Top Ten Tips on Choosing a Search Marketing Agency

1. Make sure you do your research. Do you want Paid Search or Natural Optimisation, or both? If you have some understanding of what you are looking for, you will be able to assess each company's capabilities and sniff out the dubious sales pitches. If not, make sure you make some enquiries - a good SEM agency will take time to explain everything to you and advise on the best strategy.

2. Remember that search marketing is a specialist field. Many general advertising, marketing and web design companies now offer SEO and PPC as an 'add on'. Ask yourself whether these companies can deliver results.

3. Establish the level of the supplier's expertise. Do they speak at events? Have they conducted workshops. How long have they been providing SEM services?

4. Consider the potential ROI before you purchase. If you opt for the cheapest quote then you will probably get what you pay for. Achieving good search results in competitive fields requires a lot of work by the SEM supplier and this will be reflected in the quote.

5. Ask about the supplier's methodology. Successful SEM requires numerous steps. At the proposal stage, a good supplier will describe their methodology in detail. If the information you receive is light weight, the service will be, too.

6. Don't be fooled by guarantees. No honest SEO company can possibly guarantee you no.1 position in the search engines' natural rankings.

7. Before going ahead with an SEM agency ask for case studies and names of existing clients. A good SEM should be able to provide proof of the work they have carried out. If they have well-known clients, with good positions, then chances are you've found a good SEM supplier.

8. Be realistic about your expectations. For example, if you are a small mortgage broker with an annual budget of £2k don't expect to rank in position 1 for 'home loans' or other highly competitive phrases. Similarly, if you want to compete with a giant like Ebay, consider their budget! If you want to compete make sure you have an appropriate budget.

9. Measure the results over the long term. PPC ads start appearing as soon as the campaigns are set up. It is, therefore, possible to see results quite quickly. However, while adjustments can be made on an on-going basis, it can be two-three months before the full initial effectiveness can be measured. Assessment and campaign changes should then continue on a regular basis. The results from SEO can take some weeks to be seen. However, they too should be measured on an ongoing basis with optimisation adjustments being made as and when required.

10. Don't expect a SEM agency to miraculously transform your business and increase sales. The role of the SEM is to bring targeted visitors to your site. If your site is poor or your products/services don't meet customer expectations, then chances are the problem is not with the SEM. A good SEM will offer advice on potential problems and issues but ultimately you have to take some responsibility to make sure you convert as many users as possible.