Reputation Management

Hiring Professional Search Engine Optimization Specialists

Article by Anton Filin









If you decided to outsource Search Engine Optimization, it is critical to choose the right SEO professionals. There are a lot of SEO companies and freelance Search Engine Optimization specialists and it may be really hard to tell whether they have enough expertise and dedication to take your website to the top of search engine listings. First and foremost you should look for ethical SEO experts, who won’t employ any methods which could get your site penalized by the search engines. To those who are not quite familiar with SEO techniques Search Engine Optimization may seem like some kind of magic. This makes them easily fall for false promises. Remember that there can be practically no guarantees with natural Search Engine Optimization, while too many factors are out of control. A reputable lawyer will never give you 100% guarantee that you will win the case. A football player can’t tell for sure that their team will win. And a professional SEO specialist will never promise you to make your website Google’s number 1, for even Google can’t give such kind of a guarantee. Search engines algorithms can change, the level of competition might get higher then expected and so on. Since Search Engine Optimization operates in the cyberspace, there have been cases of SEO specialists taking the money and disappearing. In order to decrease the likelihood of such a fraud always make sure that a SEO practitioner or company have a physical address posted on their website. Most Search Engine Optimization specialists will ask you for a part of the payment upfront, but there’s no reason to give the whole amount to a stranger. Another typical fraud is using the so called ‘black hat SEO’ to make your website rankings skyrocket in a matter of weeks. You’re impressed by the fast results and give away the money only to find out that your website has been banned from search engine listings some months later. Some unethical Search Engine Optimization specialists may also optimize your website for poorly chosen keywords. It’s easy to get to the top of search engine listings for keywords that no one ever searches for and therefore no one will want to compete for. However, don’t insist on targeting extremely competitive terms either, for it’s next to impossible and the time and money invested may never pay off. Another trick is to buy pay-per-click (PPC) ads instead of running organic Search Engine Optimization targeting unpaid search results. PPC links appear in the sponsored search engine listings and they are only used by 40% of online searchers. Although they do generate targeted traffic, the effect dies out as soon as your PPC account expires. To make sure that you are hiring ethical Search Engine Optimization specialists, check their references; talk to the previous clients and see how their websites rank on the major search engines; enquire in what ways your dedicated SEO experts are going to optimize your site (how will they choose keywords, build links, report to you and so on). Make sure that you’re answered in a clear manner and in a language you can understand, not in professional slang. If they try to avoid some answers, consider another SEO company.



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