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Have you ever been owned by an SEO company that promises better performance on the horizon but doesn’t seem to deliver?
SEO is not necessarily a zero-sum game, but agencies should base performance on objective metrics that increase your return on investment. On the other hand, some SEO companies like to pick their metrics and use complex terms to try to trick you about your campaign performance. Therefore, it is a good idea to step back from time to time and check out what your SEO company is doing to grow your business.
Here are nine signs that you should consider launching your own SEO company.
1. No access to business platform analytics is required
Psychologists warn that one of the first warning signs in any relationship is if someone likes to talk about himself or herself a lot and doesn’t talk about you. The first step any SEO company should take is to request access to all of the analytics and advertising platforms, including the Google Business Profile, Google Search Console, and Google Analytics. Otherwise, how would an SEO company be able to understand your business or track performance?
If your SEO company doesn’t report on metrics you know or use industry standard tools for tracking and reporting, like the Google properties listed above, don’t trust their data.
2. Does not complete the audit, establish baselines or submit reports
One of the first projects that an SEO company should complete is a very important audit that covers technical and content SEO. Hold your SEO company responsible for any missed or negligent work done after an audit, such as no keywords in title tags or no unique meta descriptions, asking questions about anything confusing, especially on the technical side (mistakes). 404, why slow speeds, etc.).
Just as important, make sure your SEO company can communicate the priority action items revealed in the audit and set baselines for goals moving forward. Examples of goals include website purchases or sales, store visits, routing requests, booked appointments, form submissions, phone calls, or the number of downloads.
Finally, make sure your SEO company submits monthly reports that track progress toward these goals. These reports should include the progress of the organic statistics.
The moment you let your SEO company not keep track of what you’re doing, vision goes out the window, and you’re throwing your money into a black hole. You should also see a summary of results and reports in a tool like Google Data Studio that tracks your business goals.
Related: 7 Reasons Why SEO is Important for Every Startup
3. Do not provide content for you
One of the most important ranking factors is the content on your website, and if your SEO agency hasn’t created new content or updated any old content, wonder why.
Optimizing existing content is critical to improving user experience. Your content needs to answer user questions and address pain points. This, along with appropriate titles and meta information, will improve page performance and increase organic traffic.
However, creating new content can also boost your site’s rankings or help it rank for new keywords, especially if that new content is driving traffic to your website. Content is the proverbial arrangement train engine.
Hiring an SEO company that doesn’t create or improve existing content would be tantamount to getting a meatless burger.
4. Vanity Scales Chases
If your company focuses only on high volume keywords, your total traffic may grow, but your business may not.
The problem is that many SEO companies track down useless keywords that don’t lead to conversions or increase ROI. Without setting up proper keyword goals in tools like Google Analytics, your SEO company throws an arrow at the wall and hopes it sticks.
With that said, your SEO company should inform and focus on several funnel and average conversion metrics that will lead to sales, as well as highly targeted long-term keywords, including:
- New Users vs Existing Users
- Average CTR
- what inquiries
- what pages
- dwell times
- Conversion paths
- Number of transfer days
These metrics tell the story of how well your content aligns with a search objective and fuel conversions that lead to business growth.
5. Don’t ask about your business or its products and services
Oftentimes, your search engine optimization (SEO) company can get carried away with their research.
Instead of focusing on the products, services, and landing pages that give your business the best returns, your SEO company will look for any opportunity to grow your organic presence.
Don’t work with companies that you think know your business more than you do or simply don’t care about getting to know your business and aligning their marketing strategy with your business goals.
By researching and understanding your business and sales cycle, they learn what sets you apart from the competition. This helps in keyword selection and content strategy roadmap.
Related: These 9 SEO Tips Are All You Need To Rank In Google
6. It has low prices, does not move the needle
Many agencies are trying to differentiate themselves by offering low-priced models that claim to provide essential results without cutting corners. However, your digital marketing partner should be your partner in your long-term growth and brand strategy.
Instead of focusing on cost, focus on value and long-term ROI; Invest in an SEO company with a proven track record of success that can help you design a customized plan to meet your specific business needs.
7. He does not have a specific plan
Always be wary of an agency that does not have a plan to meet the needs of your specific business.
Often, integrated agencies do not tailor their list of services to your individual needs. While you can choose a SEO takeaway model, you should partner with an agency that is familiar with your business and reliable enough to create a comprehensive plan for its growth.
You should have a roadmap to understand where you are now and where you want to end up.
Also, month to month retainer without a strong trend strategy is a red flag. You shouldn’t reinvent your SEO strategy every month, but you should also not have a single strategy for years and years either.
8. Lacks communication
It’s no secret that SEO agencies quickly get involved in clients’ requests and projects.
However, if your SEO agency is not striving for regular communication with you, you may be forgotten or neglected.
Make it a point to establish regular contact with someone at your SEO agency or find an agency that is willing to give you the time you deserve. At the very least, there should always be a weekly email contact and a monthly meeting. You and your agency should always be on the same page.
Related Topics: 5 Tips for Choosing the Next SEO Company
9. Don’t ask for your customer profile
Finally, the SEO company must understand your customer base. How can an agency satisfy a researcher’s intent if it doesn’t know what pain points your clients need to solve?
How is an agency supposed to understand which keywords lead to the best conversions if you don’t understand the target personality of your customers?
SEO is a long and meticulous process that will not always yield fast results. However, your SEO agency should follow a well-defined roadmap to success, and you should look for a partner who is committed to your business – not vanity metrics or quick wins that won’t move the needle in the long run.
If your SEO agency gives you any of these warning signs, it might be time to fire your agency and move on.