Search Engine Optimization (SEO) stands as a cornerstone for business success. SEO’s primary role is to enhance the visibility of a website or a web page in a search engine's unpaid results, which is crucial in today’s internet-driven marketplace.
While you can do basic on-page optimization yourself, most businesses recognize the value of hiring an SEO agency. However, with so many options to choose from, how do you select the right agency? And what should you realistically expect from them? This article outlines key expectations to have when partnering with an SEO agency in 2024.
Driving Organic Traffic Through Keyword Targeting
One of the primary expectations you should have is that the agency will identify and target strategic keywords to help drive qualified organic traffic to your site. The keywords should relate to your products/services and cater to searcher intent.
The agency will conduct thorough keyword research using tools like Google Keyword Planner to build a targeted list. They will then optimize pages on your site using these keywords. This includes placing them strategically throughout the content and HTML elements like page titles, headers, image alt text, etc.
Over time, optimizing for these keywords will help your pages rank higher for related searches, resulting in higher visibility and more traffic.
Securing Backlinks from Relevant Sites
Backlinks remain one of the strongest ranking signals for Google and other search engines. A quality SEO agency will have proven strategies for securing earned backlinks from industry websites, directories, review sites, and more that relate to your business.
These backlinks will help demonstrate your site's authority and relevance, which then translates into improved search rankings. The agency should share reports on their ongoing link building campaigns and be transparent about their outreach strategies.
Over time, your domain authority and rankings will benefit from a steady stream of reputable, relevant backlinks.
Conversion Rate Optimization
While traffic is important, an SEO agency's job doesn't end there. They also need to focus on conversion rate optimization (CRO) - ensuring that website visitors take desired actions.
This starts with a detailed analysis of your site performance, user behavior flow, and conversion funnels using CRO tools. Based on insights uncovered, they will make data-backed recommendations to optimize page layout/navigation, content, calls-to-action, forms, etc.
The goal is to remove friction points in the conversion process, reduce bounce rates, and improve the percentage of visitors becoming leads, sales, sign-ups, etc. Tracking key conversion metrics will reveal the impact of their ongoing CRO efforts.
Technical SEO for Site Visibility
Behind the scenes, an agency should evaluate and enhance your site's technical SEO foundations. This includes optimizing page speed, implementing proper URL structures, improving site architecture through XML sitemaps, fortifying security protocols, etc.
These technical optimizations allow search engine crawlers to easily navigate and index your site. They also create a better user experience, boosting time-on-page and other engagement metrics.
Ongoing Analysis and Reporting
An SEO agency shouldn’t work in a silo. Expect them to provide clear reports and insights that allow you to track the progress and ROI of their campaigns.
Monthly reporting should highlight key metrics like organic traffic, keyword rankings, backlinks acquired, conversion rates, etc. They should also outline the specific strategies employed and recommendations based on emerging search engine algorithm updates.
This level of transparency, communication, and collaboration ensures alignment on goals and priorities. It also builds trust and accountability on both sides.
Reasonable Timelines
While quick wins are always nice, sustainable SEO gains take time and consistency. Expect reasonable timelines from any legitimate SEO agency.
Beware of any promises to get you to #1 in Google within days or weeks. The truth is it can take months of foundational work before you start seeing tangible results in rankings and traffic.
An agency committed for the long haul will have no trouble setting realistic expectations upfront on typical timeframes required to see returns on your investment based on key milestones.
Best Practices Employed by Effective SEO Agencies
- White Hat SEO Techniques: These are ethical practices that align with search engine guidelines. They include creating quality content and improving site navigation, which help in achieving long-term search ranking improvements.
- User Experience Optimization: An integral part of SEO is ensuring a positive user experience. This involves optimizing website design, load speed, and content relevance to keep visitors engaged.
- Regular Website Evaluations: Continuous assessment and tweaking of SEO strategies are crucial. SEO agencies regularly evaluate website performance and make necessary adjustments to keep up with changing search engine algorithms and market trends.
Choosing the Right SEO Agency
Selecting the right SEO agency is critical. Businesses should look for agencies with proven track records, transparent practices, and a clear understanding of SEO trends. Red flags include unrealistic promises (like instant results) and black hat SEO tactics, which can lead to penalties from search engines.
A competent SEO agency can significantly impact a business's online presence and success. By understanding what to expect and how to choose the right agency, businesses can leverage SEO to its full potential, ensuring sustainable growth in the digital marketplace.
Remember, SEO is a marathon, not a sprint. The right agency will not just chase quick wins but will work towards long-term success and stability in your online presence.
The Takeaway
Partnering with the right SEO agency has game-changing potential in elevating your organic search visibility and presence. Use these expectations as a guide when evaluating agencies to find one that will deliver transparent, custom strategies tailored to your niche. Alignment on roles, communication rhythms, reporting standards, and reasonable timelines is key for a fruitful partnership that drives results.