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6. Reply to e-mails, voicemails and other communications. If an SEO firm contacts you, especially for a scheduled meeting, make a point to return e-mail or call. Really, itís a good idea to be available for strategic conference calls.
7. Stick to program. Donít ask SEO firm to optimize web site and then expect them to provide Pay-Per-Click (PPC) guidance as well. If you canít handle PPC on your own, pay experts.
8. Keep statistics in perspective. With many search terms and engines, itís always going to be possible for some keywords not to rank. Donít get hung up on what search terms didnít pop in Top 30. Focus on your traffic growth and conversions.
9. Know your limits. SEO firms appreciate informed clients Ė to a limit. Read articles. Pick up an SEO book. Keep up with news. But donít hire an SEO expert and then tell them youíre an SEO expert. For example, you may be excited to learn about all of SEO devices that could be at your disposal. Donít blame SEO firm for failing to use them all at once. Measured, gradual changes are best.
10. Take your company name out of title tags. Do yourself a favor and make title tags available for search terms, not your long company name. Only keep it if itís short and useful from a title tag proximity and density standpoint.
Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based search engine optimization (SEO) firm. He authored the ďU.S. Manufacturers Resist Natural Search Engine OptimizationĒ study and white paper, ďSearch Engine Marketing: Get in the Game.Ē firstname.lastname@example.org