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If your business has any online components (such as a website), then SEO is vital to the ongoing success of your business. You may have the most expensive website inside your industry, but without website traffic (visitors) to that website, it's essentially useless. It is not just traffic that you need, but targeted traffic. A good quality SEO service can offer relevant, consistent website traffic to your website(s). This guide will allow you, as a non-expert, to distinguish between negative and positive SEO providers. There are lots of both kinds, this guide should enable you to find the good ones.

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SEO needs to be implemented in a manner that is effective in achieving your SEO goals and providing that important meaningful presence on the World Wide Web.

Quality SEO is a crucial investment with regards to developing successful expansion and growth strategies.

Ineffective SEO implementation, renders your SEO efforts wholly ineffective along with a waste of the money.

6 things you need to know and understand prior to hiring an SEO provider:

1) Hiring an SEO provider ought to be seen as an purchase of your business. You should not view it like a business expense, but rather a business strategy and an effective way of enhancing your business presence within your business sector. Try not to begin your search with the intention of "buying some SEO". Employing an SEO provider ought to be viewed rather as employing an employee that understands and cares about your business and it is online objectives.

2) The first page of Google (or any internet search engine) is everything. Few people ever go to the second page of the search results anymore. Google is so good at as being a search engine that people blindly trust Google's ability to deliver the most relevant results on the first page. Consider how often clicking through to the second page. Which means that if your business is not on page one, it's almost as good as nowhere. The top positions on page one make the most clicks, which decrease while you progress downwards on the page.

3) The 'big' keywords are not everything. It is better to be on the first page for a few smaller keywords, than try to rank for bigger keywords and not be on the first page whatsoever. For example, an accountancy business in Preston may not rank for that highly competitive keyword 'accountant' (unless there is a lot of SEO budget and time to wait for rankings); however the same business could conceivably rank highly for the keyword 'chartered accountant Preston'. A great SEO provider should research the keywords that the business could realistically rank on page one for as well as keywords that have enough search volume to be worthwhile for the business to test ranking for.

4) SEO is all about beating your competition. There is no guarantee in the search engines to say you will be on the first page of Google if you do certain things. Put simply, SEO works like this:

The search engines have their conventions; websites that conform by providing the search engines what they need, will find themselves achieving better search engine ranking positions. The only thing standing between your top spots in the search rankings is the competition. Not your actual business competitors, but your online competitors. The websites that currently have the top spots on the internet for your desired keywords are your online competition, and you need to beat them out of those top spots. Some keywords will be easy to rank for, others could be more difficult. It is just your online competition that dictates which is the case for everybody keyword. A good SEO provider will investigate the competition for each of your keywords. Then, following the most effective keywords for the business sector have been identified they should be implemented according to point number three above.

5) On-page and Off-page SEO.

Search engine optimisation is a complex and ever-evolving science, however in order to intelligently interview a prospective SEO provider you need to understand that there are two main kinds of SEO.

On-page SEO pertains to the factors in your website affecting your SEO (keywords, usability, page headings, outbound links, internal links, etc.).

Off-page SEO are the factors that report directly to matters beyond your website affecting the SEO of the website, such as back links, citations, social sharing, etc.

SEO providers can function on your off-page SEO fairly easily, but if you are not willing to change on-page SEO, based on their recommendations, you cannot blame them for lack of results. A good SEO provider will review your website and report on their behavior about your on-page SEO, and how it can be improved. You should have your web designer make the adjustments.(Remember he is the expert in this subject)

6) An increase in search engine ranking isn't necessarily an increase in leads and purchasers. All your SEO provider can perform is get the website, videos, Google Places, articles, blog posts, etc. further up the search engine results. They can't guarantee an increase in sales or leads, because that factor is determined by your own sales funnel. It's not the SEO provider's job to make certain that the extra website traffic you receive will become more leads or sales. Your site needs to convert those visitors with good marketing, that is an issue for your marketing consultant to cope with.

The key differences between 'good' and 'bad' SEO providers:

Good SEO Providers
Good SEO providers fully understand the points mentioned previously. You can judge this by their answers to the questions provided later within my next article.
Good SEO providers wish to build a solid foundation and a proper SEO plan for your business, with extensive initial keyword and market (competitor) research. They will insist upon it, even if the prospective client does not see the need. Sometimes a good SEO provider will not work with a client that does not want the important groundwork to be done, because they know that without them they will not be prone to provide the client with the results they want. A good SEO provider will want to provide their client with results as their first priority. Often a client will say "but I've already done the keyword research myself". Many prospects sit down for five or 10 minutes to write out all the keywords that they think are highly relevant to their business, and then think that they have now done all of the keyword research that is required. Real keyword research is a lengthy, investigative process.

Good SEO providers use responsible SEO methods, for example paying more attention to on-page SEO, securing quality back-links, improving citations, aiding social sharing, ensuring a good user experience, etc.

Bad SEO Providers
Bad SEO providers may wish to take their clients' money as their first priority. They will not conduct proper keyword and market research, but will say, for example, "what are your three keywords as well as your URL that you would like to rank for". Should this happen (as it often does) you can be sure they are simply plugging your website into software to obtain irrelevant back links all over the internet, using spam blog comments, link farms along with other means. In many cases this approach is ineffective since the URL, or domain, may not match the client's desired keywords. This can also damage the reputation and, ironically, the long-term SEO and credibility from the website.
Bad SEO providers use bad quality SEO methods (Sometimes known as Black-hat methods), Utilising these methods can have an incredibly detrimental impact on how your website is perceived by search engines like google. This in turn may result in your website being (Sand boxed). Obviously this is extremely undesirable, as damage similar to this is extremely difficult to reverse.

Ensure you get the specialist SEO you never know how best to focus on the features of your company and may draw attention to your products and your services in a way that really makes your business stand-out on the worldwide web.