When evaluating SEO proposals, the hardworking small business owner is too often both trusting and unaware of “current best practice.” They are bewildered by the terminology and geek-speak and are optimistic that they are dealing with an ethical business entity. Confidence is high that their SEO project investment will deliver decent returns.
“Above all, clients take it as a “given” that the work that will be done will be in compliance with the rules in Google and Bing webmaster guidelines and terms of service.”
Such confidence is often not rewarded… On a project I did for a Christchurch client in September 2016, the owner explained that the company had employed 3 different NZ SEO companies in 4 years.
When you are looking for the best local SEO company, it is very important to bear in mind that the SEO industry is rife with self-styled “experts.” They focus on pushy, unsolicited marketing strategies and endless email sales campaigns. Their focus is on the money – signing clients up to expensive multi-month contracts. Their SEO strategy is invariably some type of link-building scheme – usually based on their own “Private Blog Networks” or a variation thereof.
Link schemes may give you a quick (but short term) ranking benefit. However, they also place you in flagrant breach of Google’s Terms of Service – which explicitly prohibits participation in link building to artificially boost ranking.
When you evaluate SEO project quotes, look for the proposed methodology;
The correct answer to 1.) is NO
The correct answer to 2.) is YES
Anyone who does not answer both questions correctly is definitely not a professional SEO consultant operating in an ethical manner in compliance with Googles Webmaster Guidelines & Terms of Service…
Quick-fix ranking schemes are risky – such link schemes are not difficult for Google et al to detect.
Google records and analyses details such as, but not limited to;
Penalties are severe
A professional local SEO Consultant will explain how to refine your website content to accurately target appropriate keywords on every page to boost rankings. They will save a record of old Titles & Descriptions and write new ones that target a primary keyword phrase for the page… Every appropriate image will have accurate Alt tags written. Poorly named pages will be renamed and 301 Redirection put in place. Internal linking structure will be addressed, with keyword-rich anchor text links between important pages inserted into content… Load speed and security will be considered and addressed…
Carefully evaluating local SEO proposals requires more than picking an option based on price… A comprehensive proposal should NOT be a computer-generated superficial review. It should be;
It should cover everything from page load speeds to hosting location, image Alt texts to Titles. Word count, URL structure, mobile-responsive design and navigation etc must all be assessed. Presence or absence of robots.txt, XML & HTML sitemaps. custom error pages should be noted…
If any SEO proposal is missing those elements, its a safe bet that the author does not actually have your best interests at heart.