Fionn Downhill – Digital Shenanigans

Following up on my previous article on how ‘In House Search Marketers Require Experienced Consultants’ I now want to take a look at how to hire a search marketing or SEO consultant.’

When you hire a consultant for any type of business function you probably look for the best you can get for a price that is within your budget. You perhaps look for someone that fits your business personality and understands your type of industry. You may ask around in your network of friends or you may research online. All of these inputs affect the consultant that you eventually choose.

Finding a search marketing consultant is no different from finding any other consultant. It requires some effort and time. However the rewards for finding the right one will make this worth while.

SEO is a relatively new field in the business world. This means that there are no established industry qualifications. The truth is that there are many people entering the industry with a lack of knowledge and experience. An inexperienced consultant may simply not be able to determine a strategy that will work to meet your goals. SEO can be a demanding proposition and so knowledge and experience are two essential ingredients. The key is to seek out practitioners that are established in the industry.

There are many different techniques that can be put under the SEO umbrella. SEO techniques can be broken down into two main categories – those adhering to search engine guidelines and those that try to exploit the search engines. Some techniques used by those that try to exploit the search engines can cause severe damage to your business and should be avoided. Also avoid companies that make their approach through email or cold calling. Look for a consultant that is willing to tailor the campaign to your needs. One that knows all the different techniques and that recommends the ones that will fit your needs.

Explore Your Budget

The first step will be to explore your budget. How much are you willing to spend? Some search marketers charge an hourly fee while others ask for an up-front fee plus a monthly maintenance fee for the contracted period. You will be expected to give a ballpark figure of your budget so that they can propose the type of services that they can offer you. It has been my personal experience that the budget issue seems to be very contentious. I feel that the diverse quotes a potential consumers gets leads to confusion and many prospects will not commit to any budget. The golden rule “You get what you pay for” is no different in our industry to any other. Remember to add search marketing to your marketing budget plans for future years.

A Consultant That Meets Your Needs

The basics of SEO are the same regardless of business or industry. The SEO’s job is to maximize the potential of your web presence. That being said there are some SEOs that work in a particular niche or area. Explore the options for your business and industry. If you feel more comfortable with a consultant that knows your business then seek them out.

It’s also important to find out whether your consultant can offer on-site training for your company. This may be a necessity as your search staffing levels expand or if you bring in inexperienced employees.

Referrals and Search Online

Work with a reputable consultant. If there are no referrals from your acquaintances then shop around. Always pick up references. You should not only take the references word but also go online and check the vendor’s sites rankings. Do a search for their name. This will give you an idea of how well have they promoted their own site. Check examples from their client list. Their clients should have solid rankings and multiple positions for their brand. If the client you speak to is in the early stage of the project then generic rankings may not be there yet. Talk to clients and get a good feel for the company or individuals before you sign a contract. Ask how their project has been handled, has communication been clear, do they feel they are receiving value, good advice. Has the project stayed on track? Do they have access to the experts or do they have to go through a junior staff member. Remember if you are hiring a consultant you should be getting expert advice as you will probably be charged “expert” fees.

I think most people are most comfortable when they receive glowing recommendations from friends or networking associates. Marketing materials can convey a positive image but nothing takes the place of good old fashioned word-of-mouth and having someone tell you what a good job their SEO has done for them. 

It’s worth while taking some time to figure out which consultant meets your needs. This will be time well spent. There are many things to consider; experience, education, track record, testimonials, references, budget, your goals, your business, referrals, online search etc. The goal is to find the consultant that can deliver and help you achieve your online goals.

Contracts

Once you make your final decision do not enter into an agreement without a contract. Professional business people provide written contracts. Ensure that the contract is clear and the scope of work meets your expectations. It should reflect what you were offered and agreed to at the proposal stage. Ensure payment details are spelled out and most importantly ensure that the provisions for charges outside the scope of the contract are crystal clear. Services outside the scope of the contract should always be signed off before being completed. If the contract does not meet your needs then provide your feedback and ask the contractor to amend the contract. Do not sign the contract until you are comfortable with it.

Finally

Always follow your gut feeling. Never ignore a red flag! There is perhaps my most important advice. Do your homework, undertake your research, and go with the company that you believe ‘gets’ your business, your philosophy and that you will be comfortable working with. Remember that relationships are everything and you can get through a lot together if your personalities and philosophies fit. This is an important business partnership so choose wisely.

Related posts:

1. In House Search Marketers Require Experienced Consultants
2. Internet Marketing…The Opportunity for Small Business
3. Arizona Search Engine Marketing Professional Group to Host Search Engine Giant, Yahoo!
4. Link Building is an Essential, Ongoing Online Marketing Strategy
5. How to Plan and Implement a Successful Search Engine Marketing Campaign