The same way it's difficult to buy an automobile knowing nothing about what it ought to look like underneath the hood, it is a bit intimidating to pay a search engine optimization company if you're not exactly sure what distinguishes the great from the bad. Since search engine algorithms are so temperamental, you need to ensure you are getting a company that's experienced and up-to-date; otherwise, all the services you paid for may go out the window as soon as the next Google update is rolled out. Here are a few tell-tale signs to watch out for - if your company does these, you might like to forgo hiring them.
In case your company promises an unreasonably many articles, blogs, links, social bookmarks, etc per month, you must back away. Google wants genuine, organic content - not something which has been spewed out by a enter in broken English and questionable grammar. These 500 articles and 1,800 social shares might look appealing, but when they are not written by an individual, they are able to do more harm than good.
No references or examples:
Before hiring a business, ask to determine the things they could do for other clients. They should possess some kind of track record, some way of demonstrating their work continues to be successful previously. Any good Search engine optimization company keeps visual records and statistics of progress over time to show to their clients. If they don't leave a paper trail of any sort, run away!
They aren't well-rounded:
The organization should push not only higher rankings; they should also be promising more sales, more site visits, more Twitter followers, etc. Sure, having your page be visible on the front page of Google's results is awesome, but when nobody is clicking on the link simply because they will easily notice it's not useful or relevant, it doesn't help much you any. The ultimate goal would be to produce a better representation of the brand and to form a good reputation with visitors to the website.