One of the first things that small and medium-sized businesses or SMBs do is delegate most business operations to internal teams. Which, for monetary reasons, is understandable. But, in terms of digital marketing services in Canada, this little act of saving money could result in added expenses. How? Well, SEO is ever-changing and unpredictable. Unless you or your team are professionals, you are better off delegating your necessities to a digital marketing agency.
And besides, inadequately done SEO has a handful of damaging impacts on the site!
Thankfully, hiring a Kelowna SEO company can streamline the process. The professionals at such a firm engage in thorough planning to generate and deliver dependable SEO solutions, all while staying within your marketing budget!
So, without further ado, let’s dive into this blog to unveil tips and tricks for hiring a search marketing consultant in Canada hassle-free.
But first, let’s get acquainted with –
1- The Fundamentals of SEM
Before you proceed to outsource Digital Marketing to experts, it is crucial to understand the basics of the same. Why, might you ask?
Well, when you know the fundamentals, or perhaps the ins and outs of the service, you are well-versed in determining what to expect and when. Also, a general understanding of SEM can help you raise the right questions, ensuring everything goes smoothly.
So, SEM is a marketing tactic. It allows you to promote your site using paid advertising methods like PPC or pay-per-click. It involves strategies that help in enhancing the site’s presence on search engines. In turn, your site’s visibility is boosted, driving traffic, conversions, and ROI.
2- Hiring an SEM consultant is made easy with these tips.
Well, now that you know what SEM is, let’s move ahead and identify how to hire a digital marketing agency like a pro.
2.1- Prioritize reviewing testimonials initially
To gauge the reliability of an SEM firm, prioritize client feedback. Start with testimonials to streamline your research process, avoiding agencies with numerous negative reviews. Therefore, the initial destination on any SEM agency’s website should be the ‘Testimonials’ page.
Does the business lack testimonials? This could easily sow the seed of doubt in regard to the authenticity of the company’s website. To address this concern, conduct a secondary check on independent review platforms such as Clutch or Yelp. Seek out the most trusted source in your region for additional validation.
Even if you’ve thoroughly verified their credibility, it’s prudent to request references directly from the company. This inquiry not only ensures thoroughness but also offers insight into their approach to client information management.
A trustworthy link-building company may not share all client data but should offer some examples, especially long-term partnerships, that reflect good marketing practices. Inquiring about long-term clients is crucial, as relying solely on quick fixes suggests a poor strategy. Typically, reputable firms have maintained relationships with clients for over a year.
2.2- Begin by examining case studies
A reputable search engine marketing firm typically showcases case studies on its website or provides them upon request. The absence of case studies should raise concerns.
Unlike testimonials, case studies authored by the agency’s experts offer detailed insights into achieved results and methodologies. They provide a comprehensive understanding of the agency’s capabilities and allow for competency assessment.
While case studies may be less readily available than testimonials. You may require requesting them from the Kelowna SEO outsourcing firm. Regardless, ensure it features essential details such as client information, industry analysis with SEM challenges, project budget and outline, and achieved results. These elements provide valuable insights into the agency’s capabilities and approach.
2.3- Comprehend their pricing structure
Determining the search engine marketing firm’s charges and payment structure is essential. In fact, it is the second most important factor. But, there is no one-size-fits-all payment formula. Given that each company has its unique approach.
All you need to prioritize here is transparency. For instance, if you seek a particular service and not all, the firm must be capable enough to help you with exactly what you want. This means, they will then customize the price and you will require paying only for services you used.
On average, you may be required to pay at least $2500 on a per-month basis, $50 per hour basis and $1000 per project basis.
2.4- Now, ask the tricky questions!
Keeping forward a few tricky questions in front of the consultancy will provide you with details on the firm’s reliability. Here are three such queries –
2.4.1- Do you adhere to the search engine guidelines?
Check out Google’s Webmaster Guidelines to grasp their requirements. It’s crucial for a search engine marketing firm to comply with these rules to avoid Google banning their clients.
Analyzing the agency’s success rate via case studies helps gauge their adaptability to Google’s updates. With Google issuing numerous protocol updates annually, SEM firms must adjust strategies to comply with new rules.
2.4.2- Will there be changes made to my site?
Of course, hiring Kelowna PPC company means giving them the rights to make changes to your site. But wait, before the changes are made, you must know what procedure is followed and what enhancements are being made.
Any reliable firm would first request your permission and even discuss the changes they aim to make. Also, ensure the firm-suggested changes are in alignment with your site for smoother integration. Even the expert delegated to make changes should have the relevant qualifications to accomplish the task.
2.4.3- Are guarantees for the services provided?
This is definitely a tricky question. If you get “yes” for an answer when asked, “do you guarantee number one ranking post the White label SEO services?” run as far from the firm as you can!
Remember, as we mentioned earlier, SEO is unpredictable. Although consistent targeted efforts should help boost the site’s ranking, a promising number one ranking is a no-go. Professionals know this very well and will never promise you the same. A scammer, on the other hand, will definitely make such empty promises.
