On the subject of Off Topic

1. You didn’t explain exactly what it was that you wanted…

Did the SEO agency you chose actually understand what it is you do? Did you assume they would? I bet you did! Well that was a rookie error – just because they know SEO, it doesn’t mean that automatically they’ll know all of your business goals and aspirations. It certainly doesn’t mean that through SEO, all of your dreams will come-true overnight. Covering things such as budget and goals are essential in order for us to devise the appropriate strategy for you.

2. The SEO’s weren’t told what already worked (or didn’t work) for you…

Were you clear about what the best features of your online endeavours are so far? Did you talk about what proved successful, or things you  tried and that were unsuccessful?
All conversions can be tracked which shows any progress SEO’s have (or haven’t) made. However, if you don’t inform the SEO’s of what already works or doesn’t then you can’t argue if there are repeat mistakes.

3. You didn’t indicate the importance of having one main person oversee the account…

Because any reputable SEO agency isn’t made up of just one person behind a desk and computer handling every enquiry made, but is rather formed of a team of people ranging in size (the team not the people, although this applies to both ) that help manage your account – it is likely that,  much like a ‘Chinese-whisper’, your goals, aims and dreams are somewhat diluted to anyone that didn’t speak to you directly.
For example, when person 1, explained the information to person 2, who made brief notes and handed those to person 3, person 3 wasn’t following your direct instructions. They might not have fully understood the notes…however, you don’t have to accept this. If you only feel comfortable with one person in particular handling your account, request that only that person have access to it. This way, any changes made by you won’t come as a surprise to the SEO.

4. You didn’t understand the amount of work needed and so were surprised when costs were higher than expected…

Good Search Engine Optimization will get your site discovered in online search results. There is however, more to it than that. Many people in an SEO agency work to get your site to its optimum, and you need to be aware of just how much work goes into this.

SEO :
This team will mainly be in charge of making sure that SEO is being carried out for all your online needs
Online Marketing:
This team works alongside the SEOs to help get you publicity online.
Usability & Design:
This team will have the job of creating a smooth user experience for all users that come across your website.
Web Developers:
This team will develop, build and ensure things work – such as buttons on your site, conversion tracking and more.
Providers of Content:
This team will ensure that good content is maintained, and optimised so that people can find it.

5. You didn’t maintain a good relationship with the agency…

Chances are, you started off all guns blazing, before slowly falling into a pattern of laziness, assuming the agency would take care of everything the way you wanted – meaning you wouldn’t have to worry about it.
Further, you were unavailable for meetings, you didn’t specify what kinds of reports you wanted, and changes were (or were not) made that you caused dissaproval.  When (on your say-so) these changes were reversed, rankings and conversions fell and this caused (even more) tension between you and the agency.

Remember, rankings and conversion rates can see-saw and any changes made to your site can take time to show the positive affect they are having. You should try not to ignore advice about possible re-designs or new pages that should be added to your site. Other things to consider are using services to monitor your online reputation and  testing better versions of your website to get the best results.

Good luck!