Search engine optimization (SEO) is an all-encompassing system of strategies that leads to the improvement of the search engine rankings of a website. The types of strategies employed begin with on-site factors such as determining the core audience and creating stunning content meant for them and move on to focus on quality link building, pay per click (PPC) and social signaling to get the content in front of that particular market's eyes.

SEO is an integral part of any business website's success. Organic traffic is much better than paid traffic regarding your return on investment (ROI), especially when you take into consideration most searchers click on those results as opposed to the paid ads shown alongside them. Not showing up on the first page of the search engine results (SERP) is highly detrimental to your bottom line.

With all of the SEO phone calls you inevitably get and with everyone proclaiming to be the best to service your company and needs, how can you possibly know who to trust? When looking for an SEO company with whom you will entrust your business's future, ask these questions:

What is your stance on content generation?

A reputable SEO company knows that not just any content will do. The onsite content must lure the readers in and make them want to share it; this gains social signals automatically and makes your company shine in the public's eye. We understand that it is not only on-page content that matters. Any content that links to your site must be of the highest caliber as well.

How fast can you build me links?

If the optimizing agent boasts that hundreds of links can be built within days or weeks, politely end the call or meeting. Quality links are what matters, not links that are there just to fill up a spreadsheet. These are only good on paper and can get your site penalized in the long run. We only employ white hat techniques that will serve your business well into the future.

How do you stay on top of algorithm changes?

Google is the king of search engines and is where most of your traffic will originate. Ask the agent to detail how they handled the Panda and Penguin shifts in 2012. Do they know what a 7-result SERP is and how to set up a site properly so it can show up in the results in that manner? How do they identify and rectify site penalties? Keeping up with the latest changes in search engine algorithms and adjusting SEO best practices to align with them is vital to success, which is why we attend conferences twice a year in New York City to learn what has changed and what is now relevant in this dynamic industry.

We have 18 years experience in SEO and have the case studies and testimonials to back up the quality of our work. Contact us today - your business deserves the results we have already brought to other satisfied clients! Note - this is meant to keep in line with the questions in the first part - after the last question and leading into the ending call to action paragraph.

What tools do you use in your business?

SEO takes a lot of effort, but certain portions do not have to be performed manually. If a firm is doing everything by hand, including things that can be automated, this is going to translate into a higher cost for your business. That being said, the types of tools employed are vital for you to inquire about prior to hiring a firm. Red flagged tools are any that automate the process of idea generation, content creation and link-building. Do not work with a company utilizing these. A reputable SEO will be using tools to analyze competition, research the target market, search out key influencers and measure ROI.

Do you feel social media is an important presence for my business to have?

The answer should be an unequivocal, resounding YES! SEO is no longer in its infancy; quickly building links while focusing on a few primary keywords in the anchor text is not going to get a business anywhere (except perhaps closed). Social followings and signals are of the utmost importance in not only search engine algorithms but to the audience at large that you want as customers. Social sites like Facebook, Pinterest, Twitter and even Instagram are just more venues for companies like yours to interact with potential consumers in a medium they are comfortable with while building trust at the same time.

How will you handle my social media presence?

Will the firm take over your social media and run it for you? If you want to maintain control, how can they help you optimize your strategy for the most benefit? Whichever course is right for you, ask for examples of successful campaigns they have done for clients in the past - they should be able to provide statistics on what they did and how they measured the results. They should also be able to guide you in what platforms are the best for your niche and example content posting tactics that have proven reliable in similar niches. Social media is all about building relationships and is an area we are proud to excel in.

Can you tell me where the future of SEO is going and can you guarantee me first page results?

There is no real way a company can ensure your business will be on the first page of the SERPs, now or at any time in the future. No SEO interviewee has a crystal ball for that or for knowing for certain how tactics will change in the coming years. They should, however, be staying on top of this dynamic industry and be able to make predictions of where it is heading in the next few months so that they may adjust accordingly. This is yet another reason why we are adamant about our twice yearly trade meetings in New York. We stay on top of the trends so that we can keep your business on top of the wave - and ahead of your competition!

Can you tell me about some of your other clients and how long you have worked with them?

This answer will speak volumes about the quality of service the potential agency provides. If the time spent working with every client is short, this likely means the company is not doing their job well. The representative you are speaking with should be able to provide demonstrated results they have provided to satisfied clients in the past. make sure it doesnt duplicate