It’s often the case that a company will employ the services of an SEO expert to improve their search engine rankings and conversions. For every budding SEO expert out there, there is unfortunately many who can make SEO feel like a regrettable experience. Therefore, before deciding which Web Design & SEO company to go for, ensure they adhere to the following principles:
1. A website should be useable, quick to load, and a joy to browse
Otherwise all SEO efforts are likely to be wasted.
2. Don’t allow the accuracy and impact of copy to be compromised
An SEO expert may suggest refinements to website copy to insert keyword phrases as a means of furthering SEO efforts. Ensure these refinements do not noticeably compromise accuracy/readability of copy.
3. Communication with you is essential
An SEO expert should regularly keep you in the loop with progress updates and information about what SEO efforts have been made, in a way that is easy for you to understand.
4. SEO techniques and efforts should be future-proof
You don’t want what currently works for your SEO to be ineffective further down the line. Avoid any SEO efforts that appear suspicious.
5. Negatives must be communicated and addressed
An SEO expert should be up-front in highlighting any negatives, and be pro-active towards putting improvements in place.
Whoever you have chosen to do SEO on your website, they must make every effort to involve you in the process, and to not overwhelm you as the client with lots of technical explanations for the SEO work they’ve done on your website. Some areas of SEO are very technical, and though you don’t need to understand completely how and why it works, it’s still relevant for you to appreciate the importance of it, and to grasp why it could make a difference for your SEO.
I cannot emphasise enough the importance of being pro-active with SEO. Rankings are unlikely to always be positive. Search engines regularly update and refine the way in which they rank websites. Search engines experiment and implement new indicators to separate what they consider to be high quality and low quality websites. If your website rankings in the search engines do drop however, it’s important that your SEO expert is attentive to this, and advises on what can be done to address this.
Finally, look for an SEO expert who is focused not just on search engine rankings, but on conversion and visitor statistics to your website. There is no use ranking at the top of a search engine for a number of keywords if your website is spammed with keyword phrases and suspicious links – visitors will be put off and leave quickly. An SEO expert should be regularly monitoring the volume and quality of enquiries/sales received as a result of the SEO, and seeking ways to maintain and improve upon this ongoing.