subject: Working with an SEO consultancy maximises campaign performance [print this page] Many firms often start their search engine marketing strategies without an underlying goal. They scrabble around the internet looking for SEO hints and tips and cobble together a short-term search engine optimisation programme.
While this self-starting attitude to search engine optimisation is commendable - it is also a touch misguided. The complexity of search marketing and the ever-changing results page rules mean that marketing through the channel needs to be kept fresh and up-to-date. With the luxury of a full-time, fully-trained internal SEO team this isn't a problem. But most firms can't afford this luxury. Which is where dedicated SEO consultancy come in?
Outsourcing some or all of your search engine optimisation strategy to a third party will often result in more hits and a better return on investment. This is down to the fact that a specialist SEO agency will live and breathe search marketing. However, that's not to say that businesses should avoid gaining knowledge of SEO altogether.
According to industry expert Ray Comstock, the best search engine optimisation strategies are often created as part of a partnership between a company's internal marketing team and a dedicated SEO Consultancy.
Writing for SES Magazine, Mr Comstock said: "SEO agencies can bring a lot to the table in terms of strategic insight, experience, and the ability to get greater internal support to the table in supporting in-house SEO teams."But perhaps the most valuable service that an agency can perform is to provide expertise on SEO best practices on an ongoing basis in the form of recommendations and in-house team training."
Now, the experts don't have all the answers. Recently Econsultancy warned businesses that the future of search marketing could not be easily predicted. The firm's senior analyst Jake Hird said the introduction of real-time search, for example, will undoubtedly have an impact on SEO, but he refrained from suggesting what those effects might by. That said, when a firm spends all of its time creating and analysing the effectiveness of SEO campaigns, it will know what works and what doesn't. So for any company that can't afford an in-house SEO specialist, it could be time to start collaborating with a third party SEO agency.
Working with an SEO consultancy maximises campaign performance
