Given that digital marketing has all but replaced its more traditional counterpart, one of the most critical decisions a business owner can make is their choice of marketing partner. The choice is especially critical in highly competitive markets like San Diego.
Unfortunately, the entry barrier into the digital marketing industry is rather low. Anyone with a laptop and a basic understanding of WordPress can put together a few sample websites and pass them off as evidence of digital marketing and SEO skills. Small business owners can easily be fooled into deciding on an SEO partner who really has no business being in business.
So, how do you choose an SEO partner without wasting your budget? By adopting a rigorous, data-driven framework to effectively vet SEO and marketing agencies.
A Framework With Red Flags
There is no black-and-white formula for developing a framework. As a small business owner, you need to think about what’s important and how prospective agencies can prove the ability to meet your standards. Pixsan, considered by many to be a top San Diego SEO company, suggests starting with some definitive red flags:
- Ranking Guarantees – Search engine algorithms are both dynamic and proprietary. They are constantly changing. No SEO firm can guarantee a precise number one ranking. They certainly cannot make any promises within a short timeframe, like 30 days.
- Proprietary Reporting – As the customer, you should be given access to all reporting systems, including Google Analytics and Google Search Console. You should also be able to view your Google Business Profile at any time. Any provider who claims that it is proprietary information that will remain hidden from view is creating a dependency you want no part of.
- Vanity Metrics – In our industry, there are vanity metrics. These are things like keyword counts and generic impressions. An overemphasis on such metrics suggests that an SEO provider either doesn’t know what he’s doing or knows he cannot perform. Vanity metrics are another red flag.
There are plenty of other red flags, including a lack of transparency, a lack of communication, and so forth. But red flags are negatives. Look for some positives as well.
Vetting Questions for Agencies
A few key questions can help you identify the positives you are looking for. During your meetings with potential SEO partners, be upfront and honest about what you want to know. Request that when you ask questions, they be answered free of industry jargon and buzzwords. You need answers spoken in language you understand.
Here are a few sample questions you might find helpful:
Can you explain your technical optimization process?
The point here is to have potential partners describe their workflows. You’re looking for an SEO specialist who can describe things like site speed, content architecture, and structured schema data.
How do you handle monthly performance reporting?
This question is designed to give you insights into what you can expect with monthly reports. Potential partners should be able to commit to transparent reporting, giving you access to all the same data they see.
Do you have verifiable case studies I can look at?
Case studies are evidence that a firm’s local SEO strategies actually work. A lack of case studies doesn’t necessarily mean an SEO provider is incapable. But a refusal to provide such studies is a sign to walk away.
Searching for the top San Diego SEO firm is challenging. But if you are diligent and know what you want, you should be able to find a firm you can work with. Doing so is important in a highly competitive market like San Diego.