From a company that work with multiple clients on a day-to-day basis with SEO, we often hear of horror stories from previous SEO work completed by outsourced companies. The problem that we often see is the business owners, tech leads or marketing managers either don’t understand SEO enough to keep a good eye of what their contractor is doing, or they just don’t have time to look into the intricate details all the time. All too often when meeting with new clients, we hear something along the lines of “I have no idea what they were doing for SEO, we just pay them every month and they said they were working on it.” Just for the record, “it” is not an SEO activity that improves your ranking!! So, today we thought we’d take the time to look into some things you should expect from whoever you are outsourcing your SEO to.
Before we get into what to expect, let’s first look into the why. There are a number of reasons why you should outsource your SEO, but some of the key ones are:
As mentioned above, “it” is not an SEO activity so if you’re handing over cash every month for “it” and no nothing more about what is getting done, it’s probably time to take a very hard look into whether you should be keeping that contractor around.
In the same fashion, if you have an outsourcer who is telling you that your SEO is constantly improving every month, they are probably lying. Really? Yes! In our experience in SEO, we generally see what we call “climbs” and “plateaus” in search engine optimisation. This means that some months we’ll get incredible results – sometimes for a few months in a row – and then we’ll see a small plateau in either traffic or conversions from the channel, or keyword rank. Whatever the most important SEO objective is for you, it’s likely to plateau every now and then as constant growth month on month is pretty unrealistic – especially considering some SEO updates take over a month to begin working!
Here are just a few things that you should be expecting regularly from your outsourcer:
In addition to the above, the reason you are outsourcing your SEO probably has something to do with the lack of expertise in-house. If this is the case, don’t accept only backlink building or only content curation as SEO optimisations. Your optimisations should capture everything from improving your online authority to content to technical improvements. All of these elements must work hand-in-hand to better optimise your search ranking.
To take this a step further, a good agency will also offer A/B testing on any user journey assumptions they have found during reporting. Using data, we can see how customers are using the website, and sometimes we’ll recommend a change to the website (this could be as simple as changing the CTA button text, or adding a sidebar for example) which we think will help increase conversions from your organic traffic. These type of recommendations, backed by data, are a full-proof way to check that recommendations will have the affect you want on your bottom line before making the change.
And finally, having an agency that is highly accessible is really important. Whoever you are outsourcing to should be readily available to answer any questions or concerns, and should put time aside once a month or once a quarter to run you through how your SEO is tracking. Being able to pick up the phone or visit the office of your agency is critical in ensuring any changes to your business objectives are defined to your outsourcer, and that any updates in the digital realm are provided to you.
In summary, outsourcing your SEO is a fantastic way to get a dedicated set of eyes working on your SEO every month. As with any type of outsourcing though, you need to be clear about what you expect from outsourcing and making sure that you are kept in the loop as to what and why things are being completed each month. As a bare minimum, you should be receiving regular reports (which link back to your key SEO objectives) as well as task lists of things completed and to be completed.
If you are considering outsourcing your SEO, contact us today. We’d love to catch up and chat about your business, how your SEO is currently going and what you’d like to achieve by improving it. You can contact us on 9090 7070 or contact us via our online form here.