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How to outsource SEO is a loaded question, and the right answer will put the company's online search traffic and sales on super-boosters. By the same token, the wrong answer will backfire spectacularly from many different angles. That means it is double-edged sword, highly effective and a big cost-saver to boot, as long as it gets outsourced to someone capable.
Before getting to the answers, it's important to ask the right questions. Obviously, a company hires a search optimization specialist because the company itself has no clue about these things. How then is a company supposed to know who is good at it, and what kind of questions to ask in order to find out whether someone is really good at it?
For starters, don't take a risk. Don't even consider providers who don't have a track record and cannot provide glowing and verifiable references. Don't agree to a lengthy contract period. Don't hire someone who can do optimization, but doesn't have experience with SEM and PPC, because these will sooner or later be a part of the company's overall search strategy.
It may also be useful to take a look at some of the recommended best practices. This is just so that the company knows what things are allowed, what is commonly done, and what should never be done. In search-speak, these are known as blackhat and whitehat, with a lot of grey area in the middle.
The point here is to weed out the black sheep who will sooner or later get a client website banned from the listings. Focus on short listing the good guys. To be noted that aforementioned good guy should nevertheless know how to get things done, like working on three-way link partnerships and paying or bartering to 'acquire' organic links.
Another important consideration worth discussing is the cost, which is one of the main reasons why companies outsource SEO. But it would also be better to remember one of the basic principles of a business deal - it works only if both sides get something worthwhile. By going to the lowest bidder, a company is essentially taking a risk with an amateur. From the provider's viewpoint, the rewards are so little that it's not possible to devote too much time and effort.
The point, again, is to find an expert with solid credentials and a fair rate, who expects to be paid only for results. So don't agree to a contract which extends more then 2-3 months. If possible, include a probation clause of one month and don't hesitate to terminate the contract if there's no discernible activity or progress.
The best way - if the budget permits - is to talk to a very reputed search optimization company, and ask them about how much ROI they can promise. This means that even if it costs an arm and a leg, it's worth while if it results in the company getting back dozens of arms and legs in increased sales and new customers. Bottomline is that when a company wants to outsource SEO, it's more important to look at the high results instead of the low cost.
Before getting to the answers, it's important to ask the right questions. Obviously, a company hires a search optimization specialist because the company itself has no clue about these things. How then is a company supposed to know who is good at it, and what kind of questions to ask in order to find out whether someone is really good at it?
For starters, don't take a risk. Don't even consider providers who don't have a track record and cannot provide glowing and verifiable references. Don't agree to a lengthy contract period. Don't hire someone who can do optimization, but doesn't have experience with SEM and PPC, because these will sooner or later be a part of the company's overall search strategy.
It may also be useful to take a look at some of the recommended best practices. This is just so that the company knows what things are allowed, what is commonly done, and what should never be done. In search-speak, these are known as blackhat and whitehat, with a lot of grey area in the middle.
The point here is to weed out the black sheep who will sooner or later get a client website banned from the listings. Focus on short listing the good guys. To be noted that aforementioned good guy should nevertheless know how to get things done, like working on three-way link partnerships and paying or bartering to 'acquire' organic links.
Another important consideration worth discussing is the cost, which is one of the main reasons why companies outsource SEO. But it would also be better to remember one of the basic principles of a business deal - it works only if both sides get something worthwhile. By going to the lowest bidder, a company is essentially taking a risk with an amateur. From the provider's viewpoint, the rewards are so little that it's not possible to devote too much time and effort.
The point, again, is to find an expert with solid credentials and a fair rate, who expects to be paid only for results. So don't agree to a contract which extends more then 2-3 months. If possible, include a probation clause of one month and don't hesitate to terminate the contract if there's no discernible activity or progress.
The best way - if the budget permits - is to talk to a very reputed search optimization company, and ask them about how much ROI they can promise. This means that even if it costs an arm and a leg, it's worth while if it results in the company getting back dozens of arms and legs in increased sales and new customers. Bottomline is that when a company wants to outsource SEO, it's more important to look at the high results instead of the low cost.
About the Author:
Alex Stein manages several successful e-commerce websites and eBay stores. For more information on outsourcing SEO, visit www.roguemediaonline.com.
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