What to look for in a search agency

Choosing a search marketing agency can be a daunting task. The marketplace is crowded, with every contender making big claims. We’ve put together this list of questions to help you get behind the hype and understand what you’re really buying into when you choose your SEM agency.

• Are customers retained? Do clients stay with the SEM agency long-term, or is there significant ‘churn’ in the client base? Can the agency provide testimonials from satisfied clients who have stayed with them over the long term?
• Who are you dealing with? Are your questions being answered directly by a qualified search professional, or are they being relayed through a middleman? Do you know who you’ll be dealing with once the agreement begins?
• Are promises realistic? No-one can guarantee rankings on Google – there are just too many external, uncontrollable factors. Make sure you question any assurances you’re given – exactly how will the promised results be achieved in practice?
• How’s their reporting? Will you receive monthly updates on tasks carried out, milestones reached, key search metrics and planned activity going forward?
• Are they integrated? Can the agency combine on-page optimisation, PPC, link-building, social media and affiliate marketing to offer a complete search marketing package?
• How big are they? Is it a one-man band or a multi-skilled team? Have you met them?
• Are they flexible? Can they adapt to meet your changing needs, including any future wish to handle certain tasks in-house? Will you own everything they create on your behalf? (You should.)
• Are they expert? Can they answer your queries confidently, straight away? Can they explain the technicalities of search in a way you understand?
• Do they get it? Do they take an active interest in how you do business, who your customers are and how you generate sales? Are they sympathetic to the brand you’ve built, and where you want it to go?