| As a website owner it is perfectly | | | | and the actions of the people that you |
| natural to expect your website to rank | | | | employ to build and maintain your |
| near the top of the search results. | | | | website. |
| After all, with all that fantastic | | | | There is no reason for an SEO consultant |
| content that you've just spent days and | | | | not to explain why and what they are |
| weeks fine-tuning, how could it not be | | | | doing and they should be prepared to |
| immensely popular? | | | | document all that they have done. They |
| And as sure as night follows day, when | | | | should not insert undocumented code and |
| your site fails to make the first page | | | | you should be careful of those that want |
| it's tempting to blame Google, because, | | | | to install their own software; give |
| how could your beautiful new website be | | | | consideration as to what will happen if |
| the problem? | | | | you decide at a later date to end you |
| So, take a deep breath and read the next | | | | relationship with them. |
| line. | | | | Golden Rule Number 4: Treat references |
| It's not Google's fault, it's not your | | | | with a pinch of salt |
| website's fault: it's your fault. | | | | References are useful but will not |
| Sorry, but you haven't finished the job. | | | | always tell the whole story. Ten years |
| Your next task is going to be | | | | is a lifetime in SEO, and it is a |
| challenging, but in this new world, | | | | subject that is more to do with |
| competition is fierce, and to finish the | | | | understanding the 'now' than the 'then'. |
| job you'll need to pay careful attention | | | | Search engines in their current form |
| to the various ways you can claw your | | | | first started to appear in the mid 90's |
| site up the rankings. | | | | and a lot has changed in search engine |
| But don't despair. You can get help, it | | | | technology which gave birth to the SEO |
| even has a name Search Engine | | | | consultant. As the search engines have |
| Optimization (SEO) and there are plenty | | | | become more adept at spotting and |
| of consultants and companies offering | | | | penalizing websites that achieve |
| SEO services, the only problem is | | | | prominence by stealth rather than merit, |
| sorting the wheat from the chaff. | | | | so SEO techniques have had to evolve. |
| Luckily for you, you are just about to | | | | Despite the SEO basics being the same |
| read The Six Golden Rules for Choosing | | | | for any website how they are applied and |
| an SEO consultant. | | | | to what degree is very dependent on each |
| Golden Rule Number 1: Contacted by an | | | | specific website; its design, maturity, |
| SEO firm? Keep your wits about you! | | | | market, purpose, objectives, the type |
| Although it does not automatically | | | | and size of the organization as well as |
| follow that all SEO firms that contact | | | | how competitive the market. Some SEO |
| you are just out for a quick buck you | | | | techniques that are relevant and |
| should keep your wits about you and be | | | | effective for some websites will be |
| wary of any that do. The majority of | | | | irrelevant and ineffective for others. |
| good SEO consultants will rather react | | | | Golden Rule Number 5: Prepared to be |
| to an inquiry than spend time trawling | | | | disappointed |
| the Internet looking for poorly | | | | Limit your expectations. No matter how |
| optimized websites. | | | | good the SEO consultant they will not be |
| Golden Rule Number 2: Guarantees are | | | | able to take you from 'nowhere' to a |
| lies - spurn them and the companies that | | | | number one listing overnight. There is |
| offer them | | | | no magic bullet that will allow a one |
| Okay, as Golden Rules go it is not fair | | | | page website to permanently out rank a |
| to say that all guarantees are lies, | | | | large multi-national, if you believe |
| there are a few genuine guarantees that | | | | those that say there are, expect to be |
| are offered in good faith and as a sign | | | | disappointed. |
| of confidence, nevertheless err on the | | | | SEO takes hard work, time and patience. |
| side of caution and treat them all as | | | | Golden Rule Number 6: Are they worthy of |
| you would a suspect standing over a dead | | | | your trust |
| body with a smoking gun. | | | | The most important quality to look for |
| SEO consultants have no control over how | | | | in an SEO consultant is trust, as more |
| the search engines search; they have no | | | | often than not you will be entrusting |
| influence over the competition and so no | | | | your SEO consultant with your business |
| matter how much you want it they are not | | | | and reputation. |
| in any position to offer you meaningful | | | | If you are not familiar with SEO speak |
| guarantees with regards to the results | | | | you need someone who is not going |
| that can be achieved. | | | | exploit your ignorance, isn't going to |
| There are no 'special relationships' or | | | | shift blame on to others and is going to |
| 'tricks', if you are offered a | | | | do things right, with long term |
| guarantee, or think yourself covered for | | | | objectives, and not implement solutions |
| insisting on one, it is quite possible | | | | that offer immediate rewards followed |
| that the guarantee offered will be | | | | swiftly by long term and serious pain. |
| worthless. | | | | A good and trustworthy SEO consultant is |
| Guarantees that are freely offered are | | | | worth their weight in gold, like good |
| generally not what they seem. Anyone | | | | neighbors; when you have found one, |
| with a basic knowledge of SEO will be | | | | think twice before moving. |
| able to rank you high for an | | | | Have you got a Champ or a Chimp? |
| uncompetitive search phrase; being | | | | The following is a questionnaire that |
| ranked number one for a search phrase | | | | can be used as an aid to ask potential |
| that no one is using is as useful and | | | | SEO consultants a number of questions. |
| expensive as erecting a billboard in the | | | | Based on how they respond to the |
| middle of the Sahara Dessert. | | | | questions it will help you root out |
| Golden Rule Number 3: Secretive SEO's | | | | those that lacks the basic knowledge, |
| should be shown the door | | | | expose those that are willing to tell |
| Your relationship with an SEO consultant | | | | you what you want to hear and identify |
| should be similar to that you would | | | | those that are prepared to tell you what |
| expect from your accountant as you are | | | | you should hear. |
| ultimately responsible for your website | | | | |