The goal is to hire a useful and helpful SEO and not a bad one.
Here’s Maile Ohye advice:
A bad SEO will implement shady practices and can put you at risk that would reduce your traffic. They are a waste of time and money.
SEO, stand for Search Engine Optimization. SEO is not black magic.
If you want a long term success there are no quick tricks to get your site to rank number 1. Your site potential is limited by the quality of your website or business. A good SEO puts your best foot forward and has your website rank where it makes sense for everyone.
A good SEO looks to improve the entire search experience.
- Search Results
- Converting visitors
Doing what’s good for SEO is also doing what’s good for your online customers
In most cases, SEOs need four months to a year to help your business implement improvements and see potential benefit
If you have complex legacy systems, then good search friendly best practices likely involve paying off your site’s “technical debt.”
When hiring an SEO, conduct a two-way interview to make sure they’re genuinely interested in your business. Check their references. Ask for (and expect to pay for) a technical and search audit.
You should expect an SEO to ask some of these questions: What makes your business, content, and/or service unique? What does your common customer look like, and how do they currently find your site? How does your business make money, and how can search help? What other channels are you using? Who are your competitors, and what do they do well?
An audit may/should include the following:
- Identifying an issue.
- Providing the suggested improvement.
- An estimate on the time/money investment needed to implement the improvement.
- The estimated business impact.
- A plan for iterating and implementing secondary changes.
A technical audit should identify issues related to the following: Internal linking, crawl ability, URL parameters, server connectivity, and response codes.
- Branded Term – Gmail ( let customers find what they are looking for )
- Unbranded Terms – Email ( Information on competitive online land-scape and analysis,
- Update Content ( not content, bad title or navigation )
- Improve Internal Linking (too far from homepage)
- Micro Convert
- More buzz through relationships and social media
- Learn from competition
If you’re not ready to commit to implementing SEO improvements, you’re not likely to see any results no matter whom you hire.