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