{"id":9325,"date":"2016-06-17T10:10:29","date_gmt":"2016-06-17T10:10:29","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=9325"},"modified":"2024-05-23T07:44:23","modified_gmt":"2024-05-23T11:44:23","slug":"choosing-search-engine-marketing-agencies-8-dirty-secrets-know","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/choosing-search-engine-marketing-agencies-8-dirty-secrets-know\/","title":{"rendered":"Choosing Search Engine Marketing Agencies: 8 Dirty Secrets You Should Know"},"content":{"rendered":"<p>A sound <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/digital-marketing-strategy\/\">digital marketing strategy<\/a> can spell out huge gains for your business. But you\u2019re not sure you can do it alone. You think a search engine marketing agency can help, but where should you start? And how do you know you\u2019re working with a good agency?<\/p>\n<p><span style=\"font-weight: 400;\">Just like anything else, search engine marketing agencies have their secrets. Some are pretty transparent, while others hide their tactics behind locked doors. When it comes to choosing an agency, you shouldn\u2019t have to hire a dragon to break into the castle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good search engine marketing agency can help improve your rankings, offer guidance in terms of keyword and content, and generally set your brand up for <a href=\"https:\/\/directiveconsulting.com\/uk\/case-studies\/\">digital marketing success<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the bad guys often go for short-term gain, and they don\u2019t care how long it lasts. They\u2019ll use <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/black-hat-seo\/\">black hat tactics<\/a> that work for a little while, but ultimately leave you penalized by Google.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want a search engine marketing agency who acts as your partner. Today, we\u2019re sharing the dirty secrets you should know for choosing search engine marketing agencies.<\/span><\/p>\n<h2><strong>Decide What You Want Before You Begin<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Before you choose an agency, you have to decide why you\u2019re doing it. An agency can help, but they\u2019re not in your business day in and day out. They can\u2019t solve all your problems, but they can supplement what you\u2019re doing to improve outcomes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even the best search engine marketing agencies fall short if they don\u2019t know what your goals are. Clear goals help them develop strategic plans to ensure your success. Here\u2019s what you need to answer before firing off emails to a bunch of agencies:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why are we doing this? Do we want our site to rank for certain terms? Do we want to generate leads? Am I doing this for myself, so that my department looks better?<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do we plan on measuring and analyzing success? How will we know if we\u2019ve achieved our goals?<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How risk averse are we? Are we prepared to take risks that could result in substantial gains, or are we invested in upholding the status quo?<\/span><\/li>\n<\/ul>\n<h2><strong>Secret #1 &#8211; Not All Search Marketing Agencies Are Created Equal<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The best agencies care about results. They want to make money too, but the money is meaningless if they aren\u2019t able to bring success to the companies they work with. You want to work with a company who has:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>A proven track record of success<\/strong> (case studies and a good reputation in the industry, evident by guest posts in industry publications, speaking engagements, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>At the forefront of what\u2019s going on in the industry<\/strong> (you want an agency who is abreast of changes in the industry and is constantly seeking further education).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Committed to <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/white-hat-seo\/\">white hat tactics<\/a><\/strong> (they don\u2019t take shortcuts, and are committed to transparency and organic ways of getting results).<\/span><\/li>\n<\/ul>\n<h2><strong>Secret #2 &#8211; Some Search Marketing Agencies Like Wearing Black Hats<\/strong><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-9327 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/giphy-17.gif\" alt=\"Black hat SEO tactics\" width=\"500\" height=\"200\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The world of search engine marketing used to have a reputation for being shady. That\u2019s because black hat tactics, such as spammy blog contents and buying links, used to work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even though Google, Bing, and Yahoo have made substantial strides in finding and penalizing those who you use these tactics, these strategies are still out there. There are many agencies that inflate pages with keywords and unnatural links. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if the strategies work, why not use them? An agency that participates in black hat tactics will try to sell you on huge promises. In the end, however, their tactics will leave your website vulnerable. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You could be penalized by an algorithm update or a new policy that is impossible to recover from. <\/span><a href=\"https:\/\/www.google.com\/insidesearch\/howsearchworks\/algorithms.html\"><span style=\"font-weight: 400;\">Google now has more than 200 factors<\/span><\/a><span style=\"font-weight: 400;\"> that influence rankings, and at any time, could release more than penalize your site. <\/span><\/p>\n<h2><strong>Secret #3 &#8211; Some Search Marketing Agencies Are Light on Results<\/strong><\/h2>\n<p><img decoding=\"async\" class=\"wp-image-9331 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/lightonresults-300x199.jpeg\" alt=\"Some agencies are light on results\" width=\"335\" height=\"222\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s easy for a digital marketing agency to say they\u2019re invested in search, but do they have results? An agency\u2019s word isn\u2019t enough. You need proof that the agency can give you the results that you\u2019re looking for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re talking to an agency for the first time, look for the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Case studies showing past success:<\/b><span style=\"font-weight: 400;\">\u00a0Ask for case studies that spotlight existing or past clients. Look for numbers that show direct results from the agency\u2019s involvement.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Data-driven strategies:\u00a0<\/b><span style=\"font-weight: 400;\">Understand how the agency measures success. Do they measure success by client satisfaction or in cold, hard facts?<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Existing clients:\u00a0<\/b><span style=\"font-weight: 400;\">Ask to speak to existing clients to get some insight into what it\u2019s like to work with the agency. If possible, try to speak with more than one client about their experience.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If an agency isn\u2019t able to deliver on these things, that\u2019s a red flag. They may have an impressive list of clients, but if they can\u2019t share stone-cold results, you should not proceed. <\/span><\/p>\n<h2><strong>Secret #4 &#8211; Some Agencies Assume You Won\u2019t Do Background Research<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s hard to get the real deal on a search marketing agency. They have a sales team who can hook you in, but is everything going to be as great as they say when you sign on the dotted line?