Any company that understands the importance of their web presence as a part of their ongoing strategy to increase sales and raise brand awareness will be very aware that achieving a high ranking in SERPs (search engine result pages) is the first step to increasing traffic, and therefore sales or brand awareness. As a result, many a company chooses to employ an external company for SEO.
Many SEO companies will make big promises about getting your website to the number one position in the Google rankings. It sounds good, but that cannot be guaranteed without paying for it in a potentially costly Pay per Click campaign. That is not to detract from the importance of a good SEO campaign; there’s no reason at all why SEO would not bring about fantastic results and represent a great return on investment. Even if it can’t be guaranteed, you may well find your site sitting pretty at number one on a Google SERP.
However, heed this word of warning: a company specializing in SEO alone may not be enough. Many companies hire a simple SEO agency based on their grand promises and guarantees. The simple fact is though, if the website itself is no good, then all the link building in the world still won’t get you to number one in Google.
What companies really need to do before embarking on a long SEO campaign is to have their site checked over for opportunities for on-site optimization. Designers and developers should work to ensure that the site is usable (people won’t stay on it very long if it’s not) and that it contains videos, images, and relevant, unique content which will please search engines like Google which return cross-media searches. They should also make sure that the metadata is present, correct, and optimized. A copywriter should be consulted to ensure that the site’s content is keyword optimized whilst still being written with people and not Google’s robot in mind (again, if it doesn’t read well or is littered with nonsensical keywords, users won’t stay too long).
Only when a company is sure that their website is quality, useable, and optimized, whilst still being written with the human reader in mind, will an SEO campaign produce results. Companies often fear that hiring the many staff for the various stages mentioned here will be costly. However a full-service digital agency can offer all of these services: design and development, copywriting and SEO and that is why an SEO company alone just isn’t enough.
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