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· Increase Web Site Traffic
· Search Engine Optimization
· Website Marketing
· Website Promotion
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How To Be An Ideal SEO (Search Engine Optimization) Client
By Todd Mintz - January 27, 2006
If your company has selected or will select an SEO vendor to optimize your corporate website for natural search, I offer you kudos for embarking on a process that can generate tremendous revenue for your business. Now, the fun part begins. You'll need to oversee and evaluate a process that is hard to comprehend, has somewhat intangible deliverables, and where the "timing of results" can't be precisely defined. Given this scenario, how can you best work with an SEO to achieve the best outcome for your website?
Make SEO a Marketing Priority. On some engagements, the SEO is almost entirely self-sufficient. On others, he or she might depend on the director of marketing, the president, the web designer or IT support to help facilitate the SEO effort. Some of these folks might not see the value of the optimization and don't view SEO related efforts as a priority.
Learn enough about SEO in order to ask good questions. Read up. Become familiar with the terminology and concepts. At minimum, you need to be conversant enough to evaluate the metrics of the campaign.
But don't tell your SEO how to do the work. Too much knowledge can be a dangerous thing for some clients because they lack the experience to place their knowledge within the context of the whole SEO process. Such clients may even feel empowered enough to tell their SEO vendor to take a course of action that will damage their efforts to obtain targeted natural search traffic. But if you have done proper due diligence in choosing a knowledgeable and ethical SEO expert, you shouldn't have any trouble staying on the right track. Your chosen professional will probably be appreciative that you've educated yourself about the process and will be glad to answer your "tough" questions. All reputable SEO vendors should be open and transparent about their methods and work process...don't work with any that aren't. And if you are comfortable with your SEO expert, the value of his or her experience should be easily discernible.
Well-run SEO campaigns still have hiccups. Search engines periodically change their algorithms which can be a boon or a bust for clients. Most recently, Google's update hurt many websites that followed SEO best practices. I have a client who had an 18-month-old domain that lost excellent Google rankings that I helped achieve in a very competitive field.
As a client, you need to view SEO as a long-term strategy that has peaks and valleys. Educating yourself about the SEO process will eliminate the "surprises" that are inherent in the process and will make for a far more efficient and productive vendor/client relationship.
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