1. The company is considering to fund an internet marketing campaign, but probably unsure of what to do and how to do it;
2. The company has the option to hire a staff to do the SEO work (monthly salaries, health care, taxes, insurance included) or outsource the project to an SEO company who does the work for them, pay them for the services alone, and step out once the project is done.
Since most projects done for SEO is bound by NDAs (non-disclosure agreements), an SEO specialist or an SEO company should present their own website or blog that they used SEO on and as well as rankings on keywords they had successes with. Usually, employers conduct an exam if the specialist cannot present a portfolio or sample, and sometimes, ask for an initial website analysis for a project and as well as its recommendations to know if a person or a company is skilled to do SEO. It is also best to check on knowledge to basic HTML and CSS before accepting an SEO Specialist applicant as it is required for some SEO actions, at least to a minimum level.
If you are to hire a person to do an SEO work for your company website, on top of their salary, you are expected to give medical care insurances, bonuses, etc. On the other hand, SEO companies vary on charges. Mostly it ranges from $200 - $1000 monthly or even higher. Premium SEO Tools are not lesser than $100 per month.
Is it that expensive?
Considering the number of money companies spend on billboards, TV ads, radio ads, and print advertisements, the money spent on SEO is always lesser than the traditional way of advertising. The brighter side of SEO is that an SEO project has the ability to reach targeted customers and by way of converting them is through optimizing landing pages, images, and optimizing contact forms.
Before starting an SEO Project, specialists work on customer profiles to be able to reach the right targeted traffic and market. Failure to analyze this on the first base will surely lead to lesser conversions which means a lesser number of sales. Once the customer profile is ready, keyword research will follow. Keyword research is a continuous and exhausting process, but it is the key to deriving expectations on SERP (search engine results page) rankings, traffic, and as well as conversions of leads into sales. Keyword research tools are widely available in the market. Google AdWords Keyword Tool is free and can be used in any SEO Project. However, long-tail keyword research needs more than just a Google AdWords Keyword Tool. Other companies offer long-tail keyword research which is great for companies that hopes to target a very specific kind of market.
Is SEO worth it?
Yes, if you hire the person or company with the right skillset and if it is done correctly.
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