I have been saying this for years! To tell them SEO rankings is the most important factor, is ridiculous in my mind - its almost always a means to an end, not the end itself.
I worked for a particular SEO VP, who shall remain nameless, that told our clients time and time again with such enthusiasm, “we can rank you on the 1st page for that keyword if you want” “we love a challenge we can get you to the top of the SERPs in no time” I pushed back on this person a little (Okay a lot, who am I kidding?), and asked “Why would you have our clients believe this is our sole purpose here? That to have our clients believe that’s all we do is rank them high on the SERPs is the be all to end all is plain stupid and so 1996.” Ever hear of conversions? or I don’t know, traffic increase month over month?
Getting ranked high is one thing, getting qualified incoming traffic to your particular landing page is a whole other story that takes a little more strategic SEO thinking in my opinnion. If any of you have hired or are about to hire an SEO/SEM agency that will tell you things like “1st page rankings are it” then, you need to push them a little harder to get the more labor intensive strategic work accomplished as well. Ask them what happens once we achieve high rankings for some particular keyword? There is a next step and that should be spelled out.
What too many agencies, again this is from my personal experience with agencies I have either worked within or work with, there isn’t enough advanced level thinking involved. Your SEO campaign should be well thought out by your internal team and then aligned with your SEO agency team. Get on the same page and make sure they follow through with everything they promised.
At the end of your 12-month contract they can turn around and say “well we did get you 1st page SEO rankings” we’re done! You, on the other hand aren’t done, you now have to figure out who will get the new 12-month SEO contract, because your agency didn’t provide your company real intelligent SEO.
You all know it’s just not that simple.
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