Generally, there are two kinds of clients that seek out the services of search engine optimization marketing companies: those who are new to the arena and are researching and looking into different SEO companies, and those who weren’t satisfied with their prior SEO company and are looking for the right company with which to do business. No matter what your background or experience with SEO is, it is important to understand the value of the SEO company with enough confidence in its services and abilities to offer the chance to prove itself to you by offering an introductory, no-contract pay-per-click campaign before you enter a contracted agreement with them. Understandably, many clients are wary about the idea of handing over their site’s reins to a random SEO firm. If you weed out potential companies by first giving them the chance to prove how effective they would be in improving and managing your PPC campaign, you have a high-yield but low-risk way to truly test out how your working relationship with said SEO firm would go. If you already run your own pay-per-click campaign, hand over even just a little portion of your account over to the SEO company to let them prove to you how they can not only maintain your account but measurably improve your firm’s results. If you do not have a current, ongoing PPC campaign, you can spend the money you would otherwise spend on SEP and ask the SEO firm to build you a pay-per-click campaign that will serve as proof of concept. While PPC and SEO are definitely different disciplines, they do share numerous similarities including the creation of copy that is targeted, key phrase selection, overall ROI and metrics. In my experience, if an SEO company excels at result generation on a firm’s PPC campaign, this success almost always translates to the longer-term SEO campaign. Such a trial relationship also gives you and your firm time to discover if you enjoy working with that particular marketing firm.
Written by Barrett Sharpe
Barrett Sharpe, founder of AdDaddy Networks, is a law firm marketing, attorney advertising, and search engine optimization specialist. He has had his hand in many successful projects, including Lawyer Search and the widely known LegalHub website where attorneys and clients connect. He is available, on a very limited basis, for consulting in a number of fields. Mr Sharpe also operates a seminar, coaching and consulting business for law firms. He accepts communications from interested parties via fax and FedEx exclusively. (phone calls or emails will not be accepted, nor answered.) Barrett Sharpe, 3201 B North Davidson St., Charlotte, NC 28205, fax: (704) 488-0552