As a digital marketing expert with over 20,000 hours of experience building and ranking websites, I recently helped a friend review an SEO proposal that raised several red flags. This experience reminded me to scrutinize SEO proposals to avoid common pitfalls.
Understanding the Landscape
When I reviewed the proposal, the first thing that struck me was the lack of a custom analysis tailored to my friend’s Shopify e-commerce store. It was a generic proposal offering quick and slow tiers of SEO without considering the unique challenges of the online cosmetic space. You can only rely on cookie-cutter solutions in industries that produce something other than tuition, like cosmetics. You need a strategy that considers the competitive landscape and identifies realistic growth opportunities.
The Importance of Competitive Analysis
One major issue was the need for a thorough competitor analysis. Successful SEO campaigns must be based on a deep understanding of the competition. Analyzing what the top competitors are doing right makes it possible to develop a strategy that can effectively compete. The proposal I reviewed ignored this crucial step, a significant red flag. A proper SEO strategy should include a detailed analysis of the competitors’ keywords, backlinks, and content strategies.
Quality Over Quantity in Backlinks
Another red flag was the promise of a fixed number of backlinks, with higher tiers offering more links. This approach needs to be revised. The quality of backlinks is far more important than the quantity. High-quality, relevant backlinks from authoritative sites can significantly boost your rankings, whereas low-quality links can do more harm than good. The proposal should have addressed the quality of the backlinks, focusing instead on arbitrary numbers.
Meaningful and Relevant Content
Content is king in SEO, but not all content is created equal. The proposal included an expensive blog content strategy without justifying the cost or explaining how the content would be optimized for SEO. Effective SEO content should genuinely address user queries and provide value. Simply churning out content to meet word count targets wastes good sources. In my campaigns, I focus on creating high-quality content that answers potential customers’ specific questions.
Transparency and Proof of Competence
Working with an SEO agency that is transparent about its strategies and methodologies is essential. The proposal I reviewed included vague line items like Google Analytics and Google Search Console without detailing how these tools would be used. Furthermore, there needed to be proof of previous success with similar businesses. Always ask for concrete examples and measurable outcomes when hiring an SEO agency. This helps ensure you’re working with someone with the expertise to deliver results.
Ethical Practices
Ethics in SEO are crucial. I avoid unethical practices like charging for ineffective SEO tasks. Transparency and honesty are key to maintaining trust with clients. The proposal included unrealistic promises and vague service descriptions, often signs of an agency more interested in selling services than delivering results. Always seek an agency that provides clear, realistic expectations and a detailed action plan.
Customization and Flexibility
Every business is unique, and so should the SEO strategy. The proposal’s one-size-fits-all approach, offering the same tiers to any business, whether a pizza shop or a cosmetic e-commerce store, was another red flag. A good SEO proposal should reflect an understanding of your specific needs and goals, providing a customized strategy that addresses your unique challenges.
Proper Site Access and Technical Capabilities
An often overlooked but critical aspect of SEO is the ability to make necessary technical changes to the website. Many agencies would prefer to log into websites and make edits, especially if the site is custom-coded. This reluctance can lead to complete or effective SEO implementations. Ensure the agency is comfortable accessing all the tools they need to make the necessary changes to your site.
Final Thoughts
Reviewing SEO proposals requires a critical eye. Look for detailed, customized analyses, a strong understanding of your competitive landscape, a focus on high-quality backlinks, and transparency in pricing and services. Avoid agencies that make unrealistic promises, lack proof of previous success, or propose one-size-fits-all solutions. By considering these points, you can choose an SEO partner who truly understands and can deliver on your business’s needs.
