Search engine optimization is a crucial aspect of marketing. Most businesses try doing optimization in-house for the best of their efforts. However, some companies, especially the small ones, can benefit by outsourcing digital marketing plants. Marketing consultants are most of the time better at doing things like keyword research that’s necessary to generate the best search results. Smaller companies with budget constraints can also save money by outsourcing these tasks rather than by hiring in-house staff. Here are some tips if your company wants to hire a search engine optimization specialist or an agency:
Hire White Hat Specialists Only
SEO companies largely fall into the two categories of “white hat” and “black hat.” These terms refer to the tactics these companies employ. White hat optimization refers to using legitimate and proven tactics to improve a website’s SERP ranking. These tactics may include boosting customer testimonials or improving backlinks. Black Hat optimization nowadays largely refers to using illegitimate tactics that search engines frown upon. It may include writing misleading, “clickbait” headlines or backlinking to spam websites. These tactics may improve your site’s ranking on the short term. But you risk your site, and brand’s, entire future reputation with black hat tactics. So, hire a specialist that only deals in white hat tactics to sustainably improve your site’s ranking and popularity.
Beware of Marketing Claims
Digital marketing companies often make claims like “we’ll make your website Number 1 on Google in one week.” Often such advertising claims are exaggerated and overblown. So, don’t be gullible and fall for those. There are also instances that such claims are true, but only because the specialist uses black hat tactics. There is no miracle SEO injection that will shoot your website to the top of Google rankings. That has to be understood before hiring anyone. Keep your expectations sober. If you do, your company will not be at risk for falling for a black hat schemer.
Carefully Read Customer Testimonials
Most legitimate SEO companies and specialists post customer testimonials of work they have done before. Do read these to make sure the person you are about to hire is actually suitable for your company’s unique needs. You must also be scrutinizing when reading such testimonials. Google the companies or people writing these reviews if names are provided. If you recognize a reviewer’s name, don’t hesitate to call that person and ask directly how the experience went. Read reviews for the specialist on other, more unbiased sites as well. Some may contain negative reviews. Instead of judging by the number of negative reviews, read the negative reviews to find out why the service might be bad. Weigh in the positive with the negative before making your final decision.
Don’t Enter into Long-Term Contracts
Some companies, even event individual specialists, try to harangue small companies into entering into long-term marketing contracts the first time. Avoid these contracts. Often they put the client in a position where they have to pay for the marketer even when services are no longer necessary. If you are hiring someone for the first time, it’s best to sample their work first. Let them to a small task, and then hire the specialist for a bigger task if the first results were satisfactory. Later, if you are highly satisfied with the specialist’s work, you can consider entering into a long-term contract.
Follow the above tips to avoid getting scammed and hire the best talent to improve your company’s digital marketing strategy.