Even if it’s been used for about two decades now, search engine optimization is still unknown to many people, which is quite unfortunate, considering the major benefits it can bring to a website. In fact, it would seem that only those who work in SEO knows that this is. The vast majority of people have only heard about it vaguely and know the very minimal, incomplete and superficial definition of a “process through which you make Google love you”. SEO is a complex field of discussion and, as a client, you don’t have to know all the details, but you do need to understand a few basic aspects. This way, you’ll know what to expect after the SEO campaign and, most importantly, you will know what questions to ask the company you will be working with.
First of all, you should know that search engine optimization is one of the most volatile fields. Things change very quickly: SEO practices are dictated by Google updates, which, as professionals well know, can be quite random and unexplainable. Other than the classic “content is king” dogma, Google doesn’t really offer any guidelines to SEO companies. Thus, practices that were considered to be highly effective two years ago are now outdated or even flagged as black hat. To make the most out of SEO, you need to find a company that uses the latest tricks. One aspect that you will need to discuss with your SEO consultant is the choice of keywords. Without keywords, there is no optimization. You have to decide on the sections of your website that you want to improve and then have the research done to find the right keywords. Secondly, remember that SEO takes time. The page rank doesn’t increase in a matter of hours and you won’t get to the first page in two days. Sometimes, one campaign isn’t enough and you might have to continue in the following months to get even better results. Does a potential consultant promise something that’s too good to be true? Then pick the another one, because it probably is. For best results, work with a company that has a high repeat hire rate, as well as organic connections with influential bloggers and high PR sites.
Last, but not least, beware of black hat. Google does not take black hat lightly, and even if your business is a legitimate one, your website will be pushed down if there are signs of questionable practices. Triple-check the SEO company’s references before starting the campaign, because once the harm is done, there’s little you can do to fix it. All in all, search engine optimization is a complex process that can show great results if used right. As with any online service, you have to become an informed client and know what you are paying for.