What to look for in a local SEO agency - our guide
With so much competition in the digital world, effective local search engine optimisation (SEO) is more than just a benefit to growth-oriented local businesses - it’s become a downright necessity.
And at one point or another, most organisations will find themselves in need of the expertise found only in a local SEO agency.
But the question is, how do you know what to look for when hiring a local SEO agency? How can you be sure you’re investing in proven expertise, not just in salesmanship? And how can you find the right agency for you when there are so many choices out there?
That’s exactly what we’re going to be looking at in this guide. Here's what you should look for in a local SEO agency.
1. Local SEO Experience
How many years has your agency been in business? What kind of experience does your agency have?
The answers to these questions can tell you a lot about the local SEO agency you're considering. For example, has the SEO agency been in business for several years or are they starting out? An agency that's just starting out may not have the experience you're looking for.
On the other hand, you want to make sure you don't work with an agency that's been around for ten years but has never had a client list with local businesses. Even the most experienced agency in the world won't be able to help you if they aren't familiar with your market.
So, when evaluating the right local SEO agency, you want to ask how long the agency has been in business and what kind of experience they have in your area or in businesses in your industry.
Pricing isn't the only factor in the success of your campaign. Experience matters, too.
2. Value for Money
At the end of the day, ROI is what matters most. So if you're going to invest your advertising dollars, it's crucial to work with a company that will deliver a positive ROI—a local SEO agency that will get you top rankings, drive traffic, and generate leads. In fact, 49% of marketers report that organic search has the best ROI of any marketing channel.
Naturally, you’ll want to hire a company you can afford. And if you're a local business on a shoestring budget, you'll want to make sure the cost of hiring a search engine marketing agency doesn't break the bank.
However, it's also important to remember that your agency shouldn’t be charging you by the hour. Local SEO agencies that charge by the hour may end up taking advantage of you.
Typically, this happens when an agency quotes an hourly price based on the size of your company, not the tasks that will be performed. This pricing method can lead to an agency doing work you don’t really need and most likely will not receive value for your money.
Now, there are certainly some companies that make this method work, but you'll want to avoid not getting value for money. You really should only pay for the services you need.
3. Thinking beyond the requirements of local SEO
Does your local SEO agency take the time to understand you and your business' needs and challenges, and where local SEO fits into your wider marketing mix?
The right local SEO agency should consider and advise on how organic search engine optimisation can be best utilised in alignment with other activities - in particular paid search and social.
They should also have clarity on your marketing goals and KPIs, and understand what's really going to make a difference to your bottom line. If your goals aren’t yet clear, will your agency help you to define them?
Above all there needs to be a clear line of communication between you and your local SEO agency, preferably avoiding the array of technical jargon - or at least translating it into strategic business actions and insight.
Building a successful local SEO campaign is a long term investment, so investing in the relationship with your agency makes a lot of sense.