Common Questions Around SEO Campaigns, Consultants, and Advertising

Questions To Ask When Hiring An SEO Company | SEO Without Borders

What Goes Into A Complete SEO Campaign?

The individual tactics and strategies that ultimately make up a complete SEO campaign vary per company and per industry, and change continuously.

As search engines become more sophisticated in determining what’s considered to be a valuable online experience, their expectations for how websites should function and the type of experience they should offer also changes.

As an example, because more people are using mobile phones for search, Google recently revised its algorithm to devalue websites that are not mobile-friendly.

For the most part, the tactics listed below continue to play a crucial role for increasing an online brand’s authority, visibility, traffic and conversions.

Required pieces to the SEO puzzle:

  • Relevant content – Create high quality landing pages, blog articles, videos, infographics, guest articles, forums, etc.
  • Internal links – Use one relevant internal link for every 400 words. In a landing page, an internal link will (ideally) allow online users to naturally progress through your business’ determined conversion funnel. In a blog post, an internal link might lead to additional relevant content or a
    conversion opportunity.
  • External links – Use to cite a third party’s report, study, and/or research. Try not to use more than three per page, as each external link may transfer a bit of your equity to the page it directs to.
  • Social sharing – Share every new published form of content across all your owned social media channels.
  • Link earning – Attract links from other websites that are relevant to your industry, speak to similar audiences, and are viewed as credible resources.
  • Onsite optimization – Place various target key terms strategically on a web or landing page, and throughout a website.
  • Metadata optimization – Place specific target key terms strategically within a website’s meta descriptions, title tags, header tags, and URL structure.
  • PageSpeed – A website’s ability to load immediately when users attempt to engage a specific page.
  • Structured data – Use particular forms of code or rich snippets to convey to search engines your contact information, product descriptions, testimonials, and other important details of your
    business.
  • XML sitemaps – Update the blueprint of your website so that search engines are constantly aware of, and able to, index all new forms of content.
  • HTML sitemaps – Have a visitor-facing sitemap that shows online users the entire structure of your business’s website. This gives them another way to go directly where they choose, saving clicks and time.
  • Consumer behavior alignment – Identify specific motivations and expectations of your target audiences’ online search behavior, in order to satisfy precise demands that allow for greater engagement and conversions.
  • Google Analytics – Use this free tool to see how your website is performing in traffic acquisition, user engagement, and online conversions.
  • Google and Bing Webmaster Tools – Use these free tools to see how your website is performing from a structural and technical point of view.

Can I Manage My Company’s SEO Campaign By Myself?

Maybe.

Are you part of a team including specialists, or a one-person department?

If you’re on a team that includes people who create content, manage social marketing, and run email campaigns, it’s going to be easier for you to turn your attention to SEO.

If it’s a smaller team, or you’re flying solo, consider the robust list of services and tactics that make up a complete SEO campaign.

Being able to maintain complete control of your organic search efforts while also running your other marketing efforts is hard. Things to consider include whether you can:

  • Keep up with and adapt to ongoing industry trends
  • Do ongoing keyword research, and create metadata for all new pages and content
  • Help content creators infuse SEO principles into their work
  • Reach out to third-party websites to exchange content for links
  • Eliminate any and all broken links that naturally accumulate over time
  • Create and manage redirects
  • Work with structured data (such as rich snippets)
  • Create and publish a new XML sitemap on a regular schedule
  • Track and analyze your results

If you can’t do it all, consider outsourcing all or part of your SEO management.

How Much Do I Need To Spend If I Hire an SEO Consultant?

This is probably one of the most difficult questions decision-makers struggle with, especially for those who are new to digital marketing or organic search.

Most agencies charge a monthly retainer based on a specific scope of services. Some well-established agencies might require a minimum fee between $2,500 to $5,000 a month.

Younger, less-established companies might offer the same type of services for much less. Agencies in large urban areas usually charge more than agencies in smaller cities or towns.

The real question you need to ask is not how much a complete SEO campaign will cost, but what you get in return and how experienced the people working on your campaign are.

On average, most businesses that are serious about developing their online campaigns tend to spend at least $1,000 a month in order to get:

  • 1 – 5 SEO-optimized blog articles or web pages
  • Technical maintenance
    • metadata optimization
    • onsite optimization
    • XML sitemaps
    • 301 redirects
    • PageSpeed audits
  • Monthly reporting

Brands that spend around $5,000 or more per month tend to receive:

  • 5 – 10 SEO-optimize blog articles or web pages
  • Technical maintenance
  • Custom monthly reporting
  • Link building campaigns
  • Social sharing and engagement
  • Dedicated account manager
  • Keyphrase strategy
  • Content audits
  • Directory updates
  • Scholarship campaigns
  • Video optimization and/or YouTube Channel creation

And the list can go on, depending on your needs and the Albany SEO company you work with.

Overall, you need to focus on how your investment is going to increase qualified traffic that can be converted into new customers or leads, and understand the cost vs. the lifetime value of your customer.

Ask your potential agency how they obtain revenue or generate leads, as opposed to how they increase traffic. It’s one thing to increase traffic; it’s quite another to attract highly qualified leads with specific types of content that actually solicit the highest levels of engagement and conversion.

Ask for references – and be sure to check them.

Julian ConnorsCommon Questions Around SEO Campaigns, Consultants, and Advertising