Question:
I serve as my company’s Social Media Marketing Director, and we’re currently paying a web optimization firm $300 monthly for SEO maintenance. However, our lack of visibility in search results suggests their efforts are ineffective. Despite proposing several external strategies to boost our search ranking, I’ve seen no improvement. What is your stance on the efficacy of SEO maintenance services, considering their evolving role beyond simply submitting URLs to search engines? Additionally, given our site is content-rich, could our lack of updates be affecting our performance? I also question the searchability of our limited text content but am unsure how to assess it.
Answer:
The $300 monthly fee does seem unjustified in the absence of tangible results. Primarily, I advise requesting a comprehensive breakdown of the services rendered to your company each month. Properly optimized content does not require constant overhauls—occasional adjustments should suffice. SEO marketing demands more regular attention, akin to the needs of social media marketing.
Here’s a structured approach to refining your marketing strategy:
- Website Optimization: Focus on eyeing metatags, utilizing H1 to H4 tags efficiently, linking content within your site, creating a sitemap, and incorporating keywords throughout your main pages. Utilize tools from Google and Bing for keyword insights and ensure your website includes a comprehensive XML sitemap. Remember, content is key.
- Social Media Marketing: Implement integrated campaigns across newsletters, promotions, YouTube videos, and blogs, primarily on platforms like Facebook and Twitter. A Facebook Landing page is highly recommended if you don’t already have one.
- Website Directories: Secure free backlinks from high-ranking sites within your industry, and utilize listings like Google Places and Yahoo Local to enhance visibility.
- Review Websites: Engage with sites like Yelp and Google Reviews to garner positive feedback, which can significantly boost your search ranking.
- Direct Advertising: Explore options like Groupon and traditional advertising channels such as Google AdWords.
- Social Media Bookmarking and Networking: Utilize platforms like LinkedIn and Reddit to increase your business’s visibility.
If the SEO firm in question is managing most or all of these aspects effectively, then $300 a month could be reasonable. However, if their efforts are lacking, it’s worth reconsidering their services. Given the industry’s standard rate, their pricing does fall within expectations, provided they’re dedicating sufficient hours to your website. Ultimately, their compensation should reflect the value they deliver. Without a clear demonstration of their contributions, discontinuing their services might be the best course of action.
