The Internet is an interesting medium. In many ways, it’s crept up on people—one minute there was no web, then suddenly everyone was online. The web can also seem a bit like the Wild West, with many of our assumptions about rules and regulations not applicable online. Like any frontier, individuals have staked out territory in various areas, and anyone can hang out their shingle claiming to be an expert in one thing or another. A good example of this was once website design, when anyone with a word processor could spit out HTML and promote himself as a web designer. Yet there is a vast difference between cookie cutter sites and professionally designed ones.
With the importance of online visibility and search engine ranking to so many businesses, SEO (or search engine optimization) is the latest area where there can be a huge difference between an experienced company and someone just learning the ropes. When it comes to SEO, it pays to go with experience, and here are five reasons why.
- Industry partnerships. Established SEO companies forge official partnerships with the companies that count. Look for credentials such as being a Google Adwords Certified Partner, a Yahoo! Ambassador or a Microsoft adExcellence Company. These partnerships pay dividends for your online marketing campaign, and the certifications by these industry heavyweights help to ensure you’re dealing with a reputable company.
- Understanding of search engine algorithms. The way search engines work is intended to be a black box, but a company that’s been involved in Internet marketing for years has had the opportunity to study search engine behavior. Veteran SEO agencies have a much better understanding of the algorithms than newcomers, and they adjust their Internet marketing campaigns to take advantage of this knowledge. An experienced digital marketing company is also much faster on its feet and able to react to the frequent changes that search engine companies like Google employ.
- Advanced tools. You can expect that an SEO company that’s been in the business for a decade is going to have invested in the most effective equipment and tools. Some have even gone so far as to develop proprietary software tools that give their staff an edge over those using commercially available products.
- Highly qualified staff. Established companies attract experienced staff. It goes without saying that your Internet marketing campaign will go more smoothly when led by a seasoned and knowledgeable professional.
- Comprehensive strategy. While new companies tend to focus on a particular aspect of SEO (keyword optimization, for example), experienced digital marketing agencies employ a strategic approach. After careful analysis, they plan a multifaceted campaign that often includes multiple elements (such as on and off page SEO, social media and local marketing) and establish a strategy that offers measurable results.
About the Author:
Tony Berastegui is heavily involved in web-based advertising, promotion and SEO. Whether working as part of the team at an established digital marketing company or writing about the latest Google trends, Tony is always happy to post his thoughts online and in trade publications.
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