What happens when you do a Web Search?

Have you ever wondered how does Google crawl millions of websites in seconds and shows results so quickly? When I started learning SEO this was one of the first questions which came to my mind. So to find an answer to my question, I started Googling! That's when I stumbled upon this video by Google - How does a Search Engine work?

Have a look. It's just about three minutes but gives great insight on what happens when you do a web search.

What to Expect When Hiring a SEO Company?

Often I have been asked questions like (a) what does an SEO agency really do? (b) what work should I expect? (c) Do I really need them? - The answer is Yes, it is imperative you hire professionals if you are serious about winning in organic search. If you are looking to make optimizations within your website, it is critical to think about how much control you want to have over your content. A SEO Agency responsible for your search optimizations will look to alter your website's content to best present it to Google and other search engines.

Your engagement with the SEO Agency can be only consultative if you wish. However, please note all SEO agencies have got capabilities to implement the recommendations on behalf of the client.

So what does a SEO agency really do? To start with, they will completely audit your site. A complete SEO site audit identifying opportunities and listing recommendations would include:

• Keyword & Competitive data: Identify and research relevant search terms to target

• On-Page Optimisation (Quick Wins): Full site review including best practice SEO recommendations including the following elements:

• Titles & Meta tags: Bespoke tags for all top-level pages

• Content & Header tags: Recommendations for improved content volumes, keyword usage + density and header tags

• Navigation & Internal linking: SEO agency will ensure navigation is compliant with SEO guidelines and content keyword interlinking

• Image & Video optimisation: Ensuring the site is optimised for non-contextual listings (Universal Search)

• Social Media: Exploring current Social Media presence and identifying opportunities

• Technical optimization recommendation

• Link Strategies: Off-Page Recommendations - review current link equity, identify opportunities and negotiate new link partners. Link popularity is one of the core elements of Google’s ranking criteria

• Reporting: Tracking and analysing campaign KPIs

• SEO Maintenance: On-going SEO consultancy, advice, reviews and recommendations

Besides the above, the search agency is also responsible for full project management of the above deliverables. While the Creative and Web Dev agency is required to implement the actual changes, the Search Agency should act as an extension of your web team advising on how to best execute the work.

How to select a SEO Agency?

Search Engine Optimization (SEO) involves several unique elements, and can, at times, justify rewriting the entire content and layout of a site. The influence of SEO on your site's success or failure is huge. Bear in mind that your listings in search engines are based almost exclusively on the effectiveness of your selected agency’s optimization techniques.

Here are a few questions to think about before making your initial selection:

• Does the SEO agency have a good track record (case studies)?
• Are they established or are they a start up?
• Do they have a high calibre of clients?
• Do they have experience in your sector?
• Can they work with your roster of agencies?
• Are they a cultural fit?
• Do they have a good reputation?
• Are they in a location you can get to?
• Do they have any clients that could be seen as a conflict?
• Have they won any awards?
• Will they help you in building your brand and being competitive?
• Can they protect your brand reputation online incase of negative publicity?

Some questions your should ask upfront to the SEO Company:

• What is the cost of their services?
• How will they measure success?
• Forecasted resource on the account
• The scope of the services they can provide
• Examples of work
• References
• Size of company
• The size of the proposed team and who the people are
• How many years experience the agency / account team has?
• Technology strategy (e.g. is it their own, do they sell other people’s products etc)
• Reporting capabilities
• Do they work internationally?
• Why choose them?
• Proof of adherence to ethical techniques
• Transparency of techniques – what will the agency do to improve your natural search position?
• Scope of services – will it be consultancy, actual implementation, both or something different?
• Confirmation of Google / MSN / Yahoo accreditation
• Confirmation that the contract will include the option to share and optimise keyword lists during and after the project
• Transparency of reporting – what will the agency record and analyse about your project?

Today’s marketers need to streamline complex SEO projects for maximum ROI. At some point every marketer deals with the complexity of working with a Search Agency. Choosing a SEO company can be a daunting task. However, the right selection process will ultimately lead to a rewarding and enjoyable working relationship.

If you are involved in currently selecting a SEO agency for your company or your business, do share your experience.