By: Gabriel Gervelis
Qualifying a service provider to outsource your needs to is always a tricky process. Business’s use many service providers and vendors to achieve their needs. Before one is selected Business owners usually interview many candidates, then choose the vendor that fits their needs the best. This holds true when shopping for a SEO company.
Knowing what to ask a service provider during the interview process is crucial. Understanding why you are asking the questions, and knowing what to look for in the answers is of equal importance.
This portion of the SEOTIPS.ORG SEO FAQ will cover what questions to ask a SEO company regarding keyword research.
1) How do you conduct keyword research?
Why ask this? Knowing how the SEO Company chooses what keywords to target is very important. You want to make sure that proper amount of time and thought is dedicated to the research of keywords for your campaign. Remember, who cares if your #1 on a SERP if no one is searching for that keyword.
What to look for in the answer? Effective SEO companies will target main keywords (1-3 word phrases) and long tail keywords (3-6 word phrases). SEO software programs like WordTracker, Keyword Elite, the Google AdWords Tools will be used to identify keyword search counts, and other relevant keywords to target. Also look for the cost per click for the companies recommended keywords, the Google Traffic Estimator is a good tool to find a keywords cost per click.
2) Can I choose the keywords to optimize for, or can I give keyword suggestions for you to base your research around?
Why ask this question? Marketing companies should always listen to their clients. In order to v product or service, a Marketing company needs to understand your business. This holds true with search engine marketing companies. The better we understand who your target market is, the nature of your products or services, and industry jargon that potential clients might be searching with is key to keyword research (no pun intended :0 )
What to look for in the answer? Effective SEO companies will never let the client pick out the targeted keywords. The competition levels and aggressiveness of a keyword will effect the success of a SEO campaign. For example: A client might sign up with an entry level SEO campaign and choose an aggressive keyword like gifts. Optimizing for the keyword, gifts will require an advanced campaign. A SEO company should work with their clients to identify proper and effective keywords that complement the size of the SEO campaign.
3) Do I have final Keyword Approval?
Why ask this? It is important to know if you have final keyword approval. If the SEO company sends you a list of keywords that you don’t agree with you need the ability to revise and edit the list until the keywords list makes sense to both parties.
What to look for in the answer. Effective SEO companies will have a keyword approval process in place. Sign off on the targeted keywords should be done before the SEO campaign moves to the next step.
4) How much traffic will the chosen keywords bring to my website?
Why ask this question? No SEO company can guarantee traffic to your website VIA organic rankings. One can’t force someone to click on your add. However, search counts can be gathered and using an estimated CTR (Click Through Rate) baisc traffic generation amounts can be estimated. This estimate can be used to calculate what type of ROI a keyword can generate for you.
What to look for in the answer? Effective SEO companies will provide ROI and traffic estimates with forms of advanced keyword research. Remember, the cost of the SEO campaign should be a direct relation to how much labor and expences are allowed in the campaign. More cost effective solutions will not include this advanced data.
Answer this question on your own. Example: A Targeted keyword is searched for (On Google) 5000 times monthly. Using a 8% CTR we can estimate that 400 visitors will enter your website. If your website can produce a 3% conversion rate (12 conversions) and your average conversion equals $25. It is a safe estimate that the keyword will generate $300 in monthly revenue.
Additional Free Keyword Research Tools
Overture Keyword Research - This tool queries Yahoo and will provide relevant keywords along with search counts. The information displayed from this tool is not in real time (should be a few months out of date). This tool is experiances high traffic volumes and may not load the first time you try to access it.
SEO Chat Keyword Difficulty - This tool uses an algorithm to determine how difficult it is to rank on a SERP for a given keyword.
Google Traffic Estimator - This tool lets you know the estimated cost per click for keywords. It also shows you estimated traffic amounts for keyword advertisers in the AdWords program.
Google Keyword Tool - This Tool shows you estimated search counts, estimated advertiser competition, past search amounts, and additional related relevant keywords. Note: This tool does not give numbers.