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