As a business engaging a SEO agency you will be looking for measurable results and for a report which demonstrates clear improvements in the performance of your website. In order to make this possible you also need to fulfill your side of the relationship by giving your SEO consultant as much information as you can about past, previous and preferred future strategy.
The point about SEO is that is in many ways an art and there are no promised results, only parameters around which SEO agencies can operate. There are so many market forces in play, that it is almost impossible to satisfy too precise expectations. It’s not like going down the store and ordering a particular garment, or sitting in a restaurant and expecting your steak cooked to a certain point. SEO has impact when executed by professionals, but the outcomes can change and mutate even as you report back.
Helping out your SEO consultant with information is good start point for achieving the results you require from your campaign. They need to know your typical customer profile, and the variations around that standard. They need to know what and why your customers purchase, any seasonality involved and what they expect from your products.
If there are issues with customer loyalty and repeated complaints, be honest and transparent about the feedback you get. Talk about the reviews for your company received online and discuss the ins and outs of this. Be transparent about what goes wrong in your business and what you want to do to resolve these difficulties.
Your SEO agent will also want information about the channels and portals you are already using for SEO and what your experiences have been so far, with regard to employing other SEO companies, or trying to do the job yourself. They need to know who in your company has so far been responsible for marketing and how far marketing integrates with those initiating SEO activities, if any. If your marketing team has so far avoided any aspect of SEO, then there may be a training need which your SEO company can help you address.
If the SEO company does not ask these types of questions, it is time to ask whether they really want to know how to solve your SEO issues, because without asking about the grass roots of your company, they frankly are only ever going to provide you with superficial SEO assistance.
They should in particular be interested in the construction and architecture of your website. They need to know what your web developer has created and who is responsible for updating and modernizing the site, if it happens at all.
They will also be expected to ask about the competitors you have in your sector, and examine how much information you already have about the competitions’ SEO strategy. If they are using specific innovative techniques or have certain aspects of SEO nailed, then it is time to find out the whys and wherefores. Listen to the questions your SEO agency is asking and decide whether they really want to delve deep.