In today’s digital age, it is almost impossible to run a successful business without a robust online presence. Search engine optimization (SEO) is one of the most effective ways to enhance the visibility of a brand on the internet. However, not all businesses can invest the time and resources necessary to tackle SEO in-house. Outsourcing SEO services can be a great solution, but there are several pitfalls that businesses must avoid to ensure they get the most out of their investment.
To help with this, we reached out to a few industry experts to get their insights on the common mistakes businesses make when outsourcing SEO.
1. Falling for unrealistic promises
According to Stephanie Heitman, Director of Search Engine Marketing at Moz, “Beware of companies that make unrealistic promises. SEO is a complex and ever-evolving field, and it’s impossible to guarantee results or rankings.”
When outsourcing SEO, businesses must resist the temptation to choose a provider based solely on their promises of a guaranteed #1 spot on Google. A reputable SEO provider will set realistic goals and performance expectations that align with the specific needs of the business.
2. Focusing solely on backlinks
Backlinks are an essential component of SEO, but they are not the only factor that determines search engine rankings. “Focusing too much on backlinks is a common pitfall businesses fall into when outsourcing SEO,” says Gary Vela, Founder of WebpageFX. “While backlinks are important, each component of the SEO puzzle must be tackled for a comprehensive SEO strategy.”
A well-rounded SEO strategy includes on-page optimization, site speed, user experience, and more. When outsourcing SEO, businesses must ensure that their provider has experience in all aspects of SEO and can provide a holistic approach.
3. Ignoring the importance of local SEO
Small and medium-sized businesses can gain a significant competitive advantage by leveraging local SEO. However, businesses often overlook this aspect when outsourcing SEO. “Businesses that overlook local SEO are missing out on a huge opportunity,” says Casey Meraz, Founder of Juris Digital. “Local SEO is essential for brick-and-mortar businesses, and it’s important to ensure your SEO provider has experience in this area.”
When outsourcing SEO, businesses must ensure their provider has experience in optimizing for local search listings and understands the unique challenges of local SEO.
4. Not considering the long-term
SEO is not a one-time project but rather an ongoing process. Businesses must avoid providers that offer one-time optimizations with no follow-up or long-term maintenance plan. “A good SEO provider will not only provide a one-time optimization but also ongoing maintenance and optimization to ensure the site remains healthy and competitive,” says Steve Wiideman, President of Wiideman Consulting Group.
When outsourcing SEO, businesses must ensure that their provider offers regular reporting, ongoing maintenance, and ongoing optimization to maintain strong SEO rankings.
In conclusion, SEO outsourcing can be a valuable investment for businesses looking to enhance their online presence. However, businesses must be wary of common pitfalls and ensure their provider has the experience and expertise necessary to provide a comprehensive, long-term SEO strategy. By avoiding these pitfalls, businesses can maximize their return on investment and dominate their respective markets.
