3 Keys To Understanding Your SEO Needs

Many businesses know they need search engine optimization, but they don't know much more beyond that. Columnist Casie Gillette has tips for determining the specifics.

If you’re a provider of search engine optimization (SEO) services, you’ve undoubtedly heard the following:
“I know I need SEO, but I don’t know exactly what I need.”
If you aren’t an SEO vendor, you may have found yourself saying just that at one time or another.
Businesses have slowly but surely begun to realize the value of search engine optimization, and consequently, the demand for SEO services has increased. However, it’s important to understand what you hope to gain from an SEO program before you embark on one.
After all, SEO can involve a lot of different things: technical audits, on-page content recommendations, conversion optimization recommendations, blog posts, link building programs, etc. It could also be priced in any number of ways dependent on how many of those things are included and to what extent. You’ll want to make sure that, when scoping out a program or vetting a vendor, you know what it is you should be looking for.
Below, I’ve identified three key factors to consider when evaluating your SEO needs:

1. Business Goals

When thinking about any program, your business goals should always come first. In fact, when businesses come to us asking only about traffic and rankings, we try to push them towards what really matters – their overall goals (and, of course, sales)!
As noted above, an SEO program could involve a number of things. By understanding what your overall business goals are, you can determine which SEO services would best fit your needs. Do you want to increase conversions? Build brand or product awareness? Gain visibility locally? Fix a Google penalty? Each of these will require a different SEO strategy.

2. Existing Performance

Another factor that must be considered is the existing performance of your site. When we are assessing potential clients, we look at their analytics data to provide us traffic numbers and conversion numbers over time. We need to understand what we are up against and/or what we have to work with.
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