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SEO Agency - how to pick a good one! 

Realistic Provisions - If something appears to be too good to be true, it most likely is. Look for an SEO Agency that gives actual results rather than making promises. SEO is a never-ending process, and no one can guarantee keyword ranking 100% of the time because search algorithms are outside an agency's control. Any claim of overnight or guaranteed rankings for relevant keywords should be treated with caution by potential customers, and potential customers also should not place this expectation on a search agency.

Experience in SEO is Key to delivery

It's a good idea to look into the SEO agency and it's history. The length of time a company has been in operation indicates its level of experience. Businesses that have served a significant number of clients have experience in a wide range of industries and know what works and what does not.

How to Choose a Search Engine Optimization Agency

With the vast amount of spam and unscrupulous firms that circulate online, choosing the best SEO service with the best SEO Strategies for your needs can be tedious and daunting. After all, SEO is a long-term investment that, depending on how it is done, can actually make or break your web presence, so do your homework before choosing an SEO company. We've identified five things to check for when comparing SEO companies.

Certification - there is no formal SEO certification

While there is no such thing as a 'SEO certification' (other than those offered by a specific agency)many legitimate organizations have industry-standard certifications in analytics and pay-per-click and employ SEO Strategies that suit your business model.

Each engine has it's own PPC Credentials, but SEO's act against the search engine.

Google, Yahoo, and Bing each have their own PPC credentials, and organizations that hold these certifications have proven their expertise with each search engine's advertising systems. Search Engines however understand that what an SEO does, is engineer content to rank, they don't necessarily let the search engine figure it out - this at times creates a bit of a combative relationship.

Case Studies - good but not essential

Some would say that a reputable SEO Expert should not only have case studies available, but should also be willing to show you their digital marketing expertise. Case studies should highlight their achievements and particular examples of their organic search performance, proving their SEO process, experience and capability.

The extreme high end of SEO won't provide case studies.

However, we have found that those that act at the upper edge of this space, can't provide case studies, they are bound by legal contracts to ensure that their clients, and the processes and procedures in place remain confidential. An expert can however illustrate a company's ability to deliver excellent results that tie into a good user experience, so ensure that the companies you're considering can produce analogy to describe the underlying process - don't depend on online reviews as these can be obtained through online marketplaces. Some of the best SEO experts we have encountered have few or no online reviews, as their industry is built around understanding how search engines can and often are manipulated.

Black hat or White Hat - or.. Grey Hat?

Color of-Hat Methods? – Inquire about the strategies used by your organization and have them explain them to you in clear English. Any method that looks to be manipulative or unethical should be treated with extreme caution. Ethical businesses will answer your issues and clarify their strategy in detail, ensuring that you have no reservations about their practices. You must, however, decide whether Google owns the internet.

Is your website just that: a website?

SEO, or the act of optimizing a website to increase organic traffic, is difficult and frequently misunderstood. 

Individuals who claim to have exclusive knowledge of Google's algorithms or who exaggerate the mystique around SEO are typically deceptive - those that roll customer service into the mix don't understand that although the users experience is an indicator, it is outside of the SEO experts control. Effective SEO, on the other hand, necessitates a deep understanding of how search engines work, an eye for detail, and regular modification, as Google's algorithms change on a near-weekly basis and need to be aligned with your business goals.

Boost Organic Traffic

digital marketing company whose primary goal is to "boost organic traffic" or select only search terms and keywords with 'high search volume' my not suit you, it may be that targeted marketing is what is required - find the agency that is willing to listen, willing to understand the industry surrounding your problem the are after all one of your business partners. There are various sorts of organic traffic, which implies that increased traffic does not always translate to increased revenue. It may take a team of experts with a unique skillset aimed predominantly at ranking first on Google for yoga pants, for example, which will not help your smoked American BBQ business.

Furthermore, methods like link purchasing, keyword stuffing, and cloaking may result in your website being demoted by search engines. These tactics are known as Black Hat SEO since they violate search engine guidelines. When Google's bots detect that you are using these strategies, they will lower your site's ranking, resulting in a loss of organic traffic. SEO experts who claim to have unique knowledge may be using Black Hat SEO practices, for which you will ultimately pay a high price.

SEO Objectives - an agreement between the SEO agency and the Client

To avoid confusion, you and your team should precisely outline your SEO objectives. Do you want to increase product sales by ranking for specific keywords? Do you expect some measure of link building? Do you expect those to be quality links? Do you struggle to reduce your website's bounce rate or increase conversions? Would you rather have a large audience or a smaller audience that spends more time on your site on average if you want to increase your ad revenue? Are you looking for help with increasing your social media following, offering sponsored content, or other non-SEO services?

Does an SEO agencies rankings in google matter?

Why should you select a search engine optimisation company only based on their search engine rankings? Top SEO specialists are far too obsessed with optimising websites for their current client to devote time to themselves, a current client is always a priority for a good SEO agency. A long term relationship is more important to a SEO professional than any distinction between white hat or black hat, as the SEO aims to increase your conversions in the long term using a validation process that rationalizes ranking of high-quality content to a search engine.

The most successful businesses frequently have a high number of long-term clients who have recommended the same service to others in their professional group. Only firms desperate for new customers would bother ranking for terms like "best SEO company in Australia" unless Google has decided to show them because they seem to fit the bill. This is also true for other keywords like "best SEO services" and "best SEO tools." Furthermore, don't assume that any listicle is part of a reporting process and really, accurate reporting should be a primary objective.

Then, create KPIs to track progress towards those objectives. Furthermore, in order to establish a long and beneficial working relationship, it is vital to choose a firm that communicates efficiently.

Most importantly, do not confuse SEO with a passing trend. Search Engine Optimization (SEO) is a process that can help you build a successful brand if you work with the right SEO company.

Effective SEO firms already have far too much business to pay for a listing on a website like "" or "" This is not to argue that there are no reliable lists accessible; rather, you should consider a list of "best SEO businesses" with the same seriousness that you would treat a list of "best restaurants in New York."

Selecting the agency

Your selection process, choosing the right company, may be more complicated than it appears. Numerous businesses make unrealistic claims or use strictly black hat tactics that violate Google's guidelines through poor SEO, ultimately damaging your business. Instead than depending on Google or “best of” lists, ask your friends and business acquaintances for advice on a qualified SEO agency. Once you've narrowed your search, make sure you and your company are on the same page about your goals.

This implies that the time-honored practice of word-of-mouth promotion is the most efficient way of identifying a qualified SEO business. Rather than relying on Google, seek suggestions from people in your professional network — but not direct competition. Inquire with other organizations in your business as well, as the services they recommend will most likely have experience in your field.

Whatever SEO company you choose, be sure you understand the type of results you want and the services you'll need.

90% of searchers skim the first page of Google!

Today, approximately 90% of customers simply skim the first page of Google results. This means that collaborating with an SEO provider that understands your company has the potential to transform it.

If you need any additional info about what SEO is about, take a look at these sites.

This document is a live document and will be periodically updated
Our aim is to help you choose the best SEO agency for your needs