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Making SEO Work for You

Double Trouble

When your sink is leaking, would you call in two different plumbers to fix the leak at the same time? Would you have two different dentists fill one cavity? Having two pros in to do the same job, at the same time, just doesn’t make much sense. Of course, these are rather ridiculous examples, and you certainly wouldn’t follow through with either of these scenarios. However, many small companies do work with two separate SEO companies at the same time, hiring both to market the same business… The perception is that this commonplace tactic will help the company get ahead: Two is better than one, right? The truth is that working with two different SEO companies at the same time can be quite damaging. That’s because instead of helping each other out, the two companies are struggling for control of the SEO campaign, and your business ends up caught in between their tug-of-war. The end result is more often a penalty from Google or Bing for activity that looks like spam than it is successful SEO for your company.

The Tortoise Is Better Than the Hare

The reality is that slow and steady wins the race. If you choose to use SEO for your web marketing campaign, the smartest choice is to carefully select a single company to work with. Let them focus on optimization for three to six months, and THEN consider whether you’d like to try a different company. During that first three to six months, do be involved in and aware of what’s going on with your SEO campaign, but don’t be obstructive or intrusive. SEO doesn’t happen overnight! Contrary to what your high-speed connection might have you believing, the Internet is actually a very slow entity. It reacts and adapts very slowly due to its sheer size and immensity. Google and Bing have to constantly sort through and analyze billions of pages of information to do their jobs effectively, so they may only get to your site every other month or so. Essentially, this means a change on your site that’s implemented today might not be seen for 30 or 60 days. Because the Internet reacts slowly, SEO can also be a slow process. In order to do it right, small business owners need to realize that Google owns the ball, the bat, the gloves, and the ballpark: if the Internet is like a baseball league, you’ll have to play by Google’s rules if you ever want to see a good ranking for your site.

So, That Means I’m Stuck, Right?

Just because you need to give SEO time to work doesn’t mean you’re stuck with whatever company you choose from the get-go! If they’ve provided zero return on your investment over a six- to nine-month period, and you’ve provided all of the information and resources requested, it’s time to start looking for a replacement. After that much time, a lack of results means you may want to switch to a second SEO company.

Okay, What Should My Business Do?

If you want more than your current SEO campaign is providing, there are still a number of options that don’t include sabotaging yourself by bringing a competing SEO company on board. While you’re waiting those three to six months for your SEO program to develop more fully, you can also promote your business online by:

  • Using a pay-per-click campaign. PPC can be implemented on your own or with the help of a professional.
  • Hiring a lead generation program that works differently from an SEO provider. This might include companies similar to Service Magic or Yodle (this is not an endorsement). Each of these drives leads to your company in a way that may complement, not compete with, your SEO campaign.
  • Expanding your Facebook page and Twitter profile. Putting time and resources into these pages can help your Internet exposure. This type of work can be handled either by a professional or by business owners themselves.
  • Posting ads on Craigslist. This service is free and will take you just a few minutes.
  • Exploring the possibility of a radio ad that would promote your business name or website. This can set the stage for more web traffic and be a complement to the SEO work.
  • Putting a sign on your fleet truck(s) or other vehicles. Not having signs means you’re missing out on an important branding opportunity.

Giving your SEO campaign time to develop fully doesn’t mean you have to sit by the sidelines for months. However, trying the aforementioned options will almost always end better than trying to stack the deck by working with two different SEO companies at the same time–which nearly always backfires! Have questions? The PG team would love to help. Feel free to contact our customer service professionals for more information.