Should I Outsource SEO to an Agency?
Attracting Relevant Traffic With SEO
Boosting traffic to your website is a great goal, but that’s only half the strategy. The harder task comes with attracting relevant traffic. You need to ensure that your visitors are likely to become customers if you want to increase sales. If your business team is not well-versed in the rules of search engine optimization (SEO), then you might want to outsource SEO to an agency.
Some business owners “wing it” as a way to save money only to be overwhelmed by the ever-changing requirements of Google search algorithms. It’s an easy mistake to make; on the surface, plugging long tail keywords and phrases into your website sounds straightforward. However, Google will penalize you for overusing certain words or putting them in the wrong places – aka keyword stuffing. Google penalties include losing favorable search page ratings and getting marked as spam. Again, these requirements change regularly, so trying to keep up with these updates AND run your business at the same time is not an easy endeavor.
Outsource SEO to those in-the-know
To protect yourself from the hundreds of self-proclaimed “expert” SEO agencies, keep the following points in mind when outsourcing SEO services:
1. Aim for customers instead of just #1 rankings
The SEO marketing strategy is only effective when it helps to attract potential buyers. It is not necessarily to gain a #1 ranking on the Google search results page. The trick is to find SEO professionals who know this fact well. Again, what good will traffic do if it’s not your target audience? You need agencies that will make sure your page comes up with relevant search terms when placed into Google. Outsourcing SEO to agencies that measure success solely on Google rankings won’t always help you attract customers and is a red flag for the agency’s lack of knowledge.
2. SEO is an on-going campaign, not a one-time job
Since Google’s search algorithms are changing daily, it’s not enough to just clean up some of your web copy and call it a day. Many professional agencies provide ongoing SEO service, measurement, and research. This will ensure that your company’s content never falls behind in the digital landscape. When you outsource SEO, look for a company that is knowledgeable in all facets of marketing, particularly social media platforms. The SEO professional should first review and analyze your website then develop an ongoing SEO plan.
3. Hire Google SEO partners
If you were trying to survive in the wilderness, you’d probably want a professional backpacker at your side. You can apply this principle to SEO: why not hire someone certified by the very tool you’re trying to master? A Google SEO partner will certainly get your company’s web optimization in gear because they come at the recommendation of the very best. Google is literally in their name! Don’t over-think this one. These agencies have tamed the beast and will make it work for your business.
4. Hire someone for your in-house team
If you still don’t want to outsource, hire someone permanently for your marketing team. This person would always be close, growing with your company’s services, products, policies, and culture. This is a time-saving solution that eliminates the need to constantly brief an SEO agency about your company’s philosophy and vision. This option makes it easy for you to always oversee your company’s SEO marketing and have a hand in the process.
It is important to educate yourself about SEO techniques and practices, especially when choosing an agency. No matter how you do it, optimizing your content for SEO will attract the customers you’re looking for.