What actually is a good SEO service and delivery model? This is something that will get you a million different variations on the theme. It’s not unlike trying to talk to a lawyer or an accountant. In fact, I had an accountant tell me the other day that if you asked 10 accountants about an issue you would at least 12 different approaches. I had to laugh because that is the exact same issue in SEO circles. There are things that everyone knows must be done but how they are done is the key differentiator between providers. Oh and by the way there is one that is non-negotiable: one way inbound link acquisition.

First, a page submission offering is NOT SEO. In fact, it is pretty well known that you should let the engines find you on their own. This is not going to take long if you have put up a decent site and got one or two decent links. At that point you are looked at as a potential “player” in that keyword competitive environment. Once that’s done it’s where real SEO kicks in. So the lesson here is that if you are paying to be “indexed” or “registered” or whatever with the major engines; don’t do it. If you are interested in having your site indexed in some niche engines or directories this can be done with a little effort. Don’t pay for it.

As for the real deal with SEO service offerings and delivery? It’s pretty simple. Copy, title tags (or page titles), meta descriptions, usability concerns, site architecture issues, analytics and one way inbound links. Here’s a simple (and very rudimentary) outline to follow:

Copy – If your SEO provider says they will do your copywriting I suggest that you play the role of skeptic. First, who knows your products and marketing message better, you or an SEO provider? I would hope you do. Yes, it may be painful but write it yourself. Too bad. Write for the reader / prospect / client and then maybe your provider can tweak it for the engines. Don’t hand this all important marketing function over to an SEO agency…..please.

Unique title tags and meta descriptions – Easy one. Just do it for every page. OK, so your Contact Us page may not need but what can it hurt? Regularly revisit these. Make sure your provider is working to get unique tags on every page. Beware of automated title tag generators! Many agencies use them but if they are not then having a person review and edit them then you may be getting short changed.

Usability – Should be something that your agency is very concerned with. Strong calls to action are critical to convert visitors into whatever you have defined a conversion as.

Site architecture – Your SEO provider should be looking at your code, your internal linking structure and more for any potential red flags or “gotchas” that could render all of your SEO efforts moot. Potential issues are too numerous to mention here in detail but don’t get taken on this important element.

Linking – If nothing else you MUST call your provider to the mat on link building. Directory submissions do not constitute a linking strategy. Also, beware of this language during the sales process “We will develop a linking strategy for your web site” Translation – We’ll tell you what you should do regarding linking but we won’t do it because it’s too hard” Since one way inbound links are the most critical component of successful SEO programs you CANNOT be short changed here. If you don’t have the bandwidth to research, solicit and negotiate link deals then make SURE your SEO provider does this. There is a lot more to talk about here but that’s for another day. Final thought on linking ……. at my company we believe that if we did nothing else to a site other than implementing strong inbound link partners for our clients then our service would beat anyone who is doing everything BUT linking. Yup, it’s that important.

SMB Takeaway – SEO services will sound different from each provider you speak to. If there is not a vast majority of the time spent on acquiring quality inbound links for your site then you are dealing with just another “ho-hum” SEO agency / provider. A strong SEO provider knows that linking gets the results you desire from search so go with a provider where linking is the main message in their story.

Thanks and have a great day!