Client Expectations of Search Engine Optimization 
Companies & Marketers

Search engine optimization consultants and marketers tread a fine line between the expectations of clients and what is really possible. I was a search engine marketing consultant for a period, however, managing client expectations became too big a part of the process. I explained what was possible before I was retained but they still did not understand or modify their expectations. Most are mistakenly fixated on top positions! They are after instant gratification not long term results.

Often clients expect search engine optimization consultants to obtain and maintain top positions without changing copy, page layout or site architecture. In essence they feel that a little tweaking in the meta tags, titles or developing "doorway/hallway pages" ( which aren't even linked to from any other pages on the site) will cut it.

They expect top positions at any cost. They don't really understand some of the things they expect marketers to do are "inappropriate". Some don't even care that this may get them de-listed or worse blackballed.

If you have read "Search Engine Optimization required skills" you know this is just tying the optimization consultants hands. You are taking away many of the tools and skills a good search engine optimization consultant has at their disposal. 

You also know that the best strategy is to retain the consultant from the start of site development rather than waiting until the site is complete and many of the tools/skills they have are moot.

What should you expect from a search engine optimization consultant?

You should expect the following:

• All the items below should be done in a way that reflects well on your site and does not risk de-listing or blackballing of the site by search engines.
• The optimization consultant should develop a keywords list for the site, using resources that provide information on what queries are used most often by users, not simply what you have requested, since it's likely that yours aren't the ones used most.
• Make adjustments to titles and meta tags using the keywords list and targeting the right pages for optimization of specific terms (general site analysis).
• Optimization of all known HTML elements using keywords which add relevancy to a page.
• Proper submission of the site to all major directories.
• Researching of directories specific to your topics.
• Tracking of site's status on search engines. Were all pages indexed?
• Submission to search engine site reviewers. Besides indexing pages most engines have channels of some sort and these always provide a boost to relevancy. Sometimes boosters are obtained on other engines as well as the one that did the review.
• Your search engine marketer should be making suggestions for new content which can be more readily optimized for your most important terms in the keywords list.
• Most sites at some point are redesigned. Your search engine consultant should have made suggestions for a more search engine friendly design if needed.
• A knowledgeable search engine marketer will provide a list of prospective reciprocal links best suited to raising relevancy on engines which use link analysis.

As you can see from the list above you should expect a well thought out and thorough implementation of a search engine marketing campaign. 

In time, this should result in the proper indexing of your site by all indexing search engines, listings on all major directories plus any that are specific to your topic or region, reciprocal links from sites that will add more relevancy than simple meta tag and copy optimization and more traffic from sites catering to targeted users who are more likely to purchase or revisit/bookmark your site.

In my office we have a saying "the cream always rises to the top". With time, a good search engine marketing campaign adds a leavening agent and ensures positions are easily maintained once you are at the top!

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