With so many search engine marketing (SEM) firms offering such a wide range of service and pricing options, it can be extremely difficult to decide which one is best for you. As is the case with so many large undertakings, this is a process that is best managed by breaking it down into smaller steps. So well before you start looking at specific SEM firms, it’s advisable to first establish your online marketing goals. With these goals in mind, you can then identify what steps need to be taken to accomplish those goals and what potential obstacles stand in the way.
Next, once those needs and obstacles are identified, you can map specific SEM service offerings to fulfill those needs and overcome those obstacles. Finally, when the services that you require have been identified, you can begin seeking out SEM firms that offer such services, and start evaluating their ability to provide those services in a way that works with your business model.
So let’s start by addressing some of the important questions you need to ask yourself in order to move through this series of steps.
Your Online Marketing Goals
What do you hope to accomplish with your website?
Do you sell products and services?
Do you generate leads for your sales force?
Do you generate leads for distributors?
What type of “conversions” are available on your site?
eCommerce transactions?
Requests for information?
Online demos?
Free newsletter?
White papers?
Do you want to increase website traffic?
Do you want to increase conversions?
Do you want to increase your conversion rate? By how much?
Needs & Obstacles Driven by Your Goals
Do you currently know how much traffic your site is getting?
Do you know how many of each of your conversions you are generating?
Do you know your conversion rate?
Do you currently have a means by which to measure the results of any search engine marketing efforts you undertake?
Are you prepared to completely overhaul your website and start from scratch?
Or are you prepared only to make minor adjustments to your current site?
Do you have internal staff with the time and expertise to make changes to your website?
Do you offer a lot of seasonal products or services?
Do you update your offering often?
Do your products, services and information remain unchanged over long periods of time?
Identify Services From Your Needs & Obstacles
Do you need Web analytics in order to measure current and future performance?
Do you need outside support of your in-house staff to make changes to your website?
Do you need website design expertise to re-launch your entire website?
Do you need natural search engine optimization for long-term search engine visibility?
Do you need pay per click advertising management or paid inclusion management to advertise your rapidly-changing or frequently changing products or services?
Or do you need these services to supplement or replace natural search engine optimization?
Do you need website conversion enhancement or optimization to increase the persuasive power of your website?
SEM Firms Mapped From Your Required Services
Does the SEM firm actually make the changes to your site, or simply advise you on what changes to make?
Do they offer copywriting services?
Do they offer design services?
Do they perform natural search engine optimization?
Do they provide management of pay per click advertising campaigns?
Do they provide management of paid inclusion campaigns?
Do they offer any sort of website analytics package?
Do they provide a service to increase your site’s conversion rate?
Though this is an obviously incomplete list, you can still see that the answers provided to the questions in each step drive the questions to be asked in the next step – ultimately leading you to identify what services and capabilities are required by an SEM firm to meet your needs, and as a result, your goals. In part 2 of this article, we’ll discuss where to find SEM firms that provide the services you require, and how to evaluate their ability to deliver those services.
After working through the preceding exercise, you can finally begin your investigation of firms that may be right for you.
Although companies’ needs vary and there are myriad vendors offering search engine marketing services, it is advisable — as a time saving and stress relieving tactic — to ensure that the vendors you review are reputable. As such, there are a number of trusted resources listed below:
Industry Events: It’s a good idea to attend industry related events when researching
a potential search engine marketing partner. Get out there and talk to attendees and
presenters. Attend sessions and visit exhibit booths. Some noteworthy industry-related
conferences are listed below.
Industry Webinars: It is also helpful to view industry-related webinars. In fact, Jupitermedia
holds a free webinar several times a year entitled, “How to Select a Search Marketing Partner.” You
can find this archived webinar, and other Web events at:
www.jupiterwebevents.com
MarketingSherpa’s Buyer’s Guide to Search Engine Optimization Firms: Designed to help
marketers from every type of site (B-to-B, e-retailers, local sites, content sites, etc.), this
reputable guide will help you weed through the clutter by viewing the unique services and
pricing of 100+ vendors that have been researched and rated. Learn more about the guide here:
www.sherpastore.com
SearchEngineWatch.com and WebmasterWorld.com: These sites offer both free and paid membership area that includes search engine marketing information including newsletters and articles about choosing the right search engine marketing firm.
Industry Analysts: If your company is a subscriber of one of the major research firms that tracks the search engine marketing industry, their analysts not only research and report on day-to-day search engine marketing news and trends, they can provide unbiased feedback to those inquiring about specific online marketing strategies as well as specific companies that offer search engine marketing services. Search engine marketing, as well as metrics and conversion analysts, are listed below.
SEMPO.org: The Search Engine Marketing Professionals Organization (SEMPO) is a non-profit association
working to increase awareness and promote the value of search engine marketing worldwide. SEMPO was formed
by a group of reputable companies and industry consultants. The website, at
www.sempo.org, offers a
member directory of companies (Note: SEMPO makes it clear on their website, however, that membership is not
a guarantee of a particular search engine marketing company's capabilities, nor does it signify industry
approval or disapproval of their practices).
SEO Consultants Directory: The SEO Consultants Directory, features smaller vendors that have
been reviewed and approved for listing. Visit the website:
www.seoconsultants.com
Once you've narrowed down your list of potential vendors, it’s time to perform reference checks. How much experience does each company have? How many years have they been doing search engine marketing? How many employees do they have? Then, ask to visit their offices and meet their staffs. Take a look at results they've achieved for their own clients. See if they've published any articles in trade publications or offer any white papers or industry research. You may even want to review their financial records to ensure the company is stable.
Very importantly, ask for client and partner references. Ask to speak to clients that have disengaged with the company. Make sure the company practices ethical search engine marketing and does not have a track record of getting clients, or themselves, in trouble with search engines.
If you do your homework, gain a full understanding of your needs, and then match those needs to a search engine marketing vendor, you’ll be well on your way to finding a quality partner.
