Once a company has decided to take the plunge and hire a Search Engine Optimization (SEO) Company, it is only a first step in making the campaign a success for both you and the company. I have to assume you've done your homework and have a quality company with an honest reputation.
Assuming that is the case, there are a few things that you need to keep in mind, on your side of the partnership to make it all work.
Scott Buresh makes some excellent points as he shows how some companies can unknowingly sabotage their own success in their campaign by doing a number of things they don't realize can undo what their SEO company has put in place.
Here are two of the points he makes:
1. Demand rankings with no changes to the site.
Here is one I've talked about before, but he talks about it differently. I've mentioned it from the point-of-view of a Web site that isn't put together very well and no matter how many people may visit it, they will not stick around long enough for the campaign to do any good because of its poor quality.
In contrast Scott says "That site built entirely in Flash for which you spent $50,000 is not going to achieve high rankings for a variety of phrases without substantial changes that will allow its content to be indexed by the engines. The truth hurts sometimes—but so can the cost of lost opportunities."
So both low quality and high-price sites that aren't built right, but which the owners won't make changes will undermine whatever campaign you put in place.
2. Update the website without consulting your search engine optimization company.
"A very common and innocent mistake can have disastrous consequences. It generally happens when a webmaster is updating a website, perhaps simply adding a press release or uploading a graphic. Accidentally, the webmaster saves an older version of the site over the new version, removing many of the elements that the search engine optimization company had added to achieve high rankings. This can result in a loss of positions for which the search engine optimization company, of course, is blamed."
This second one is especially unfortunate as it doesn't come from stubbornness but from an innocent mistake that can cause real problems. For a look at several more things that can cause problems between you and your SEO campaign check out the whole article.
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