SEO or Search Engine Optimisation is often seen as one of the most important aspects of a website, but most people don’t understand what it is or how it works. The temptation then is to bring in an SEO expert, but is this really a good idea?
Well, usually the answer is no. Most “SEO Experts” are somewhere between snake oil salesmen and conmen. They take your money and don’t really do very much for it. They make bold claims like “We’ll get your website on page 1 of Google”, but either don’t deliver or manipulate your ranking to show you a ranking that was already there.
So just give up on SEO, right?
Not necessarily. Organic and content-based SEO can be beneficial for a website, but it’s a much more speculative process than people realise. There is no rule book or list of instructions that will deliver perfect results. The good SEO specialists that I've met focus on website statistics and rankings data across a wide variety of searches and key words relating to yourself. They’ll trial changes and then monitor how they perform. They’ll understand it for what it is: Performance Optimisation. They’ll discover what works for your website and your business.
How to find one of the “good ones”
If you’re looking for an SEO professional, then make sure that they acknowledge that there are no promises in SEO, just best ideas that need to be trialed and tested using data. It’s important to get details about what they’ll be doing for you month to month. Then if you do work with them, constantly review their performance. You can do this by monitoring your websites tracking statistics to make sure that anything they’re claiming aligns with what the data.
In the background
One last thing to keep in mind, most well-developed websites will have a wide variety SEO features behind the scenes and information to keep you competitive. This usually isn’t worth discussing as it’s assumed that a good website will have this, but if you're not sure then just ask your designer. If you're worried about this, then you could consult another reputable agency and pay them to check your website for any potential issues. If there are a lot of issues, then getting it replaced is probably the best first step. We don’t offer any high-end SEO services ourselves, but would love to help you get a well-developed website in place.
Hopefully all of this has helped to give you a better idea of what you’re looking for and you can find a good SEO company if you do need one, but be careful out there! Finding a good SEO Expert can be difficult.