If you are reading this I assume you already understand how important SEO is for your sales pipeline and marketing strategy, otherwise you wouldn’t be thinking about outsourcing SEO to an agency or freelancer.
I always think of outsourcing SEO as a bit like decorating your own house. Of course, you can do it yourself and it will be a lot cheaper. But you won’t do as good a job as the professionals, you might struggle to get in the hard to reach places, and you could be doing something better with your time.
Plus, if you aren’t careful, you can make a real mess (as my husband will confirm-you haven’t seen mess until you have seen someone kick over 5 litres of white emulsion onto a carpet!)
1) Keyword research
Keyword research is about WAY more than looking at what you want to rank for. You need to consider:
The intent of that search phrase
Where in the sales funnel are your target audience when they type your search query? There is more power in optimising a landing page for a keyword that will be used when your buyer is ready to buy than a top of the funnel word.
For example, someone looking for a ‘mortgage calculator’ has a different intent from someone looking for a ‘mortgage broker near me’. The first key phrase is informational. The second is commercial; someone is looking for your services.
The ambiguity of the word
We see this a lot. People optimise their site for a keyword that has a very high search volume, but the word is ambiguous. The search volume is high because two-thirds of the traffic is for something entirely different.
For example, ‘Shellac’ is a resin, a type of false nail, an awesome band, and a secretion by a Lac bug. If you optimised your site for ‘Shellac’, Google wouldn’t know which you meant.
Semantics or long-tail phrases
What other words can you use that also have little to no ambiguity, a good search volume, decent competition and so on?
Search volume can be very illuminating if you know what you are looking for, or dazzling if not. A high search volume isn’t always better. A low search volume can be catastrophic. It is about balance. A skilled SEO expert will find that balance for you.
How competitive that keyword is often tells you a lot, including the likely conversion rate.
How your competition is ranking for those words
Because how can you beat them if you don’t know this?
What your customers actually call your services or products
We all use jargon in our own fields. How many times have you googled for a ‘service’ or ‘provider’ or ‘specialist’? Not very often I would guess. The trick is finding out what your target audience call your services or products when they don’t yet know they need your services or products.
A keyword strategy can make or break your site. Getting a professional to research and strategise for you will save you a fortune in time and wasted opportunity. This applies whether you are going for organic or paid SEO.
2) On-site optimisation
Of course, you can fill in Yoast yourself and it might be fine. But will it be good? There is more to on-page optimisation than filling in Yoast. Why waste time doing something that is probably going to be just ok when you could be outsourcing your SEO and doing something else.
The potential for organic rankings is enormous. It really is a cost-effective approach that has long term ROI built-in. spending the time (or money) on it to have it done properly will pay dividends.
On-page optimisation practices change over time. An outsourced SEO agent will be up on that. It is so worth spending a bit of money to know your pages and your site are properly optimised. (We charge £15 a page for on-page optimisation and will throw the onsite optimisation in for free if you mention this blog to us.)
3) Page Experience
Page experience is going to be big in 2021 and beyond.
‘Page experience is a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value. It includes Core Web Vitals, which is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page. It also includes existing Search signals: mobile-friendliness, safe-browsing, HTTPS, and intrusive interstitial guidelines.’-Google
Your website needs to be designed for users. It needs to be fast, safe, accessible, and responsive.
Any SEO agency worth their salt (like us for example) will be able to work with your developers (or ours, if you don’t have them) and your host to make sure your website is hitting Google’s expectations.
Whilst your site will still be able to rank without a great page experience, it will give you the edge in a competitive field.
Benefits of Outsourcing SEO
Outsourcing SEO is a great way to increase capacity in your marketing team or business without having to pay a full salary.
An outsourced SEO consultant doesn’t need a desk, pension contributions, or days off sick.
They don’t need managing. Many marketing managers we work with find it hard to manage an internal SEO person because their expertise lies elsewhere. Not understanding what the in house SEO agent has been doing and the results they are getting can make it difficult to manage them.
When you outsource your SEO you get a fresh pair of eyes and up to the minute knowledge. SEO changes fairly frequently (it feels like it changes whenever John Mueller tweets!). Keeping up to date with that is part of our job. Rely on SEO agents to be up to date and save yourself the hassle of trawling through Search Engine Journal.
Want To Outsource Your SEO?
A good partnership with an SEO agency is one where they slot into your marketing activities and support your pipeline and objectives.
Here at GrowTraffic, we work collaboratively with you to design and/or deliver an SEO strategy that dovetails with your wider marketing activities.
We can grow your traffic by over 200% in six months. Why not get in touch to find out how?
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I’m off to listen to Shellac. See you next time.