Search engine optimisation (SEO)

You can use a search engine optimisation (SEO) agency or consultant to support your site’s search performance. They can help with:

• content for your website
• site architecture advice
• keyword strategy
• integrating your search marketing activities

You will need to work in partnership with whichever agency you employ. Effective SEO requires a deep understanding of the site that is being optimised, including knowledge of the business and the target audience.

How to choose an SEO agency

Ask around before engaging an agency and draw up a shortlist. Get references from previous customers, to help understand how a prospective partner works. A good consultancy should want to know as much about you as you do about them. Engaging a search engine consultancy is like working with any other business service provider, whether it is IT consultants or accountants. You need to ensure that they are right for your business.

Be wary of agencies that promise guaranteed first-page rankings, instant results or number one positions. Search engines change constantly, and no agency can guarantee organic rankings. 

See choosing a search engine optimisation agency: checklist.

Building a relationship

Make sure any contract with an agency explains the work, reporting, ownership of accounts, service levels and how success will be measured.

You should expect any relationship to be long term, as search engine rankings can change dramatically over time. This may be due to the actions of your competitors, or changes in how search engines index pages. Make sure that you communicate regularly, and that your SEO partner provides you with regular and auditable reports.