Selecting the Best SEO Service Provider

All small business owners I know want or need more (qualified) traffic on their websites.  And they have varying degrees of understanding about search engine optimization.  The problem is how to find the best seo service – and don’t forget we’re talking small business, so the best seo service on a limited budget.

Since I do this for a living I thought I would provide some tips on choosing the best seo service provider for your budget.  Of course I would like you to choose my firm, Marketing Practicality, as your SEO Marketing Consultant. But this post is not a sales pitch, rather some practical tips for small business owners to select a quality seo service provider.

Searching the Web for SEO Service Providers

When one doesn’t know where to start, this seems like a logical place, right? Is it the best place to find an SEO service provider? Maybe yes, maybe no.  The problem is it’s incredibly competitive, so the first page of Google maybe not actually list the firm that might give you the best seo service for your business.  You have a few options:

1. Select a big SEO firm
2. Outsource your SEO overseas
3. Learn SEO and do it yourself
4. Do some digging and find a smaller SEO firm

The Big SEO Firm

Large SEO firms typical provide service packages. So for a set price, you’ll receive a defined service (updating content, submitting your website to a number of directories, changing title tags and meta tags, etc.).

• Expect to have the seo work performed for the price you paid.
• Expect to be up-sold on other products or seo services
• Don’t expect much help outside of the scope of your agreement

This level of service may be fine for your small business if this is what you are looking for,

Outsourcing SEO service overseas

I’ll admit, I haven’t run across too many companies or clients that have chosen this route when looking for the best seo service for their own company.  Most small business owners want a resource that is at least US based. My firm uses a programming resource in Europe from time-to-time with positive experiences.  But I would be wary of using an unknown resource for one of the many link building services that frequent my junk mail box.

Learn and Do Your Own SEO

Generally, I have two types of clients (which one are you? Be honest)

Client A

Developed a great website (it cost a fortune)

Cash flow is tight

Unfortunately, the website isn’t generating traffic like he hoped it would

After some research, he learned about search engine optimization, SEO

SEO has something to do with meta tags

So maybe he will try this SEO himself and then the expensive website will generate traffic and his internet fortune is made.

Client B

She has a great website (it cost a fortune)

Cash flow is tight

Checks her Google Analytics frequently

Has relevant title tags

Has her local business listing on Google and Yelp

Keeps trying to update her blog but doesn’t have time

Knows she should be doing more with social media – no time

Business is good, growing, even in this economy

She can even code a little HTML

But with all the business pressures, family obligations, etc. she can’t give the website her full attention. And cash flow is still a constraint – so hiring an full time seo is out of the question.

Client A can become Client B with the right aptitude and time.  Client B can do SEO herself, if she feels it is the best use of her time.  Understand, SEO never ends (if you want to do it the right way) and it is dynamic, so it is a considerable time investment.

If you want to do it yourself, here are some good starting points:

The Beginner’s Guide to SEO – by Rand Fishkin

High Rankings Advisor – by Jill Whalen

Hire a Smaller SEO Service Provider

If you want the best seo service, this may be your best option. Smaller firms often provide a more customized and detailed approach the your website’s search engine optimization strategy. But, like anything else, there are good apples and bad apples.  Here are some tips in selecting your “best seo service provider”:

1. Ask your network for recommendations
2. Ask your potential SEO partner for references – current and previous clients
3. Get data from the SEO service provider (before and after ranking reports) from clients
4. Define what the SEO firm will do for you – get it in writing
5. Trust your gut – do you feel like you are entering a partnership or being sold?

Hear are things (at a minimum) to expect from an quality SEO service provider:

• SEO strategy development commensurate with your business goals and objectives
• Competitive market analysis
• Detailed keyword research to develop the SEO marketing strategy
• CLIENT EDUCATION – so you learn about SEO
• Analytics interpretation and analysis
• Effective link building strategies (off page SEO)
• Professional, responsive and consultative interactment
• SEO and practical use of Blogs and Social Media
• On page SEO – optimization (code editing) of all elements
• Qualitative and quantitative feedback of your website
• Knowledge sharing

If your SEO service provider regularly gives you these things, within your budget and sales and traffic are improving – congratulations! You’ve found a quality seo service provider.

The Best SEO Service – Where to Find it?

Like most questions, this has many answers. But I would recommend you start within your network and expand your research from there. Once you’ve made the decision to hire an seo service provider – and I believe this is usually the most cost effective and productive route – make sure you are getting results.

Best of luck in your search for the best seo service – there are many qualified firms out there which will help grow your business.

Of course you can always contact Marketing Practicality!

But here are some other resources:

Google - with a link to their SEO starter guide

World Wide Web Consortium

Webmaster World

Image Ads for Google AdWords

Google AdWords has allowed image ads (display ads) on its content network for some time now.  But you may have noticed image ads ocassionally showing on Google AdWords search network.

So what is this all about and more importantly, how can you start showing images ads within your own search network campaign?

Example of Image Ads on AdWords’ Search Network

Recently I did a search on Walker Trays in Google and these results were shown:

I know it’s a little tough to read but trust me, the word in those red circles is Target.  They are showing in the #2 position for the Google AdWords text ad.  And Target has the first and third position on the right hand bar – typically reserved for AdWords text ads but currently displaying Image ads on the search network (i.e. PlusBox ads).  Not bad if you are Target, but if you are trying to sell walker trays is not a good sign if Target owns 3 of the top spots – and two ads are images!

Also note the Google Shopping results for Walker Trays – the five small boxes below the shaded sponsored links box.  Guess who has three of those five images – you got it, Target.

The Google AdWords PlusBox Ad

Image ads on the search network are called PlusBox ads.  And they are appearing more frequently in searches. So how is this done?

According to Google, PlusBox ads are part of a small Beta test offered to select advertisers. So outside of asking your AdWords account manager to try and get you in, it’s on an invitation only basis.

But here’s basically how it works:

The images that are displayed are fed from your Google Merchant Center Account.  So you need that first.

Then, by selecting Ad Extensions in your Google AdWords account, you allow the product information in your Merchant Center Account to by shared with your AdWords account.

Google summarizes how to run a PlusBox ad here: Plusbox Ads. Search Engine Land also covered this topic a while back, that article can be found here: Google Continues AdWords Product PlusBox

Images Ads for the AdWords Search Network

In my opinion, it’s a huge differentiation to  show an image ad among a sea of text ads – so hopefully this will be expanded beyond the Beta testing stage.  Or the testing will stop so the select advertisers who can run images don’t continue to benefit from an uneven playing field.  It depends on the product (or service) but I know several clients that would love to serve image ads on the AdWords Search Network.