April 4th, 2010 by Susie

Effective search engine optimisation is about achieving a healthy partnership between an online firm and an SEO company. Unfortunately, this can be difficult because some dubious SEO services have let clients down in the past. However, if there is frank communication from the outset and what is expected from both partners is clearly set out, there is no reason why a productive partnership should not evolve over time.

It is in the nature of SEO that the relationship between an online firm and an SEO company will have its ups and downs. Tensions will often arise as the position of a site fluctuates in the search engine results pages (SERPs) and frustrations can develop due to a lack of obvious progress. Some authorities have suggested that a site’s rankings may actually decline in the initial phase of a search engine optimisation campaign. Much later, the relationship may become troubled again, particularly if a site slips off the first page of Google after investing resources to get up there.

If the online firm overreacts to every setback, the consequence could be catastrophic. However, if its management is too relaxed it may not get the most out of its SEO services. Basically, both parties have mutual interests and they must attempt to foster similar attitudes. They are beginning from different starting points in terms of knowledge, but they both need to learn from and adjust to circumstances as they develop. In fact, they have to make things happen together and help shape future circumstances. It is not just a matter of trust and clear communication, it is also about learning from experience and by using various information sources. If sources can be crosschecked (and if learning can be shared between the online firm and the SEO company) this is the ideal scenario.

The underlying problem in the establishment of a positive relationship between an online firm and its SEO outfit is arguably asymmetrical knowledge. It is this imbalance which may induce the online firm to fail to appreciate the efforts of a SEO team. It is this inequality which could tempt an unscrupulous SEO firm to take advantage of the relative ignorance of an online business. It should be remembered that both firms are in it together and if profits are to be made in the future, conflict makes little sense. Furthermore, an SEO company has its reputation to consider. Behaving with integrity can make a great deal of financial sense in the long term.

Persistence is central to making a success out of a continuous search engine optimisation campaign. Regular reporting and strategic reviews should help reveal where adjustments can be made. Meetings between the online firm and its SEO company are strongly recommended, again at regular intervals. Video conferencing is a valid option in this regard.  Persistence should be intelligent; persistence should not be about obstinately adhering to ineffective techniques.

If learning and persistence are placed at the heart of a compelling joint strategy, there seems little reason why an online firm and a SEO outfit should not share in the proceeds of dynamic growth.

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