How to hire a search engine optimisation agency - questions to ask and responses to look for

The job of hiring appointing a search engine optimisation company can be daunting if you have never worked with an SEO specialist as it will likely make or break your online success. For many firms, their SEO is a sales tool so you’ll want to be sure you’re making the right decision. Hiring an SEO agency can also be difficult if your own web site optimisation knowledge is basic as you do not want to be blinded by science or thrown off course by the  use of technical jargon.

As we speak to hundreds of businesses throughout the UK, Europe and USA, we’ve compiled this guide of questions to ask.

1. What new SEO related skills and services have been recently developed?

SEO consultancy is a crowded and competitive marketplace, so you shouldn’t have any problems finding companies to approach. Because SEO changes so quickly, you’ll want your new agency to be on top of their game. A great opening question is to ask the SEO agency you are considering what new techniques they have added to their optimisation repertoire in the last 3 months. Although search engines like Google keep their algorithms a closely guarded secret, a good SEO company will constantly be adapting and updating their methodology and services.

2. Can they offer an SEO site review?

If possible, ask agencies to produce a brief report focusing on problems and opportunities with your current website in search engine optimisation terms prior to signing an agreement. This doesn’t have to be a detailed report, a conversation about the site will suffice. Can the SEO consultant identify possible barriers to stronger rankings? Do they approach the site in a methodical and logical manner? Do they ask questions to get some background to the site and previous SEO efforts? You can request an SEO site audit from Top Position here.

3. What kind of link building strategies will be used and what is their position on link buying and link bait?

The importance of an experienced link builder cannot be underestimated, so have a detailed discussion about the SEO firm’s preferred methodology and previous experience. Be sure to check that link building and off page optimisation is included in the package quoted as some UK SEO agency representatives will quote separately for each SEO module so you may be looking at an extra cost. All Top Position SEO packages include link building.

Look for an emphasis on relevant links and tactics to increase inbound links from sources likely to drive good quality traffic to the site.

4. What kind of reporting and analytics packages will be used to track SEO results?

You’d expect any direct hire to be able to report back to you about job progress and tasks completed, so don’t expect any less from your new SEO consultancy. Ask for a breakdown of reporting methodology and copies of dummy reports.

5. Will competitor analysis be used in on and off page optimisation?

Keeping an eye on the competition is a must in any well-executed SEO campaign, so you’ll need to know that your SEO consultancy can bring competitor analysis skills to the table. Ask for examples and a detailed breakdown of what will be included in the competitor research. It’s also worth checking that you can specify sites yourself to be included.

6. Can you combine your SEO campaign with PPC?

Even if you don’t wish to start an AdWords PPC campaign at the same time as your SEO work, you may wish to integrate some form of PPC advertising further down the line or move an existing campaign over from a current PPC management service. Check that the SEO agency has the capacity to manage a PPC campaign for you as the learnings from a paid search placement significantly aid SEO progress.