When Hiring an SEO Consultant Don’t Do These 5 Things
If your company is thinking about hiring an SEO consultant, either to assist your in-house SEO team or completely take over the entire search engine optimization campaign, there are some things you need to make sure you avoid.
Hiring the wrong consultant for SEO can result in a huge mess that is not only difficult to clean up, but expensive as well. A simple Google search for search engine optimization consultant will bring up a bunch of options, ranging in skill level, experience and price. Here are five things to make sure you avoid when hiring an SEO consultant for your business.
1. Buy SEO Packages
There is absolutely no reason why you should be purchasing an SEO package. An effective SEO campaign is 100% custom and designed specifically for your website, your competition, your keywords and your campaign objectives. When you begin to search for a consultant you will often find that many will offer different package options, and these cookie-cutter packages are sold to every business.
Do you really think the same SEO strategy that is being applied to a hair salon in Los Angeles is going to be what a car dealership in Miami is going to need? Pre-packaged SEO is dangerous as well as ineffective. Most companies enter into a pre-packaged SEO service do it because they aren’t properly informed about the process and they chose it based on the price, which brings us to the next point.
2. Opt for a Cheap Solution
While a $200/month SEO service might sound good to your accounting department, it’s going to end up costing you much more money in the long-run. When you really dive into what SEO entails you will understand that search engine optimization for a few hundred dollars a month is a pipe dream.
An experienced SEO consultant can charge thousands of dollars a month, depending on the campaign goals and competition. If you can’t afford proper help it would be better to move slowly and attempt to do some of the ground work yourself, rather to hire a cheaper option. Low quality SEO can do severe damage to your website and require an extensive clean up effort that will end up costing you more money than the right SEO consultant would have cost from the beginning.
3. Focus on Keyword Rankings
Many SEOs will try to sell you on keyword rankings. They will send you a fancy report every month that shows the position of the keywords, but how important are those rankings if they aren’t resulting in leads, sales and revenue for your business?
Image if you were ranking for two keywords, and one was ranking #1 and the other was ranking #7. The keyword ranking number one only has 320 monthly searches and it was responsible for converting $500 in revenue the previous month. The keyword in the number seven position has a monthly search volume of 12,200 and it was responsible for driving $6,800 in revenue the previous month. So, would you rather a ranking report that showed the keyword at number one or do you want to know how much revenue your SEO campaign is creating and what your ROI is every month? Keyword rankings don’t matter. Revenue and ROI do.
4. Have Unrealistic Expectations
SEO takes time. Anyone that is telling you they will have your website ranking in a matter of days is telling you what you want to hear in order to get you to sign the contract. An experienced SEO consultant will be able to give you an educated guess as to how soon you should expect to see increased traffic, again, this varies depending on the strategy and goals.
There are SEO services that promise results in a matter of days and some even guarantee #1 rankings. Stay far away from these as they will greatly disappoint you, wasting your time and money, as well as possibly putting your website in harms way.
5. Only Rely on Organic Search Traffic
The worst thing you could do is put all of your eggs into one basket and have your business relying 100% on organic search traffic. Your traffic numbers could vanish overnight, for a number of reasons. A competitor could outrank you or Google could roll out an algorithm update that impacted your website. No SEO consultant, no matter how good he or she is, can predict what the search engines will do next.
It’s important to diversify your online marketing to include several forms of traffic, including paid search, social media, content marketing and display advertising, to name a few. When you have several streams of traffic if one source dries up you can make an adjustment to increase the traffic from another outlet.
Hiring the wrong SEO consultant can be a complete nightmare for your company, so make sure you don’t make the common mistakes listed above. Complete the consultation form if you would like to learn more about our SEO consulting.