The Internet has become an integral part of today’s business scenario, making it important for several companies, both large and small, to focus on online marketing strategies such as Search Engine Optimisation to draw the attention of the online user or customer. Given the nuances of SEO and its rapidly evolving rules and guidelines – businesses, especially SMEs, may not be able to afford or have the time or resources to carry out the process in-house. They can, however, outsource the task to professional SEO companies to achieve the required outcome in a cost-effective manner.
Here are few of the basics of SEO outsourcing and the steps to follow while selecting a professional SEO company for the job:
Identifying SEO Goals and Objectives
The success of the SEO exercise depends very much on the expertise and experience of the chosen SEO company, as businesses may not be aware of the intricacies of such a project. However, it is important for the initiator of the exercise to acquire sufficient details on SEO and its benefits, and translate the same in terms of broad organisational goals in terms of page ranking, visitor traffic, and return on investments (ROI) or lead conversions.
Determining the Scope and Budget of an SEO Project
There are several individual aspects of SEO that need attention, right from creating optimised content and link building to optimising website structure and social media marketing. Scope of the SEO exercise must be decided depending on the goals and associated aspects that need to be addressed. While first-timers and novices opt to outsource the entire projects, others may choose to hire help on select aspects of the project.
Having decided on the goals and the scope of the SEO outsourcing project, businesses would now have sufficient details on hand for estimating the funds needed to implement the SEO techniques. Businesses may either choose to trim their SEO projects to suit fixed budgets or make financial arrangements to achieve the targets. Either way, the chosen SEO company should be able to help deliver the planned ROI (Return on Investment).
Selecting a Professional SEO Company
The search ideally begins with a list of SEO companies that conform to project requirements and budgetary constraints. It is recommended that SEO firms be shortlisted based on their past performances or references to vouch for their credibility.
Once the initial candidate list is ready, businesses can formally request details on the SEO outsourcing services offered by each of these SEO companies and evaluate these offers. Businesses must refine the list in order to decide on the most suitable candidates for the task.
Most SEO firms offer to analyse existing SEO implementations, web traffic, competitor traffic, page rankings and other aspects that are essential to determine the exact scope of the project on hand. Now is the time to get the participants of the final selection round to analyse and audit existing processes, make SEO implementations if any and also get an expert opinion of the task on hand.
Based on the expert suggestions and recommendations, businesses can now refine their original goals and approaches, and hire the best professional SEO services provider from the final set. It is always important to have a second SEO firm in the loop, as a backup measure instead of totally depending on one professional SEO services provider. Based on the work load and time constraints, businesses may also choose to delegate select portions of the project to another or an alternative SEO company.
The process of selecting an appropriate firm that offers professional SEO services is quite simple, provided the SEO objectives and funds for project implementation are in place. However, similar to all major business decisions, the SEO initiative should also have the blessing and support of the top management, especially in case of multi-tiered organisations. In fact, it is a pre-requisite for the initiative, which when shouldered responsibly has a marked impact on the ROI, apart from of course determining the success of the marketing effort.