Finding a proper SEO company can be an incredibly daunting task. Why? Because we all say we’re the best. 🙂
The truth is–and this is the dirty little secret about out industry–is SEO has a small differentiating factor from business-to-business at the highest level. What that means is agencies do (or should do) the same thing:
- We acquire links
- We write content
- We optimize onsite assets
- We conduct keyword research
- We optimize your local SEO properties (for applicable campaigns)
And, over time, your site ranks. That’s 5,000 foot overview of what it is we all do.
When an agency is at the apex of its skill set, they can command a higher retainer. By doing so, they are placed at the head of the table with other similarly-skilled agencies. That’s where the lack of differentiation comes in: we’re all really, really good at what we do.
Perhaps there really is too much of a good thing. We can all “rank at will,” so how can you tell the different between the agency A and agency B?
- Is it price?
- Is it customer service?
- Or is it contractual terms?
- Maybe it is the campaign assets, like the quality of links?
Then you have the mid and lower-skilled search engine optimization companies who are just getting started and/or do not have their skill set up to par yet. Their differentiation isn’t just price or customer service in the form of deliverables; it’s the actual work quality itself.