If you’ve decided to outsource your SEO to a consultant or firm, your new SEO company is going to need three things from you in order to create, launch and maintain a successful SEO campaign. Without these three things, your SEO will never get up to full-throttle and won’t reach its full potential by any of the great SEO companies out there:
Remember that SEO companies are on your side! They are pulling for your website to succeed as much as you are and are going to do everything in their power to help your site and brand reach their full potential online. However, in order to maximize their efforts you as the SEO client have to be willing to trust your SEO company to do the work you hired them to do!
Case in point, I was working with a client that didn’t feel comfortable letting us handle their blog commenting (part of their link building campaign). So we just researched the blogs they should be commenting on every month and passed it back to them; they were supposed to leave the comments. Guess what happened? They never left the comments! The hardest part of blog commenting is finding good, relevant blogs to comment on. Leaving the actual comment takes hardly any time compared to the amount of time spent researching. If the client had just trusted us a little bit more to leave well-written, quality comments on their behalf, their link building would have been much more effective and well-rounded.
In my opinion, the worst thing a company can do is launch a blog and then NOT routinely write in it. I will spend all day arguing the benefits of a business blog, but I would rather a client not even launch one than create it and not write for it. Just about every component of SEO and inbound marketing relies on the consistent creation of content. Social networks consume billions upon billions of pieces of content every day, the search engines weigh content to determine a site’s importance, great content helps you connect with your target audience, builds your online reputation and so much more. Without content, your SEO is essentially flat lined. Content is what propels you forward and takes your site to the next level.
Not every business or website owner is a great writer and that’s ok! If you don’t feel comfortable writing content for your blog, than let your SEO partner handle it. They know how to create good content that is both search engine AND user friendly, that works to build your brand and encourages your target audience to share it with their social networks. Again, it comes back to trust. If you don’t trust your SEO company to write content (say you work in a highly specialized field and your SEO company just doesn’t have the knowledge) than it becomes your responsibility to supply your SEO company with the content. You write it up and they will leverage it for your website.
Handing your SEO campaign off to a consultant or agency does not mean you get to wash your hands of SEO completely! Your SEO company is going to do everything they can to help your site succeed, but they need direction from you to know what “success” means. What are your online goals? Who is your target audience? Have you done any serious link building before? What are your assets and weaknesses? No one knows your brand better than you and your SEO company needs access to the information you have if you want them to do their job properly! You provide the direction and your SEO company will provide the experience.