Managing your SEO provider can be a difficult experience. Like many specialized services based on expertise, many SEO providers do not provide transparent information about how they work with clients, what they do, and the results you can expect. As a result, many founders and marketing managers find themselves lost in handling managed SEO providers.
However, hiring an SEO provider to build your organic growth may not be as risky as handing over your business’ keys to a third-party provider. There are many ways to reach out and monitor your SEO provider to make sure they focus on valuable tasks, provide expertise in all aspects of SEO and make sure you get high returns on your SEO investment.
With this article, we will shed light on how you can manage your SEO provider strategically to get the most out of them.
- Appoint a good and a skilled SPOC
A SPOC (Single point of contact) can help you align, monitor, and stay on top of tasks in a very good way. Most importantly this person will be the go-to person for all tasks SEO and will help you declutter all the fuss that happens when it comes to SEO. Here is what a good SPOC should possess.
a) Strategic level understanding: Your SEO gatekeeper should help facilitate integration between different projects. By routing all SEO questions through one point of contact, you and your managed SEO provider can ensure that all hands on the deck will always operate in tandem. For example, your SEO provider will know about new sites, products, and sites that your company has created, and it can use this in its strategy which this SPOC can help you with.
b) Traffic level understanding: This SEO gatekeeper will take care of all bottlenecks when it comes to traffic- whether it is coming from organic sources or direct or even referral. Basically, having one across all SEO projects makes it easier to map the progress of your incoming traffic, with rankings and enforce ideas and implement them on a consistent basis.
- Identify and address the right KPIs
Work with your SEO provider to set up KPIs (Key Performance Indicators) that match your business goals. After all, there are many ways to measure SEO efforts (ie, ranking, traffic, conversations, and any combination thereof). You and your managed SEO provider must agree in advance on which KPI combination you will work with because that will set the roadmap for you both to work on for the whole year.
For starters, this will enable your SEO partner to design a strategy that meets your business expectations and needs. But most importantly, you will be in a position to evaluate the work they do and also measure your SEO.
- Maintain the momentum of your SEO goals
As an SEO client, it is important to understand and maintain the momentum of your SEO activities. Google’s algorithm is constantly evolving. If you are unable to sustain your SEO efforts, the rankings will immediately disappear when there is a competitor. Maintaining the momentum of SEO is probably where the SEO provider and the SPOC play their most important role. In addition to managing internal bottlenecks (IT, legal, etc.), they must also have ways to deal with disasters e.g. sometimes codes get changed or removed accidentally.
Also, policies/procedures to reduce potential bottlenecks should be considered as critical IT assets. An awareness of these aspects is necessary so that one can pave through these obstacles and gather energy to maintain momentum for SEO goals. Additionally, your SEO initiatives should be scheduled in advance while revamping and repurposing website content.
- Understand and know your stakeholders well
Your appointed SEO manager should identify all relevant SEO stakeholders in your organization and implement processes that address them. Finally, the SEO manager is responsible for ensuring that all strategic decisions are communicated to your agency or managed SEO provider so that they have access to decision-makers and are aware of any internal developments affecting any SEO projects.
Sometimes a small change in internal priorities can hinder SEO projects. Hence your SEO gatekeeper or manager should have the power to negotiate alternative costs to reprioritize certain SEO projects.
Every business relationship is a two-way street. Hence, it is all the more important to take responsibility for your part of the relationship. As business goals and priorities change, make sure your SEO provider (and any other marketing service provider) is on the right track, because these are changes you need to be aware of – and understand. And make sure you understand what their strategy is for you and why they chose this path. This will help you get the most out of your investment in them in the short and long term.