markd - 7:07 am on Jul 23, 2002 (gmt 0)

Like others here, I cheer when I hear a company (large or small) who has the sense and vision to look for quality not quantity when undertaking SEO activities.

I'm sure you've already rejected companies who do this, but for a company such as the one in quesiton, I would show the door to companies who 'promise':

To target 1000's of SE's monthly

'Guarantee' positions, without knowing your audience(s), your company's objectives (marketing, business, profile, and brand). I really get tired of seeing 'we guarantee no.1 positions in xxxx'. Usually this means a PPC program where the skill is in bidding the highest.

That would willingly give away 'trade secrets' - would your company show a client the source code to your killer software, the patents on your drugs etc? There has to be 'trust' based on proven ability. Expecting a company to expain 'how they do it' reflects the low value some place on the service of marketing a site to an appropriate audience in search engines and directories. For your company, it should not be about 'low-value, low involvement' services. It should be returning 'high value, high involvement' to you as a client and to the consulting company approaching your individual requirement. A client does not, and should not, be focused on the 'features' just 'the benefits'.

Does not in some way, want to offer advice/action on your current web site and online activities - even if it is on gaining appropriate and relevant links to your site.

As mentioned, the last thing I would want to do myself is target generic, 'industry-based' phrases such as 'search engine optimisation'. The companies you are considering should be able to advise you on finding niche keyphrases which will be especially relevant to your audiences. If you are a large company, your Public Relations Department or Agency should be keeping up your profile using relevant offline or online media channels. I believe you should use SEO to support, but not reproduce/compete with these activties. Look for a company who can help you target searchers using very specific and niche keyphrases - these can be true 'golden nuggets'.

More about what not to expect, than what to ask, but I hope this helps. Good luck! I for one would really like to know how you make your final decision.

Perhaps you could return the useful advice supplied here by letting us know?