicate with or nonresponsive to your feedback then it is time to hire a new company.
5. Certification and Credibility
Let’s face it, there are a lot of fly by night SEO and PPC companies that pop up, some multiple times simply changing their name over and over. A very simple check of three things will let you know if your search engine optimization and pay-per-click agency is credible. If the company is a certified Google Partner and a Bing Ads Accredited Professional then it is a very good indication that they are PPC professionals and manage several campaigns. Also, check to see if the company is accredited by the Better Business Bureau. This let you know that they are a trusted company. If your PPC and SEO agency does not poses these then it may be time to find a new marketing professional.
The simple steps above can be used to determine whether or not your PPC and SEO agency is providing you with good service. If you feel that you are not getting a good value and return then it may be time to look for a new company. You can go over these points with a potential new marketing agency prior to contracting with them.
It is important that you address your concerns and get answers to your questions prior to hiring a company. Take the time to find an agency that will deliver you the best service, as the work ethic, knowledge, and experience directly impacts the success of your business online. If you would like to find out how Market Domination Media can help your business gain more website traffic, leads, sales, and revenue contact us today.
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