Even the best of intentions can go awry without careful
attention to details and expectations. We’ve tested these
methods out and they work.

1. Get it in writing. Define the service scope in detail
(i.e. we’ll research keywords and optimize these pages with
approved search phrases for this long).

2. Return phone calls. That goes both ways. If the
consultant needs some feedback, don’t wait three days. If the
client calls, don’t wait three hours. It doesn’t sound fair, but
it makes sense. Consultants need help, but clients deserve more
attention (prompt responses).

3. Don’t overwrite changes. SEO consultants can easily
overwrite source code if they’re not careful. Web site owners
sometimes overwrite the very optimization steps a consultant put
in place. Talk to each other and work out protocols to avoid
these problems.

4. Return e-mail messages. Like phone calls, e-mail
messages deserve a quick response. Hitting “reply” is easier
than picking up a phone and dialing a bunch of numbers. Clients
and consultants shouldn’t let a day go by without a response.

5. Own up to mistakes. Painful and embarrassing as it is,
admit mistakes. They can include failing to return a phone call
and poor communication in a written report. If you mess up -
whether it’s getting some data columns in the wrong place or
placing the SEO consultants META data in the wrong spot, just
acknowledge the mistake and move on. We’re human. Things happen.

6. Don’t switch domain names. If you sign up with an SEO
consultant, don’t start with one domain and then get a notion
about introducing a new one. It throws the whole program off
track.

7. Don’t change your page names. If you have a page
called newproducts.asp, don’t change it to new-products.html
after the SEO program begins. The change will just confuse
search engine spiders and hinder or delay high rankings.

8. Don’t insert “alt” tags after the SEO program begins.

“Alt”tags with images are for search engine consultants to manage.
They’re in the best position to know when “alt” tags might be
appropriate. If you add them on your own, you may ruin the
delicate balancing act SEO consultants perform with many page
factors.

9. Avoid altering page title tags. If an SEO consultant
has a title tag strategy you approve, don’t go back in a week
and change it. Some pages can work with a company name in the
title tag, others won’t.

10. Keep an open mind. Clients and consultants both need
an open mind as creative ideas and approaches are expressed. A
client may suggest something unethical, but the consultant
should gently steer them away from the tactic. If a consultant
finds a useful way of introducing a links directory on the Web
site, give it some thought. Just because your Web site lacks a
directory doesn’t mean it can’t support one. How can you have
reciprocal links without one