For enterprises looking to optimize their online presence, it is essential to engage an SEO agency that is not only experienced in its work, but also has an excellent set of references – one that not only has a well rounded approach to SEO, but also one that can provide measurable business value. Although this might seem to be an easy and straightforward activity, it requires a tremendous amount of knowledge, research and understanding of the SEO function, in order to arrive at a correct choice of an SEO agency.

An SEO agency should be chosen, keeping in mind a long term perspective and a healthy ROI. A careful assessment should be done of the strengths and capabilities of an SEO agency and only after weighing the pros and cons of each agency, should a selection be made.

Choose a better SEO agency rather than a cheaper SEO agency

This is self explanatory. Enterprises should not choose an SEO agency only on the basis of price. Rather, they should analyze the overall SEO strategy, the proposed SEO techniques and campaigns, and the projected ROI. Although quality SEO agencies will charge more, they will also deliver better, so in effect enterprises will stand to gain by hiring a better SEO

Do a detailed study of SEO agencies, not a superficial scanning

Browsing through websites and sales material of SEO agencies will not really help differentiate the quality agencies from the mediocre ones. For this one must dig deeper to understand what the SEO function is and what one should look into when choosing an agency. One must remember that the SEO does not function like a tool but like a process in which Google Analytics reports must be analyzed and corrective action taken to maximize ROI.

Below are some pointers that will help users identify mediocre SEO agencies and avoid them:

1. Have a stereotypical approach:

Mediocre SEO agencies adopt a cookie cutter approach to SEO issues. They overlook the fact that each day is different and an approach will need to be modified depending upon changes in the internal and external business environments. Factors impacting SEO work will need to be brought under purview.

2. Treat SEO work as their secondary business/ second job that gives incremental income

There are a whole lot of SEO agencies that pretend to work as professional organizations but are actually not. They work either part time, on and off, or with semi skilled or inadequate staff. Such agencies have little at stake and will not put their heart and soul into the work.

3. Always anxious to have the contract signed.

Inexperienced agencies will always be interested in easy money and anxious to get the contact signed rather than focusing on customer needs.

4. Mediocre SEO agencies make unrealistic promises that are based on unethical SEO practices.

5. Also they will outsource work to another agency either due to staff shortage or inadequate skill set.

Both practices mentioned above are undesirable and lead to issues during project implementation. Agencies indulging in them should be avoided.

In contrast, the characteristics of a “best” SEO agency are as follows:

1. Has an excellent set of references and testimonials.

2. Provides clear and practical goals in terms of what is achievable and what is not.

3. Has a pricing policy that is clear, transparent and easy to understand without any hidden costs.

4. Indulges in ethical, White Hat SEO techniques and doesn’t practice SEO strategies that are penalized by search engines.

5. Ensures ways and means that enable you to measure your ROI. For example: higher click-throughs, increased traffic or more brand awareness.

ROI is most important

At the end of the day, it is the ROI that determines the success or failure of an SEO agency. The best SEO agency will always strive to provide sustainable long term SEO solutions that should lead to a positive ROI.