However, any search engine optimization
company worth its salt can achieve high rankings of some sort. The
true question is whether those search engine rankings are for
targeted phrases that are in line with your overall marketing
strategy. In order for your search engine optimization campaign to be
truly successful, a search engine optimization company must
understand your business, products and services enough that it can
accurately promote them on the Internet.
Unique Differentiators
Every company has them. Every search
engine optimization company should be interested in knowing what they
are. These vital components of your marketing strategy can be a huge
determinant in the keyphrases that are targeted in your optimization
campaign.
For example, do you provide customized
solutions in an otherwise highly-commoditized industry? Modifiers
like "specialty" and "customized" added to your
keyphrases will help you to obtain the types of visitors most likely
to be looking for exactly what you offer. This is only one example -
a typical marketing plan will detail several points that effectively
differentiate the company from its competition, and a good search
engine optimization firm will take the time to understand what these
are. By knowing and understanding these points of differentiation, an
optimization company will be able to get the most out of your
campaign.
High-Profit Segments
Most companies have certain products or
services that are more profitable than others that they offer. Some
companies may also have some new products or services that they are
aggressively targeting. Without the knowledge of these facts, your
search engine optimization company is likely to target all areas of
your business equally. Clearly, this would not serve your company
well if your marketing strategy was calling for phase-outs of certain
product or service lines, a focus on higher margin business, or
aggressive promotion of new offerings. Allocation of targeted
keyphrases must be in line with your marketing strategy in order for
you to get the most out of the campaign, and a quality search engine
optimization company will pursue the data that it needs to make a
proper allocation.
Defining Prospects
Are your prospects already educated
about your industry, or are they looking for solutions to a
particular problem? Are they a mix of both? Your search engine
optimization company should be asking you about the makeup of your
client base. Targeting highly technical and specific keyphrases (such
as "email deliverability testing platforms") could attract
highly-educated prospects, while targeting solution-based keyphrases
(such as "marketing through email") will target someone who
is looking for a solution while not necessarily understanding exactly
how it is provided. Does your marketing strategy have a preference as
to which sort of prospect you seek? Is it a mixture of both? If so,
what is the percentage breakdown? Your search engine optimization
company should be asking you these questions in order to bring you
the most qualified prospects.
Change over Time
Unless you are in one of those rare
industries that hasn't changed much for 50 years, your marketing
strategy will likely shift to accommodate new challenges and new
opportunities. As an extension of your marketing team, a good search
engine optimization company will want to keep abreast of these
changes and adjust your campaign according to what is current today.
All too often, a company will change its products or services, adjust
its prospect profile, or decide to focus on other areas of business
without letting the search engine optimization company know that its
marketing strategy has changed. A quality search firm will be
proactive in finding out if any of these changes have occurred and
will address them at the same time that you are, assuring that your
search engine optimization campaign is in full alignment with your
current marketing goals.
These represent only a few examples of how a good search engine optimization firm will want to fully understand your marketing strategy throughout the lifetime of your search engine optimization campaign. While it is true that no single company ever understands your business as well as your company does, it's also true that a search engine optimization company with a stellar track record will understand search engine optimization better than your company will. The marriage of knowledge between the two entities can be the single largest determinant in the level of success (or failure) of your campaign. If you suspect that your search engine optimization company is taking a cookie-cutter approach to your campaign and is not taking the time to fully understand your marketing strategy, it may be advisable to look elsewhere.
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