When companies need to increase their web presence, there is no shortage of Internet marketing services ready to help. But how much help service offers depends on several factors, such as: whether it performs search engine marketing (SEM) research, the types of search engine optimization (SEO) techniques it uses, and whether it redesigns websites to improve sales conversion. Below, we look at how to choose such a firm in terms of dos and don’ts.

Do: choose a company the performs SEM research

Three critical SEM analyses a top Internet marketing company always performs are market analysis of a company within its industry, competitive analysis of a company regarding its online competitors, and advanced keyword analysis. A service that doesn’t perform SEM research may offer attractive pricing, but the value of its SEO strategies will be generic, not reflective of a firm’s unique goals and needs.

Don’t: choose a company that doesn’t offer what you want

Companies shouldn’t be talked out of certain services simply because service doesn’t offer them. Yet, this often happens. Ideally, companies should choose a service that offers a full range of Internet marketing services, from web video to Pay-Per-Click (PPC) campaigns. Otherwise, it could miss out on the best strategies-or the ideal combination of strategies-for its particular needs,

Do: look for companies that have experience helping firms like yours

Top SEO strategies, social media campaigns, Pay-Per-Click (PPC) campaigns, and other strategies for improving online sales don’t discriminate between industries. But an Internet marketing firm that has experience in a certain industry may offer better insight for a company in that industry. Ultimately, companies should be concerned with the return on investment (ROI) a marketing service has delivered to similar customers in the same industry.

Don’t: choose a company that calls formal SEO campaigns a “joke”

At a time when companies are looking for the cheapest deals, some Internet marketing services are offering bargain SEO work, claiming that sustained campaigns supported by SEM are a “joke” in terms of cost and effort. But the real joke is paying for SEO that doesn’t work. Cheap optimization measures may improve page rank, but the improvement disappears when search engines change their algorithms. Furthermore, companies that offer cheap solutions rarely redesign websites, a critical element in improving sales conversion.

Do: choose a company that performs extended SEO campaigns

A website’s page rank can improve without extensive SEO work. But maintaining its page rank, as well as keeping the web traffic refined, requires a sustained effort. Some services advertise that a sustained effort is unnecessary. But if a company hopes to retain its page rank and improved web traffic, it needs to support them with the same techniques that made them possible.

Don’t: hire a company that proposes solutions without performing research

Services that don’t perform research usually offer one size fits all solutions, which are the opposite of solutions that meet a company’s unique needs. A top Internet marketing company always performs in-depth research before proposing solutions.

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