Search Engine Marketing and Caveat Emptor

Outsourced search marketing is a tricky business from both sides of the fence. This is traditionally referred to as the vendor / client relationship but in search marketing it really has to be more than that to have real success. What I have seen that works is the mindset of being partners in the success of the campaign. At this point, I would like to exclude any revenue sharing models from this conversation. Personally, I have never seen one work real well due to tracking and many other unforeseen “gotchas” so let’s define partnering as a way of thinking and then conducting business that has the best interest of both parties (client and agency).

This post will concentrate solely on some of the things to be aware of when working with a search marketing provider for execution of campaign regarding the disciplines of organic search engine optimization (SEO), paid search management (PPC) or both. This will not be a complete list by any means so I will try to hit the high points.

Since many companies have chosen to outsource search marketing due to their limitations (staff, knowledge, time etc, etc) it will be important that you do at least a little research as to what is good search marketing practice and technique so you can monitor your provider. There are many search providers who give only the most cursory or basic delivery of “service” that will have little or no impact on results. One of the most common practices is calling directory submissions a link building campaign. Others include a high concentration on rankings vs. conversions. There are more and all I can offer is “Caveat Emptor”.

You also need to make sure that there is an open line of communication between you and your provider / agency. The way a search provider handles you from the start of the sales process can give you an indication of what to expect. If the sales process feels “salesy” then a red flag should be raised. Selling search services is a very consultative process. There needs to be a considerable amount of information sharing and relationship building during the sales process to truly get to the heart of the real needs and how those needs will be met most effectively and efficiently in a campaign. If you feel like you are being “closed” you should consider looking elsewhere for your provider.

Lastly (for this post at least), is the role that the client plays in the success of the campaign. Simply put, it’s critical. Those who are contracting for SEM (search engine marketing) services on any level must realize that they are creating some additional work for themselves. Changes that are recommended need to be made in timely manner so you can see results. I can’t tell you how many times I have seen great work produced by a search agency only to have it get stuck in an unresponsive IT / tech / marketing black hole which will lead to frustration on the part of the agency and the client. Be sure to understand all the potential roadblocks that could make success more difficult than it should be. Address them at the start and know how to work around them. If they appear insurmountable at the time then maybe you should be considering fixing those issues before spending your valuable marketing dollars on search marketing.

All in all, it is well worth the time and effort to get your search engine marketing in gear. Just make sure you go in with both eyes wide open!

Thanks and have a great day!