Most business owners are aware that SEO is a great way to increase sales. In fact, studies show that SEO is the number one lead source for most businesses, especially those operating locally. However, what business owners don’t know, is how to determine whether or not an SEO company is capable of getting the job done.
If you’re wondering what SEO companies do, we make it possible for potential customers to find your website on search engines when searching online for your products or services. While good, trustworthy SEO companies exist, many of them shouldn’t be trusted. To make finding an SEO company easier for you, here are 6 qualities your trusted SEO company must have.
They’re Battlefield Tested SEOs
Despite numerous articles simplifying it, SEO remains a complex, almost philosophical field that requires deep technical knowledge and years of experience to fully understand its intricacies. It encompasses far more than just keywords and backlinks, which the internet often reduces it to, particularly when evaluating the investment needed to achieve high-quality results.
For optimal outcomes at competitive rates, it’s crucial to choose an SEO provider with extensive experience. You need someone who not only understands on-page optimization but also excels in leveraging blogs creatively for backlink building and increasing web influence, among other sophisticated strategies.
Don’t be misled by a freelancer or agency’s polished website into believing they are competent in SEO. Setting up an attractive website and citing popular SEO blogs like Moz doesn’t guarantee expertise. In fact, many SEO firms are led by individuals who excel in business or sales rather than SEO expertise.
They’re Very Transparent
In consultations with potential clients, I often compare SEO providers to surgeons: if you’re not an expert in the field, it’s difficult to understand the complexities of what we do behind the scenes. This is complicated by the reality that many website owners have been let down by substandard SEO services, leaving them wary of this otherwise cost-effective and revenue-generating marketing channel when properly executed.
That’s why transparency is a hallmark of reliable SEO companies. To foster and sustain trust, SEO professionals should clearly explain what actions are necessary to enhance your SEO, the reasons these actions are needed, and exactly how they plan to execute them. From the initial consultation to routine updates, your SEO provider should ensure you are fully informed about every aspect of your SEO campaign.
They Don’t Guarantee Rankings
Your SEO provider is not Google, and they do not have insider knowledge of when Google will update its search algorithms. Even if they display a Google Partners badge, which indicates certification in Google AdWords, it does not grant them access to any exclusive information. Therefore, guaranteeing specific rankings is simply not feasible.
Nonetheless, a reputable SEO company can commit to consistently driving more search traffic to your site. By adhering to established SEO best practices, they may effectively enhance your visibility, potentially achieving first-page or even top-five rankings for highly competitive keywords.
They Don’t Lock You Into a Long-Term Contract
Exercise caution with long-term contracts when choosing an SEO company. It’s undesirable to be trapped in a prolonged agreement, especially if it obligates you to continue paying for subpar SEO services. Typically, it takes about three to four months to start seeing financial returns from SEO efforts, although preliminary indicators such as impressions, clicks, and keyword rankings can often be observed within the first month.
To avoid unnecessary complications and financial burdens, steer clear of contracts that extend beyond six months. It’s advisable to commit to longer agreements only after a trial period during which the agency has demonstrated satisfactory results and you are confident in their performance.
They Provide Regular Extensive Reporting
Regular and detailed reporting is essential for monitoring the effectiveness of your SEO company. A trustworthy and transparent SEO provider recognizes the importance of keeping you well-informed about the progress of your investment. Whether weekly, bi-weekly, or monthly, these updates are crucial for assessing the ongoing impact of their efforts.
Reports should be comprehensive yet straightforward, designed to clearly communicate the status of key metrics and achievements. Beyond mere data delivery, each report should be accompanied by a discussion—whether in person, over the phone, or via a video call—to clarify any points and address your questions. This interaction ensures that you fully understand the outcomes and strategies involved.
To enhance the value of these reports further, they should include a forward-looking component. This might take the form of an outlined plan for the upcoming period’s tasks or goals, providing a clear roadmap of what to expect next. Such proactive communication helps build a strong partnership, allowing for timely adjustments and shared clarity on the direction and tactics of your SEO strategy.
They Don’t Brag & Boast About BS Rewards
Many SEO companies prominently display awards on their websites, but these accolades often have little relevance to the quality of their SEO services. Generally, such awards are either general business recognitions or part of a link-building scheme for another brand. For instance, I recently received a badge for ranking among the Top 200 Marketing Blogs—a recognition requiring me to place a link on my site back to the awarding body (a step I chose not to take).
The accolades truly worth considering are client testimonials. These are written or recorded statements from clients that attest to a company’s credibility and level of expertise in real-world scenarios. Effective and trustworthy SEO companies understand the power of genuine testimonials and often make these easily accessible on their websites.
Moreover, these testimonials should reflect a broad spectrum of client experiences, providing insights into the provider’s ability to handle diverse challenges and client expectations. An absence of such testimonials, or a collection that seems too narrow or curated, might suggest that the company’s proclaimed expertise is not as robust or well-rounded as advertised. When evaluating an SEO provider, pay close attention to these client stories—they are the most reliable indicators of a company’s true capabilities and integrity in the field.
Conclusion
In this article, we’ve outlined six crucial qualities that define a trustworthy SEO company in 2024. By understanding these traits, you can avoid common pitfalls and ensure that your investment in SEO services yields positive returns. The qualities we discussed include the importance of SEO providers being experienced and battlefield-tested, their commitment to transparency, their refusal to guarantee specific rankings, their avoidance of locking clients into long-term contracts, their practice of providing extensive and regular reporting, and their focus on genuine client testimonials over superficial awards.
Hopefully, you’ll find these insights useful, saving you from potential headaches and unnecessary expenses. Additionally, you’ll be better equipped to select an SEO company capable of effectively helping you grow your business online.