How To Outsource SEO To The Right Provider

A company that manages to properly outsource SEO into capable hands will see a massive and permanent spike in online traffic & sales. On the other hand, if it is not done correctly, the whole thing will turn into a spectacular disaster. This is a double-edged sword, highly effective and capable of reducing costs – but it has to be done right.

The key to getting it right is that one should know the questions that need to be asked. But here’s the thing – most companies are clueless about optimization and what it involves, which is why they need someone in the first place. So how on earth are they expected to know what to look for when hiring a provider?

For starters, don’t take a risk. Don’t even consider providers who don’t have a track record and cannot provide glowing and verifiable references. Don’t agree to a lengthy contract period. Don’t hire someone who can do optimization, but doesn’t have experience with SEM and PPC, because these will sooner or later be a part of the company’s overall search strategy.

It may also be useful to take a look at some of the recommended best practices. This is just so that the company knows what things are allowed, what is commonly done, and what should never be done. In search-speak, these are known as blackhat and whitehat, with a lot of grey area in the middle.

The point here is to weed out the black sheep who will sooner or later get a client website banned from the listings. Focus on short listing the good guys. To be noted that aforementioned good guy should nevertheless know how to get things done, like working on three-way link partnerships and paying or bartering to ‘acquire’ organic links.

Another important consideration worth discussing is the cost, which is one of the main reasons why companies outsource SEO. But it would also be better to remember one of the basic principles of a business deal – it works only if both sides get something worthwhile. By going to the lowest bidder, a company is essentially taking a risk with an amateur. From the provider’s viewpoint, the rewards are so little that it’s not possible to devote too much time and effort.

The trick, therefore, is to find a balance with a provider with a track record who has good references and charges a fair (but not too low) rate. The initial contract should never exceed a quarter at most, and there should be a 1-month probation period. If it doesn’t feel right, fire the provider at the end of the month.

The best way – if the budget permits – is to talk to a very reputed search optimization company, and ask them about how much ROI they can promise. This means that even if it costs an arm and a leg, it’s worth while if it results in the company getting back dozens of arms and legs in increased sales and new customers. Bottomline is that when a company wants to outsource SEO, it’s more important to look at the high results instead of the low cost.

Alex Stein manages several successful e-commerce websites and eBay stores. For more information on SEO outsourcing, visit www.roguemediaonline.com.