Moving Beyond the SERPs in Your Search

Posted on | April 19, 2009 | No Comments

As an alternative to using the search engines, there are a number of independent resources that provide valuable insight into SEM agencies and where they fit into the market. When attempting to ascertain the credibility of a particular agency or searching for a firm that holds a certain market position, the following points assist in developing a benchmark against which to measure providers.

#1. SEMPO or SEMPO Canada Membership
SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it.

Its purpose is ‘to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing.’

SEMPO membership signifies cohesion between the SEM agency and the mission that SEMPO aims to achieve. One could summarise it as the agency understanding the bigger picture in online marketing and wishing to be a part of it in some way.

However, it is important to bear in mind that SEMPO membership is not the hallmark of agency credibility, nor does non-membership discount the agency’s service offering.

#2. TopSEOs – Independent Authority on Search Vendors
For an independent assessment of SEM agencies, TopSEOs evaluates and identifies companies that provide services and products in the Internet marketing industry.

Independent evaluation criteria are used for each form of online marketing to rank agencies. Only those firms that pass the evaluation procedure are listed in the official TopSEOs rankings.

A willingness to be independently evaluated is certainly a credibility booster, however, note that even TopSEOs Randomly Searching has various levels of membership and thus, not every single firm listed on the website has in fact been evaluated.

Only those firms whose membership is above the free Basic level, namely Silver, Official or Ultimate, are eligible to be ranked according to the independent evaluation criteria.

The firms with a free Basic level membership are able to set up a free directory listing on the TopSEOs website. So do not confuse a ranking by TopSEOs with a free directory listing.

However, for those agencies that are listed, even in the free directory, it is useful to review their profiles as it is here that you will learn some interesting company information, such as:
•    Year Founded
•    Number of Full-Time Employees
•    Revenue
•    Core Practice Areas + Secondary Areas
•    Language Capabilities

#3. LinkedIn – Company Search Feature
LinkedIn has a very useful Company Search feature that allows you to review any firm that has composed such a company listing.

This feature is a gem in the company review process and you can use it to search for agencies on your shortlist. LinkedIn facilitates the development of a more complete, internal picture of a company.

What you will find here, you almost certainly cannot find anywhere else:
- An employee breakdown including top management with individual public profiles
- Company size, headquarters location + details of other office locations
- Curious demographic information such as age / gender ratio / tertiary education history of employees / common job titles

#4. Google ‘em
The Founders – Once you have ascertained who the driving force behind the brand is, do a little bit of historical research. Google the founder / CEO to develop a better understanding of those that run the business, taking note whether there are positive press releases linked to the name, articles, blog posts or speaking engagements at industry conferences. You are also looking for any bad publicity; client qualms on complaint sites or even grandiose claims of ‘an evangelist’ having helped hundreds of businesses find their riches online.

The business name – Similarly it makes sense to conduct a few searches under the business name and see what you find. If there is a multitude of negative client review and complaints websites appearing on the first page of the SERPs, this is certainly reflective of both a poor customer experience and a lack of brand management by the firm.

Once you have exhausted the above resources you will have a much clearer understanding of each business in your shortlist and the results of your research may further cut your list. You are now ready to begin contacting potential providers in your search for an SEM agency.

BUT in order to do so successfully, you should be armed with an arsenal of questions to ask each agency. This will be covered in the next post.