我开始假装“寻找”一个 search marketing agency as everyone begins their important searches: I googled “search marketing agency.这就给了搜索机构最大的疑问, I assumed that if they’re selling their capabilities of improving a company’s search results, they themselves should be properly positioning their search marketing. 幸运的是，我的直觉是正确的. At the top of my search sat 4 ads all for SEM agencies highlighting their unique attributes.
“客户预计第一年增长7%。”
“专家见解 & 实现盈利增长.”
“连接品牌 & 通过SEM研究数字空间中的人
虽然引人注目, none of these ads really told me what the agency specialized in or what tactics they used. 所以我一直在寻找. Overwhelmed with the nearly 700 million search results that I could possibly go look at, I quickly realized that t在这里 is no shortage of search marketing agencies, 然而, what their websites tell 你 and how to differentiate between them is a difficult and time-consuming task.
This means it’s going to take more than just searching and picking. You are going to have to dive deep into conversation with these agencies, 听取他们的意见，找到完美的伴侣 你. When 你 think 你’ve found the right fit, 你 have to crack-down and ask the tough questions. This will allow 你 to weed out the “too good to be true” agencies from the ones who will really help get the job done and improve those search marketing results. Below are five questions to help 你 get started when having those important conversations:
- 你有什么样的经历? 如果你问代理机构他们以前做过的工作, and it is all for pet stores and 你 offer freelance photography, 请注意这点. That’s not to say the agency won’t be able to help 你r company, but it is important that they are familiar with 你r industry, the ins and out and how to ensure that 你r search marketing succeeds. It is also worthwhile to find an agency that has a variety of experience, 这表明他们拥有不同的技能组合
and vast knowledge of how to successfully complete search marketing campaigns. - 贵公司的核心能力是什么? If the answer is “we do it all,” 你 might as well keep looking. 虽然这是理想的, its to better understand exactly which areas they have the best skillset. 和, 不管他们的最佳实践是什么, t在这里 are three main areas that 你r search agency should always be skilled in:
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- 技术:这是搜索营销的核心背景, it involves making sure 你r website’s build-up is up to par – no 404 pages, redirect problems and having good basic site navigation (more on this below).
- Off-Page: These skills focus on inbound links coming to 你r website from other sites
- 页内:与页外相对, this aspect is concerned with the content on 你r site and if it is optimized for relevant keywords. This also focuses on if 你r website presents an ideal user experience.
and vast knowledge of how to successfully complete search marketing campaigns.- 你将如何提高我们的搜索引擎排名? 你应该讨论一下这个机构的流程，这很重要. If the agency avoids discussing how they will improve 你r ranking, 你 may want to steer clear; prior to working with the agency, they should walk 你 through their plan and set realistic goals for how long it will take to get t在这里.
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- They should: include an initial technical review of 你r website to make sure t在这里 are no broken landing pages or links and offer to do an “on-page optimization” which entails improving 你r website’s URL linking structure and developing web page titles, 标题, 和标签.
- They should not use any “black hat techniques” or promise that they can get 你r page to rank number one for certain words, only search engines can control exactly w在这里 你 rank on their result pages.
4. 你遵守谷歌的网站管理员指南吗? 谷歌概述 13个技术 that one should avoid when working on search marketing along with basic principles such as not deceiving users and making a website that is unique, 有价值的和迷人的. 在这个大纲, Google states that working to find loopholes or trying to deceive search engines, 会对结果产生负面影响. You should ensure the search marketing agency 你 work with, works to follow Google’s suggestions because as google states “webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit?
- 你将如何追踪我的竞选活动的成功? Your agency should be well versed in Google Analytics so they can track the improvement to 你r site. 他们应该跟踪搜索引擎的排名, 关键词搜索者正在使用进入你的网站, which links are driving the most traffic to 你r site and w在这里 that traffic is coming from. All of this needs to be carefully tracked by the agency so that they can continue to optimize what is working well 为你r company and what needs to be changed so it is better optimized.
When first meeting with and learning more about search agency, don’t hold back. 如果一个答案好得让人难以置信，那它很可能就是真的. 不管一个机构有多有经验, they aren’t going to get make 你r site the first search result overnight. 这需要时间, 努力工作，注意细节，最重要的是, communication from the agency back to 你 on what is succeeding and what isn’t.
So, when 你’re ready to make the investment to improve 你r search marketing agency, ask the tough questions and really dig to make sure 你’ve found the best agency 为你.
Interested in learning more about search marketing efforts and improving 你r SEO in 2020? CA88 在这里.