Search engine optimization (SEO) is important because it plays a key role in determining the rank of websites on search engine results. However, most businesses do not have in-house SEO talent meaning they have to hire external SEO expertise. The only problem is most businesses choose SEO companies based on certain false misconceptions. Here are some of the misconceptions to avoid:
High SERP Rank Translates To Excellence
The fact that a SEO company ranks highly on SEO related searches does not mean that it is well versed in search engine optimization. Firstly, SEO is a wide field and covers diverse topics including social media, email marketing, ecommerce product recommendation, sales lead acquisition/qualification, and brand marketing. This means an SEO firm that ranks high on SERPs (search engine results pages) may fail to deliver concrete social media marketing results. Moreover, some companies engage in unethical practices making their sites rank high on SERPs. Unfortunately, search engine companies including Google tend to punish such sites by lowering their SERP rank substantially. To avoid falling for this misconception, evaluate carefully the work portfolios of the companies you come across.
Nice Website Translates To Expertise
A stunning website does not make a SEO company the best in the industry. This is because it is now easy for even non-techies to develop high quality websites, thanks to thousands of free templates found online. In addition, web development costs have fallen significantly since the dotcom bust meaning an ambitious SEO firm can hire a professional developer to create a website that appeals to its target audience. In this case, the rule of thumb is to choose a company with the SEO expertise you need (email, social media, or brand marketing).
Appealing Company Stats and Benchmarks Make an SEO Agency a Market Leader
Some companies are using the data analytics craze to fool unsuspecting clients that they are market leaders when they are not. For instance, some SEO firms publish benchmark figures based on their own figures, not industry-wide metrics. As such, go for a company that bases its benchmarks on widely acceptable industry KPIs like conversion rate, lifetime value (LTV), monthly active user (MAU), revenue per user (RPU), cost per install (CPI), and session length.
Cloud Computing Makes an SEO Firm a Tech Leader
Be wary of SEO agencies that claim to be cloud-computing leaders because the term is highly ambiguous. Moreover,technically almost all web content is stored in the cloud. This means you may end up paying more for services that are simply clothed in technically intimidating terms.
Conclusion
When searching for a Sydney SEO company, do not make your choice based on misconceptions like cloud computing makes SEO firm a tech leader, stunning site translate to expertise, or high company stats and benchmarks make an SEO agency a market leader.
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