**Over the last few weeks, digital blogs and online marketing departments have been buzzing with the news of Google’s latest algorithm update, Penguin 2.0.**
For the last two years, Google has been getting a lot stricter with websites that it sees as flouting its rules on spam and with this latest update, it has closed the net even further on those that are breaking its guidelines.
So what does that mean in real terms?
If your business has a website that has ever engaged in spammy activity in an attempt to build links and manipulate Google, the result could be a loss of your rankings, leading to a dramatic decrease in traffic and enquiries.
If you are currently employing an agency to do (link: https://www.superdream.co.uk/digital/search-engine-optimisation-seo/ text: SEO), you need to be sure that the work they are doing is not going to jeopardise your website. If you rely on your website to bring in leads and sales, it is imperative that the work your agency is doing is not going to endanger your business.
Here are 10 questions to ask your current or prospective agency to make sure you are not jeopardising your rankings.
**1. How do you go about building links?**
Google’s Penguin update specifically targeted low quality links from places like link farms and article directories, places set up with the sole purpose of building links.
Your agency should be able to display an ability to build links naturally, whether that’s through the content they build for your website, press release distribution or an ability to connect with other authoritative blogs and websites.
**2. Do you outsource any of your link building?**
Some agencies won’t actually do link building themselves, choosing to outsource this often time consuming process to countries such as India where there are cheaper labour costs.
This means that the agency will be unable to guarantee the quality of the links being built and can never be certain of the tactics being used by their partner company to deliver these links.
Link building is pivotal to the success and sustainability of any SEO campaign, it is something that should be managed and implemented by the company you are paying, not their partners.
**3. Can you show me a sample of links you have built for other clients?**
This question could catch a number of agencies out, but it can help you to find out the kind of tactics used. If they can point towards links on high profile blogs and industry or council websites then you can be satisfied that they are doing things properly.
If they are reluctant to show you then it could be a worrying sign. If they point to privacy concerns, ask to see links from a company in their public portfolio. This information can be accessed by anyone with a little knowledge and it is something they should be happy to show if they are already publicising the client on their website.
**4 How quickly will I start to rank?**
This is a test of how trustworthy your agency is.
Typically with SEO, it can take a minimum of 3 months to see results for low competition keywords. It is never a quick process but can be highly profitable over time.
If your agency makes wild promises over how quickly you will rank, you can start having concerns over how they intend to make that happen.
**5. Can you guarantee a first place position?**
As with the previous question, this should give you an insight into whether you can trust an agency. Nobody can ever guarantee you a first place ranking, this is solely at the discretion of Google.
A good SEO agency should give you realistic expectations of ranking performance and use business based metrics, such as those in the next question, to report on success.
**6. What metrics do you report on?**
Some agencies may choose to only report on rankings, but by basing your entire campaign around rankings you are missing a much bigger business picture.
Rankings are secondary to the number of visits you are receiving and the number of enquiries/sales that you are getting. These business metrics will tell you whether you are ranking for the right terms and give you a truer insight into your SEO performance.
Also, by basing results solely on rankings, it could encourage some agencies to take more drastic measures to ensure these targets are hit, which could jeopardise your website in the long term.
**7. How do you guard against future Google updates?**
It is impossible to completely insulate yourself for future Google updates, but the actions taken to acquire links can help to prevent future ranking drops.
Links that are earned instead of forced will always have more longevity, so your agency should show you how they will build your online brand and make you a linkable resource in your industry.
**8. Can you show me any industry articles written by people working at your agency?**
The notion of practice what you preach is key here, and if your agency can show articles written by SEOs who will work on your account, you will get a clear insight into the working practices of the agency.
If they are producing (link: https://www.superdream.co.uk/writing-quality-content/ text: valuable, informative information) then you know that there is a wealth of industry knowledge being used on your website.
**9. Can I meet the people who will actually work on my account?**
If you are interviewing prospective agencies then the chances are you will meet a whole host of sales representatives and account managers. But will any of these people actually be doing the day to day work on your website?
As soon as the contract is signed, many of these people will melt away into the background, so be sure that you ask to see the offices the work will be conducted in and meet the team who will be doing your work. By doing this, you will get a clear idea of the work that will be conducted.
**10. What is your reporting and review process?**
SEO is ever changing and your agency should be working with you closely to ensure things are progressing as planned. There should be on-going reporting that shows you how you are performing against the agreed metrics, with regular campaign reviews so that tweaks and changes can be made to ensure the right work is being performed.
SEO is rarely a smooth and steady journey, but with regular communication both parties will be fully aware of the work that needs to be done to achieve the campaign goals.
**Making the Right Choice **
While there are no concrete “right answers” to any of the above questions, they will give you more of an insight into the company you are working with and the work they are doing on your website.
Even if you aren’t particularly technical, the agency you work with should be able to provide you with clear answers that will help you to understand the work that is being carried out.
Using a digital agency to do SEO work on your website can be an extremely profitable exercise, but choosing who to use is crucial, especially in the wake of recent updates by Google.
When interviewing prospective agencies or reviewing your current one, make sure that you arm yourselves with the correct information that will help you to make the right decision for your marketing and for your business.