Five Skills Your SEO Company Should Have -- Or Else

December 26, 2020

Providing SEO marketing services is a skilled profession. Optimizing a website to rank highly for particular internet searches has only been a definable process for a few years, however. Search engine optimization techniques change rapidly. That makes it even harder to evaluate the competing claims of SEO providers. Despite this churn, the industry is mature enough to draw some conclusions about the basic skills necessary to be a competent SEO company. There's a problem. Very few SEO companies have these skills.

Almost anyone can (and does) hang out a website shingle that claims they can crowdsolve your resource-leveling convergence and synergistically reintermediate your paradigms. They're all passionate, whatever that means. Unfortunately, no amount of buzzwords and passion is going to make your cash register ring. Here's a list of the only skills that matter when you're shopping for an SEO company:

They Put Their Money Where Their Mouth Is

You're probably going to find a potential SEO company by using internet searches. If your SEO company doesn't show up in searches for an SEO company, they're probably not very good at their job. If they do rank highly, it doesn't necessarily mean that they'll be able to help your business.  When you're selling widgets in Los Angeles, the ability of a company to show up in searches for Los Angeles search engine optimization won't help you.

Your SEO expert should be able to set up and optimize a profitable website about anything, not just the service they offer. If the only tool in the toolbox is an SEO hammer, everyone's website looks begins to look like an SEO nail. SEO techniques are the process, not the product. Make sure a prospective SEO business has a proven track record at making other businesses more profitable.

They Understand Technical and Non-Technical Issues

Filling a website with optimized content and then making it prominent in search engines is a technical problem. A soup-to-nuts small business marketing firm must understand a large number of highly technical things in order to deliver consistent results. Producing content that engages customers is as much an art as a science. That art will be wasted if the website loads slowly, has a confusing site structure, or displays strangely on different devices. Make sure your SEO marketing team can bridge the gap between the technical demands of a website and the marketing challenges of getting your message out.

They Understand Customer Conversion

Many SEO companies become fascinated with your website. Unless you're strictly an Ecommerce business, that can be lethal to your bottom line. For most businesses, the purpose of a website is to attract pre-qualified traffic in order to convert them into customers. It's that last bit that escapes amateurs in the world of SEO.

Attracting people to your website is a cost. This cost must be more than offset by converting visitors into paying customers. Many SEO firms fixate on the website. They've forgotten that the website is only a reflection of the business, not the business itself.

They Are Project Managers First

What exactly is SEO marketing? If you're a business that wants to compete for eyeballs on the Internet, you're undertaking a definable project. Projects require project management.

Never listen to any SEO expert who says that one simple trick will put your website at the top of the rankings. Getting noticed on web searches requires deep analysis of your business, astute copy writing, and innovative engagement with prospective customers. You'll need real expertise in blogs, email marketing, Pay-Per-Click advertising, social media, and linking. Google and other search engines are always on the lookout for one simple trick SEO techniques, and penalize businesses that use them.

Ask a prospective SEO company questions about how they'll handle the process of analyzing your business and your customers. Find out how they'll communicate with you. Ask them where they will go, how they will get there, how long it will take, and what it will cost. That's what project management is, and they should be able to handle it.

They Can Spell

When you receive an email filled with misspelled words and weird word substitutions, you immediately suspect that you're reading spam. That's because poor grammar and spelling destroys the three most important signals your web copy can provide. Google ranks websites using their assessment of the expertise, authoritativeness the website deserves. If the content on your site is unprofessional, you'll have a hard time convincing customers to trust you with their money.

More words are not a substitute for better writing, either. Websites should engage and convert visitors into customers. If the content on your pages is long-winded and wordy, people will click away. Your SEO company should use clear, direct language to deliver your message to visitors. That's the only sure way to deliver customers to your cash register.

If you're in the market for SEO services in the Los Angeles area, contact Nimbus Marketing. We're proud of our proven results for businesses just like yours.

Robert , founder of Nimbus Marketing, with his family on the porch of their Westchester home
Robert Portillo, founder of Nimbus Marketing, and his family.

About the author:

Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.

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