Seeking a Search Engine Optimization Company? You Better Shop Around!

(c) 2003 by Michael Pedone, www.eTrafficJams.com

Most online businesses arrive at this point sooner or later - the point where they decide itÕs time to bring in a search engine optimization company.

Maybe youÕve tried the Òdo-it-yourself" approach and found it just too time consuming and/or ineffective. Or, worse still, you paid a search engine optimization service and they let you down. Many of eTrafficJams.comÕs clients come to us only AFTER shelling out big bucks to an SEO pretender who has no business being in the business.

So here are the questions you should ask to save you from hiring the wrong search engine optimization firm.

Question 1: How do you propose to optimize my site?

This is a crucial starting point for any screening process. It will help you weed out the ÒwannabesÓ. Your prospective search engine optimization company needs to do the following and do it right:

¥ Keyword marketing research: Finding the optimum keyword phrases for your product/services and target market.
¥ Web design consultation: Making sure your site has no spider booby traps.
¥ SEO copywriting: Using your keywords in well-written, persuasive copy.
¥ Web page optimization: Making the visible content and HTML code spider friendly.
¥ Search engine submission and registration.
¥ Link building: Finding and negotiating with appropriate link partners.
¥ Monthly maintenance to ensure continued high rankings.
¥ Guaranteed search engine optimization results.

Question 2: What search engine optimization techniques WONÕT you use?

Almost as important as Question 1, this inquiry can expose the search engine spammers and rookies. You should politely hang up the phone if they say they use any of these tactics:
¥ Hidden text or links.
¥ Misleading or repeated words (known as keyword stuffing).
¥ Cloaked pages.
¥ Deceptive redirects (keyword-stuffed landing pages that quickly redirect to the real page).
¥ Doorway pages.
¥ Duplicate sites or pages.
¥ Monthly submissions to search engines (a waste of time and money).
¥ Mainly Optimizing Meta keyword tags (ditto).

Question 3: Tell me about your guaranteed search engine optimization.

Guarantees in the SEO field can be deceiving. Many search engine optimization firms appear to offer an air tight guarantee thatÕs actually full of holes. HereÕs a typical example:

ÒIf your web site is not ranked in a top 10 listing within 90 days of submission of your optimized site, you will receive a full refund.Ó

Sounds good, right? But letÕs take a closer look. ÒIf your web site is not ranked in a top 10 listing...Ó means the search engine optimization service only has to get ONE keyword phrase in ONE search engineÕs top 10 to fulfill their promise and avoid refunding your money!

LetÕs examine the rest of our sample guarantee.

ÒOur Top 10 program guarantees placement of your web site in the top search engines: Alta Vista, HotBot, Iwon, AOL Search, Ask Jeeves, Teoma, Fast/All The Web, Google, LookSmart, Lycos, MSN, Netscape, Open Directory, Overture and Yahoo!Ó

Notice how HotBot, Iwon and Lycos are included? ItÕs not hard to get top rankings in these engines since very little traffic comes from them.

A more effective guarantee, like the one eTrafficJams.com offers its clients, would say something like this:

ÒWe guarantee your rankings will improve in Google, Yahoo!, MSN, AOL Search, and Alta Vista. These are the five most important search engines and directories. As well, your rankings will go up in the other engines and directories.Ó

ÒAlthough we can not guarantee a specific ranking in any particular search engine or directory, we will always strive to get and keep your site ranked in the highest possible position. Our clients have obtained top 10 rankings in Google, Yahoo!, AOL, MSN, Alta Vista and more. For proof, please see our testimonial page.Ó

Now THAT guarantee is effective, realistic, and honest.

Question 4: Can I speak to your clients?

DonÕt be shy about asking for references. Speaking to someone who has actually paid out their hard-earned money to the search engine optimization company you are considering is just being a good consumer.

However, before you do so, make sure you know the cost of the SEO services in question and be ready to sign up if their references check out. There is no sense wasting your time, the SEOÕs time, or their referenceÕs time unless you are ready and can afford to take the plunge.

Question 5: Check the rankings. (This isnÕt really a question, itÕs homework for you.)

Check out the Google rankings of references provided by the search engine optimization firm. Just type in their main keyword phrase and check the top right header area of the Google search results page to find out what their competition is like. YouÕll see something like this:

ÒResults 1 - 10 of about 345,678Ó

If the number is less than 100,000 web pages, ask the SEO company to give you another reference or show you more results. ItÕs just too easy to get rankings when thereÕs so little competition. (Yes, itÕs really not that hard for respectable SEO companies to get good results when up against 100,000 web pages or less.)

Besides, you want an SEO that can help you get ranked with your more competitive keyword phrases, not just the unpopular ones!

Putting It All Together

Now that youÕve asked the questions and done your homework, itÕs time to assess the results. This will take a bit of time on your part because prices and packages do vary from SEO to SEO.

If you need a tie-breaker, listen to your gut feeling. Often just speaking with the SEO representatives will help you determine if they know what theyÕre talking about and if youÕll work well together.

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About the author:

Michael Pedone is founder of eTrafficJams.com, a professional search engine optimization company that specializes in getting targeted, eager-to-buy traffic to your site! Want some tips on how to improve your web siteÕs optimization? Call 877-785-9977 or click to request a free search engine optimization analysis. You can also email us at: sales@etrafficjams.com

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