One of the questions that many marketing managers ask is how to choose an SEO agency. It is not an easy task, fundamentally due to the number of players that exist in the market and because of how difficult it is to quantify the results of this discipline. That is, while there are services that can be more easily observed when comparing between agencies, such as web design and development, social media or actions that involve creativity, others, such as SEO, are quite intangible, which means a plus of difficulty when comparing between different agencies.
There is no absolute truth that tells us how to choose SEO agency , but there are a series of recommendations that should be taken into account in the marketing departments of companies that wish to hire a digital marketing expert to take care of their positioning strategy in search engines. We list them below.
Strategic vision
Make sure that it is a digital agency that knows your market and is capable of providing a strategic point of view on it, as well as on your product. The experience demonstrated in your market is a plus that you should evaluate , since, although this experience has not been developed on the SEO service, the general knowledge acquired can be easily extrapolated. However, they may not have experience and have studied the market, so the presentation is your opportunity to find out if the agency has understood your product and its specific needs in the market. Your capacity for strategic vision is the first point that should be considered when considering how to choose an SEO agency.
Knowledge of the sector
It is important that the marketing agency you choose has knowledge of the sector to which your brand belongs and that its solvency has been demonstrated from various success stories in SEO positioning. Knowledge of the sector does not necessarily have to have been acquired through search engine positioning tasks, since it is a global vision that can be acquired through digital marketing work in other fields.
SEO experience
Experience is a degree. Before deciding on a marketing agency that offers SEO services, you must make sure of the degree of experience of the same, which has to do with the real trajectory reflected in their credentials, the success stories and current clients, whose weight as companies and degree of Permanence in the agency will be sufficient argument to understand the true entity of the agency studied. Success stories are also a good indicator of the solvency of the agency. It is convenient to study them carefully to know the results achieved with previous brands, whether or not they are from our same sector.
All-SEO
Search engine optimization tasks are related to other disciplines, so understanding how to choose SEO agency is also studying whether the digital marketing agency offers technical consulting and web analytics services, as well as content creation and writing or public relations for some appropriate on-site SEO and off-site SEO strategies. To better understand how to choose an SEO agency, it is a plus to know that they have an internal development team, as well as a design team.
360º
A 360º agency implies a more general vision of the market. As a discipline framed in the field of search engine marketing, SEO is closely linked to SEM. But not only that: due to its close relationship with the content, for a correct positioning strategy it is based on the latest Google requirements, SEO and SMO also go hand in hand. An agency that offers 360º services will be the one that can best carry out SEO for your brand. Putting these three services in the same hands ensures that actions in both fields are aligned, as well as highly desirable agility in coordination tasks.
Continuous adaptation
Few scenarios in digital marketing are as changeable as that of SEO. Google, in its quest for excellence in offering its search results, constantly introduces changes to its algorithms. This means that what worked yesterday may not be valid today for positioning or could even penalize . The appearance of new devices, new search modes and technologies, or even the detection of problems associated with a bad search experience (such as high loading times on mobile or intrusive advertising) move Google to take concrete actions. Therefore, it is important that the SEO agency we choose is up to date with all the news and is able to adapt to changes with sufficient agility.
Tools
The degree of knowledge and use of tools that an agency has is decisive when facing the question of how to choose an SEO agency. In the market there are numerous tools that help improve the SEO of our website, but it is necessary to know how to identify the most appropriate ones that give greater coverage to each of our needs, from keyword research or backlink analysis, to carrying out a tracking positioning. A good tool in inexperienced hands will not help anything, only those agencies that have an expert SEO team will guarantee you a deep knowledge at the service of your strategy through the implementation of effective tactics.
Size
The size of the agency is also an important factor to consider if you are wondering how to choose an SEO agency. Agencies that are too large or multinationals that work with large clients will always prioritize their efforts over the accounts they consider most important, offering in the rest of the cases a generic service with fewer resources and less experienced professionals.
Unless you are a top company, it is advisable to decide on a medium-sized agency that has an expert SEO team and close customer service, from day to day, that is interested in your account and puts all the necessary resources. On the other hand, you should be wary of SEO agencies or experts that offer keyword packs or super bargains, while guaranteeing results in a field of great uncertainty due to the high incidence of external agents that intervene in it.
