When it comes to selecting a Search Engine Optimization firm to assist your company, there are many factors that should be taken in to consideration:

1)Be cautious of SEO firms that provide specific "guarantees" for top 10 placements in search results. While all SEO firms are of course optimistic about the effectiveness of their services, it is impossible for any firm to provide a specific keyword "guarantee" that they will be able to place your website in a top ranking. Paid for Performance is a method of SEO pricing whereby firms guarantee a number of top ten listings not a specific keyword listing. For specific keyword guarantees, Google has gone so far as to issue a direct statement about this form of misleading advertising. The statement can viewed at http://www.google.com/webmasters/seo.html

2) Make certain that the SEO firm has had success achieving high rankings on the "Big 3" (Google, MSN and Yahoo). Many firms will claim to have achieved high rankings for client companies but these high rankings have only appeared on small, infrequently used search engines. There are thousands of search engines available to internet users but Google, Yahoo and MSN receive nearly 98% of all search queries throughout the United States.

3) Clearly identify which keyterms are most prevalent to your business. Often times, SEO firms can achieve high rankings for companies but for search terms that are not often searched. Any reputable SEO firm will provide you with a Search Term report that will outline the frequency of searches under your company's keyterms. While it is a fact that the more "generic" keyterms are often very difficult to optimize there is always additional targeted keywords that are ideal for optimization. The bottomline is, it is great to be listed #1 but if no one searches for that term, there is no real benefit.

4) Be careful if a company is secretive or won't clearly explain what they intend to do. This is very sound advice. If companies are unwilling to provide you with a detailed report as to what activity they are performing for your company, you must question

A reputable firm will provide you with a reasonable outline of the services that they have performed in their attempt to optimize your website.

5) Make certain the information they provide is accurate. We have witnessed many cases where SEO firms have provided completely inaccurate information to potential customers that clearly identifies that the practices they have in place will not truly provide the optimal results any consumer would expect. Do your research.

6) Read the fine print. Review all contracts in full detail. We have spoken with many customers who were locked in to long term contracts with no "out" despite the fact the company provided them with little or no results. Reputable SEO firms will offer an "opt-out" clause in there contract if results are not satisfactory within a reasonable timeframe (typically 3 months is reasonable to see some improvement).

7) Ask for references. As in any business purchase, speaking with satisfied customers who have utilized the SEO services in the past are excellent indicators as to the overall trustworthiness of the company. If companies are skeptical to offer references, this should raise an immediate red flag.

As in making any business decision, utilize common sense as well when selecting an SEO firm to partner with.
You will be glad you did!