There are thousands of websites out there on the internet with thousands of website owners running them. Everyone wants their own website to appear as high on Google, Yahoo and Bing as possible but should you really trust an SEO company to help you get there or is it just a waste of money?
There seem to be lots of search engine optimisation companies out there all offering the promise of improving the ranking of your website. There has also been a rise in companies offering pay per click advertising with the promise of getting your website number one in Google. So how do you know if this will work and can these companies be trusted?
The first thing to understand is that search engine optimisation is a timely process which can often take 2-3 months to start seeing the fruits of your labour, so any company that tells you they will get you number one on Google in 2 weeks is well worth staying away from because they are either using unethical SEO techniques which will eventually get your website penalised or they are just putting your money into pay per click which means that you will be paying for number one spot which anyone can do.
There are many strings involved with search engine optimisation but the main things to remember are:
Natural / Organic SEO
Natural or Organic SEO techniques are what get you ranking on the search engine results pages for your chosen key terms. Natural SEO is carried out as a planned campaign and done correctly on a regular monthly basis is very effective indeed. It involves processes such as one way link building, social bookmarking, PR links, article writing and submission, keyword research and competitor analysis. All of these things will effect how your website appears in the search engines for your chosen key terms.
Natural rankings in search engine results are by far the most clicked so it is important that you are prominent on the results pages because users very rarely go past page two. Natural SEO campaigns should be continuous to help your website to compete but it does usually take around 2-3 months to start seeing a marked improvement but once you start climbing it is not easy to fall because you will have some great content backing it up.
Pay Per Click Marketing
Pay per click advertising is offered by search engines such as Google, Yahoo and Bing. PPC is the bidding of adverts for chosen key terms and these adverts will appear in the sponsored results section of the search engine results page which is traditionally at the top and to the right of the page.
The cost of your adverts is dependent on the industry you are in, for instance if you wanted to be the number one advert on Google (top of page) for mortgage broker then you could expect to pay over £10 a click. A good pay per click specialist will look into reducing your budget and giving you an excellent return on investment (ROI). Position one on the sponsored results is not always the best place to be because not only is it the most expensive option but you could also not see a great return on the investment.
There are many companies selling PPC management services, you will probably have experienced many calling your place of work selling their services. Be very cautious when using some of these companies as most will just lump your budget on a limited amount of keywords with high bids, this will get you click throughs but your budget will be spent very quickly. The promise of a low management fee may sound great but for the work that is carried out it is often a waste of money. By clicking we get more information about the best ppc management company.
If you are looking to start a PPC campaign then see an SEO specialist who will carry out extensive keyword research so you get the best return on investment in terms of traffic and sales. A well planned PPC campaign needs a couple of hours work a day to make it effective and on budget. PPC is a very effective tool when used correctly.
Offsite Marketing/ Optimisation
Offsite marketing/ optimisation should be carried out to attract a buzz around your website. This comes in the form of press releases, social media accounts (Twitter & Facebook) and Youtube videos.
All of the above can be carried out by a website owner but if time is at a premium then an SEO company can take care of the management of this including set up and regular press release writing.
If you are looking at improving your website and are thinking of employing the powers of an SEO company then consider what you are actually getting for your money. You will need the company to be open and honest because there really is nothing to hide and if they do then I suggest getting away quickly. Good SEO companies will provide the following:
- Comprehensive monthly reporting
- Conversion and enquiry rates
- Full analytics report
- No long term contract
- Package options
- Regular Contact
- Transparency and honesty at all times
- Free initial website review and proposal