If you’re building a website for your small business, you have a lot of decisions to make, and one of the most important is in regards to your site’s SEO. Proper SEO development is vital to helping your website attract organic traffic and boosts conversions, but there’s a lot of debate about whether businesses should work with a niche SEO company that specializes in their field or if they should opt for a generalist. Unsurprisingly, there are pros and cons to both approaches. Be sure to weigh these 4 factors before choosing an SEO company.
Know Your Niche
When deciding whether you should work with a specialty SEO company, the first thing you should consider is what your business does. If you spoke to an average person, would they be familiar with the language used in your industry? If the answer is no, you might want to consider a specialty SEO company. While generalists can pick up the language used by a wide variety of industries, niche SEO companies are experts in their field – and yours. You can count on them to use technical language correctly, to understand how your clients and others in the field will search for your site, and how best to attract attention.
Consider The Competition
Another factor companies should consider when choosing an SEO firm is how competitive your field is. Specialist SEO companies can be especially advantageous if you’re in a highly competitive niche. The SEO company ApricotLaw, for example, specializes in site building and content for the legal sector. Since they focus on this topic, the firm has had the time to develop an index of commonly searched terms, based on factors like volume, competition, and click-through rate, among other factors. This allows them to work more quickly than non-specialty firms, which can save you money and help you attain higher quality results.
Building Broad Appeal
While specialty SEO help make your site more competitive, some worry that working with a niche firm may actually narrow your potential client base. Why? Part of the problem is precisely that of specialized language, as mentioned above. Just because your industry uses specific jargon doesn’t mean that clients seeking your services will know that language. Generalists may be better at identifying common search language and may better understand broad trends impacting your business. Understanding the big picture, for example news items that might influence legal or medical industry searches, can help generalists build better SEO and make valuable connections.
Get Out Of Your Head
Whatever approach your take to SEO, whether you choose a niche firm or a more broadly focused company, the most important thing you can do for your business is to outsource your SEO. Sometimes companies make the mistake of assuming that since no one knows their business better than they do, that they should just move their marketing in-house. Unfortunately, this can lead to myopic content, as well as poorly executed SEO. You may know your field, but your company doesn’t specialize in marketing and asking your in-house team to take over this all-important task can end in disaster.
There are many different approaches to handling your business’s SEO, but perhaps the most important thing is that you feel like your SEO company is your partner in building your site and growing your business. Listen to each other and build a campaign that works together and you’ll be successful.