What You Should Expect from an SEO Proposal - Methodology
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The more information that is included about methodology, e.g., how the actual work will get done and what exactly is involved in doing it, the better. It is understandable that SEOs do not want to give away all of their methodology before you sign on the dotted line, but you should absolutely understand and comply with the techniques that will be applied to your website. I personally believe in giving as much information as possible so that there are no doubts about how I would approach a project (strictly white hat, for example). An SEO vendor’s methodology should be summarized somewhere in the proposal in such a way that it addresses the following issues.
How are pages optimized?
Ideally, this section will address specific techniques and methodologies employed by the SEO, including such things as what tags are optimized (Meta, Title, Alt, and so on), how on-page content is optimized (e.g., heading tags, bold text, and so forth) and anything else relevant to page/site optimization, such as internal linking structure. Look for examples that are specific to your website –- this demonstrates that the agency has done its homework and is a good sign that service will be customized to your specific needs.
How are code changes addressed with the client?
It should be clearly delineated somewhere in writing how code changes will be implemented. Will the SEO or agency make the changes directly to the site (this is pretty rare) or work with your programming team to get the changes implemented? If it’s the latter, how will the changes be communicated to the programmers?
What quality control processes are in place?
Quality control for SEO is a straightforward process and should be spelled out somewhere in the proposal. Essentially, you want to ensure that the code changes and SEO tweaks you’ve reviewed and approved have been implemented appropriately. Enough time should be built into the project implementation schedule to cover review of all optimized text and tags to ensure that 1) there are no spelling mistakes or typos and 2) nothing is missing or in the wrong place.
Are complex SEO barriers addressed?
Flash navigation, dynamic URLs, frame-based designs and other SEO nightmares should be addressed before the work begins. This is particularly relevant for complex database-driven sites with thousands of pages of content, as well as e-commerce or retail sites. If you have a website like this, it is critical that the proposal addresses the problem of dynamic pages and complex URLs head-on. Case studies and proven successes with past clients should absolutely be included, so if they are not, then be sure to ask for them. For large companies that seek to centralize all SEO services with one agency, be sure to get specific examples of experience with SEO localization –- not every agency can handle this type of account.
How is the newly optimized site submitted to and/or indexed by search engines?
The how and why of site submission need not be addressed in extreme detail in a proposal. However, it should be stated somewhere that either the SEO will submit your website to search engines (or engage in link placement and directory submission to expedite indexing), or you are responsible for this (if it’s the latter, run screaming from the room). Any fees associated with site submission should be noted at this point (e.g., Yahoo’s $299 yearly fee for commercial site submission into their directory). Agencies that address link placement in comprehensive detail are promising; be sure to flag proposals that present concrete examples and methodology for building inbound links.
How are results tracked?
Tracking and reporting are essential components to any SEO project, and both should be addressed in an SEO proposal. The basic metrics tracked (e.g., ranking, site traffic and conversions) should be stated along with the frequency and type of reporting (e.g., weekly Excel spreadsheets, real-time web-based reporting, and so on). It is also a good idea to request a sample report with the proposal. Find out whether report customization is an option.
What assumptions, if any, are included in the methodology?
It is assumed that the client is accountable for complying with certain requests and/or providing certain information to the SEO in order for optimization to be a success. All assumptions should be stated up front to avoid miscommunications once the project has begun. For example, it might be assumed that all site changes will be made within ten days of submission by the SEO in order to comply with the approved timeline. It may also be assumed that the client will provide access to website traffic stats and past historical search data (if available).
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