The term ‘SEO’ has been a buzz word for quite a while now. However, SEO marketing can be a little difficult to understand if you are new to digital marketing. SEO companies offer various services and tools. But some of the terms might not make sense to you initially. First of all, you need to figure out what an SEO company is and how they can help you grow your business.

In this article, we discuss the purpose of an SEO company and the services such companies offer. We will also discuss what to look for when you decide to hire a company to help you with your SEO requirements.

What is an SEO company?

SEO companies provide search engine optimisation services that boost your company’s visibility in search engines such as Google and Bing. The process of search engine optimisation involves making changes to the design and the content of your website to make it more visible to search engines web crawlers, also known as ‘bots’ or ‘spiders’ as the crawl your website for information. If your site is well-optimised, it will appear on top of the search engines for keywords and phrases relevant to your business. In other words, more users will see your business appear on top of their pages when they run an online search for products and services that you offer.

SEO companies specialise in assisting various businesses to rank on top of search engine lists. They can help you attract more organic traffic to your site in place of forced traffic that does not result in actual purchases. SEO companies use experts who possess skills and experience in digital marketing including website analysis, content production and web development. These SEO experts are professionals that specialize in different aspects of SEO strategies such as site auditing, designing an effective plan and implementing the adopted tactics. The overall plan will revolve around helping your business reach its specific goals.

One key feature that separates effective SEO companies from the rest is that the best companies tend to treat your website as their own. They will invest their resources and knowledge trying to help you reach the goals you set for the Company. A professional SEO company will consider your site from multiple angles to offer the best service possible.

Why should you use an SEO company?

There are numerous benefits to handing over your site’s SEO management to a company. Here is a list of the key benefits.

• Improve search engine rankings
• Improve the quality of the website traffic
• Provision of measurable results

Let us look at each point in detail.

SEO companies help you by improving search engine rankings

SEO companies use the latest tools and strategies to determine the type of approach that will work for your business. The main point of an SEO strategy is to improve the site’s attractiveness to search engines such as Google, Yahoo and Bing. The best SEO experts are up-to-date on all the current trends in the digital world and customer behaviours online. They can assist you by helping you choose the right keywords to attract buyers for your products. In addition, they will optimise your website’s architecture for search engine crawling.

SEO companies use their knowledge and tools to identify the changes that the website design and content required to rank higher on search engine result pages. Your site’s rank depends on the use of the right keywords and phrases, the quality of your content, Alexa rank, page speed and many other key factors. A higher rank on search engine result pages will increase your chances of attracting more customers to your site.

SEO companies will improve the quality of the website

Apart from helping your site rank higher on search engine result pages, effective SEO companies can improve the quality of traffic that comes to your site. The trick is to align the carefully selected keywords and phrases with your products and services. This approach attracts buyers who are actually looking for the type of products and services you offer.

When you are able to attract relevant traffic to your website, you automatically raise your chances of influencing conversations about your products and services. This is simply because people who visit the site are actually interested in those products and services.

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SEO analysis provides measurable results

As opposed to more conventional marketing strategies, SEO strategies provide measurable results. You can track and measure the progress of the SEO campaign at every stage. A good SEO company will provide you with monthly analytics on the SEO campaign and work with you to ensure goals are being met. This way you can measure the value of the SEO services provided.

It’s always a good idea to ask your SEO company to provide an informative breakdown of the SEO campaign they designed for your site. This way you can make sure that you are achieving your business goals. SEO companies can provide comprehensive reports on traffic volumes, search engine positions as well as sources of traffic. Ensure that they provide you with the type of reports that can help you get a clearer picture of the situation.

What can SEO companies accomplish?

There are different types of services that SEO companies offer their clients. Let us look at these services in detail.

• Business evaluation and site analysis
• Designing SEO strategies
• Setting up SEO tools
• implementing the optimisation process

Ensuring ongoing search engine optimisation

Business evaluation and site analysis

Generally, SEO companies start their work by evaluating your current site as well as its SEO and that of major competitors. They look at your site’s architecture and content to understand the site’s code and key phrase density. This is basically a way of establishing your current strengths and weaknesses in order to come up with a better strategy.

Apart from that, SEO companies conduct research to understand your business as well as the industry in which you operate. This detailed analysis will help the experts figure out your target audience and specific expectations and possibilities.

This initial step helps them come up with a sound SEO tactic.

Designing SEO strategies

Once they are familiar with your business and the website and they’ve analysed your strengths and weaknesses, they will develop an SEO plan. This strategy will depend on the nature of your business and your goals. The best SEO companies use all the details that they’ve gathered during the evaluation to design a customised plan to suit your business. The SEO strategy will involve identifying the current keywords and phrases that your target audience uses to look for products and services relevant to your business. The SEO Company will combine the keyword strategy with a different, customised approach to help you rank higher than competing businesses on search engine result pages.

Setting up SEO tools

There are multiple tools and systems that you can use to implement your SEO strategy. SEO companies will use their expertise to figure out the tools and analytics as well as other systems that can help you successfully implement and monitor your SEO campaign for better results. The right tools will help you get the most out of the campaign and achieve anticipated results.

Implementing the optimisation process

As soon as the SEO tools and the relevant platforms are in place, the SEO company you engaged will start implementing the strategy’s action steps. Generally, they start with on-page optimisation which involves fixing some of the backend code and making the site user-friendly not to mention mobile-friendly. The execution process will include making a list of keywords to use when you create content for the site.

The next point of action will involve off-page SEO strategies. Typically, you won’t be able to influence off-page aspects such as improving authority or building links. But your SEO company can offer you suggestions to improve off-page tactics. Some companies even present detailed plans to help you improve site authority.

Ensuring ongoing search engine optimisation

Online trends evolve rapidly and search engine optimisation is a continuous process. Google consistently re-evaluate algorithms to help users get the best out of search engines. Whenever Google updates algorithms, companies have to make small and big changes in line with the algorithms to stay on top of the game and maintain higher SEO rankings. SEO companies are capable and up-to-date enough to make sure that your site remains attractive to search engines.

Typically, an on-going search engine optimisation process includes researching new keywords, content updating, link-building campaigns as well as other strategies. The best and most experienced SEO companies keep track of on-going changes and stay up-to-date.

Key features of a good SEO Company?

It is perhaps obvious that a good SEO company is an essential part of successful digital marketing. You would need to look for an SEO company that actually takes the time and effort to conduct proper analyses and ensure the desired results. Here is a list of key features of a good SEO company.

• Past success
• Customised services
• In-House work

Past Success

This is the best way to find out the most effective SEO companies. Research their past successes. You can look at their case studies and read the testimonials.

Customised Services

For an SEO campaign to work, it has to align well with your unique business goals. You have to find out if the SEO companies that you’re interested in offer customised strategies. The SEO company you choose has to take the time and energy to properly research your industry, get to know your target audience and comprehend your own goals and budget.

In-house work

You should choose an SEO company that performs its SEO related services in-house or that have a strong network of partners. Some companies outsource certain tasks to third parties in order to save money and it’s important to know the standard remains high.

In addition to the above, you should also consider the types of SEO services that the potential SEO company has been involved with as well as their overall experience. You can always shop around until you find a company that suits your needs.

Now that you are better informed about the entire process of SEO and what SEO companies offer, you can start considering your options. You can consider whether you already possess the resources to design and implement your SEO strategy in-house or whether you need an experienced SEO company to help you improve your online visibility and attract the right kind of traffic.

For an insight into our SEO process, you can view our SEO Infographic