2.5- Assess the firm's position within the market
Does the search engine marketing firm you’re considering tout itself as an industry leader? While they may assert this, it’s crucial to verify their claims independently. Look for evidence, such as participation in relevant industry conferences. Are they listed as attendees or speakers?
Another avenue is to explore industry rankings but ensure you target the right one. Search by location, as hiring a top firm in Australia wouldn’t benefit marketing needs in Canada.
It’s important to note that relying solely on industry rankings to assess the reliability of a search engine marketing firm can be flawed. There’s no standardized ranking, and many reputable firms may not make the top lists in your area. While being an industry leader is advantageous, prioritize independent testimonials and quality case studies in your assessment.
2.6- Inquire about additional services offered
Ensure you understand the full scope of services offered by the search engine marketing firm. This helps identify their specialization and ascertain whether they align with your specific needs.
During discussions, request specific details about their digital marketing services in Canada. General terms like ‘SEO‘ or ‘comprehensive marketing package’ may not adequately explain their offerings. Hence, beware of agencies that are unable to define their own services clearly. Reputable firms typically have their services plainly listed on their website.
Additionally, a reputable firm will offer technical services alongside marketing efforts. This includes –
- evaluating website navigation,
- identifying crawler errors,
- addressing ‘missing’ pages (404 errors),
- and other technical optimizations.
In short, hire firms that are a one-stop shop for all your SEO digital marketing needs. Or else, you will require hiring multiple digital media marketing firms, making the process a challenge!
2.7- Determine the communication routes
Hiring an SEO digital marketing agency isn’t enough; you need to determine how the communication will work, too. After all, that is how you shall know where your project stands. Also, you might have various doubts in your mind, including –
- Why local SEO is important for small business?
- Why should I hire a digital marketing agency?
- What is paid search?
- Why is SEO important?
So, ask your chosen firm how they will contact you and when. Only through reliable communication routes you can address all the concerns you have.
Once you determine the route of communication, perhaps through call or email, you must also identify what happens in case of emergencies. These can be anything from hacker attacks to websites going down and so on. Use this opportunity to also identify how you might be obtaining the reports.
These questions aim to ascertain if the agency has a physical office or operates solely online. While both setups can be effective, for online-based firms, it’s crucial to ensure their employees are dedicated. If they are a questionable agency outsourcing SEO services and work to small contractors, you risk trouble if one contractor disengages.
2.8- Establish and quantify success criteria
Your chosen agency must be capable of defining if their SEM efforts paid off. To do so, they must use reliable tools and resources.
So, before you sign the contract with the firm, discuss this aspect of hiring the agency. And the next time you meet this firm, ensure that the answers they offer about “How will you gauge the success of your SEM efforts?” and “What metrics will you utilise to estimate my agency’s performance?” are included in the contract, too. The aim here is to make the firm of digital marketing Kelowna accountable for their actions.
The most commonly used SEM metrics for site traffic boost include –
- Bounce rates
- Keyword organic rankings
- Search Traffic
- Social media signals
- Time spent on site
- Conversion rates
- CTR
2.9- Request them their plans
For success, your search engine marketing firm needs a solid, effective strategy. They should provide you with an outline of this strategy to ensure you understand how they’ll assist you.
It’s not necessary for the company representative to delve into every small detail of their process. However, they should outline the methods they’ll use and their purposes. Additionally, they should explain how these techniques align with your overall marketing goals.
2.10- Determine the expert’s qualification
Remarkably, many overlook this question when engaging with search engine marketers. However, their professional education is as crucial as your doctor’s. Hence, inquire about their accreditations and where they obtained them.
You can research specific courses and institutions later when considering your decision. A reputable digital marketing agency Canada won’t conceal information about the proficiency and training of their staff. They should also share their business achievements, such as winning awards, to further establish their credibility.
2.11- Discover the consequences of breaking the contract
Initiate a discussion about contract termination terms and associated penalties. It’s crucial to clarify the obligations of both parties in this partnership to ensure a clear understanding of the agreement.
Termination terms should address actions in emergencies. This includes crises within your own company or the agency. They should also specify conditions under which you can terminate the contract if the firm fails to meet its obligations, typically defined by not achieving the marketing goals outlined in the contract.
Ensure you review early termination fees and other penalties and avoid engaging with an SEM firm that imposes unreasonable demands.
If you think the provided contract aligns with your terms, go ahead and sign it. If not, discuss and make changes. A reliable SEO consulting firm will gladly make changes as per your requirements.
3- Wrapping up
Keep in mind that locating a search marketing consultant isn’t a straightforward process. It may take you days and even weeks to come across a firm that stands out from the crowd and suits your unique business needs. Hence, maintain patience throughout the process.
And as you know, the right SEO and digital marketing services can result in astronomical perks for your firm. But, even a slight mistake in the same can result in long-term harm to your brand. So, be wise and vigilant! Use the tips suggested above to make the most out of this SEO outsourcing venture and uncover strategies to increase business growth!
