How to hire the right SEO firm for your company

So you have decided to optimize your site but for various reasons cannot do it in-house, which means you have to hire an SEO firm. Choosing the right SEO firm to help meet your company website needs is really important, since it can not only really enhance the reputation of your company but also improve your site's business and sale performance. There are several steps you should take to ensure that the most appropriate SEO people are being brought in for the job:
1. Discover more about SEO If you have decided to optimize your site but have to out-source the services, then it is a prudent move to learn more about SEO. There is a steep learning curve for some, particularly those who are somewhat technically-challenged, so it is better to get started sooner rather than later. On the Web you can receive an informative overview on the industry and services provided; just start by doing a search on the term and related industry jargon and before you know it details are at hand. Do not get frustrated by the overwhelming preponderance of SEO information online; it is a very valuable high-tech service in a rapidly growing industry, and lots of companies are entering the business with loads of information. An industry newcomer will quickly discover that the more one discovers about SEO the more one becomes aware of how little he or she actually knows. Remember that it is only information, and there is a learning curve regardless. Complement your online search with any information offered up by industry associates and/or friends. Other sources include: * Industry Trade Shows (Search Engine Strategies Conference & Expo, Webmaster World Pubcon, ad:tech) * Interactive Media (iMedia) and Search Marketing Publishers (Search Engine Watch) * Search Engine Academy (certification workshops lasting up to 5 days) * Search Marketing Blogs (see Pandia for leading industry blogs) * SEMPO.Org Learning Center (non-profit group offering resources such as articles, case studies, courses, research data and Webinars) * SEOToolSet™, which complies to a strict Code of Conduct and Code of Ethics

2. Obtain an objective assessment on SEO Providers Search for objective viewpoints, and search for third-party information resources which fairly assess and rank companies involved in internet marketing, research and/or site optimization. Industry contacts are a good starting point, so do not be afraid to search for SEO referrals at industry meetings and seminars as well as trade associations. Lean on other industry contacts, including business associates, partners, and/or internet support providers currently working with your company. Once again, there is lots of great information online: * Ad Age (published by Crain Communications) just came out with its first SearchMarketing Pack, a very informative take on the industry * SEM Agency Constellation Report (published by Jupiter Research) offers its take on the top firms, but the validity of the report has been questioned because of the relatively low number of SEO firms involved. It is produced annually

* The User Revolution (published by Piper Jaffray) looks at changing ad technology and services, and includes a list of top-20 SEM and SEO companies

* Websites which match up search providers and marketers (TopSEOs registers and evaluates vendors and provides venue for bid placing bids on SEO jobs) 3. Research the right fit for your multiple needs Your company probably has several requirements to be met by internet marketing and/or SEO campaigns. In addition to short-term and long-term business techniques and goals, your company probably would do well to measure results and may require complex skills such as creative, art direction, technical website development, programming and site analytics. Ecommerce, email marketing, interactive media (i.e. video), a dynamic Content Management System, Advertising such as Print and Direct Mail - these are all other site features which should also be addressed.

If you are not using a local SEO company, then make sure that the chosen firm is equipped with adequate resources for dealing with issues related to travel, meetings and daily communications. 4. Match your company's main goals to your SEO Provider List and prioritize your company goals and match them to the SEO Companies which seem well positioned to successfully meet them. Create a Request for Proposal (RFP) which defines your priorities, and send it out to the SEO companies being considered. Your RFP should feature the following: * Introduction & Background - details on project goals and background information on the company and/or its overall goals * Administrative Details - contact information, RFP deadline dates for submission, evaluation and granting of contract(s) * Preparation Guidelines - rules for the format and means of proposal submissions

* Criteria for Evaluation & Awarding - brief accounting of the factors involved in proposal evaluation; takes into account costs, operational, technical and management considerations * Details on Technical Support and Deliverables - offers technical knowledge so that the SEO Provider knows the scope of the job at hand and how to properly price it. This section should also detail the deliverables sought by the company. 5. Interview and then choose wisely

Sincere and direct face-to-face interviews enable you to read body language, pre-qualify, accept proposal in person, and ultimately select the SEO company entrusted with helping meet your online business objectives.




About the Author
Brad Lombardo received his B.Ed. from the University of Toronto and his M.A. from McGill University. He has worked as a business manager, marketing consultant, account executive, admissions counselor, high school teacher and sportswriter. He has written a still to be published hockey book, and is currently penning a movie script based on his experiences as a Canadian teenager living in Spain.