Search Engine Optimisation

In part one of ‘Search Engine Optimisation – why you should sack your SEO company’ we examined a couple of the signals that your SEO company may not be delivering the sorts of results you should expect. ‘Honeymoon over’ signs that in the cold light of day tell you that you could in all probability be getting better results by switching providers.

Here are a couple more.

Don’t be content with minimal content

Your website isn’t a flat, online version of a company brochure. At least that’s not the way it should be regarded. Successful websites are vibrant, dynamic information hubs, rich resources of information that your audience will find useful, entertaining and shareable. By evolving a site that not only shares expert opinion but seeks it too in the form of forums, blogs and online communities, organisations establish themselves and their websites as industry leading. How is this achieved? Through content.

A strong search campaign is a strong content creation campaign. The more quality content your site shares the more chance you have of building links and the better your search positioning.

If your SEO company doesn’t get this concept then it’s time to press the eject button.

Social media shy?

This carries on from the point regarding content. Any SEO company worth its salt these days will be keen for you to throw yourself into the world of push social media. If you’ve gone to the trouble of creating compelling content then why not go the final mile and let people know about it? What better way of propagating your content than by using social media in the form of Twitter, LinkedIn, Facebook etc? Build links, followers, advocates and new client lists and search positioning through social media. Either your SEO company can integrate your social media and content marketing strategies into you overall SEO or else find a partner who can.

PR partnership

If you employ an offline PR company then it’s important that your SEO company is comfortable working alongside them. In fact, they should be campaigning to. There are many online/offline crossover areas such as link building in which collaboration is vital.

Whilst you want to be fair to your existing SEO company most of all you need to be fair to yourself. SEO is important. Your online presence and profitability is too important to take risks with. Make sure that you are using the best SEO possible.