Are you considering switching to a different search marketing agency? If so, you need to make sure you have access and control over crucial elements to your online marketing program. Without control over these items, your future search marketing endeavors will be severely hindered.
Access to All Website Related Accounts.
There are numerous accounts directly tied to your organization when it comes to your search marketing agency. Make sure you have not only access, but also administrative control over your Analytics tracking account, Google and Bing Webmaster Tools and all Paid Search programs that you may have been running with your search marketing agency. Without control over these various accounts, not only do you hinder future online efforts, but also take the risk of the search marketing agency tampering or refusing to provide access, leaving your organization out to dry.
Targeted Key Phrases and Ad Copy
Be sure to have the list of current paid and organic key phrases that the search marketing agency is currently targeting on your behalf as well as current ad copy. This information will allow your new search agency to see what has been done thus providing a building block for moving forward.
Link Building Strategy
What type of link building efforts did your previous search marketing agency participate in? Certain link building tactics that were common practice are no longer effective and can actually get your banned or penalized on the search engines. Having a record of what links your previous search marketing agency obtained for you and details on their link building strategy will assist your new agency on how to move forward in growing your organic search visibility and traffic.
Administrative Access to All Social Media Accounts
Do you have full control and access to your Facebook, Twitter, YouTube and other Social Media accounts? Do you have the ability to add or remove users? If not, make this a priority ASAP! You never know what feelings may get hurt when parting ways with a search marketing firm. Don’t take the chance of having your branded social channels being held hostage. Imagine all the work and efforts wasted if your page suddenly quit responding to visitors and comments. Not only would you have upset customers, you’d also have to start over from ground zero and try to convince your customers to follow you on a new social account.
Search Position & Detailed Traffic Reports
Do you receive periodic search position and traffic reports? Save this data as your new search marketing agency can use the information to improve your online visibility as well as create a baseline for your future online marketing success. Your new search agency can see what types of traffic trends your organization may experience as well as what phrases need the most assistance or what holes need to be filled.
I cannot stress the importance of obtaining the above information prior to changing search marketing agencies. Your organization’s online success really does depend on it!