The Search Marketing Advisor Newsletter Article: January 2005, Volume 4, Issue 1
How to Select the Right SEM Firm - Part 2
by Deborah Hickey, Marketing and Brand Manager, iProspect
Last month, in Part 1 of this article, Bill Muller detailed the questions you need to ask and answer to help establish your search engine marketing goals, needs and requirements for an SEM firm. After working through that exercise, you can finally begin your investigation of firms that may be right for you.
Although the variety of companies’ needs vary, and there are myriad vendors offering search engine marketing services, it is advisable — as a time saving and stress relieving tactic — to ensure that the vendors you review are reputable. As such, there are a number of trusted resources to utilize. My recommendations are listed below:
Industry Events: It’s a good idea to attend industry related events when researching a potential search engine marketing partner. Get out there and talk to attendees and presenters. Attend sessions and visit exhibit booths. Some noteworthy industry-related conferences are listed below.
Industry Webinars: It is also helpful to view industry-related webinars. In fact, Jupitermedia holds a free webinar several times a year entitled, “How to Select a Search Marketing Partner.” You can find this archived webinar, and other Web events, here: www.jupiterwebevents.com.
MarketingSherpa’s Buyer’s Guide to Search Engine Optimization Firms: Designed to help marketers from every type of site (B-to-B, e-retailers, local sites, content sites, etc.), this reputable guide will help you weed through the clutter by viewing the unique services and pricing of 100+ vendors that have been researched and rated. Learn more about the guide’s 3rd edition here: http://sherpastore.com/store/page.cfm/1759.
SearchEngineWatch.com: This site offers a free and paid membership area that includes search engine marketing information including newsletters and articles about choosing the right search engine marketing firm. Site content is written by Danny Sullivan, a highly respected expert search engine marketer. Visit the website: www.searchenginewatch.com.
Industry Analysts: If your company is a subscriber of one of the major research firms that tracks the search engine marketing industry, their analysts not only research and report on day-to-day search engine marketing news and trends, they can provide unbiased feedback to those inquiring about specific online marketing strategies as well as specific companies that offer search engine marketing services. Search engine marketing, as well as metrics and conversion analysts, are listed below.
Search Engine Marketing Analysts:
Jupiter
Gary Stein / gstein@jupitermedia.com
Nate Elliott / nelliott@jupitermedia.com
Niki Scevak / nscevak@jupitermedia.com
Forrester
Charlene Li / cli@forrester.com
Gartner
Denise Garcia / denise.garcia@gartner.com
PiperJaffray
Safa Rashtchy / safa.a.rashtchy@pjc.com
Metrics Analysts:
Jupiter
Eric Peterson / epeterson@jupitermedia.com
Forrester
Bob Chatam / bchatam@forrester.com
Conversion Analysts:
Jupiter
Eric Peterson / epeterson@jupitermedia.com
Forrester
Harley Manning / hmanning@forrester.com
SEMPO.org: SEMPO is a non-profit professional association working to increase awareness and promote the value of search engine marketing worldwide. SEMPO was formed by a list of reputable companies and industry consultants. The website, at www.sempo.org, offers a member directory of companies (Note: SEMPO makes it clear on their website, however, that membership is not a guarantee of a particular search engine marketing company's capabilities, nor does it signify industry approval or disapproval of their practices).
SEO Consultants Directory: The SEO Consultants Directory, features smaller vendors that have been reviewed and approved for listing. Visit the website: www.seoconsultants.com.
Once you've narrowed down your list of potential vendors, it’s time to perform reference checks. How much experience does each company have? How many years have they been doing search engine marketing? How many employees do they have? Then, ask to visit their offices and meet their staffs. Take a look at results they've achieved for their own clients. See if they've published any articles in trade publications or offer any white papers or industry research. You may even want to review their financial records to ensure the company is stable.
Very importantly, ask for client and partner references. Ask to speak to clients that have disengaged with the company. Make sure the company practices ethical search engine marketing and does not have a track record of getting clients, or themselves, in trouble with search engines.
If you do your homework, gain a full understanding of your needs, and then match those needs to the search engine marketing vendor, you’ll be well on your way to finding a quality partner.
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