Search Engine Optimization, or “SEO”, is “the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results – often referred to as ‘natural,’ ‘organic,’ or ‘earned’ results.” Typically, websites that appear on Google’s first page, within the first five results, get the most visits. Successfully utilizing SEO is crucial to establishing a strong website, company, and brand. So what can you do to make sure SEO is working in your favor?
Hiring the right SEO company is critical. Do your due diligence, get references and make sure your SEO contract holds the company accountable for the use of negligent or reckless SEO strategies.
There are dozens of ways your SEO company can screw up and affect your website traffic. When they do mess up, the first thing you should do is review your contract to see what it says about negligence, gross negligence and breach of contract. Your business no doubt relies on website visitors. When your SEO company does something to cause a reduction in visitors, you need to understand your legal rights, and understand the leverage you will need to make sure your SEO vendor fixes the problem, or takes responsibility for their negligence. The second thing you need to do is secure all your web assets. This includes your domain names, domain registrant account logins, web hosting account logins and all third party applications and plugins for your site.
If your SEO vendor wants to get paid more than you have agreed, or money they did not earn as a result of their negligence, you could end up fighting over your assets. The risk of harm to your business is huge. Hire an attorney who understands and specializes in these issues to give yourself the best chance at success.
Some things you can do on your own to promote SEO is to regularly upload quality content to your website (i.e. blogs), create a user friendly browsing experience, ensure that your website is compatible on both computers and hand held-devises, insert internal links throughout your website, and engage in social media marketing. Search engines like Google pick up on this activity, which leads to your website appearing higher in search results. The more your website is visible, the more business you can bring into your company.
If the thought of implementing your own SEO strategy seems intimidating, there are several SEO companies that can help you out. Some services that an SEO company can provide are reviewing your site content and structure, technical advice on website development, content development, management of online business campaigns, keyword research, and expertise in specific markets. An investment in a skilled SEO company will often result in growth for your business.
In the event you do hire an SEO company, you will need a Search Engine Optimization Agreement. An SEO Agreement establishes the parameters of an SEO company’s development and execution of a search engine optimization and marketing strategy for the client. A well-drafted SEO Agreement should be mutually beneficial for both parties and limit the chances of legal disputes arising as a result of misunderstanding.
If you are looking to utilize SEO and need a SEO Agreement drafted or reviewed, contact a Traverse Legal Internet Lawyer today!