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aamir Jiwa, a marketer who\u2019s hired six agencies, recommends getting in touch with ex-employees. \u00a0\u201cTalk to ex-employees of the agency you are considering to work with,\u201d he wrote in the <\/span><a href=\"https:\/\/moz.com\/ugc\/selecting-an-seo-agency\"><span style=\"font-weight: 400;\">YouMoz blog. <\/span><\/a><span style=\"font-weight: 400;\">\u201cThere is an option on Linkedin that people research to find ex-employees of that company. If you consider this approach, speak\/email more than one person.&#8221;<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-9326 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/Screen-Shot-2016-06-15-at-4.53.10-PM.png\" alt=\"Contacting Employees at SEO Agency\" width=\"588\" height=\"379\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not willing to contact ex-employees, definitely contact some clients. You should interview a few different agencies at once, so ask the agencies what they think of each other. Often times, they\u2019ll have a different perspective about the agency\u2019s reputation and expertise. <\/span><\/p>\n<h2><strong>Secret #5 &#8211; The Cheaper The Agency, The Worse The Results<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It can be tempting to go for the cheapest option. After all, if one agency can do the same work for a cheaper price, won\u2019t that result in more ROI?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9328 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/giphy-18.gif\" alt=\"Some agencies beg for money\" width=\"245\" height=\"180\" \/><\/p>\n<p><span style=\"font-weight: 400;\">On the surface, the least expensive option can seem like the best choice. In reality, the best choice is, well, the best choice. You want an agency who knows the industry inside and out\u00a0and is willing to go to bat for you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best agencies out there usually have premium pricing. This is almost always a \u201cyou get what you pay for\u201d situation. Paying $500 for <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/seo\/\">SEO services<\/a> and strategies will not bring you the results you desire.<\/span><\/p>\n<h2><strong>Secret #6 &#8211; A Lot of Agencies Outsource Work, and Don\u2019t Pay Freelancers Well<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s nothing wrong with outsourcing work to experts. In fact, that\u2019s why you want to work with an agency. Their team has digital marketing expertise that you don\u2019t have. But many agencies aren\u2019t transparent about what work <\/span><i><span style=\"font-weight: 400;\">they<\/span><\/i><span style=\"font-weight: 400;\"> outsource.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re choosing an agency, you should understand where your dollars are going. How does the money get divided up between account managers, fees, and administrative tasks? This breakdown will help you understand what happens to your money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should ask:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><i><i><span style=\"font-weight: 400;\">How does the payment get divided up?<\/span><\/i><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Is all of the work done in-house or do you outsource to freelancers? <\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">If you outsource work, what gets outsourced and why do you outsource it?<\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">If you outsource, what do you pay freelancers?<\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Where are your freelancers located? Are they based in the U.S.?<\/span><\/i><\/li>\n<\/ul>\n<h2><strong>Secret #7 &#8211; Some Agencies Are Comfortable with Shortcuts<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Some agencies are comfortable with black hat tactics, but they\u2019re also comfortable with other kinds of unsavory shortcuts. They\u2019ll outsource work to unskilled freelancers, share exaggerated statistics about their clients to inflate results and try to get rankings by buying links.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shortcuts result in shoddy content, a poorly built strategy, and huge gaps in technical SEO. They can seem tempting, but like the black hat tactics mentioned earlier, they can result in site penalties.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9329 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/giphy-19.gif\" alt=\"truck takes shortcut\" width=\"318\" height=\"177\" \/><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re choosing an agency, you have to look into an agency\u2019s policy around shortcuts. Ask the agency whether they\u2019re more invested in quality or quantity, and how much they care about speed. If an agency tells you that speed and quantity are their tops priorities, that\u2019s a red flag that the team is comfortable taking a lot of shortcuts.<\/span><\/p>\n<h2><strong>Secret #8 &#8211; Not-So-Good Agencies\u00a0Run Their Businesses as Suppliers<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">An agency with cheap pricing still makes a profit. The way they make money is by having a ton of clients that pay them a little, rather than a few clients who pay them a lot. In this way, an inexpensive, not-so-good agency is comfortable being a supplier.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9330 aligncenter\" src=\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2016\/06\/giphy-20.gif\" alt=\"being a supplier\" width=\"480\" height=\"288\" \/><\/p>\n<p><span style=\"font-weight: 400;\">You want an agency that can give you a lot of attention, and build a custom plan that suits your needs. Agencies that operate as suppliers often offer one-size-fits-all solutions that limit the results for your brand. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You want an agency that takes the time to understand your company and what you\u2019re all about. You want an agency who is a partner, not a supplier. <\/span><\/p>\n<h2><strong>Choose a Search Engine Marketing Agency with Care<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A search marketing agency can provide substantial results. They can help improve rankings, enhance your site technically, and <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/content\/\">create content<\/a> that gets links and<a href=\"https:\/\/directiveconsulting.com\/uk\/services\/social\/\"> social shares<\/a>. But it\u2019s on you to choose a search marketing agency that can get the job done.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ve revealed 8 dirty secrets that many agencies are keeping. As you search for the agency that\u2019s right for you, work to explore whether there are secrets that could get in the way of your success. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hiring the right search engine marketing agency can be difficult. In this post we reveal 8 dirty secrets you should know when searching for the right agency.<\/p>\n","protected":false},"author":9,"featured_media":12164,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[50,56],"tags":[70,107,127,165],"class_list":["post-9325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-seo","tag-agency","tag-google","tag-marketing","tag-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Choosing Search Engine Marketing Agencies: 8 Dirty Secrets You Should Know - Directive UK<\/title>\n<meta name=\"description\" content=\"Hiring the right search engine marketing agency can be difficult. 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